Okay. Bad landing pages are seriously making me go crazy. I can’t take it. I’m sure there are many more best practices out there for landing pages, but here are the top seven you NEED to make sure happen on your landing page. These items ensure a good experience for the end user and a good conversion rate for you!
1. Blink Test. ALL VITAL INFORMATION SHOULD BE ABOVE THE FOLD. If I can’t go to your landing page and know within 5 seconds what I am getting, the benefits, and how to get it WITHOUT scrolling down the page, there is a problem. All information should be clearly visible, legible, and I should know within the time to blink my eye the what, why and how. Fix this now.
2. The Design. All navigation menus (your home, about, contact, blog, etc. buttons) should be removed completely. This defers from what you want the visitor to do. You do not want them to escape, but to perform the action you wish them to do. Any extra links and website elements should be removed (like your sidebar). Again, all pertinent information above the fold, especially your Call to Action and Form.
3. The Headline. Your headline should be short and to the point. Again, I should be able to blink and know exactly what you are trying to offer me. It should not be confusing in any way to the end user. Be sure to use your campaign keywords in your headline (*And throughout the rest of your landing page. You can’t forget your SEO).. Make it catchy so the end user wants to read more.
4. The Offer. Just like your headline, the end user needs to clearly know what you are offering them. Restate your offer you mention in the headline and then bullet point the benefits so they can be read quickly. Don’t waste people’s time. Time is precious to your end user. If it takes me a week to read your message and try to figure out what you are trying to get me to do and why I need to do it, I’m probably going to leave because it’s not worth the hassle. Again, short and to the point – blink test – above the fold. Almost no one reads website content. They scan pages. Using headings, contrasting colors, bold, and bulleted lists work best.
5. The Form. Your landing page has one goal and one goal only. That is to get the person landing on your landing page to convert. The most effective way to get them to do what you want them to do is to not distract them with other links or forms or navigation that can also take them away from your page. Make sure all pertinent information is above the fold so they do not need to scroll down to read. Make headlines and benefits short and to the point and bulleted in a list so they can be read quickly and are easily understood. And, entice them to complete your form. When it comes to your form, let the end user know they need to complete the form to obtain the offer and its benefits. The form should not ask for any more information than you absolutely need. This is called a non-friction landing form. It reduces anxiety the end user has about giving you their personal information. If you can get information you need later during a phone call or follow-up email, do it then. The less form fields you have on your landing page, the better the conversion rate. Never, ever use the word “Submit” on your form. Use a call to action that explains the action taken, such as “Buy Now” “Enter to Win” “Request a Quote”, etc. Your conversion rate will be much, much higher. Create your button in a contrasting color to draw attention to it. Always, always, always – Place the form above the fold. Place it to the right or the left of your bulleted benefits list.
6. The Photo. Use one image on your landing page that is relevant to your offer. Show a real picture of the real product, service, or item. This will get better credibility and it will also make for cleaner, neater, nicer sharing on Facebook, Pinterest, and other social networks. Visuals always help the end user get an idea of what they will receive and it reinforces their decision to complete your form.
What are some of your landing page best practices tips?
Tags: inbound marketing
April 15, 2013
February 27, 2013
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