Want to know how to increase your customer base in less time? There are many online tools which promise to increase customers but maintaining landing pages is one of the best ways. Already know how valuable landing pages are but want to improve them? Skip down to the section on how to improve your landing pages. Interested in knowing how you can improve your landing pages that can in turn improve your business? Let’s get started with the basics.
Landing page is a separate web-page created specifically for advertising or marketing campaigns. It is a page that users “land on’’ or see after clicking an ad or an email link. Ideally, this page should not be accessible from your website. So, traffic for your landing page comes only from the links you provide on various places on the internet, such as Ads.
But we live in a world where mistakes are common and sometimes it leads to bad impacts, especially in digital marketing. Fortunately, you can avoid mistakes and improve your landing page that has a higher conversion rate (‘More Customers’). Today, we are going to help you with just that.
What is it NOT?
It’s not a Homepage. Landing page is not just another name for the homepage of your website. This is one of the most common myths about landing pages. One might argue that we can use any page as a landing page but it is best not to do that. You’ll know why later on in this article where we explain how landing page works.
Types of Landing Pages
There are two types of landing pages with a slight difference – a) Lead-generation landing page and, b) Click-through landing page.
Lead-generation landing page asks users to fill up details (like, names and email addresses) in a form before the C-T-A button (Call-To-Action). They are useful for building up email lists.
Click-Through landing page simply has the CTA button without any form collecting personal data. They directly sell their offer.
How does a Landing Page work?
You know that Landing pages have specific purposes. It is to convert your potential customers or leads into paying customers. Landing pages ask the visitors to perform an action which is – accepting your offer.
To understand how landing pages are meant to work, let us consider John’s simple customer journey. John sees your ad when he types the relevant keywords. He is interested by the ad and clicks it. Now he sees a landing page which has the offer that was promoted in your Google Ad. After exploring the landing page, he is sure that your offer will benefit him and clicks on the Call-To-Action button. Now he will be sent to another page called the post-click page which is generally a ‘Thank You’ page.
With the ideal customer and ideal landing page, this is how the journey looks like. But there are a few areas where this could turn out differently and you might end up losing your leads. In other words lower conversion rate.
Distractions in Landing page
Lesser the outbound links (Links going out of the website) better the conversion rate. Experts say that there should be one outbound link for one CTA button. The ratio of outbound link to Call-to-action is conversion ratio and it should be 1:1. The reason being, outbound links take visitors out of your Landing page and very few or you could say negligible amount of visitors actually return to your Landing page.
Let me illustrate this logic with an analogy. Consider your landing page as a room to perform a special task and every person entering the room is a visitor at your landing page. The doors in that room are similar to the outbound links – they send your visitors out. Now your goal is to get as many people to do the special task in less time. Having one entry door and one exit will leave less room for exploration and get your task done faster. On the other hand, having multiple doors will make the visitors explore and they might forget to get back to the room let alone complete the task.
So, you want only one outbound link on your Landing page, that takes your visitors to a Thank you page or some other page after the CTA button is clicked. It is also for the same reason that you should avoid using existing website pages as your Landing page. They have many outbound links. Now that you have a basic overview of how a Landing page works let us see what’s the point in having a Landing page.
Why do you need a Landing Page?
You need a Landing page to drive your web traffic into leads or potential customers in ‘less time’. (I have a website for that!) A dedicated landing page does a better job at generating leads than your website. The pages on your website are multi-purpose. They are designed for a variety of visitors and not just your prospective customers. On the other hand, a Landing page is designed to generate leads with fewer or no distractions.
That is the simplest reason for having a Landing page but not the only one. Having a UX/UI oriented Landing page can help improve your quality score on Google. Higher quality score means lesser cost for Google Ads. That looks exciting, doesn’t it? Wait! There’s more.
According to Instapage, companies using 40 or more post-click landing pages generate 120% more leads than those using less than 5. More Landing pages mean more leads! Hold that excitement! and read on to know how to create Landing pages that improve your conversion rate.
How to Improve Your Landing Pages?
If you have made up your mind about landing pages, then you understand how important they are for digital marketing. Having a separate, dedicated page to handle your traffic from ads and other marketing oriented inbound links is just a stepping stone. This stand-alone page needs to be purpose driven and designed in a way that helps your visitors immediately convert into leads.
