In a broad sense, a landing page can be pretty much any webpage on your site. Taken literally, it’s a page a person ‘lands’ on from another website or from a search engine results page.
For example, if someone uses a very specific term on Google, they may land on an article in your knowledge center discussing the topic they’re looking for.
For our purposes here though, a landing page is also a web page that “…allows you to capture a visitor’s information through a lead form.” This is a definition provided by a recent e-book from HubSpot on landing page optimization and conversion.
Good landing pages will target a particular audience – traffic from an email campaign or pay-per-click ad for example. It’s important you create a landing page for each offer you have. For example, you can either build a landing page designed to promote downloads of a new e-book or you can build one designed for the visitor to make contact, provide information or signup for an offer.
Landing pages are important because they allow you to convert more visitors into leads since these pages make the process of receiving an offer much easier. One main reason is because site visitors don’t have to spend time navigating your site to find your offer.
Landing pages also eliminate visitor confusion on what they must do to receive your offer. They eliminate frustration for visitors, guaranteeing you will see more conversions.
Continue reading for 6 basic landing page optimization tips everyone should consider.
1. Use clear title, description and layout to convey the value of your offer. Create a strong incentive for your visitors to download, contact or sign-up.
2. Minimize disruptions on your landing page, including navigation links you may have on other pages. Keep visitors focused on completing your form or reading through to the call-to-action.
3. Include social sharing links like Google’s +1, Facebook’s ‘Like,’ Twitter, LinkedIn and so forth. This allows visitors to easily share your page/offer with their friends.
4. If you’re using a form, design and structure it with the user in mind. Only ask for what you need to follow-up and qualify the lead. Don’t make it too long or invasive.
5. Have a Thank-you page that appears once the visitor finishes downloading your e-book or completing the contact form. Maintain engagement by suggesting other pages/offers they may be interested in or next steps they can take.
6. Track conversion rates and keep testing to find areas of improvement. Use metrics and A/B test results to refine your pages so they continue to grow.
Point 6 is especially important in that testing and metrics lets you see what works and what doesn’t. Having this information in hand gives you a tremendous advantage in building landing pages that work.
Check back with us again soon for more information on A/B split testing, conversion metrics and other important items you can consider to help maximize your landing pages’ potential.
Other Posts you May Be Interested In
Hooking your Readers – 7 Approaches to Great Headlines
How Minor Tweaks to your Headlines Can Boost Conversions
Maximize Conversions by these 9 Tips for Writing the Ultimate Landing Page