Industry Conversations, Tips & Ideas

5 Habits of Highly Effective Landing Pages
Posted by: Anita on Wednesday, 08 May 2013

Rather than sending prospects from your internet marketing and offline campaigns directly to your website, where they can become lost amidst a wealth of information, diluting the effect of your campaign, sending them to a landing page focused solely on the product or services you are offering is the current standard for landing page design best practices.  Below are 5 guidelines for getting the most out of your landing pages and driving increased conversions.

1)    Streamline your landing pages design.  Don’t drown your visitors in images and information.  Once they arrive at the landing page they should be given enough information to motivate them to answer your call to action and no more.  Any images or graphics used should be sized properly so as to not overshadow or obscure your call to action.

2)    Social proof.  Testimonials, or social networking feedback such as Facebook likes can help to provide a level of comfort in your visitors.  Make sure to display these when possible to help drive conversion rates.

3)    Optimize your keywords.  Research the keywords relating to your campaign and make sure to choose the most relevant to include in your landing page title.  This will help draw the most interested visitors to your landing pages and cut down on your bounce rates.

4)    Position your call to action prominently.  Make sure that your call to action, whether for your visitors to leave their contact information to receive further information, or to make a purchase, is displayed in a manner that is easy for them to spot.  Ideally, it should be above the fold, that is, in a position where a visitor can see it without having to scroll down the screen.

5)    Succinctly describe your value proposition.  To entice visitors to answer your call to action a compelling value proposition is needed.  While there’s no need to write a novel explaining the benefits of your offer, it is necessary to provide a concise description of what it is and why your visitors need it.  When doing so make sure to tailor your language and descriptions to your target audience –this is not a one-size-fits-all arena.  Some audiences may prefer more direct, active language, while others may need to be coddled a bit with elegant language to motivate them to take the desired action.  Well written text will increase your landing page quality score and help drive conversions as well.