Most businesses forget about the importance of creating a perfect landing page and choose to focus on their homepage more. But did you know that a long landing page can generate 220% more leads?
There are a lot of benefits of focusing on and improving your landing page, keep on reading to find out the landing pages best practices and how you can implement them in your business.
What is a Landing Page?
A landing page is a web page where your visitors land on for a specific purpose. Landing pages are important for visitors who want to receive specific information, in exchange for their details. For example, ‘sign up by entering your email and your name to receive my free e-book about the 10 top secrets of marketing’.
Landing pages are also important for visitors who want to convert to a specific action. For example, purchasing your product, subscribing to your services, or filling out a contact form. The purpose of a landing page is to convert visitors or to collect their information so that you can use the data for your marketing and sales purposes.
When Are Landing Pages Used?
Landing pages can be used if you want to promote a specific offer using paid ads and need a place to send your visitors. You can’t just send them to your homepage, you need to point them in the right direction where they can find this special offer.
This specifically designed page can help maximize conversion into buyers. But only if you understand the anatomy of a perfect landing page.
Questions You Need to Ask Yourself
There are a number of questions that you need to ask yourself (and answer) before you can make the perfect landing page. These will help you get a better idea of your visitors and your objectives.
Question 1: Where Did My Visitors Come From?
If you get most of your visitors from social media, you need to have a different kind of landing page than if most of your visitors are coming from PPC. Make sure you consider the content you use to get your visitors from your original source to your page. Your content must match your landing page.
For example, don’t offer them 25% off all products and then when they click through to your landing page they see that you only offer 15% off selected products. This will just lead to higher bounce and exit rates.
Question 2: What Types of Visitors Come to My Website/Landing Page From the Different Traffic Sources?
Key to knowing what kind of content and landing page layout you need for the best conversion rates is knowing your audience. So do some digging and find out more about the demographics of your visitors, what they want, if they are loyal customers etc.
Question 3: What Action Do I Want My Visitors to Take?
Finally, ask yourself what you want your visitors to do. You landing page structure depends on this answer. You might want your visitor to download a free e-book or report, sign up to your newsletter, buy a product, or fill out a contact form.
For example, if you want them to fill out a contact form, you can make sure that your landing page focuses on this one action by only including the contact form that you want them to complete. Nothing else, no other distractions.
4 Tips on How to Create a Great Landing Page
Once you understand who your customers are and what type of landing page would be best for them you can start building your page. Check out our 4 tips on how you can go about this:
When you are creating the perfect landing page, you need to consider your user’s experience. Is your landing page practical? Does it add value and meaning to your visitor? Is your landing page interactive and easy to use?
To make your user experience a good one, ensure that your content is appealing, interesting and engaging.
Also, use high-quality and eye-catching images that can help your visitor understand what it is you want them to do. You can also use visual cues, such as arrows to help them carry out an action.
In order to optimize your landing page, you need to use A/B testing. This will help you understand which landing page works best both for your business and for your visitors.
Produce two landing pages and analyze which ones perform better. Then use the best performing landing page in the future.
The power of testimonials shouldn’t be overlooked. Testimonials on a landing page can be a great way for you to show your visitor why they should trust your brand.
Testimonials also comfort new visitors because they can see that other people enjoy your services and/or products.
Alternatively, you can add badges or other graphics that can provide proof that you are a reputable business and one that can be trusted.
Make sure that your visitor doesn’t have to scroll through a lengthy page in order to complete the action. According to a study by the Nielsen Group, the pixels just above the fold (the bit of the page that people see immediately and don’t have to scroll for) are viewed 102% more than the pixels below the fold.
You risk losing your visitors and lowering your conversion rates if you make it hard for them to complete the action that you want them to do.
For example, if you want them to sign up to your newsletter, keep it simple with a little form where they can enter their name and email address.
Create the Perfect Landing Page
To create a great landing page, make sure you understand where your visitors are coming from, who your audience is, and what you want them to do. Follow our guide and tips on how to create the perfect landing page and start making better conversions today.
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