Industry Conversations, Tips & Ideas

12 Landing Page Best Practices that Get Results
Posted by: Kimberly on Monday, 29 October 2012
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Setting up your landing pages for maximum results can seem like a daunting task. But it needn’t be. Here are the 12 best principles for gaining those precious conversions from your next campaign.

Best practice 1 — Convince visitors to perform a desired action

Landing pages are meant to “convert” visitors; that is, to convert the casual views of visitors into desired outcomes, such as signing up for a mailing list, trying out a product, or filling up a form for your database.

Remember, it’s not a website — it’s a tool to elicit action.

Best practice 2 — State 3 things very clearly

The desired outcome: What are you proposing or offering?

The rationale: Why should I take your offer?

The action itself: How do I accept your offer?

Because you want your visitors to perform an action, all three mentioned above must be comprehensible to the visitor. Otherwise, you’ll lose them in the first 5 seconds.

Best Practice 3 — Follow rule #1 of composition: KISS, keep it simple, stupid!

Be captivating by keeping your copy direct to the point. Be clear and concise.

Best Practice 4 — Keep everything in one page

It’s best to use a landscape format, with all of the information contained in one page so that visitors need not scroll down. This is one of the most important landing page best practices.

Best Practice 5 — Keep them captive!

Aside from a clear, concise but appealing copy, keep them glued in the page by making it difficult for them to leave. Minimize the exit links or buttons.

Best Practice 6 — Know what your visitors want, and give it to them

It’s easy to make people do what they want to do. If you want them to participate and perform the desired action, give them what they want. Give them free information, such as tips and tricks or even details about the next product launch.

Best Practice 7 — Streamline steps

Don’t make it hard for your visitor to perform the desired outcome; the fewer steps taken, the better.

Best Practice 8 — Don’t ask for too much

Don’t waste their time by asking for too much information. Ask only what you need.

Best Practice 9 — Be two steps ahead

Visitors will always have questions before they perform anything. Answer everything before they even ask—make them feel that you have their best interest at heart.

Best Practice 10 — Put real effort

This page defines your conversion rates, so make it count. Make sure that you achieve landing page optimization.

Best Practice 11 — Don’t lie to them

Never lie to your market—it’s the fastest way to turn them off.

Best Practice — 12: Test, test, test!

Keep testing. It’s the best way to gauge whether you’re doing everything right. There are landing page software to help you with this.