Landing pages are among the most crucial aspects of lead generation, but many companies do not use them enough or even not at all. Today, a lot of business owners tend to focus more on their homepages instead.
Surprisingly, studies have shown that the median conversion rate for websites is only between 1 to 3 percent, which means that only a small portion of traffic is being converted. So with this bad outcome, why are businesses still relying on their homepages for the heavy lifting? Landing pages, on the other hand, are targeted platforms used to convert visitors into valuable leads. Landing pages boast an average of 5 to 15 percent conversion rates. But landing pages are often clouded by website homepages or other product pages these days.
The Past and Present of Website Traffic
For years, online marketers focused themselves on driving traffic to site but without a vivid idea of how online users got there and where to lead them next. These days, marketers use inbound marketing strategies like social media, PPC advertising, email marketing and other online portals that empower them to send traffic to pages containing sales messages. The purpose of a landing page is to tell visitors what you want them to do (whether upload an ebook, purchase a product, or subscribe to a newsletter) and also why they should perform it. Here are 9 easy ways on how you to come up with the perfect landing page.
Do not use your site’s homepage as the landing page.
Homepages usually have too much messaging that will make visitors feel lost. Even if you have designed a great homepage or product page, a dedicated landing page works better in converting your site visitors into leads because they are solely focused on a single task.
A landing page should contain the following elements:
- A brief description of products/services offered
- A headline and sub-headline
- Supporting video or image
- Testimonials, security badges and customer logos
- A form to capture information
Try to remove extra navigation.
A landing page is made for one purpose—and that is to encourage visitors to take a specific action. As soon as they get to the landing page, you want to keep them there until they do that action. Try to remove main site navigation so that they don’t veer away from the page.
Keep objectives clear.
Don’t put too much information on your landing page. Present a simple, clear and straight-to-the-point landing page that tells them what the page is about and what they should do. Try to limit the amount of images, links, media and copy to only what’s needed. Organize content so that the objects appear in logical order. Make your call to action statements crystal clear for visitors.
Match content to user’s previous source.
Whether a user comes from an email, PPC ad or from another source, make sure that your messages match the conversion path. If your ad encourages people to download your ebook, then your landing page should show exactly the same.
Reduce friction.
Friction can be caused by objects on a webpage that discourages a visitor from taking a certain action. This can be a distracting animation, too much information or the lack of security. Reduce friction by keeping your landing page simple, include customer testimonials, security badges and the number of downloads/sales.
Focus on its value.
Do not make a landing page for ‘Contact Us’, but use them to offer valuable guides, demonstrations, evaluations and free trials. Provide something valuable to consumers to generate more leads.
Ask only what you need.
There is no magic answer for the number of form fields that should be required. But a good rule to keep in mind is to ask only for the information that your sales team needs. Avoid confidential or sensitive information. Stay away from the word ‘Submit’ in your form button. You can use ‘Download Now’, ‘Join our List’ or ‘Get a Free Evaluation’.
Create plenty of landing pages.
For every new offer or campaign, try to create a landing page. The more pages you have, the more opportunities you have for converting traffic into valuable leads. You can make your landing pages shareable by installing social media buttons on them.
According to a study conducted by Hubspot.com, inbound marketing costs 62 percent less than the classic outbound marketing. If you think that the creation of efficient landing pages are expensive, then better think again. So don’t forget to include landing pages on your next inbound marketing campaign and turn more visitors into sales leads in no time!
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