Landing pages are a powerful weapon in the online marketer’s arsenal. Given that the effective use of landing pages can make the difference between a campaign’s success and failure, it’s helpful to remind yourself of the key elements that promote quality conversions.
In order to be effective, headlines on any landing page must be bold and concise. They should not confuse or bore visitors to the page. The headline should also compliment the text that follows it. The key here is consistency, not only does consistency make the page less confusing for the visitor, the more consistent the text and headlines are, the higher your AdWords score will be.
The next key element is professionalism. For the landing page to be perceived as professional, it is vital that the copy be free of any typos, grammatical or spelling errors. These errors, while they might go unnoticed by some, will be noticed by others. If they are noticed it will come across that the business is too lazy to check the content that goes on their website. This can also lead to potential customers perceiving your business to be untrustworthy, unreliable and overall unprofessional.
For a business website, a testimonial on the landing page is a great tool for landing page optimization. The testimonial is there to inspire the visitor’s trust in your business. Aside from testimonials, you can also include any certification or verification seals your company holds or has achieved. Believe it or not just seeing these elements on a landing page can increase customer commitment to buy by almost 50%.
For a landing page to be successful it, it should also have a strong call-to-action. This means the visitor fully understands what the next step is. Clarity is key. The easier it is for the visitor to know what the next step is, and the easier that step is to complete, the more likely the visitor will continue through the website and make a purchase. For example: when Firefox changed their call-to-action from “Try Firefox 3” to “Download Now-Free” they saw a significant increase in downloads. One way to make your call-to-action stronger is to make the buttons or text associated with it a different color than the rest of the text on the landing page so that they stand out.
Simplicity is also very important when it comes to landing page design. This is because too much text or too many links can overwhelm the visitor, making them more likely to leave the page. Using too many links on a landing page distracts the visitor from the call to action and they may get side tracked, which also will lead to them leaving the page before making any sort of commitment. If you’re going to add videos or images to the landing page, be sure they are relevant to the text on the page, otherwise leave them off of the landing page as this could be a distraction from the call to action.
For a landing page to be fully effective there must be proper object placement. The rule of thumb for proper placement of text and images on the landing page is “keep it above the fold.” This means that everything important should be visible on the screen without having to scroll down. This is the same rule that applies to the front page of a newspaper.
One final piece of advice is that you should be constantly testing your landing pages, looking for ways to further improve conversion. In a nutshell, test, test, test.