Basics: Building an Effective Landing Page
When it comes to building effective landing pages there are some simple guidelines to follow. The following guidelines and brief explanations should at least get you started down the right path to increasing the conversion of users hitting your landing pages.
Clear Call to Action and Value Proposition
Landing pages are utilitarian. They have a specific purpose and that is to get the user to further engage with your business or organization. To this end the value proposition you are offering should be front and center; like in the page’s main header. You also need a call to action that helps guide the user down the engagement path.
Keep Content Focused and Build Trust
Keep the content on your landing page focused on the value proposition and building trust and credibility with the user. A good way to build trust is showcasing testimonials, press features, certifications, awards or anything that tells the user look we are not guy in the alley trying to sell you a “rolex.” Just make sure that you don’t go overboard with this to the point that it is distracting. Remember keep the content focused on achieving the goal of leading the user to further engagement.
Tailor the Content To Specific Audiences
“Seek first to understand, then to be understood.” Different users are going to have different interests, concerns, problems, etc. It is perfectly fine to create multiple variations of a landing page to target different groups of users.
Simple, Clean, Focused design
This goes back to the utilitarian nature of the landing page. The design should completely assist the objectives of showcasing the value proposition and focusing attention on the call to action.
The number of users on mobile devices with internet access has surpassed users on traditional laptop and desktop PCs. In fact, time spent on mobile devices has also surpassed time spent on PCs. Your landing page and for that fact all your web content should be responsive.
Match Landing Page Copy with Ads Used to Drive Traffic Them
You need to make sure the messaging that is used in your ads lines up with the content on your landing page. You don’t want instant confusion when the user hits the landing page. This is going to create friction and increase their chances of bouncing. For instance, if you are enticing someone with a free e-book in the ad, but when they get to the page you are offering a toaster they are going to be confused and probably feel a little betrayed.
Reduce Friction With Short Forms
First name, middle name, last name, eye color, zodiac sign, favorite yoga pose. Wait, hold on one second. This form is just the beginning of the conversation. Think of it like a handshake. We just need them to start the introduction and then your sales staff can seal the deal.
Monitor, Revise and Improve
Perhaps the most important step. You have to use analytics to track and watch how users are interacting with the landing page. Then use that data to devise improvements and then test the changes. A great landing page is not built in a day, but over weeks and months of watching, revising and testing.
Remember this just our basic guidelines and not laws that must be followed. Sometimes you have to use a longer form on a landing page because there is information you need upfront and don’t want to prolong the conversion path by adding multiple steps. In that case it might be beneficial to increase the incentive you offer users to convert. Maybe you could offer a 10% discount to people registering for your event online instead of no discount. Monitor, revise and improve.