Are you one of the 63% of marketers who say generating traffic and leads is their greatest challenge? Building an effective landing page is the holy grail of conversion rate optimisation and a critical factor in generating leads. It’s the final stage of the customer journey and the single component that validates all of your other digital marketing efforts and expenditure.
In its purest term, a landing page is any page that your web traffic sees when they arrive at your website. However, creating custom landing pages to support other activity, such as pay per click advertising or content marketing, will often provide the final push that your visitor needs to perform a certain action – such as completing a contact form, downloading a brochure, subscribing to a newsletter or adding a product to their shopping cart.
Building an effective landing page is both art and science. Given that it’s what will ultimately determine whether your ROI is off the charts or dead in the water, it’s also a skill that you should master.
Read on to discover exactly what you need to think about, write and test to build an effective landing page for your business.
1. Align your offer to your audience
Before you get started writing content or designing a page layout, you need to think about what your page will offer the audience. Consumers will rarely hand over their contact information (or their credit card) without encouragement. A persuasive landing page will need to offer something in return. Your hook should be aligned with the original steps taken to arrive on your page and be attractive to your target audience.
2. Craft an attention-grabbing headline
According to research by Nilesen, the average user will stay on a page for less than one minute. You only have a short window to grab their attention enough to get them to read on. Your headline is a crucial part of preventing potential leads from clicking off your landing page before they’ve filled in the contact form or added to cart. It should clearly convey the value you can add and exactly what you’re offering while still being engaging.
3. Keep it simple
Users should be able to scan your content, effortlessly picking out the key points. Concise copy helps readers to digest the information you’re offering without becoming bored. However, research from MarketingExperiments indicates that long landing pages can achieve a 220% higher conversion rate depending on your audience. Invest in an A/B testing tool such as Optimizely to conduct split tests on long and short form copy. This will allow you to make an informed decision about the type of content your audience actually responds to.
4. Responsive design
Last year, mobile web usage overtook desktop for the first time. This means that a good chunk of your traffic will come from smartphones or tablets. Catering for mobile devices is an aspect you need to consider when designing your landing page. Responsive design is an easy way to ensure your page fits within the device window, with no unnecessary scrolling required.
5. Add a galvanising call to action
Every landing page needs an inspiring call to action. It should entice your leads to take the action you want, whether that step is to fill in a contact form, download a report, or make a purchase. A call to action might seem like a small portion of your landing page but it’s one of the most fundamental elements for success.
6. Test, test, test
We’ve already mentioned that there isn’t a landing page solution that fits every business, that’s why testing is important. Committing to regular testing gives you a chance to try out, track, and analysis how different images, call to actions, and content effect your conversion rate.
You should approach testing as an ongoing task. There’s also something new you can tweak and something new to learn which might just ratchet your conversion rate up a notch. Remember however to only ever test one thing at once, so you’re always clear on what your audience is actually responding to. A simple change in language or placement of copy can lead to your conversion rate soaring. Hubspot’s A/B comparison shows exactly why testing should always be part of the process of creating and refining a landing page
Optimising your landing page is essential for maximising returns and leads but it’s an area where many businesses can lack the in-house expertise needed to build a winner. We build and test landing pages with unique designs to achieve higher than average conversion rates, adding value to our customers. Tap into the skills and knowledge of the Leads to You team by working with us to generate high quality leads with high conversion rates for your business.Return back to Knowledge