Before we talk about the optimization tips, we have to know what we are using the landing pages for and where they fit into our marketing plan. A landing page is any page that gets traffic from other places other than your site. This can be from a company Facebook post about a seasonal promotion or a tweet about your latest blog post. Landing pages are essential as many marketers lose a large amount of their traffic because they lack a landing page or haven’t made the correct one.
Landing pages allow you to segment a specific audience based on an the source of traffic or the make up of the audience, segment the traffic based on an offer, and create anticipation from a product launch.
A landing page has to match what the user thinks he is clicking on, this also known as its relevancy. If you tweet a promotion concerning new analytical software, your landing page should be about the software. The following 8 landing page tips should be applied to the landing page strategies of almost all products, and professional services.
Tip #1- Make sure that all of the important information is above the fold.
The most crucial real estate on your website is the above the fold region. Its importance is comes from the fact that the area above the fold is the fist part a visitor is going to see. Users typically take anywhere from 7-20 seconds to decide if they like the page and leave, so its essential that all of the information that you utilize the area correctly.
Tip #2- Improve your call to action buttons
Call to action buttons are widgets that are meant to get the user to make a certain action (free trail, submit their email, or share the post, etc). All call to action buttons should stand out from your website as you want a user to be able to be drawn to it and find it if they want to take that action. I would recommend using bright colors such as bright green, orange, or yellow but you can use any color and shade as long as the contrast with the rest of your website occurs.
The other component of a call to action button is the text. You should make it descriptive and not too sales-copy. If you are offering a free landing page template then make the button say “Get your FREE template” instead of something like “submit” or “go”.
Tip #3- Use good social proof and trust signals throughout your landing page
Using social proof is one of the best ways to convince buyers that are on the edge. Displaying social proof is not hard, the challenging part is getting the engagement and feedback. If you have a large user base you could say something about how many clients your company has. If you have won any awards or have been featured in any magazines you should mention it. You can also include testimonials from different clients and even have some statistics to compliment the written portion. Another great example is having multiple case studies. These are very effective especially when they are very detailed and clearly spell out why that company has benefitted from your product. All of these methods are useless if the user doesn’t believe they are legitimate. Why would a user think this? Because the way you present them makes them appear fake (but they are not because that would be unethical). To make the social proof seem more legitimate you should include a first name and last name if not at least initial, state location, company and position they work for (if any), and a colored photograph.
Another popular form of a trust signal is including a list of companies that already use your product. You should also include certain badges such as Truste and Hacker Safe badges to show that your website is secure when making purchases. Not everyone can brag about their clientele especially is you are a small business or recent startup, by implementing these trust signals in your landing page and throughout your whole sales funnel you will increase conversions.
Tip #4- Make sure the headlines are appealing and the text is organized well
When a visitor lands on your page they are eventually going to read the text to make sure they are in the right place or to see if anything sparks their curiosity. As already mentioned it is important that the text matches what your visitor thinks he is going to read.
Your text should also be organized in a way that is pleasing to the eye. You want to avoid large chunks of blocks as many users shy away from reading those blocks. Instead, you can use bullet points, or images with explanatory text to help make your point. You also need to try to use certain keywords
Tip #5- Include an explainer video
People are visual learners, so including a 1-3 minute explainer video can greatly help your business. This works especially well if you are not good at writing copy. You can outsource the whole video creation to a company such as X, but it could be expensive.
The key for making a successful video is the script. You can tell a story with the script and have a hypothetical customer and show how they would benefit from using your product. People are not concerned so much with the features of your product or services, so that’s why you should focus on the benefits that a person will see.
What good is a killer script when you can barely understand it? There is nothing that ruins a video faster than poor quality audio. Also, making sure the voice used is appropriate is very important. The voice has to deliver the message professionally and the tone should not be annoying.
A good explainer video should focus on 4 things:
- Address the problem that your target customers are having
- Introduce your product as a solution or answer to the problem
- Explain how your product works to solve the problem or how to get started with your product.
- As part of your conclusion you should have a call to action. It can be anything from filling out a form to get a free demo, or something more direct as actually purchasing the product
Tip #6- Never stop testing
Not all landing page templates or designs are going to work best for every situation. As a marketer, I believe that one should always try to improve the landing page. The only way to find the best converting design is to test it with different designs. Some traffic converts better with a short landing page and other types of traffic converts better with a longer landing page. A short landing page works well with products physical products, while a longer landing page works well with a more sophisticated product such as analytical software.
The first step in creating a test is coming up with a hypothesis on what you are going to change. If the landing pages conversion rate drops, you need to verify that the total amount of conversions at the end of the funnel also drop when compared to the control-landing page. Oftentimes the conversion rate will drop on the landing page, but because of the high quality traffic that is being converted the overall conversion amount will actually increase.
You can either A/B test in which you can a control and the comparison page in which usually only one thing is changed. Or you can use multivariate testing which is obviously when multiple variables are being used. The best part of testing is that you will gather lots of relevant data. With all of the data that you have collected, you can make more educated hypothesis and therefore make better tests.
Tip #7- Implement different types of software
CrazyEgg is the first software that you should try if you haven’t. CrazyEgg analytics is the creation of Neil Patel, a successful entrepreneur and one of the biggest names Internet marketing. CrazyEgg tracks a visitors mouse movements and then shows you a “heat map” which color codes the areas where a visitors mouse is. The location of the mouse has been associated with what a user is reading. Visitors will oftentimes use a mouse to use as a guide to see what they are going to read next.
CrazyEgg will also show you the places where visitors are clicking. This feature can tell you if the visitors are looking at the areas that you want them to pay attention to. It goes a step further than Google Anlaytics as it is showing the behavior of your visitors.
The next type of software that you should use is a landing page builder. One of the most well-known landing page software is Unbounce. It provides you with templates to get you started and lets you test as many pages as you want. Unbounce lets you build landing pages very quickly so your marketing experiments go smoothly and lets you find new marketing channels. Finding these channels are the key for continuous growth. Unbounce also integrates with other popular software including AWeber, Mail Chimp, and SalesForce. Packages start at $49 and range up to $199 depending on your unique monthly visitors and additional features included.
Tip #8- Make forms as short as possible
One of the most common aspects of a landing page is filling out a form. You can offer something for free and make visitors fill out the form in order to get that item. You have to make sure the item that you are providing is going to be of value to the user and is going to include everything you said it would.
Companies can go crazy with the length of the form, following the idea that the more information that they have on a client, the better. For the most part that is true, but many visitors don’t like filling out long forms, or find it uncomfortable to provide so much personal information.
The least amount of information that you should ask should include their name and email. With this you can personalize communication and have a way to reach them. Depending on your product or service it might be important to ask one or two more questions. When you ask these, I suggest giving the visitor a list of possible options and have them select it. By cutting down the information that you are asking on the form, you are also making the form smaller and creating more space on your website where you can add other material.
Bonus tip: you should use over-sized buttons and use directional cues to draw attention to the form. Over-sized buttons will grab the visitor’s attention and directional cues such as arrows will promote visitors filling out your form.