If you are a landing page creator, the ultimate aim of your efforts is to capture leads by motivating prospects to provide their contact information after visiting your page. While this seems straightforward enough, it can be easier said than done. A poorly designed landing page can result in a dramatic drop-off in conversion rates, and cripple an otherwise well thought-out marketing campaign. Use the 4 principles of landing page construction listed below to help optimize your results and improve your chances of capturing leads.
1) Keep it simple, smartie. Don’t go crazy with your landing page design tools and blanket the page with descriptions, offers, and options. Stay focused on the marketing hook which brought prospects to your page in the first place -don’t distract them with extraneous details. A number of your visitors are likely to already be multi-tasking as it is, don’t make them work harder than they need to in order to receive the message your campaign is trying to deliver.
2) Use a link to gather lead data. Rather than using the landing page itself to gather information about your visitors, optimal lead generation page design strategy is to offer a click-through link for that purpose. This allows you to offer your prospects something in return for their contact data, whether that something is a chance to learn more about the product, or to receive updates, or the like. Always leave them wanting more is a show biz mantra that is applicable here. If you tell them everything there is to know about your product on the first page, there is less incentive for your prospects to provide their contact information in order to learn more about the product on the next page.
3) Limit navigation options. If your call to action link is surrounded by other page links you run the risk of your prospects clicking those other links and becoming distracted, thereby preventing them from completing your call for action. If at all possible, the only link on your starting pages should be related to the call for action connected with your marketing campaign.
4) Position your call to action prominently. It does no good to attract visitors to your landing page, only to lose them when they can’t easily locate the next step in the process of learning more about your product. Make sure your link is placed in such a way that whatever supporting information you are providing on the landing page doesn’t hide it from view.