You have completed creating the perfect offer as a way to attract new visitors to your website. You know they are just going to love it. It’s the sliced-bread piece within your industry. And you can’t wait to get out there and promote it. Just one more thing, setting up your landing page. The page whose sole purpose is to capture leads.
According to The Landing Page Course, “Landing pages live separately from your website and are designed to only receive campaign traffic. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task.”
Landing pages are where visitors land who are interested in your offer. Since the purpose of the landing page is to convert, keep your page simple and neat. You don’t want to distract your visitors from the purpose of why they are on your page.
“An impression is formed in 1/20th of a second. Make yours count.” Ion Interactive
Here are the key components for your landing page:
1. Headline
Make sure your headline grabs their attention while communicating the main benefit of your offer.
2. Copy
Provide the value of your offer in 1-3 sentences. Keep your copy brief - use bullet points as they are easy to read, and focus on benefits not features.
3. Relevant Image
Give them a preview of what they are going to get. After all, a picture is worth a thousand words.
4. Form
Keep it short requiring information only a few fields. Only ask for the information you really need. The easier you make the form, the higher likelihood of successful conversion.
5. CTA
Use your call-to-action button to motivate your visitor to complete the action. Pay attention to the color, and use action-oriented copy for your button.
6. Above the fold
All content should be above the fold to keep visitors focused on the reason they are there.
7. No menu navigation
Again, by not providing website navigation, you are keeping your visitor focused on the task at hand rather than distract. Your goal is for them to fill out the form and download your offer.
8. Thank You page
After hitting the submit button, visitors should be redirected to a Thank You page - from here, visitors can download the offer then use your navigation to view other pages of your website. Here you can provide other opportunities for interaction with an offer that would apply to the next stage in the journey.
“The businesses that are the best educators will be the most successful." @MarkKilens
Knowing where your visitors are within the buyers journey is key. It will determine the type of offer you provide including the creation of your landing page – content, headline, CTA, form requirements. In addition, you will then know what type of offer is needed for the next stage of the journey. Develop a script of what types of information they are looking for at each stage and base your offers and landing pages on that stage of the journey.
What is your current conversion rate and what is your goal?
Traditionally, a good conversion rate is somewhere around 2% to 5%. Depending on your business, where your buyers are within buyer’s journey, will determine what success means for you and your business. Increase the odds of success by testing your landing page for colors, copy and placement of your CTA. See if you can identify why some of your visitors are not following through – what is preventing them from completing the form? Does your copy speak to your visitor? Is the CTA compelling enough?
A strong landing page will make a big difference as to the success of completed conversions. Make your offer attractive, and make it easy to obtain the offer with a simple landing page. Delight your visitors and they will come back.