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When working on growing your business you’ll try various marketing tactics to identify the most effective ones for your particular business. One that works particularly well for a wide variety of business types is online advertising, such as search engine marketing (SEM), banner ads, social media advertising and email marketing.
These marketing approaches include the use of landing pages. And the results you receive will be determined, in part, by how well written your advertisement is and whether yours is a high converting landing page. A landing page with a high conversion rate is one that generates leads successfully without prospects bailing before they complete the desired action of providing their contact information.
But how do you create a landing page that consistently converts prospects to leads? Unfortunately there is no simple formula because when creating landing pages, one size does not fit all. That’s true because there are so many variables involved such as industry type, product, the individual and their unique needs or concerns. To help you get started, here are some useful tips to help optimise landing pages and increase your rate of conversion:
It’s important to be familiar with your audience when creating a landing page, especially one containing a lead capture form. Are they new potential leads, existing leads or current customers? This will tell you how familiar they are with your brand as well as how much information you already have about them.
With this in mind, you’ll be able to limit your information requests of existing leads and clients to that which you don’t have in your database while asking new leads only for preliminary details. Plus, the narrative on the landing page for brand new leads will need to include more facts than ones for those who are already acquainted with your company.
This is most important in today’s marketplace since customers have grown to expect a personalised experience and are dissatisfied when they don’t receive one.
Your landing page needs to have the same look and feel as the email, advertisement or web page it’s associated with. You don’t want your potential customers to click on a link and end up on a landing page that looks completely different than the page where they started. They may think that they ended up in the wrong place and choose not to continue.
This makes it critical to provide a cohesive experience where messaging and design elements are consistent from advertisement to landing page so there’s no hesitation to proceed with the task at hand. This can increase the conversion rate substantially.
People have become increasingly protective of their privacy and are reluctant to give up any more information than absolutely necessary. This is why it’s so important not to request more than you actually need at this point in the relationship. So, carefully consider what you’ll ask for on your form.
If you request more details than they are ready to share, you risk losing potential prospects. If there’s additional non-critical information you’d like to have, you can always include fields that are clearly labeled “optional.” Then you can determine what percentage of leads provide the extra and which of these extra fields they actually complete. Plus, to gain further insights around this, you may want to do some A/B testing.
Once you’ve determined which information is most important, put your fields in this order. Keep in mind that most people are willing to provide their first and last name along with an email address. Anything beyond that is a bonus. Even if you think your sales reps would benefit from the extra information, it’s best not to ask, especially for new leads. Better to capture key information initially and gather more over time.
When your existing prospects and customers click on an ad or a website link because they’re interested in what you’re offering, don’t make them complete the same form repeatedly. Either prepopulate the form for them so all they need to do is click submit or serve up a form requesting different information than you have previously. They’ll be much happier with easy access to your new offer and you’ll gain additional insights around their interests.
Don’t forget that an increasing number of people read their email and surf the web on their mobile devices. So be sure to optimise your landing pages for mobile. Keep in mind that mobile often stacks the two columns of your landing page, putting the left one above the right one. If you want your text to be at the top, you should put it on the left-hand side. Plus, if you want your message and your form to be viewable on the same screen, you need to make your landing page short and sweet.
It is critical that you always include a clear and compelling call to action on every landing page for two key reasons. First, you don’t want prospects to land on the page and not be certain about what action you want them to take or how to take it. Secondly, you need to motivate them to actually take the desired action. Simply putting a form on your landing page does not necessarily mean that potential leads will actually complete it – you must tell them exactly what you want them to do. They don’t want to try to figure out how to proceed.
Don’t leave your new leads wondering if their request was received or what they should do next. Once they click submit on the landing page, send them to a confirmation page where you thank them for taking action and further engage them by offering additional information or content that may be of interest at that point. This may even prompt them to take the next step in their buyer’s journey!
You may be promoting the same content through various channels such as email, social media and paid ads. This makes it important for you to track where leads clicked on a link so you know which sources are generating the most potential leads as well as which of them are converting most consistently. This will help you continuously improve your marketing results and increase your familiarity with your prospects as well.
Put these tips into action for creating landing pages that convert. You’ll reap the benefits and watch your business grow.
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