A landing page is a web page that allows you to capture a visitor’s information through a conversation form.
Landing pages are essential for generating new leads and become important when sending out email campaigns. Good landing pages will target a particular audience (such as traffic from an email campaign, guests from a blog post, or visitors from pay-per-click ads). By targeting your audience, you can create special offers tailored to suit their specific needs, therefore offering them something beneficial in the aim that it will convert a higher percentage or visitors into valued leads.
Using analytics, you can work out which content creates the most leads, and for future landing pages remove any extraneous content that adds little to generate conversions; this frees up space for cleaner page design and a stronger narrative. In addition, providing a contact form or Newsletter sign up on your landing pages helps to create new leads that might not be captured on your standard web pages.
The only way people can arrive at a landing page is via a direct link from an email, or by using a URL that appears as part of a specific marketing campaign. Therefore when visitors to your landing page enter their details via a form, they are already more engaged with your product or services as they have completed more steps in the marketing journey – this makes them hotter prospects for your sales team to follow up on.
But to get to this point, you need to make sure your landing pages are interesting, eye catching, easy to use and of course easy to find.
Techniques in making your landing page work are similar to methods used for maximising your eCommerce site;
#1. Keeping it visually interesting
It’s easy to create a landing page that is very corporate and within your brand guidelines. Whilst it’s important to make sure your logo and corporate branding isn’t overridden, it’s not always necessary to stick to your usual style -a landing page is an opportunity to experiment with visual design. By associating the design with a related campaign or specific time of year (Specific holiday or season) you can engage and interest a wider range of potential customers.
#2. Don’t make the visitor go looking for your telephone number!
If viewers can’t see a call-to-action or find out what your landing page link promised to tell them, they are not likely to provide that important contact information you need to follow up and you are more likely to get a higher bounce rate.
Keeping the contact form simple and making sure it is displayed prominently, prevents any confusion for the user and increased your CTA conversions.
A good way to find out if your page is too complex, is to ask yourself these three questions:
• ‘So what?’ – What is it presenting to the viewer, are they going to be interested in the content and is it what you promised?
• Is the call-to-action clearly visible? – it should be immediately clear to visitors, which action you would like them to take.
• Are the contact details clearly visible? – Don’t make visitors go looking for your telephone number! Talking to them directly is even better than asking them to fill out a form – after all, you can get all the details you need over the phone and convert them into prospects faster!
#3. Provide value
Landing pages must contain the right incentives to be a success. Ask yourself the questions below to make sure you are providing value:
• Is the offer relevant? – is this something a potential customer would be interested in?
• Does it relate to the appropriate audience and industry you are targeting?
Landing pages should always be made with a specific purpose in mind. Setting goals and targets means you monitor landing page success easier.
Having an idea of the number of visits and click-throughs you want, will help you to tell which areas of a landing page are successful and which areas need further tweaking!
Want to know more or need a hand with your landing pages? -Call Sparkstone on: 01489 795 000.