Industry Conversations, Tips & Ideas

Convert the Masses (with Landing Page Best Practice)
Posted by: Marta on Friday, 07 December 2012

The rules that govern landing page best practices are pretty simple, and can be implemented pretty easily once you get a hold of them. The ultimate objective behind any landing page is to convert prospects into leads, and to accomplish that you must stick to these rules. There is no other way around — no shortcuts — no alternatives whatsoever. In order to help you with your ultimate aim of coming up with a killer landing page, we have compiled a list of a few essential rules/strategies that you can refer to before proceeding further:

-       Always ensure that the main headline of the landing page resembles the advertisement the ad visitors clicked in order to get there.

-       Make use of directional cues to draw attention to your call to action — you can do it with arrows, videos or images — ones that can grab even a casual visitor’s attention.

-       Include a large call to action button that’s easily visible.

-       If it’s a lead generation form, wherein the call to action button is towards the bottom of the page, use the aforementioned arrows or images to the point visitors to the CTA button.

-       All landing pages should have a single and unique purpose and should be designed accordingly.

-       Every single element on your landing pages should be designed and configured as per the product or service you are trying to sell/promote. This is the most crucial aspect of any landing page.

-       If possible, highlight a brief demonstration of your product or service on the landing page so the visitor gets a quick hint what to expect from your offering.

-       Try and provide a free trial or samples of your products and services to engage your customers. If you are trying to sell a book, or other digital content, offer a free excerpt of it.

-       Segment traffic sources appropriately. For example, send your Pay Per Click, social media, email, organic or banner traffic to individual landing pages for better message matching and evaluation. 

-       Also, make a point of segmenting landing pages as per user type. For example, never send any male product to the women on your email list.

-       Include your phone and other contact details so people know that you are actually real and can be reached out to on a personal level.