Landing pages are a crucial ingredient in a successful inbound marketing campaign strategy.
Having more landing pages can help companies grow conversions by almost 50%! Often in marketing, you will find that less is more, but this is not the case with landing pages. As they are specific, full of core information and dedicated to producing conversions they are much more likely to convert than a regular webpage. But, to ensure this you need to understand what makes a great landing page in the first place. So, with this in mind, here are a few of the best ways that you can begin optimising your landing pages for better success today:
Simple and Straightforward Headlines
- 2. 3.
In many cases, that’s exactly how long you have before you lose a potential customer’s attention. As such, the title needs to grab them immediately. If you don’t, then you lose them forever. Good, catchy and to the point copy is therefore needed to prevent this instant loss from occurring. The better your title, the more people you will be able to attract to read the rest of the page.
Not sure about the quality of your headlines? Coschedule’s Headline Analyser is actually a nice little tool which can tell you the strength of your headline. Though more aimed towards blogs and articles, it can help you to determine the strength of your landing page title as well.
Keep a Narrow Focus
The more specific your landing page content, the better conversions you will likely have. The fact is that a landing page needs to be to the point. Which means that if you’re advertising ponies you can’t change the focus to horses halfway down the page. As although they’re similar they are still decidedly different. Create two landing pages – for both ponies and horses – and your conversions will be much better than if you attempt to spread your focus too thin.
Ultimately, you should be able to cut your landing page content in half and it still has the right message and relevant information. If you can’t do that then your focus isn’t narrow enough.
Sense of Urgency
Call to actions are the bread and butter of any good landing page. Meaning that without them you just have a page full of filler. A proper CTA (call to action) is one that makes the user take action – then and there. Not tomorrow. Or in a week. But, as a direct consequence of what you have written on the landing page. Good examples of this include:
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The fact is that the better your CTA, the better your conversion rate will be. So, don’t be afraid to experiment with this key landing page ingredient!
Create a Compelling Flow
No one will ever reach the end of your landing page unless your writing compels them to do so. This means getting to the point, step by step, and leading the reader to the final conclusion: making a conversion.
A clear flow of information can help this action take place. Have the title draw them in with the main concept of the page – i.e. what they get – throw in some convincing data to make it seem like a worthwhile decision for them, then either put your contact form or converting action as the final flow to the page. Therefore they experience the introduction to what they should convert to, the evidence for doing so and then they reach the conclusion of converting. It’s a persuasive argument at its very basics, but it works and so needs to be employed on every single one of your landing pages.
So, many people – seasoned marketers included! – create one landing page template and that’s it. End of story. This template is then used to try and generate business for a multitude of campaigns, no matter what the actual success rate tends to be. This is a mistake and a big one at that.
Having a number of different landing pages, even ones where the only difference is the positioning of the contact form, can yield interesting data. You may find that people convert better when the landing form is on the right instead of the left. Or you might discover that the smaller the boxes the better. You may be surprised by what you discover after you change things up for effective testing and it could change the way your brand landing pages are designed completely.
Design, test, adapt – it’s essential for creating the most effective landing pages. Importantly, the page should always evolve, as a landing page that stays the same will eventually lose its impact and ability to convert effectively.
A good landing page is adaptable, it’s to the point and it can tell a story to the customer in very few words. Keep these optimization techniques in mind as you craft your landing pages (as well as updating your current ones) and you should find yourself with a much better conversion rate.