Most businesses have Web sites with multiple pages. They typically include the “Home” page, an “About Us”, a “Contact Us” page and separate landing pages specifically designed to promote and sell specific products or services.
Unfortunately, many businesses don’t design their landing pages to be easily found by prospects or to convert those prospects to customers once they arrive on the pages.
Here are some tips on how to make your landing pages convert.
Start with Well-Defined Goals
Begin by defining your goals for your landing pages. Different landing pages will have different goals. Landing pages on Ecommerce sites, for example, may be designed to provide information that entices visitors to take the next step in the sales funnel.
For some sites, the goal of a given landing page may be to generate a phone call or email from visitors or to get them to download a whitepaper or subscribe to a monthly newsletter.
It’s o.k. to have multiple goals for your landing pages, and many experts recommend giving visitors a variety of possible conversion paths. The bottom line is, you don’t want your visitors to leave your landing pages without either making a purchase or providing you a way to stay connected with them in the future.
Keep it Simple
Once you’ve determined what action you want visitors to take while on your landing pages, the next step is to make it as easy as possible to do so.
One of the cardinal rules of sales is “keep it simple.” Don’t overwhelm visitors with unnecessary information that doesn’t lead them toward your goal for the page.
If your goal for a given landing page is to get visitors to download your latest whitepaper on red widgets, don’t confuse them with irrelevant information about blue widgets. Instead, you might consider adding a link to your blue widget landing page at the bottom of the page.
Links to other pages, both internal and to other Web sites, are like off ramps on the sales highway. Remember, once a visitor leaves your landing page, they may never return.
Include Strong Calls to Action
Never assume that your visitors are going to know what you want them to do. Instead, tell them. Include clear, concise, hyperlinked calls to action like “Click Here to Download our Whitepaper”, “Subscribe to Our Monthly Newsletter”, or “Buy Now.”
“Hooks” include slogans, offers and images that catch visitors’ attention and entice them to follow your goal path. Remember to include these hooks “above the fold”, where they are immediately visible to visitors the moment they arrive on the landing page.
It has been said that a picture is worth a thousand words, so why not use them to tell your story? People tend to spend more time on Web pages that feature well-placed, relevant images and click through rates of image links featuring people’s faces are far higher than for ads featuring other types of images.
Analyze and Adjust
Don’t make assumptions about the effectiveness of your landing pages. One of the great things about online marketing is that nearly every action taken on a Web page can be tracked, so you can tell what’s working well and what needs improvement.
There are a number of analytics packages available, and some, like Google Analytics, are free. Once an analytics code has been installed on your landing pages, take the time to analyze visitor traffic and behavior on a regular basis – at least once a month.
Data you should monitor includes visitor traffic, traffic sources, visitor keywords, time spent on the pages, bounce rates and conversions. Use this data to make adjustments designed to increase visitor traffic, improve the user experience and conversion rates. The process can take months and typically involves some trial and error, especially in the beginning. But over time you’ll be able to identify which elements are working and optimize them to generate more conversions.