5 important things you should consider to create a landing page that sells!
If you ask me, I’d have a long list of tips that you can do to improve your landing pages and make them the ultimate lead-bait avenue. Each industry calls from a different approach however and I know you’re time poor.
So seeing as we don’t have the luxury of time to discuss them all, I asked my team of the best marketers and web designers for their best ideas and from their responses we’ve put together this ultimate list that will fit all my small business friends.
No time to waste… let’s begin!
1. Keep your landing pages clutter-free.
Like what we discussed in our landing pages blog post two weeks ago, when you have campaigns or offers to share, it’s best to send your potential leads to a landing page instead of sending them to your website so they can focus more on our offer and not get distracted by the loads of information found on your main site.
But… if your landing pages are cluttered with useless information, what use are they to your campaigns?
Let’s take a look at a landing page that will seriously make your eyes bleed – as per UnBounce.com.
Will this landing page entice you to sign up? Granted, they discuss their offer but the page is filled with information overload and it doesn’t look very trust-worthy. I would run a mile!
Keep your landing pages clutter-free by only adding the important stuff:
*Campaign information such as:
– Compelling Headline
*Call To Action
In contrast, feast your eyes on a great landing page that’s doing a lot of things right. Here, take a look:
Basecamp.com makes the cut in creating a highly-converting landing page. If you take a look at the image above… it’s not cluttered and only focusses on the two-month free trial offer without adding unnecessary information.
3. Have a clear Call To Action (CTA) Button / Text.
I know I’ve already mentioned this above but I feel that this needs a discussion of it’s own.
For the newbies, let me discuss what a call to action button / text is. A call to action is a group of words that urge the readers to take an immediate action. It’s very effective because it usually serves as the “push” your website visitors need to take advantage of your offer.
Remember, your CTA must:
- Have an eye-catching design. Your CTA must be bright and eye-catching, so your viewers are enticed to click on it and perform the action you want.
- Tell what your visitors should expect to see. Any group of words does not automatically qualify as a good CTA. For example, “Click to view more” or “Submit” doesn’t really explain exactly what the next step is, so it’s not an effective CTA. Instead, you may use phrases such as “Click to download your FREE ebook” or try “Get Instant Access Now”.
Let’s evaluate the CTA for CrazyEgg.com:
- Is the CTA (Show Me My Heatmap) clear and eye-catching? Yes.
- Does the CTA tell you what you should expect to see? Yes.
Now, imagine the CTA text to be just “Show” or “View more”…
- Is the CTA (Show Me My Heatmap) clear and eye-catching? Maybe (We’re being very lenient here).
- Does the CTA tell you what you should expect to see? No. It doesn’t tell you what “more” is. Are you going to see your website, your heat map, or more of their other products?
So be creative with your CTAs! Make them eye-catching and clear so your potential leads will know what to expect!
3. Don’t make them go through a thousand forms!
Here’s a thought… You need leads. You need email subscribers. You need to make a sale. So why are you making it so difficult for your potential customers to give the information that YOU so badly need?
If you were a website visitor of Imperva, would you fill out the form to get the eBook they’re offering? I bet not. The form is just too long, asks for a lot sensitive information, and looks very suspicious. We call it being ‘form greedy’. Just don’t do it.
Keep this in mind, all you really need for an eBook exchange is just an email address. You don’t even need their first name so just keep it to one field. Period.
Keep your forms short and make it easy for your leads to take the bait! The best practice is to only ask your their email, but if you really need more, the most you should ask for is their first name. Don’t worry, once you build that relationship with them, you may then ask for more details that can be useful when creating your content and personalising emails.
To put it plainly, Email > Build Trust > Ask For More.
Got it? Great, let’s push on.
4. Don’t sound too ‘pitchy’!
What do pitchy landing pages and infomercials have in common? They both sound fake and slimy. The moment you add the phrase “But wait, there’s more” in your landing page copy, you’ve lost credibility. And no, it doesn’t help to throw in a set of steak knives!
So sound natural, and write your pitch as if you were asking someone out…
Here are some tips to make your landing page copy sound natural:
- Take a deep breath before you start writing. Think this only works when doing speeches? Wrong. Breathing helps your brain and body relax, so the flow of ideas is quicker and easier.
- Give it a personal approach. When you write, don’t think that you have an audience looking at every move you do. Write as if you’re talking to one person, so it feels more personal and not very “sales-ish”.
- Answer Frequently Asked Questions. The best ways to connect to your readers is not to promise them that there’s more, but to answer the questions they have right now.
5. Fresh tip: Force them to make a decision.
This may sound too aggressive, but trust me, this works! Clay Collins of LeadPages did this and it increased their conversion by 60%!
So how do we force them to make a decision? By creating a “Two-Step Opt-In Process.” You can create this by making your page visitors choose between two options the moment they arrive at your page.
For example, let’s take a look at ConversionLab.no’s landing page:
By making their leads choose between “Get Contacted” and “Learn More”, they get more chances of conversion. Why? Those who are very interested may click on the Get Contacted button to fill up a form, while those in doubt may choose to ‘Learn More’, giving them a chance to emphasise on the benefits that the offer can give.
Amazing, right? What’s even more amazing is the fact that this approach not only increases conversion rates, but it also reduces your bounce rate. See our full discussion about bounce rates in this blog post.
What should you do now? Start reviewing your landing pages and incorporating these tips and if you haven’t set up a landing page yet, jump on the bandwagon. Then let us know the improvements it makes to your business.
Got questions about landing pages for your small business? Leave us a comment below.
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