Landing pages are one of the most important elements of any successful online marketing strategy.
If you target and test them properly, you can boost your conversion rates by as much as 300 percent.
But what do you have to do to actually make this happen?
Include Eye-catching Visuals
People are 80 percent more likely to read your content if you include eye-catching, colorful visuals.
But there’s no real hard-and-fast rules about what these visuals should be. Want to include an image of your team hard at work? Prefer to add a high-quality stock image that visitors haven’t seen on a hundred other sites already?
It’s really up to you. Just remember: any images or videos you add should be clear, colorful, professional, and aligned with the rest of the content on your landing page.
And if you don’t want to (or can’t) use an image or video, at least make your landing page as eye-catching as you can. Color, space, and to-the-point text are crucial.
Test, Test, Test (and Test Some More)
A/B testing is paramount in different areas of digital marketing, from designing weekly newsletters to creating your Facebook ads. And that’s true of landing pages, too.
Present two versions of every landing page to equal shares of your audience to identify which works best. Experiment with:
- Positioning, length, and tone of headlines
- Color and placement of CTAs
- Text length, font size, tone, language (formal, informal, etc.)
- Images and/or videos
- Colors
Running A/B testing on your landing pages will help you find the right combination of elements for your target audience. And that means higher engagement and, ideally, higher conversion rates over time.
Get Your Forms Right
Some businesses make the mistake of asking visitors to give up too much personal information in exchange for their ebook, whitepaper, or how-to guide. This can appear intrusive and chase potential leads away.
Keep landing page forms short and sweet. Just ask for the details you need to reach out and nurture leads.
There has to be value in completing a landing page form, too. Remind visitors what’s in it for them at the top of the form, such as “FREE, expert SEO tips DIRECT to your inbox”.
Write Copy that Intrigues, Compels, and Inspires
Finally, a good landing page has good copy. It’s that simple.
But as anyone who’s tried to write “good copy” knows, it’s anything but simple. Part of getting it right is keeping it concise and to the point. You might feel tempted to throw complex jargon and “proper” language in to appear smart, but this can alienate visitors.
Focus on the benefits of what you’re selling, whether that’s a free ebook or a product demonstration. Make leads want to know more. Use CTAs that make the next step explicit.
Again, testing is key. Try different approaches and see which inspires more conversions. Keep learning from the data and refining the copy to maximize its impact.
Building effective landing pages that capture leads, drive conversions, and help you gain a foothold in a competitive marketplace takes time.
As Orange County digital marketing experts, we’ll do it for you — just get in touch for your FREE marketing analysis now.
