Attracting prospects to your landing pages, or squeeze pages as they are sometimes called, is the start of your campaign, not the end of it. Once visitors have arrived, the battle to keep their interest and drive that interest into successful conversions begins. That being said, this doesn’t mean that you should overly complicate the process; there’s no need to write a lengthy thesis on the benefits of your products on your landing pages; keep it simple and follow the guidelines listed below to stay focused and develop squeeze pages that sell.
1) Use powerful, concise language in your landing page headlines. Additionally, be sure to place keywords there that are relevant to the products you are selling. This will increase your conversion rates by sending a higher proportion of interested prospects to your pages.
2) Brand your pages. Make sure your prospects can see your logo or other identifying information on your landing pages so that there is no doubt in their minds that the site is legitimate when it comes time to answer your call to action.
3) Design your page to reach your targeted demographic. This seems like an obvious step to take but it is surprising how often it trips up landing page designers. If your campaign is targeted at buyers of luxury goods, for example, adopting a hard sell approach (buy one now, what are you waiting for, etc.) may be counterproductive. On the other hand, if you are selling sports equipment for the youth market, a restrained approach is not likely to perform as well as an approach that uses more active language.
4) Avoid clutter. This is another seemingly obvious guideline that is not always heeded. While you want to give your prospects enough information to entice them to answer your call to action, if you give them so much information to sort through that they can’t see your call to action, or get distracted in the process of reading it, you will have defeated your purpose.
5) Keep your call to action in the fold. The fold is the space on the computer screen your prospects can read without having to scroll down. Ideally, you should place your call to action somewhere in this area. With the prevalence of multitasking in today’s world, if a prospect can’t quickly find a way to take the next step after reading your initial text, the chances that he or she will leave the page without answering your call to action are likely to rise significantly. Stick to landing page design best practices and place your call to action where it will do the most good.