Industry Conversations, Tips & Ideas

3 Expert Landing Pages Tips
Posted by: Murray on Wednesday, 08 May 2013

When using landing pages (or squeeze pages, as they are sometimes called) it is best to keep them focused, and make sure your call to action is not hard to find.  But there’s more to it than that. Below are three expert level tips to help you go beyond the basics when it comes to landing page optimization.

Address the most common concerns upfront

When prospects come to your landing pages there is often a push/pull dynamic involved.  On the one hand they are interested in your products or services and how they can help meet their needs.  On the other hand, they are worried about how much it might cost, or whether clicking on your call to action for more information will result in being spammed with emails, or whether entering credit card or other personal info will raise privacy issues.

All of these are legitimate concerns, and some of the most successful landing pages solve them by addressing them right on the page.  Do this by adding text explaining your privacy policy, as well as by explaining exactly what is involved in answering your call to action.  If it’s a free trial tell them so to avoid any worries they may have about being charged, and if you are collecting their email to provide them with further information explain that you don’t sell or divulge this information to others.

Use a striking image

While your text can explain with great clarity exactly what it is you are offering and why it can be of value to your prospects, the old saying a picture is worth a thousand words holds true.  If you can find an image that attracts the viewer’s attention and fits in with your campaign’s message use it strategically to draw the viewer’s eye towards your call of action and improve your conversion rate.

Expand your call to action

In most cases, your landing page will focus on one call to action.  But there may be times when you want to include multiple offers on the same page.  If this is the case, make sure that you place your call to action click through mechanisms strategically, so they don’t detract from each other.  One method for doing this to put in your squeeze page design playbook is to place them adjacent to one another so that prospects don’t feel like they are being deluged with sales pitches.