Industry Conversations, Tips & Ideas

How to Turn Around an Unsuccessful Landing Page
Posted by: Murray on Thursday, 02 May 2013

I get a lot of questions from marketers, but one of the most common is “How do I get customers to convert once I’ve brought them to my site?” This is a thorny problem for a lot of people, and despite great email, social, or content marketing campaigns, many marketers simply can’t close the deal once they’ve attracted a visitor to their website. Whether you’re looking for a sale or just a newsletter signup, squeeze pages that convert can make all the difference to your bottom line. Here are a few tips that I’ve used to make sure that my landing page optimization was up to par…

1.      Make it clear – Ever clicked on a link and been sent to a company’s homepage, or worse, to a completely unrelated page on their website? This is a very common mistake (especially simple homepage links) that can be easily fixed. Embed links to direct landing pages that clearly list what the user was expecting to see. If the link advertises a certain product or type of service, make sure that listing is prominently displayed on the landing page, as well as a call to action (an “add to cart” or a “sign up here” button is key). A confused customer will probably hit the “back” button and never return.

2.      Lend credibility – Adding segments like affiliated company logos and social media postings about your products or services is a good way to signal credibility to your visitors. If the New York Times or CNN has linked to your page or written about your products, say it! Customers are far more likely to convert if they believe that you are a credible organization.

3.      Get good software – Sometimes it’s hard to design and optimize landing pages on your own. A landing page design company is one option, but software may be able to do just as good a job at a fraction of the price.