A landing page is a standalone web page that is specific to a product or service offering which allows a targeted visitor to submit their information through a form or a downloadable call to action and capture their information. A good landing page will hook/bait your visitor to submit their information in exchange to your specific product or service offering for more details. It is all about converting your visitor into a lead which you can use to build your email list and or follow up for their specific interest. A landing page is the result from which your visitors usually from an email campaign, newsletter, social media post, a link form your website, banner advertising, etc., click to from your offer. There is one specific goal of your landing page, and that is to convert your targeted visitor into a lead and eventually turn into a sale.
There are several characteristics and elements that make up an effective landing page, one that will get you higher conversion from your targeted visitors.
Now that you have visitors arriving to your landing page, one of the last things you want to do is to distract them with links/navigation that takes them away from your landing page. The focus of your landing page is for your visitors to submit their information to you. That is the sole focus of your landing page and nothing else.
2. Call to Action/Compelling Copy
When your targeted visitors get to your landing page, you have a very short period of time which to get their attention. What value are you providing your visitors? What is your Unique Value Proposition? These are questions which need to be addressed and communicated effectively to your visitor. This could come in different format, from attention grabbing headlines, an image and or video. Get your visitors attention within 5 to 10 seconds so they will be persuaded and convinced to exchange their information with you.
3. Reduce Clutter
Keep your messaging simple and distraction free. One of the biggest mistakes that I see with many landing pages is over use of copy (too much). Make your headline large and attention grabbing. The hard part is done, they have arrived on your landing page, now you just need to give them that nudge to give their information to you. Do not add links or other call to action to other products or services, it’s very easy to distract your visitors and in the end you will not get the result you are looking for and your conversion rate will be much lower.
Don’t under estimate of what a properly designed landing page can do for your visitors. Here they will form their judgment and decide if this is a credible page and professional or are they just looking to get my information. Elements such as graphics, does it have a high quality look and feel of the page or does it look like it was put together without any thought or care.
By providing a guarantee your landing page comes across as trustworthy and that they are not being taken advantage of. Provide a promise and commitment with clear and concise copy that their information is not going to be sold, shared, and rented with anyone.
6. Social Media
Today, everything goes through Social Media, so it makes sense to take advantage and extend your reach to an audience which your visitors will share through their network. This is an effective way of increasing your conversion rate. Remember that the visitors who share your page link are those who see value to your product or service offering and will send you targeted visitors.
7. Reporting and Analytics
Knowing the performance of your landing page gives you insight and invaluable information about the effectiveness of your page. It’s all about numbers, and knowing is half the battle. It answers important questions such as, the numbers of visitors getting to your page and what is your conversion rate. Knowing your conversation rate alone gives you feedback if your page if doing what it is suppose to do or not. It lets you know if you need to tweak your page or not.
Remember that a landing page is meant to generate leads that lead to sales of a product or a service offering. Bottom line is a landing page means revenue that increases your bottom line. Spend the necessary time, effort, energy, resources, and money to make sure that your landing does what it was meant to be and not another a page that slowly dies and withers into oblivion.