Since reading Inbound Marketing: Financial Edition, have you given thought to how your existing landing page performs? Or perhaps how a new landing page could help you convert more visitors into leads?
Why are landing pages important?
There are many instances when you can use a landing page – event registration, email preference center, promotional offers and general service information. Yet again, stage 2 of the inbound methodology, Convert, is possibly the most important reason why you want to make sure your landing pages are top-notch.
A landing page is a stand-alone web page that has been produced for a single focused goal. Within the inbound mindset, for example, that would be converting site visitors into leads and/or sales. Often forms on landing pages withhold a piece of content visitors are trying to reach. In order to gain access to the content, a visitor must fill out the form and give away their contact information.
While on the landing page, the visitor’s experience is defined and guided by 6-7 key components. Read through the following examples and assess the state of your landing pages.
Building a lead-generating landing page
Top navigation – Keep this as simple as possible since you want the focus to be on the main portion of the landing page. You need your logo and your company’s site navigation. This way users are part of a consistent brand experience and can continue their user journey in multiple directions.Make sure the top navigation bar is sticky – it stays at the top of the page whilst scrolling so it is always visible to the user.
Landing page header – This contains the key information that will inform the visitor about the page. Ensure the heading matches the message that brought the user to the page and includes a short paragraph briefly explaining what the user is signing up for, along with a reason for them to do so.
Form – Positioning the form towards the top of the landing page will make it more visible to the user. Keep the fields to a minimum. A form with three fields has a conversion rate of 25% and that rate decreases as more fields are added. Remember to provide a clear call to action (CTA) for submissions.
Further information – Provide more in-depth details. For example, if the landing page is for an event then you can show the venue details, agenda, speaker information and directions.
Related Insights – Use visual elements to link through to more content. This will help educate the users and move them along the buyer’s journey. Don’t forget about video – it has been said that using video can improve conversion by up to 80%!
Contact information – Remember to include any contact information and links to social media channels that are associated with the landing page.
Building a product-focused landing page
Top navigation – Just like the previous example, it is recommended to keep the content in this section to a minimum and avoid drawing focus away from the main purpose.
Landing page header – Similar to the first example, the header contains key information that will inform the visitor about the page. Again, ensure the heading matches the message clicked to get there. For a sales approach, you may want to include more detail in order to sell your product/service, keep this relevant.
Visuals – Place the visuals for the product within the header to support your sales introduction. Think about the color scheme of your landing page. How can your visuals (graphics, custom images, photos, statistics charts, etc) add to your overall message?
CTA – Your landing page should have only one call to action. It might be tempting to add an extra one to your homepage or blog, but remember that the whole point of landing pages is to keep visitors focused on one task.
Further information – Provide the visitor with related insights that will let them know more about the product/service before they click through. This could be explaining the process of what you are offering or articles demonstrating the offer in practice.
Testimonials – If the offer available has been reviewed then place these testimonials on the landing page; this will help build trust.
Contact information – as always, remember to include your contact information and social media links.
Landing page checklist
A good landing page prompts visitors to take action. Whether it is to sign up for your event, download your latest research, commit to a webinar, or anything else, make sure your landing pages check the requirements below.
Ensure the primary headline of your landing page matches the message visitors clicked to get there, or the look and feel of any advertisement or email they have just come from.
A clear, eye-catching call to action (CTA).
A single focused message.
Every element of your page should be related to the message and goal of the page.
Explain the benefits or provide testimonials that can reinforce the user decision to take action.
Use visuals, but avoid overuse and irrelevant content.
Keep your content on message. Only include ‘need to know’ information.
Include any partner co-branding to increase trust by association.
Include contact details.
Test new ideas and let your visitors decide which message works best for them. You can change certain elements of your landing page and see which image, text or call to action works best with your audience.
StoneShot can help analyze your existing landing pages and work with you to increase their overall effectiveness. Regardless of the message a landing page carries, we can harmoniously incorporate the generated results with your email marketing campaigns.
Contact us on firstname.lastname@example.org for further information.