A landing page can be a tailored page for a specific campaign, or it could be an existing page of your website. It’s important to distinguish which one is right for your objectives.
A landing page from your website can be simply used to amplify the content and generate awareness about your brand and business identity as a whole. People will be encouraged to browse through multiple pages on your site. This is great if you’re wanting to direct your traffic to learn more about your business.
However, a campaign specific landing pages is much more effective when you’re running a campaign and doing promotions for specific products or services. If you have advertised to appeal to a specific group with specific needs, your tailored landing page can be just as specific to streamline their conversion process.
Ready to start optimising? We’ve broken the process down into 10 easy steps so you can easily cover all your bases like a pro.
Choose the right Landing Page builder tool
This is the first step in creating an optimised landing page. For landing pages on your website, all you need to do is make sure your current tech stack supports the sort of optimisation you’re after.
If you’re creating a specific landing page with a builder tool, make sure it has the necessary features required to meet your specific needs. For example, if you’re promoting a webinar, you’ll need a form fill function to capture people’s email addresses.
Implement the right tracking and pixels
Landing pages offer great insight into your customers’ journey through the valuable data they can collect. That’s why it’s important to make sure you have clickstream analytics implemented on your landing pages. This will enable you to track the traffic coming to your website.
Google Analytics is a free tool and will work with almost any tech stack. There are alternative tools like Hotjar or CrazyEgg that offer visual tracking. This will present you with a color coded representation of the most and least engaging areas of your landing page.
If you’re running your ads from Facebook, LinkedIn or Google, it’s crucial to implement the pixels on your landing page for retargeting purposes.
Keep engagement ‘above the fold’
“Above the fold” refers to the first visible screen visitors see on your landing page before scrolling down up or down. This is the spot on your landing page guaranteed to be seen, so keep your headline, subheading, any unique valuable content, forms and CTA all here.
This being said, don’t over do it. Follow the hierarchy of priority when it comes to your messaging to ensure it’s clear, concise and encourages an action.
Hide the navigation options
Once a person gets to your landing page, you don’t want them to leave without providing any of the information you set out to get right?
That’s why it’s so important to keep all your navigation hidden. This way nothing distracts visitors and stops them from completing any forms or taking the action you want them to take.
Use clear and concise headings
First impressions matter; think of your headline as your first impression. Whether the visitor stays or leaves could almost entirely depend on it.
Deliver them the exact information they came for and let them know exactly what they are signing up for. For example, consider they are coming to you with questions like: “What’s the ebook about?”, “What product are you launching?”, “How much is the discount?” Ensure your headline is able to answer these clearly and concisely.
A subheading should provide a little more info about the benefits of whatever your landing page has on offer. Think of it this way: A Heading has character limitations but your subheading can be your landing page value proposition. This is where you can go into a little more detail as your headline has already grabbed the users attention.
Add value statements
Aside from your headings and subheadings, you also need to provide all necessary information in a just as clear and concise manner. This is where bullet points and short paragraphs become your best friends. Anticipate any possible question a visitor to your page may have and ensure it is answered.
Always state the benefits of your proposition or product so all expectations are managed and benefits well known.
Include the right visual
As much as the text on your landing page is important, so are any visual elements. Imagery is equally if not more important when it comes to engaging the visitors. It can be an image, animation or video, but it should always be compelling enough to grab and ideally hold attention.
Imagery should always be consistent with what you’re offering on your landing page. For example; If it’s an ebook, include the cover, if it’s a webinar provide the screenshot from the video.
As a business, you want to capture as much information about the user as possible. On the other end of the spectrum, the user wants to give away as little information as possible. It’s important to try and find the right balance between these two competing needs.
Look for ways to balance a positive user experience with your company requirements. The length of a form also dictates quality of leads. If a visitor is willing to provide more information, it means the interest in your offer is high.
Include a compelling CTA
There is nothing worse than a CTA with no thought or personality behind it. Try to avoid the overdone terms like ‘Submit’. Not only is it too vague but psychologically no one likes to submit anything.
Be specific and inviting and use it as a chance to show off your brand personality.
The social proof is in the pudding
It’s more compelling when a visitor hears about how good your offer is from someone else other than from you yourself. If a visitor finds out that other customers are speaking positively, they are more likely to convert.
Include customer testimonials, related case studies, and even embed social posts of a user praising your services as the last piece of information on your landing page. It will leave a positive impression on them.
Over to you
And there you have it. With these tips in your pocket, you’ll be able to implement and optimise a landing page to convert your customers in no time.