Landing pages are any web page where the primary goal is visitor conversion. For marketers, this usually means enticing visitors to take some sort of action, usually giving up an email address in exchange for premium information or freebie. After spending time, energy and budget on campaigns that drive traffic to your online offering, why would a landing page fail to convert? Landing pages are often slapped together without much thought, and with complete disregard for what makes visitors take action.
1. Best Impressions, Fast
For most, the decision to stay or remain on your landing page is made within zero to eight seconds of arriving. It is a truly at-a-glance decision, so what your page looks like ‘above the fold’ is critical. Make your best impression fast, by showing:
- a killer headline that instantly communicates relevance of your offer,
- a picture of what your offering, and
- short, convincing copy that entices to take action or to scroll to read more.
2. Don’t Include Navigation Menus
Your landing page is not a page on your website and should not have a menu. If you give your visitors a navigation, some will click them and it is unlikely any of them will return to your landing page. The goal of a landing page is conversion; conversion must supersede any brand awareness goals, thus you want your visitors to remain on your landing page.
3. Exceed Expectations
The creativity expressed on your landing page must be consistent with your campaign. If a visitor arrives at a landing page and is confused by the design, colors or copy they will immediately leave. A new landing page for each campaign must be created, with matching design.
4. White Space is a Good Thing
You may be tempted to stick in a little snippet of copy that drones on about your product’s features or become overzealous with imagery. Don’t. Instead, be discriminating with your landing page design. If something is on there that doesn’t directly contribute to the conversion process, remove it.
5. Add Caption Copy
Eye-tracking tests on landing pages show that people love to read caption copy, so take advantage. The main image on your landing page that relates to your offer could have some sort of subheading to reinforce what you are selling.
6. Don’t Use Tiny Fonts
Make sure your landing pages are among those out there that are easy on the eye by using a larger font. Also be selective if using reverse fonts (light text on a dark background).
7. Use Bullet Points
Bullet points are more effective at driving conversion than paragraphs. Many landing pages are jam packed with a flood of paragraphs, what we affectionately (maybe not so much) dubbed word vomit.
8. Create a Definite Eye-Path
If you are looking to hook a visitor with your headline or product photo, ultimately you need to lead their eye toward your call to action. How do you check this? Get 10 people to look at the page, and tell you where their eyes go. If you get a bunch of different answers, you’ve got some revisions to do.
9. Make Forms Easy
Scrutinize your forms to make sure they are user friendly. Are required fields clearly marked? Are you asking for too much information? Make sure your form begins above the fold, is legible and intuitive.