WHAT IS A LANDING PAGE?
Before we get into what makes a good landing page, let’s talk about what a landing page is. A landing page is a web page that is created with a single call-to-action to convert visitors for a digital marketing or advertising campaign. Generally visitors “land” on a landing page from a lead generation campaign from Google AdWords or Facebook ads. The landing page is typically not an internal page on your website that you would find in the main navigation.
KNOW YOUR AUDIENCE
Landing pages are an effective conversion strategy because they are targeted pages created for a specific audience. Who are you trying to reach? If you know the searcher’s intent, then you can create a landing page to target that audience with valuable content.
FOCUS ON A SINGLE GOAL
In order to increase your conversion rates, your call to action has to be clear and focused on a single goal. The purpose of the landing page is to persuade your visitors to do a single action, like offering a free download, selling a service, or filling out a lead generation form. The information you are providing should be valuable enough for your visitors to give you their email address or phone number.
The most important piece to your landing page is the headline. Your headline should be engaging enough to capture the reader’s attention and to persuade them to continue reading. On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. Just like when you write good copy for your email subject lines, your landing page headline should be just as catchy.
Good copywriting isn’t just coming up with punderful phrases and artfully articulated alliterations. You can be the wittiest writer to ever live and still suck at writing copy. Basically, if you need to get someone to do something, you can bust out some killer copy and the chances of a successful conversion will skyrocket. I promise.
Good copywriting isn’t limited to the headline or the context of your landing page. Not only is the design of a button important but so is the verbiage. Having the word “Submit” on your button can lower your conversion rate. Be sure to A/B test your button verbiage for the best conversion rate. Think about what you are trying to get your visitor to do. If they are on your landing page to download a free white paper, your button should say, “download now” or “get the white paper” after they fill out the form. Make the button your call-to-action.
An attention ratio is the number of actions you want your visitors to do to the number of actions available on the page. Ideally, your attention ratio for a landing page should be 1:1 If there are multiple links on the page, or multiple things to do on the page, the ratio will rise, but your conversion rate will drop.
LESS IS MORE
Remember: don’t overwhelm your visitors. The more choices they have, the harder it is to make a decision. Keep your landing page design clean and clutter free. Even something as simple as removing the navigation will help people stay on the page and more apt to convert. Also, don’t ask too much of your visitors; a simple form with their name and email address, and maybe their phone number, should be enough information for you to contact them.
You’ve put in all this hard work, but are you tracking your visitors for retargeting campaigns? The beauty of having a simple form that converts more visitors is that you can track all of your visitors that land on your landing page regardless of if they convert or not. In addition to retargeting your visitors, you can learn more about the audience you are reaching and adjust your content strategy accordingly. One tracker we definitely suggest you use is the Facebook pixel. We all have one, but do we all use it? Here’s how.
Need help creating a landing page? We’ve got you covered.