Once a customer’s arrived at your landing page, your job is to take someone who isn’t ready to buy and to show them the value a given product, service, or brand can provide. Landing pages are very important in driving revenues and work best when brands are able to entice their customer with an enticing offer that’s too good to pass up.
A great landing page will accomplish any 1 of 5 things.
Get a user to make a purchase.
Encourage a user to click onto another page.
Get a user to learn something or leave feedback, such as rating a product or service, or posting a comment.
Get a user to tell a friend about your brand, products, or services, or to share your brand’s page on social media.
Encourage a user to give their permission for you to follow up with them, usually by phone, email, or otherwise.
A landing page headline is the first thing anyone sees.
Almost every user who comes to your page will read your headline in its entirety while skimming your copy. Your headline should be direct and eye-catching. The headline should hint at the benefits of your brand, product, or service. It should also include a keyword to help with SEO marketing and indexing.
A separate landing page for every active campaign.
A user clicking on a page expect it to look identical to the subject they clicked on. If you’re managing multiple digital marketing campaigns or promotions, you may need multiple landing pages to match. This is to match the landing page to the message. You don’t want a user becoming frustrated or confused because they will leave the page.
Careful image use.
If you pair your information with an image, 55 percent more people will retain your marketing message compared to a page with just text. The image used however should highlight a product/service appropriately and not distract your visitors. They should be inspiring and eye-catching! An image should also be carefully positioned.
An engaging, properly positioned CTA.
A landing page CTA is what will ultimately pull in new leads. Without a proper CTA, your images and writing could end up being a waste. The most powerful call-to-actions increase conversions sometimes by hundreds of percentage points! Users should feel compelled to click. Use personalized copy with ‘Get my free trial!’. Color-wise, you may also want some A/B testing, to determine what’s most appropriate for your needs.
Simple to use forms.
Forms should not be overly complex or long. Keep them to the basic fields and simple. Poorly designed lead capture forms can be the death of a landing page. Some A/B testing may be needed here as well. The easier it is for a customer to opt in, the more likely they will.
These are landing page best practices tips to stick with. Headlines that are concise, clear, and engaging work! A separate landing page for each marketing campaign, images carefully positioned, a clearly marked CTA, and a simple opt-in form all are central to ultimate success. Need help with your landing page, web design, lead generation, or conversions? Talk with an expert at Unlimited Exposure today.
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