If you are planning a digital marketing campaign, whether you’re planning on using social or pay-per-click or email, you need a landing page to convert visitors into clients. There’s a bit of a science to creating an effective landing page… read on!
Already feeling a bit lost? Say hi today and we can get your digital advertising running!
Here are 8 tips for building a great landing page:
Keep Your Message Consistent
You don’t want people to click on your ad to your website only to leave because the page they’ve landed on is drastically different from the message in the ad. Be sure the page you send people to from your ad maintains the same message as your ad. Consider building out several different landing pages on your website to coincide with your campaign. (Pro Tip: This will also help to clarify your analytics).
A/B Test Form Positions
The layout of your landing page is crucial, but the jury is still out on exactly how to layout a landing page as each audience is different. Create two almost identical landing pages, but put your Call to Action form in two different places (be sure to give your forms different names on your backend). Send half of your leads to one page and half to the other and see which form performs better. After running this test you can see which page is converting better and shut the other one down.
Be Sure it’s Mobile Friendly
Mobile web is winning the day. If your landing page isn’t mobile friendly you will lose potential clients. 51% of users are searching and browsing on mobile. If you aren’t catering to mobile browsers, you’re effectively cutting your reach in half. Having a mobile friendly site will also help to improve your rankings on search engines.
Make the Call to Action Obvious
You’re bringing people to your website for a reason so make it obvious. Without a clear call to action people will quickly leave your page. Don’t be scared to put a call to action in multiple places on your landing page as well. At the very least you need one at the top right and one at the bottom. A call to action is something to make a visitor act, such as “Register Now,” “Learn More Today,” “Buy Now,” or “Contact Us Now.” Get creative with your calls to action to see what converts best.
Include a Video
Videos are highly viewed and shared in today’s fast paced world. They are great at grabbing the attention of a website visitor and keep a visitor on your page longer. Videos are also helpful for conveying complex ideas without drowning a visitor in text they have to read to understand the message.
Remember Your Value Propositions
A value proposition is a short statement explaining to potential customers how your product or service improves their lives or solves their problems. It will also tell the customer about specific benefits and explain why you are a better choice than your competitor. Keep your value proposition very clear and prominent on any landing page you build in order to convert the most visitors.
Keep Navigation Options Sparse
Remove the navigation bar from your landing page and remove navigation options from the footer if you have them. By limiting navigation options you are able to appropriately guide visitors through a journey from prospective customer to customer.
Keep Your Purpose Clear
Make your page as simple as possible and be very clear about what you want from a visitor. Keep your forms short, asking for as little as you can from visitors. (Pro Tip: You can do a lot of marketing with just email addresses!) If someone lands on your website and can’t figure out who you are and what you are offering about in a few seconds, they are highly likely to leave. The first step to converting a visitor is keeping them on your page.
Now you are ready to tackle landing pages digital advertising! If you feel like you are in over your head you say hi and we will help create a beautiful landing page (or two) to help create conversions for your campaign.