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Eye Popping Landing Pages

Tuesday, April 1st, 2014 by Erin Peters

Why do you update your website, create quality content, post in social channels and optimize your pages?  You not only want visitors to your website, but ultimately an increase in sales and profits, right? Once they arrive on your page after your carefully crafted search optimization, you want a landing page that converts.landing page thumbnail

Landing pages are a concise and customized web page specifically designed to capture a visitor’s information through a lead-capture form. Landing pages allow you to target your audience, offer them something of value and convert a higher percentage of visitors into leads. Oh, and all the while, capturing their information.

Key Components of an Effective Landing Page:

1.    Headline: You only get one chance to make a great first impression. A great landing page headline sums up the offer and grabs the visitor’s attention. It’s crucial that it clearly demonstrates what a visitor will get from the page. Supporting headline: Your main headline should be short and succinct. So, your supporting headline give you the opportunity to extend and support the main headline.
2.    Copy & White Space: Bullet points can be used to demonstrate clear takeaways and benefits and are easier to digest. This should also include a reinforcement statement and keywords that you think your potential customers are searching for. What is your unique selling proposition?  Also include social proof, like customer testimonials, statistics of your product or service or awards from reputable organizations.
3.    Hidden Site Navigation: Choices should be minimal on landing pages. Attention should be focused on one offer.
4.    Image: A picture is worth a thousand words. Use this help visitors gain a better understanding of what you are offering and/or selling. Also called the “hero shot”, the use of images or a video will make the page more visually appealing.  Specifically, using an image with a person makes your business more relatable and personable.
5.    Lead-Capture/Conversion Form: Also called a Call-To-Action (CTA), this encourages people to try or purchase your product. Make the CTA bold and easy to find, and make sure it’s above the fold.
6.    Social Sharing Icons: You want more leads, don’t you?  Make it easy for your visitors to share the offer with their friends and community.

Some other tips?

-    Color matters – Most B2B companies find success with blues, whites and grays. Not convinced? Test!Landing Pages Infographic

-    Eye direction matters – Did you know there’s a natural pattern to the path most users’ eyes follow on a page? Eye tracking provides loads of great data about how people engage with your landing page. According to EyeTools.com, an individual eye path, called a heat map, looks like little more than a totally random smattering of points, or hot spots, scattered over the page. If a heat map demonstrates that readers’ eyes are focusing on unimportant areas of a page, it’s time to alter the design.

The biggest reason your business should consider a landing page is that it can increase your conversion rate.

Online advertising that uses landing pages typically sees a conversion rate improvement of at least 25%. Testing can double this number. Source: Omniture

What is a landing pages purpose? In 2006, Seth listed 5 overarching reasons why landing pages exist. These reasons still hold true:

1.    Get a visitor to purchase your product or service
2.    Get a visitor to refer or tell a friend
3.    Get a visitor to click to go to another page
4.    Get a visitor to give contact information & permission for you to follow up
5.    Get a visitor to comment or give feedback

Below are 5 benefits from utilizing landing pages:

1.    They are simple to create: If you have a website built, then you likely already have all the key elements you need to build out a 1 page landing page. You may need a new graphic and some slightly different copy, but the skeleton is already there.
2.    Capturing user information: By optimizing landing pages to fill out a form, you can analyze the data and have a baseline of information about that lead before reaching out.
3.    Tailor to the promotion: Direct visitors to a page that highlights exactly how the product or service will help them.
4.    More conversion opportunities: A conversion happens when a visitor comes to your website and decides to buy a product. The more landing pages you have on your site, the more opportunity you have to convert visitors in to leads. And of course, the SEO benefit can’t be ignored as the landing pages also get indexed in search.
5.    A/B Testing: Creating multiple landing pages and tracking the performance can increase goal completions and conversions. Try different copy, pictures or placements of arrows (or no arrows), different color buttons and CTA placement on the page.

Not all visitors are the same, except that every visitor coming to your landing page has a problem that needs solving or is in need of information. What is your premise and emotional hook?  Make sure you are maintaining ad message momentum. It’s easier for your visitors to find the offer they are looking for on a landing page, with one offer, than on a cluttered website home page.

Where are you sending your traffic?

“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” ~Seth Godin

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