What Wikipedia Can't Tell You About Landing Page Conversions

Your landing page serves as the crucial first point of contact between your website and your potential customers. You can offer them the opportunity and means to visit your main site, subscribe to a newsletter or email list, or contact you for more information on your products or services.

Your landing page can be a highly effective conversion tool if used properly, with the needs of your potential customers and leads in mind. Here is a selection of landing page conversion tips, drawn from solid advice offered by some of the most knowledgeable practitioners online.

Focus on a Single Outcome

Oli Gardner, on the website Unbounce, says: "If you have only one message and action, you should be able to look at the page and have your eye immediately drawn to the action area. Don't place extraneous offers or navigation on the page that could draw the user into doing something else. In the case where you have several choices (such as four cable TV package options), there is still a single goal (choose a package), so ensure that each action area is consistent and they are grouped in a region that can be considered the action area."

The purpose of your landing page is to get the visitor to do only one thing. You choose what that action will be--visit a website, submit an email address in exchange for a white paper, request a sample or demonstration--but the focus of your landing page should be on a getting visitors to take a single action.

Instill a Sense of Urgency

Krista Bunskoek, on the website Wishpond, says: "To create urgency, use phrases such as: 'Only 2 days left,' 'Limited supply . . . ,' 'We can't do this all day,' 'Click now while supplies last,' 'Only 10 seats left,' 'Don't miss out.'"

One of the best and most effective marketing techniques is to instill a sense of urgency in your leads and customers. Urgency inspires a quick response by suggesting that an appealing product or offer will be lost unless immediate action is taken. Urgency can be created by stressing scarcity (limited supplies), a time frame (limited time offer), restricted number of offers, other point that urges fast action.

Use Graphics and Visual Elements Effectively

Anum Hussain, on the website HubSpot, says: "Keep things simple, and make sure the images you use on your landing pages support--not distract--the pathway to conversion."

The online environment thrives on visual content, from photographs to illustrations to video. However, when designing a landing page, take care that your graphics and images contribute to urging your visitors to take action. Large graphics, lengthy videos, and other visual elements that slow down page load times or seem intrusive will decrease the chance that your visitors will convert or even go to the next step.

Use Clear and Direct Headlines

Beth Morgan, on the website KISSmetrics, says: "On your webpage . . . you aren’t fighting for attention. You’ve already done something to funnel your visitors there. Now you just need to convince them to pull up their chairs and stay awhile.

"A key way to keep them is to tell them in plain language what your site is all about."

When visitors arrive at your landing page, clear and direct headlines will help capture their attention and send them on to your website or other destination. Don't take the risk of losing this attention to the hundreds of other distractions your leads could pursue online. Use headlines (and body copy) to tell visitors exactly what they need to know to take the next step in the conversion and buying processes. Clever wordplay, mysterious suggestions, or vague text may be fine in print advertising, but they will drive away leads online.

Write Clearly and Properly

Shauna Ward, on the website Pardot, says: "On a webpage with one clear purpose, every word must count."

The effectiveness of your landing page often rests on the effectiveness of your copy. Write clearly and to the point. Use proper grammar and avoid "webspeak," abbreviations, slang, or other written elements that could distract your visitors or make you look less than professional. Avoid industry jargon, buzzwords, trendy phrases, and overused terms. Your landing page is meant to communicate a message and urge specific action. Clear, understandable text on the page will help make this happen.

Devise and Apply Buyer Personas

David Meerman Scott, on the website DavidMeermanScott.com, says: "Too often, companies invest time and money creating Web pages that describe their wonderful products, but don’t provide information from the prospective customer’s point of view. Buyers don’t care about your products, they care about themselves and their problems. Write for them, not for you."

Buyer personas help you understand what your ideal prospect or customer will want from your product or services. Carefully think through your concept of your best and most responsive customer and the characteristics that customer will possess. Write your landing page copy to appeal to a customer with those characteristics. Let them know you understand their problems and have the products and services to solve them.

Provide Proof of Your Claims

Alhan Keser, on the Blue Fountain Media website, says to "focus on answering your customers' most pertinent questions, rather than listing every detail about your service/product."

Most often, the most important question of this type your customers have is whether your products or services are the right choice and whether you'll do what you say. Providing proof of your claims about your products and services will help convince landing page visitors of your credibility and authenticity. This can include social proof (comments and recommendations from other customers), technical proof (indisputable facts about your product's performance), or proof that highlights certifications, awards, or industry-specific recommendations. These sources of proof help convince your visitors that you are a legitimate and trustworthy source to turn to for help with their problems.

Test Different Landing Pages for Effectiveness

Neil Patel, on the website QuickSprout. says: "You will have to create landing pages that are tailored towards each of your marketing campaigns." And to make sure all elements of those landing pages are effective for each audience, you will have to conduct split-tests and use what produces the most conversions.

Even if your current landing page is working, don't hesitate to test other pages to see if they might work better. Run split tests to evaluate page design, copy, headlines, offers, and other important elements. Different wording in your copy or headlines can trigger different responses in your readers. Testing gives you clear feedback on what works and what doesn't.

Provide Genuine Thanks

Ada Wizmur, on the website GetResponse, says: "After your landing page visitor has taken the action you want, "go one step further and do what people normally do in the real world--say thank you."

Don't stop communicating with your landing page visitors after they've clicked a link or submitted an email address. Offer them a genuine thank you for taking the time to respond and being interested in your company's offerings. Just like in a brick-and-mortar store, saying thanks and showing gratitude for your customers' business will make a positive impression and enhance customer loyalty.

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