Ever wonder why you may be having a low conversion rate on your landing page? Do you ever feel like you have a great offer but people just aren’t taking action?
If you’re thinking about these questions, we want to help.
In our last webinar CEO Krishna Shastry and Marketing Manager Juan Pablo of LanderApp, joined Adam Hutchinson, our demand generation manager to discuss the best practices for how to build an effective landing page. To make the advice real, they also critiqued several landing pages.
Below are a few helpful tips we pulled out to give you a glimpse of what you may need when creating an effective landing page.
Be Crystal Clear About What You Want People to Do
According to Lander, all businesses and online retailers have just a few targets in mind: to generate profits where possible and drive traffic to their page.
People are constantly visiting your website, so the number of views and the number of conversions should match up, one should not be less than the other.
Your landing page should also move towards an action for visitors to take. It could be downloading a Ebook, joining a webinar or even testing out a free trial, just as long as the visitor completes an order to become a lead.
Another important aspect for an effective landing page is the content displayed and how you’re marketing it.
“One of the interesting things when it comes to landing pages is the marketing message,” said Krishna. “It shouldn’t be longer than necessary, short as you can, but just the right words to create action.”
The content you display should have:
- Information on HOW your product will benefit each customer to show that you care
- The features about your product or service
- Create a Fear of Missing Out to show the potential of what your customers don’t have yet
- Social proof of numbers of downloads, case studies, ratings to show verification
- The branding of your company
Next is identifying who your audience is and creating your landing page to market towards them. After that, you can measure your marketing campaigns, refine your product and analyze the traffic towards your landing page.
Lander mentions to our listeners to remember that “your landing page is not a homepage.”
A landing page has no ties to your website but serves only one purpose, to get visitors to convert to your call to action. Your homepage is designed with more of a general purpose, your branding. It speaks to your company values and loaded with links to help navigate your website.
“Your homepage is designed to help out with the exploration of your site, while your landing page should only be for conversions.”
When it comes to design, Lander says to make sure the list of attributes doesn’t distract from the Call to Action. Tease the attributes above the fold, but locate the fuller descriptions below the fold. Make sure it’s has appealing colors and is friendly.
And last but not least, ALWAYS A/B TEST your landing pages.
Headlines, call to actions, button designs and length of words. Consider testing all these elements to improve traffic and drive more conversions to your landing pages.