A great landing page is one that causes potential leads to pause in what may be a quick search and "convert" by clicking a link, signing up for a newsletter, making a purchase, or completing some other pre-defined action. High converting landing pages have certain qualities that set them apart from the ordinary. They're designed to make it easy for leads to understand your product or service and decide whether to continue.
When someone arrives at your landing page, you only have a few seconds to make clear what you are selling, so you can't just throw together a landing page and expect high conversion rates. By following certain best practices for high converting landing pages, you can boost conversion rates and improve the customer experience. Here are some of those best practices.
Your Headline Should Make It Instantly Clear What You Do
Visitors to your landing page should instantly know what you do. Your page should have a headline that is placed high, written in a clear font with good contrast to the background, and it should convey in a few words what the visitor can hope to get from you. While you may include further copy going in to more detail, your headline makes the difference in whether or not visitors read it.
Follow Through on Promises
High converting landing pages make promises and more importantly, they keep them. If your conversion button says "get the report," then it should deliver the report when someone clicks. The purpose of a landing page is to keep a promise made in an ad or an email, a promise to present information the visitor specifically wants. High converting landing pages are straightforward and concise, and don't try to do more than deliver on their promise to visitors.
Make Your Call to Action Clear
If you want your visitor to click on a button to "Read five solutions," then that's what your button or link should read. Calls to action on high converting landing pages are clear and deliver exactly what they say. It should be clear to the visitor whether they should click on a button or a headline, or fill in a short lead capture form. You want to minimize the "friction" that stands between your visitor and the value you have promised them in your call to action.
Show Your Product in Action if Possible
People generally arrive at your landing page because they want to solve a specific problem. If your landing page is able to show that problem being solved, you convey a significant amount of information very quickly and powerfully. For example, if you own a data visualization company, your landing page could show a powerful example of a data visualization animation. It's immediately clear what you do, and if it solves the visitor's problem, they're ready to click.
Personalize Landing Pages for Repeat Customers
Visitors are more likely to convert when they reach a landing page that is more relevant to them. Personalized landing pages are a great way to increase conversions among existing leads or customers. High converting landing pages can be personalized to include things like the visitor's name or their history with your company. Amazon is extremely good at this, providing visitors with suggestions based on what they've browsed or bought previously.
Keep Lead Capture Forms Short
Shorter lead capture forms lead to increased conversions at a lower cost. But while you need to keep registration forms short to keep conversions high, you also need to capture the data your marketing automation processes need for lead scoring, routing, and targeting. You can use data enrichment solutions to automatically enrich and append the data collected on short lead forms so that visitors aren't discouraged and you're still able to collect sufficient information for your marketing needs.
Creating high converting landing pages requires both science and art. They must contain certain elements, and they must present information in a way that is immediately engaging and compelling. Many companies use landing pages to capture lead information for targeted marketing efforts, but long registration forms are a turnoff. With solutions like SmartForms, you can keep landing page forms brief enough to keep conversions high, while obtaining up-to-date, enriched visitor data that's automatically appended and delivered to you. It's a great way to maximize landing page conversions and obtain valuable lead data at the same time. If you'd like to learn more about how SmartForms can help you, you can get a demo today to see it in action for yourself.