07 January 2015
When you post an ad or market a specific offer on your website, what exactly happens? Does an interested straggler click on the ad, only to be whisked away to your website where they buy your product and live happily ever after? Sure, that’s sort of how it works.
But where does your visitor go when they click on your ad?
The answer to that is a landing page. And a key factor to their conversion is your landing page design.
Does Landing Page Design Matter?
A landing page asks for information from your visitors with a lead form. These exist, so you can follow up with your visitor and remarket to them. Your visitor already showed interest by clicking that first ad, but that doesn’t mean they’re going to hand over their email address without some deliberate thought.
If you want to barter for contact info, you need a combination of relevant content, an enticing offer, and a well-placed call to action all on your landing page. These help convert visitors to leads and leads to customers. Here are our top tips to improve your own landing page and increase conversions:
Targeted, Relevant Content
Because your visitor is coming to your website from a specific ad or offer, the worst thing to do is send them blindly to your homepage. Okay, the worst thing to do is to send them to a competitor, but sending them to your homepage is the second worst. If your ads merely redirect visitors to your homepage, they may quickly get lost and lose interest or enthusiasm for your product. Instead, craft a landing page that offers relevant information that directly references your keyword and the content of your ad. Relevant landing page design features copy, images, or videos that show how you will solve or address a customer’s pain points.
Remember the Offer
The purpose of a landing page is the lead form. That lead form allows you to collect information, such as the ever-important email address, and later remarket to your visitor. But you’ve got to give a little to get a little. In order to get an email address, you want to offer something in return. And make sure that offer is prominently displayed in your landing page design.
What Should You Offer?
This depends on what is your company’s and your website’s specialty. Some companies offer trial versions of products or discount coupons, but there’s noa limit to your creativity. Other offers include an ebook, a webinar, a whitepaper, a buyer’s guide, or whatever your company does best. As long as the offer is relevant to the ad, your customer won’t feel any sort of bait-and-switch.
Call To Action
A big part of your landing page design is your call to action. The call to action tells your visitor what it is you want them to do. It sounds simple, but simple things are often overlooked. Place the call to action in a prominent location on the page and make it visually distinct. If you really want to leave no doubt as to what you want your visitor to click on, a large button does the trick nicely.
It’s best if the call to action is, like the content, relevant to the ad. “Contact Us” gives the visitor no reason to do so. Instead, try calls to action that are more specific in intent. “Download the Webinar!” “See New Products!” “Request a Quote Now!” Whether a webinar, new product offerings, or a quote, all of these calls to action offer something definitive to the visitor.
Limitations are good. People are easily distracted. Once you’ve gone to the trouble of getting someone to click on your ad and end up on your landing page, you don’t want to wave a hundred different things in their face. Be specific to the ad. If you want your visitor to focus, remove navigation elements in your landing page design. These include a search bar, breadcrumb links, or other external links that could distract your visitor from the messaging of your landing page.
Move Them Back Towards Buying
After your visitor fills out the lead form, your work isn’t over. If you want to keep up with your lead, give them more opportunities to stay engaged. If your company has a profile on a social network, post links or icons for visitors to like or follow you. If you want to direct visitors back to your main website, now’s the time. Your landing page design has done its work, and your visitors are still engaged with your site. Now, give them follow-up links which guide them back towards your other content or offers.
Test, Test, Test
Once you put up your landing page, it’s not the time to walk away. For the most efficient landing page design that fosters the most conversions, you want to test the results of your page. Through A/B testing and other analytics, you measure different variations of landing page designs and then choose the one that gives the best results.
So if you want to increase conversions and keep your visitors engaged with the same products and offerings that brought them to your site in the first place, then consider these tips to optimize those landing page designs. For more information - download our white paper: "5 Ways to Generate More Leads from Your Digital Activities".