Landing pages can be your top performing salespeople working for you 24 hours a day/ 7 days a week, but only if you optimize them to be lead converting machines. A good landing page usually consists of an image or video, convincing content and a Call-To-Action (CTA). It is basically a slimmed down version of your website that only has one purpose (to convert as many leads as possible). You want to eliminate the options available such as the top navigation bar to help guide your users to the end goal of clicking on the CTA.
Landing pages are a great way capture your users’ contact information in exchange for content such as free guides, free trials, discount codes or helpful info to help them in their decision making process. Plus you build your users trust and show your expertise by giving them valuable information for free. Here are some tips to help you improve your landing pages conversion rates:
Landing Page Layout
It’s ok to use a template to create your landing pages, but they should have a similar appearance to the other pages on your website. Make sure to use the same fonts, color scheme, and consistent branding to build your users trust. You don’t want to risk them thinking that they are being scammed because the landing page looks nothing like the page they were just on. If possible you should create your landing page from your homepage. If your website was built using a theme, try checking to see if the developer has a landing page template designed specifically for that theme.
Make the Call-To-Action Stand Out
Don’t have multiple CTAs on the page. You don’t want to confuse people by having too many options. They might end up getting overwhelmed and deciding not to click on any of them. You want to make the user experience is as enjoyable and straightforward as possible. Make the CTA stand out by using a bold contrasting color and wording that makes your potential users want to click on it. Consider using A/B testing to see what color, wording, or placement works best for the CTA. The whole goal of your landing pages is to wow potential customers with just enough information to entice them to fill out your form/click on the CTA to learn more. Think of a landing page as a first date, you don’t want to play all your cards at once. You want to impress them by revealing a little bit about yourself and make them want to go on a second date to learn more.
You could just have your CTA wording be “Signup Here” or “Download”, but consider showing what the next step will be. For example “Signup Here to Start Saving!” or “Download to Play” This will make it very clear to your users what they will get in return for clicking on your CTA. A/B testing will help you figure out the type of CTAs that have the highest conversion rates.
Simplify Your Landing Page
Remove any unnecessary content, links, buttons, or images that distract the users attention away from the CTA. Make content easier to read by breaking it up and using bullet points.
Remember you only have a few seconds to convince users to stay on your landing page to find out more. So all content on the page must play a supporting role in convincing the user to click on the CTA.
Location, Location, Location
Make sure your important images, content, and CTA are above the fold. Otherwise you risk failing to convert users if they don’t scroll down the page. Also be sure to optimize your landing pages for mobile devices. You want your content to shine no matter what device your user is viewing it on.
References and Reviews
Quotes from happy customers or brand endorsements (like featured on Shark Tank, Good Morning America, Forbes, etc.) can help add to your brand’s’ credibility and boost your conversion rate.
Social Sharing Features
Your newly converted leads are probably excited to start enjoying whatever freebie you just gave them. So make it easy for them to share your landing page with their friends by adding in social sharing icons at the bottom of the page.
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