Digital Marketing Insights

Landing pages are not like other web pages. They exist solely for the purpose of capturing a website visitor’s contact information, in exchange for an offering, such as an Ebook or newsletter subscription. Every element on these pages needs to focus on convincing the website visitor to submit that information if you want them to convert.

Now, if you’re not seeing as many landing page conversions as you would like, then it may be time to go back over them and find out where they could be converting better. Here are seven tips to help you out!

1. Use Clear and Concise Copy

The sole focus of this page is to convince the reader that the offer is worth the exchange of their valuable contact information. The copy needs to be clear and concise and focus on that intent. Short, easy-to-read paragraphs, interspersed with bullet points is the optimal style to use. As for tone, it should be conversational with a persuasive undertone.

2. Set a Clear Call-To-Action

A clear call-to-action (CTA) will direct visitors to take a specific action. As website visitors cannot read your mind, you need to give them clear directions on the action you want them to take. Some great examples of specific calls-to-action for landing pages are “Sign Up for Our Newsletter” or “Get Your Free Ebook Now.” Also, if you want visitors to notice and click on your CTAs they need to stand out from the page, usually with a contrasting color or eye-catching graphic.

3. Use High Quality Images

Great landing pages use high quality images. One or two high-quality images make a difference with conversion rates. The image must be relevant to the content and to the offer you are presenting. For example, if you are offering an eBook, a picture of the cover or a graphic associated with the topic of the eBook are both great choices.

4. Keep It Simple

The best landing pages keep it simple. There is plenty of white space and a clear visual path through the page to the form. The call-to-action and form should be visible as soon as the page opens up. If the page is too busy or you shove the form to the bottom of a long page of text, your conversion rates will not be as high as they should be.

5. Only Ask For the Vitals

For maximum conversions, you need to keep form length to a minimum. If you ask for too much information, you will turn away interested visitors. When creating a form you should always ask for their name and email address, as well as a few more relevant pieces of information, but nothing more than that. This is the first touch point you have with a visitor and you need to entice them, not frighten them away.

6. Remove Navigation Elements

You need to remove navigation elements. Keep in mind that this is not a normal webpage and you do not want visitors to be tempted to go browsing around. If you want visitors to convert you need to make page content and your CTA front and center.

7. Don’t Forget Testing

Testing is often overlooked, but it is just as critical as the page content itself. Make sure the page works correctly in different browsers. Make sure the information is captured and stored in your contact database. AND, make sure the offer is presented on a thank you page or in a follow up email. Got it? If any part of it fails, it is better to catch it before you make it live than have a visitor find the problem.

If you have existing landing pages, go back and review them using these tips. You may find some room for improvement. If you take the time now to edit and adjust your landing pages you will be sure start seeing increased conversion rates for the future!

Do you have any other tips for increasing landing page conversions that you would like to share?

Mouneeb is an experienced digital marketing strategist with a passion for helping clients achieve their goals online. With over 15 years of experience in designing, developing, and managing a team that develops top-notch web projects, he brings a wealth of information to the teams that he leads and the leaders that he follows.

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