8 things to know about landing pages

Posted by Jennifer Lauro

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June 23, 2015

airplane_landing_resizedLanding pages are a page where visitors land on after clicking on a CTA.The page will have a form for the visitor to fill out, thus turning them into a lead. 

1.) They convert visitors into leads: The landing page is the portion of the marketing process where you aim to gain leads from website visitors.  In order to convert a visitor into a lead, the landing page has to be well designed and meaningful. The content on the page should be presented in an organized and attractive way. You want to make people interested in subscribing and giving their information; therefore, you must think to yourself, “what engages my buyer personas?” What would be the best thing to have on the landing page, other than a form for the visitor to fill out? The answer to that question depends on the business and their buyer’ interests. 

2.) They inform You: The whole conversion process is great for collecting data and analyzing the buyer’s journey your recent prospects and web visitors are taking while on your website. After a prospect leaves their contact information and   becomes a lead, you then have an idea of what landing page content worked. You can build on that knowledge and get to know your buyer personas a little bit better. Even if you find yourself not getting any leads, then you can definitely draw insights on what is not working.  Landing pages give you a better idea on how well you are engaging with your web visitors. They also create an opportunity for web visitors to become more than a visitor. You can begin to nurture the newfound prospects through the buyer’s journey with additional content.

3.) They are necessary: On average, 96% percent of website visitors are not ready to make a purchase when they first visit your web page, which is why you need a landing page. A successful landing page gives you the opportunity to nurture, eventually make a sale, and build a customer relationship. Just think of all the lost sales there would be if landing pages weren’t created. Remember we live in an Internet run world with knowledgeable buyers who carefully think out their buying plans. We must be on the same page as them or we will be left behind.

 4.) Don’t clutter the page: The landing page should have an eye grabbing title, clear and concise intro copy and some core bullets points relevant to the subject matter. Too much will overwhelm and bore the visitor, but if the content is simple they are more likely to fill out the form.

 5.) No navigation at the top: The only goal of this landing page is to get the visitors information; therefore you don’t want other options that could lead them astray. Make it simple and take away the navigation and this way you are more likely to get their information, because there is a lack of distraction of other options. Out of sight, out of mind!

 6.) Navigation at the top: On the contrary, it may be a good thing to consider keeping the navigation at the top of landing pages. There may be a situation when a visitor is not completely interested enough to fill out the form, but they might still browse the website if the navigation is there to guide them.

We recommend A/B testing landing pages with and without navigation. Analysis of conversion and traffic data to each type of landing page will show you what type of landing page works best for your overall lead generation strategy. 

 7.) Create different landing pages: For each different offer you will need a unique landing page for that each specific offer. Every landing page should be tailored to the offer you are giving, especially the title, because that is what draws people in right away. If a quality title is used and is relevant to the offer, you are already off to a good start. Just don’t find yourself making all of your landing pages the same, but simply changing the words around. The more unique to the offer, the better it will be.

8.) Know your goal with them: Each landing page should be different, tailored to the audience you are trying to reach, and the type of contact information you are asking for. . If you are reaching out to a company or business the form will be designed with more questions, and maybe a more business-alluring image. If you are just reaching out an everyday visitor, you might only need their email and name. Just remember while designing the landing page who it is you are aiming to draw in, and what is the overall goal of this particular landing page.

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