You probably already know that landing pages are extremely important to any online marketing strategy. The landing page is a user’s gateway to your website—so make sure you’re attracting potential customers rather than driving them away. Here are a few things to keep in mind when creating a new landing page for your website.
Decide what you want your landing page to do
In order for your landing page to be effective, you have to decide what the page’s objective is. First, choose the type of landing page you want to create. Click through landing pages are meant to direct the user toward another page and are typically seen in ecommerce funnels. Lead generation landing pages allow the user to sign up for a contest, newsletter, free trial, or webinar. This allows you to market to subscribers via email at a later time. Both types of landing pages have the overall effect of increasing conversion, but they do so in different ways. Try to tailor your landing page to your product or service—for example, a marketer selling big ticket items would be likely to benefit from the more personal touch of opt-in marketing through a lead generation landing page.
Measure conversion rates
Measuring the effectiveness of your landing pages on conversion rates is essential to give you a clear picture of what works and what needs improvement. Try testing different headlines, calls to action, images, videos, and copy options to see what gets the most results. You can use tools like Wishpond and Unbounce to create and test mobile-optimized landing pages. These services each have monthly subscription fees of around $50, making them cost-effective ways to improve your site’s performance.
Your landing page should specify exactly what a user gets out of visiting your site and subscribing to your offers. Keep the question “Why should I care?” in mind when creating a landing page, since you should answer it right away. Ensure that the landing page is offering value to customers, either through special offers, free content such as podcasts, tips and useful content from a blog or newsletter, or sample products. If users feel that there is some form of immediate gratification involved when subscribing to your site, this will boost your conversion rates.
Minimize fields in forms
Your landing page likely contains a signup form for prospects to opt in to receiving newsletters, emails, etc. While this is a very effective tactic, it’s important to present your form as simply as possible. Removing a single field from your electronic form can improve conversion by as much as 26%, so make sure you’re only asking for the essential information (i.e. name and email). This is less invasive and makes users feel more comfortable signing up for your offers.
For more information about improving your landing page strategy and effectiveness, contact the experts at AMMA Digital Marketing at 800-466-0684, or send us an email to get started today. Don’t let prospects pass you by—make landing pages that work for you.