The term ‘landing page’ most times means destination page, that is any page where people land when they first enter your site.
It is also an essential term and rule for inbound marketing in addition to lead generation. It’s a page intentionally created to help you convert visitors into leads.
Factors that can take advantage of conversions on your landing page
Whether the purpose is to sell products/services or to generate leads there are 8 factors that can take full advantage of conversions on your landing pages:
- Go with the landing page to your ad.
- Map the whole process, little by little.
- Define your unique selling plan.
- Make your landing page mobile friendly.
- Construct your CTA-button clearly.
- Offer social proof.
- Attach some power to your CTA.
- Run A/B split test.
Go with the Landing Page to your Ad
Start with utilizing devoted landing pages that support each ad. The most excellent way to think of this relationship is: the ad is a promise and the landing page is the delivery of that assurance.
A flawless transition from the promise made in an ad to a landing page that fulfills that promise will keep guests moving through your sales or lead generation process. Having an unchanged keyword/keyphrase that drove the original search in the headline or header of your landing page can provide immediate assurance to visitors that they will find what they are looking for. Alternatively, even the smallest disconnect between the ad and the landing page can interrupt the process, while costing money for clicks followed by quick bounces off the page.
Map The Whole Process, Little By Little
Map out each step on the path to conversion from a visitor’s viewpoint. One of the best ways to see if your advertising is going to lead to conversions is to track the process yourself.
You may also check the path to conversion with people outside your company that will see the ads in the same way that new visitors will. These experiences may point out visitor issues like not seeing a call to action, extraneous content or uncertainty on taking the next step in the process, any of which can have an unenthusiastic impact on conversions.
Discovering and then fixing possible interruptions on the path to transformation can clarify the process for guests and improve the likelihood that they will complete the process.
Define Your Unique Selling Plan
After making sure the messaging in your ad and landing page are aligned, provide a short definition of your USP. If the advertisement addresses a problem or “pain”, let your guests know why your product is the most excellent solution. Regardless of your product or service, a strong USP will be one that defines what you’re offering as the best choice for guests to your landing pages.
Make Your Landing Page Mobile Friendly
Mobile customers tend to be highly motivated, but they also tend to leave web pages faster when forms are hard to complete and/or routing is confusing. By creating pages which are easy to use on mobile, you can deliver an encouraging experience that keeps these users moving through your projected conversion process.
Construct Your Call-To-Action Clearly
On landing pages that present long-form content to provide information on complex products, the default option of placing the CTA button above the fold requires guests to scroll up to find it. In these situations, having a CTA button after the text makes it easier to take the next step. Locating the CTA above the fold is still the most popular choice, however, and works best when the information necessary for a decision can be kept above the fold as well. Locate call to action buttons at decision points on the page.
Offer Social Proof
Building trust with first-time guests is an essential step in receiving conversions, and one of the quickest ways to attain it is to provide social proof from third parties. Material evidence can be presented with the appearance of testimonials; trust seals like the Better Business Bureau and by displaying a list of corporate customers. If your company/product has been covered in the media, providing an “As Seen On…” list can be a fast trust builder too.
Attach Some Power to Your Call to Action
A CTA that reinforces the information that precedes is more likely to keep visitors moving through your conversion process than a prompt like “Click Here.” If you are advertising a service that can increase e-commerce sales, a CTA that reads “Grow My Brand” carries a lot more arousing impact than prompting visitors with a call to “Submit.”
Run A/B Split Tests
Split tests can help to define the landing page configurations that lead to the highest conversion ratios. For example, you could test how your content is converting by checking a new page where information is listed in a bulleted format against an existing page that presents the same information in paragraphs. Different versions of headlines, various CTA configurations, and images/videos should also be tested to determine the combination of page elements that will lead to the highest number of conversions.