Landing pages are the hub of all inbound lead generation efforts. Every campaign that you run and every funnel offer that you create should be tied back to a landing page.
With so much effort focused on driving traffic to landing pages, you want to make sure your design reflects those same efforts, while effectively attracting and converting your targeted traffic into qualified leads
1. Single Focus Messaging
Identify a pain point or single compelling reason to attract the prospect. Reiterate this message on your landing page. Address benefits or problem solving points within your content that are in line with your offer.
*Note: The messaging should be consistent throughout the conversion process. This includes your calls to action in blog posts and/or PPC ads. Accurate descriptions help build trust, avoid user annoyance, and improve your qualified leads.
You want people to be able to fill out your landing page form no matter what device they use. A non-responsive page that makes your user scroll and wince and pull out their hair just to try to fill out a form won’t fly. So make sure your landing page layout is responsive. This will give easy access to your page on any browser and any device. If your marketing software (or designer) already has this in place, it’s still best to double check that it’s working before you go live.
3. Remove the Navigation
Unlike other pages on your website that are designed to be more informative, landing pages are completely conversion focused. For this reason, you should remove any navigation from your landing page in order to keep the viewers’ attention focused on exactly what you want them to do – fill out your form to access your exclusive content.
4. Reduce Required Form Fields
Speaking of forms, who likes filling these things out anyway?
In general, if you want more leads, try fewer required fields on your landing page forms. Looking for more qualified leads? Ask for more information – this will help weed out some of the people who are just checking out your content for informational purposes.
5. A/B Test Your Landing Pages
Every landing page has different goals, each funnel offer has a different perceived value, and every business is attracting different buyers. Testing is the only way to identify what works best for your specific case.
Using a simple A/B test, you can segment your traffic to find out which landing page receives a higher conversion rate. Try using different headlines or alternate colors. Explore forms with more required form fields or with less copy.
A/B testing rules because you can test and optimize everything about your webpage until you receive the response rate you are looking for. There’s no universal answer to what works best, so testing can ensure your landing page is the best it can be.
*Note: A/B testing a single site design has a glass ceiling – at some point your design will reach its maximum conversion, yet it’s possible a completely different design may capture better rates. Once more, test and test again.
6. Thank-you page & walk through
Last, but certainly not least, make sure the entire conversion process is functional. After people fill out your form, are they really taken to the thank-you page? Do they really get a kickback email? Make sure this is all working properly so you don’t put your contacts through the frustration of filling out a non-working form.
Although it’s just one page of your website, leaving out certain elements could cause you to lose out on valuable conversions. Using the above tips will not only improve your conversion rates but will increase how much your target audience trusts you and will make the conversion process all that much smoother for your potential customers.