Updated April 2020
A landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of convincing a visitor to act (to sign up, buy, download, etc.). Instapage
In the last installment of my email marketing series, I shared how one of the best ways to build your list of subscribers is to offer something of value up front, which shows them the value of your offering.
This email incentive known as an opt-in offer or a lead magnet is something of value you are willing to give away for free which requires people to provide an email address to download.
Boost Conversion with Landing Pages
The most effective way to boost conversions and leads is through landing pages that send the visitor directly to your lead magnet/opt-in offer. In their State of Email Marketing Report, GetResponse names landing pages as one of the 8 “critical factors” of email marketing success.
Your home page is not a good landing page. Unlike a website’s homepage which has many purposes, a landing page has a singular purpose –to capture a visitor’s information through a lead-capture form.
Check to see if your email marketing platform provides a landing page template, or you can use services such as Unbounce, Instapage and LeadPages. You can also create a special landing page within your Facebook page using the Apps Function.
Pro Tip: Take a leaf from Foundr’s strategy and create multiple landing pages. “The reason it’s important to have many landing pages is simple: the more opportunities you give visitors to sign up, the larger a list you can build. Each landing page is tailored to a specific subject, with a specific offering, so the more landing pages you have, the larger your net for bringing in subscribers.”
15 Tips For Creating an Effective Landing Page
1. Keep Your Navigation Simple
Keep your landing page navigation as simple as possible, with the most important content placed “above the fold”, i.e. the content immediately visible on the screen before scrolling down. Remove any information, images and links not relevant to the offer.
2. Make Good Use of Colour Psychology
Colour design is very important in optimising your landing page. Science tells us that colour elicits emotion which can result in negative or positive feelings.
In a peer-reviewed journal article, Satyendra Singh determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And 62–90% of that interaction is determined by the colour of the product alone.
Recommended Reading How to Use the Psychology of Color to Increase Website Conversions
3. Choose Typography Carefully
Typography is made up of elements such as font type and size, kerning (white space between individual characters or letters), and tracking and spacing. It is important when it comes to making your content more comprehensible to the reader. According to Neil Patel, “ a typographically well-formatted copy ensures that the focus remains on the content and not on the effort required to read it.
4. Create Compelling Copy
Convey the value of the offer clearly and quickly through crisp, clean language. Make the benefit of the offer easy to understand — list the specific benefits a person will get from downloading your resource or signing up to your offer. Be sure to craft compelling headlines.
A great landing page headline sums up the offer clearly and concisely. By adding more power words — words that cause the reader to relate to an emotion and/or trigger action — you can increase the chance your audience will click through to read your copy. Experiment with your headline and the wording on your landing page to see which words generate the most sign-ups for you.
Recommended Reading: These 4 Copywriting Techniques Work Really Well … Right Up Until They Don’t
5. Create Scannable Copy
Most online readers scan website content, so make your copy highly scannable by using bullet points and lists to break up chunks of text, and varying the font size to differentiate between the more and less important elements of your page.
6. Optimize for SEO
Get your landing page found by search engines by optimizing it for SEO (the acronym stands for Search Engine Optimization). Increase the chance that your landing page appears prominently on a search engine results page (SERP) by using relevant keywords in the page’s URL (web address), headlines and throughout the text.
7. Optimize For Mobile Viewing
Mobile traffic now accounts for 69 percent of online activity and responsive design is one of the main ranking Google ranking-factors.
Google says 61 percent of users are unlikely to return to a mobile site they had trouble accessing with 40 percent visiting a competitor’s site instead. If you haven’t implemented a mobile-first strategy yet, make it a top priority in the coming year.
8. Add Images
Images make your landing page more visually appealing. It’s tempting to use stock images, but it’s more powerful if you show your face, or your team’s or customer’s smiling face. Most case studies indicate that photos of real people improve conversion rates (often by up to 50%) over stock or model images. This is likely because we have a high level of empathy and trust for “people like us.”
Amy Porterfield’s face and signature is highly engaging and personable in the example below.
Recommended Reading: How Adding Personality and Trust to Your Landing Pages can Maximize Conversion Rates
9. Add Video
Increase the “know, like, trust” factor by adding a video to your landing page. A video can help you better connect with viewers and educate them on the benefits of your product or service.
See the example below from Vzaar a video hosting service.
10. Share Customer Testimonials
Build customer confidence by sharing quotes from existing customers. Testimonials act as social proof (people’s tendencies to rely on the decisions of others in their own decision-making) and are a super way to increase the conversion rate of your landing page. To quote, Allison Otting, “If you can help your prospects see that people just like them are already your customers and you’ve solved their problems then they will be that much more likely to convert from your landing page.”
In the example below, mHelpDesk combine social proof, video and customer testimonials.
11. Display Trust Symbols
Establish credibility by displaying trust symbols like awards and accolades, or any other credentials your website or brand have. If you’ve worked with any leading brands, add their logos to your page.
12. Include Your Contact information
Increase trust by clearly displaying the name of your company or business and your contact details, including a Google map of your location (so Google can find it more easily) and links to your social networks.
13. Include Social Share Buttons
Google “likes” a highly shared page so make your social share buttons are highly visible on your landing page and encourage people to share your content.
14. Optimize Your Opt-In Form
The most critical part of your landing page is the lead capture or opt-in form — the form where visitors submit their information in exchange for the offer.
I shared tips on how to optimize this form in a previous post. Click to read here.
15. A/B Test Your Page
A/B testing is a way to compare two versions of a single variable, typically by testing a subject’s response to variant A against variant B, and determining which of the two variants is more effective. Make sure your landing page editor allows you to A/B test your page, so you can optimize each element and ensure you’re getting the conversion rate you’re looking for.
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