Landing Page Tips - Part Two
This is the second in a three-part series looking at ways that you can transform your campaign or website Landing Pages into highly effective sales funnels for your business. Follow these tips, and see your Landing Pages generate more leads, orders and sales.
LANDING PAGE TIPS
1. Create a Call-to-Action
Make it obvious and clear what the site visitor should do when arriving on your Landing Page through a Call-to-Action. Should they purchase your product, sign up for a subscription, submit a form, request additional information, call you, download a whitepaper, download a demo, download a trial, other?
2. Build Trust
One of the biggest conversion killers is a lack of trust. Someone coming to your Landing Page for the first time has no idea who you are or why they should trust you. Include trust-building elements on your Landing Page such as customer testimonials, press mentions, association logos, awards, and/or trustmarks from credible organizations.
3. Clear the Clutter
Don’t try to do too much with a single Landing Page. Include white space, and remove extraneous elements. Align text and visuals in an appealing layout. Keep it simple and easy-to-read. Clean layout and design makes your organization appear more professional, as well.
4. Remove Navigation
Although you can test whether the inclusion of your site’s navigation system increases conversions, typically it’s best to remove navigation from a Landing Page associated with an online marketing campaign. This simplifies the page, helping the visitor to focus on your offer. (Note: This tip is obviously relevant only to marketing campaign Landing Pages, and not to Landing Pages as part of your main website.)
5. Test Video
Have you tried incorporating video into your Landing Pages? Different people respond to different media and different types of communication styles, and so it’s worth testing video in your Landing Pages to confirm if conversions increase accordingly.
These are just a few suggestions to help you construct great online Landing Pages that drive conversions. You can read Part One of this blog series on Landing Page Tips here. And be sure to read the next post in the blog series as well, to be published next week.
If you need additional help, let me know below or at www.WebsiteMarketingNOW.com. Thanks!
August 19th, 2009 at 1:27 pm
Tom- great ideas. Will have to revamp our Entrepreneurs Club of America site. Looking forward to the next installment.
Kip Marlow
Co-President
TECA
440-946-3177
August 20th, 2009 at 3:32 pm
Great timing. I started working on a new landing page today! Was wondering about navigation. Your advice makes perfect sense.
August 20th, 2009 at 5:28 pm
Part II is also chock full of great ideas. On the video, it’s got to load and run only when requested by the site visitor. I’ve seen lots of attractive sites with video and sound that run when the landing page loads. It’s annoying and distracting and it slows down the page load.
Thanks for this info!
Paul
August 21st, 2009 at 7:39 am
[...] Landing Page Tips – Part 2 [...]
August 25th, 2009 at 12:35 pm
Good pointers. I just wanted to add that in order to maintain consistency, the landing page should always have the same look and feel of the banner that brought the user to the landing page (or vise versa).
September 4th, 2009 at 11:49 am
Good tips I especially love the part about clearing the clutter and removing the navigation. By doing away with distractions it makes it easy for your customers to find what they are looking for and for you to get your point across!
September 8th, 2009 at 9:25 pm
thought you would mention some of the newer IM tools being used more and more by the IM Pros (aka) slide-up opt-ins and “smart” opt-ins. while there are many who say these widgets are annoying and distracting, the fact remains, many of the major guys who are building massive lists use these tools on ALL of their LPs, squeeze pages or any pages in their pool.
September 9th, 2009 at 7:55 am
Thanks for all the great feedback, everyone. Really appreciate it.
Paul, I totally agree with you about the videos. The user should have full control over whether to play them or not. It’s frustrating for site visitors when they lose control.
Team TRTTT, I agree. I am a huge believer in removing clutter.
Neil, thanks for the contribution. Each post in this series covers only 5 points, so I wanted to highlight some of the core fundamental ones. The tips of course could go on and on and on…there are many things that you can do with your landing pages beyond the 15 tips covered in this series. I agree with you that newer opt-in functionality is worth testing.
Thanks again everyone for all the comments.
-Tom