Creating a relationship between a prospect and your company is one of the key steps of converting your visitors into leads. A landing page is a great way to focus a campaign on conversion performance. A landing page is a stand-alone page focused specifically on one goal or product. They are named landing pages because potential customers usually ‘land’ on the page after clicking an email, advertising, or social link. The purpose of these pages is converting visitors into leads, usually through the use of CTAs, forms, or actionable contact points.
Every company site should have these types of pages due to its ability to drive conversions. If you don’t currently have one or are looking into optimizing the ones you do have, below is a wealth of helpful information to get you on the right track to increase your conversation rates.
Types of Landing Pages
Lead Generation Landing Pages/ Landing Pages with Forms
Lead generation landing pages hold one purpose - to capture leads. Garnering leads is usually achieved by using one main form as your call to action. Companies obtain information in these forms, but you want to focus on contact information. Fields requesting things like name, email, location, and space for them to express their interest will almost always yield a good amount of lead data from which your sales team to glean.
Conversational Landing Pages
Conversational landing pages provide you a chance to interact with a customer in a human way while strategically steering them toward a specific action. Chatbot software, alongside showcasing your services and products, yields a unique user experience that leaves you standing apart from your competition. A chatbot is used as a replacement for the above form. With that said, try and steer clear of obvious data capture questions. Leverage research after getting a business email to find their first and last name. Keeping this rule in mind will create a more authentic experience.
A squeeze page is usually a shorter, very simple page with one goal in mind - getting an email address. These pages are used at the top of a marketing funnel and are considered a first point of interest in a buyer’s journey. Because of how simple squeeze pages can be, they are sometimes designed as pop-ups, dialogue boxes, or a simple one input call to action. The simplicity of this type of landing page should be a top priority when designing. Remember, you only want an email address, so try not to overcomplicate.
Thank you page
The thank-you landing page is one of the biggest components in lead nurturing. This ending cog is the page customers are redirected to when they’ve completed an action, whether that be filling in a form or purchasing something. If you can effectively implement this page, then an opportunity for a repeat customer or furthering existing leads is created. The thank-you page can advertise some of your other products or services, but you want to take this opportunity to focus on the customer and properly convey your thanks for their interest in you.
What You’ll Need for Success
Buyer personas are a great marketing tool to have when coming up with your next campaign. These personas represent your ideal customer and based on customer data and market research. Buyer personas give you a clear view of your customers’ behaviors and how they will perceive your marketing campaigns. Pick your most valuable persona and create a targeted landing page selling to that one customer. Doing this will allow you to focus solely on conversion and create a unique niche.
An offer does not include the regular products and services your company may sell. Offers are objects of value you give to your customers and website visitors in return for data and information. It’s a good idea to base these offers on solving the specific problems you identify in your buyer personas. If your buyer persona seems to lack information on the hiring process, then offer a free e-book or webinar on hiring best practices. An offer is an easy way to build trust with your customers and showcase your organization’s knowledge and capabilities. For example, here’s one of our own ‘offer landing pages!’
The buyer’s journey is the process a customer will go through before they purchase a product or service. To further target your landing page to a specific action, you would use the buyer journey to decide what type of copy and content would need to be on the landing page. If you’re marketing to a buyer persona that is in the consideration stage,then you might want to feature any white papers, webinars, or videos you have on the specific action you’re trying to sell. Using this data will help you to further customers along in the buyer’s journey, lessening the work of your sales department and furthering customer loyalty.
Tips and Best Practices
Clean, modern design
Consider the difference in purpose between web pages and landing pages. Web pages usually feature many user actions and a wealth of information on your company and its products and services. Landing pages are different in that they’re designed for a specific buyer at a particular point in the buyer’s journey. These pages usually feature a select amount of information and contain one call to action. Due to this, you want your landing pages to be minimal. Clutter will hide your call to action and make it difficult for potential buyers to quickly gather what you’d like them to know or do. Making your landing pages clean and modern will convey your message quickly in an impressive design that’s eye-catching and unique. If you need some help with design, here are some popular designs to reference.
Use action-oriented copy that is clear and concise
Unclear and muddled copy causes customers to spend time trying to figure out what you’re trying to say or what you want them to do. In this time, they can become disinterested in purchasing a service or product. Make sure your landing page is clear and to the point. Be sure to use an active voice and keep visitors engaged by driving action with your sentences.
Include interactions and social sharing
A great way to hold your visitor’s interest is by creating interactive elements on your landing page. That could mean implementing an interactive model, buttons, videos, or images. By including buttons for social sharing is also a good idea for interactivity. This will allow your visitors to easily share what they’ve found and spread the word of your amazing product.
Remove site navigation
Landing pages are all about removing distractions. One of the biggest distractions is site navigation. By removing your site navigation, visitors can solely focus on the content on the page and can’t navigate away from your page. Providing them with other links to visit will distract from the one call to action you want them to interact with. By removing your site navigation, you can steer clear of any distractions.
Landing page campaigns make higher revenue and sales numbers a possibility when implemented correctly. A lot of market and customer research goes into a successful landing page campaign. Feel free to contact our web development specialists if you have any questions about your landing pages.