There are several points to keep in mind before and while designing a Landing page. Let’s take a look at what they are.
1. Have a Customer Persona
One of the golden rules of marketing is knowing your target audience. What’s a better way to identify your ideal customer than a customer persona?
Before you even begin thinking on the colours and offers for your landing page, you need to have a clear vision of why a visitor would become a lead through your landing page. You start this by having customer personas for your business.
You need to include not just the demographic data like age, income, location, etc but also psychological data like their goals, pain points, lifestyle, etc.
Making a customer persona will help you in being single-minded about the benefit you offer in your landing page. This will help you avoid being vague in your offer and also help you come up with specific relatable content that will resonate with the visitors thus it will improve your landing pages. This increases your chance of striking a connection with your visitors and thereby increases conversion rate.
2. The Offer
Landing page is all about that offer. Once you have your customer persona decided, gain clarity on your offer. Think, what kind of offer will make them hit the button. If you have an e-commerce site or anything that sells products to its customers you could present your discounts or even membership deals. If you have a software service, you could provide a free trial.
Find a suitable offer that will make a visitor provide their email in exchange. Your offer needs to be strong.
Remember to provide just one offer on a Landing page. Giving your visitors options will confuse them and delay their action. Or even worse, make them go away and you wouldn’t want that. The only choice they have to make on a landing page is whether to accept your offer or not.
Put yourself in your visitors place and think, would you be ready to exchange your email address for the offer on the Landing page? If not, you need to work on it and make some changes.
If you’ve got your offer right consider half the work here done. There’s another half, you ask? Yes, and the presentation makes up the other half. How your offer is presented before your visitors makes up an important factor in deciding if your visitors will accept the offer. In other words, Will they hit the CTA button?
Your customer persona will come handy in presenting your offer in the best possible way. Let’s see how your offer can be presented well!
Headline is the first thing to be noticed on a Landing page and must reinforce what they saw in your Ad or link. Your landing page headline should justify the message on your Ad. Improve your landing pages by working on headlines.
You cannot have an Ad for Sports shoes and have a headline that talks about a discount on summer footwear on your landing page.
Writing a compelling headline requires a lot of creativity and insight on the target audience. You could sell the benefit of your offer in the headline. Tell them how their life will change after they perform the required action in terms of benefits. It is quite similar to writing headlines for Ad. Instead of talking about your service or product, sell the experience of using it.
Once you get a good headline, you may need a subheading to finish whatever your headline could not do. Some people may need a little convincing to accept your offer even after reading your headline. Subheading is your second chance at convincing them to accept your offer. You could also explain whatever bit you wanted to explain in your heading but couldn’t due to lack of space. After you get your headline and subheading you may need extra copy to support your offer.
Copy is any text other than headline and Subheading excluding C-T-A. While most landing pages do not include long copy, it is not mandatory to keep it short. It entirely depends on your offer. If what you are selling needs more explanation and cannot be conveyed in two lines, go for a long copy.
The copy can talk about details of the offer. Any extra information the visitor would want to know before making a subscription or purchase. While writing a long copy be careful to not bore your visitors. Keep it creative and use your brand style. If you’re unsure what words to use, consider the language your prospects use.
5. Make Use of Visual Aids
You have to admit, visuals are more catchy than text. Add images or videos in your landing page to make it more attractive. Visuals are not just attractive but if used correctly, can convey more than words and can easily your landing pages.
Strong visuals of how your offer adds value to a prospect’s life can get your point across faster than words. Instead of just having an image of the product, have an image showing how customers feel when they use it. It helps prospects decide if they want to be looking like that. These are just a few suggestions to get your going. Get your creative hat on and come up with an even better idea. Given the short attention span of visitors on the web, you have very little time to make them do something. Make the best use of time by having a strong image.
6. Include Testimonials
If you feel your prospects need convincing even after all the creative headline and visual, provide them with a few customer reviews. This can help gain their trust.When they hear from other people who have benefited from your offer they’ll know that you deliver what you promise.
Once your prospects enter your landing page, you would not want them to leave just to check reviews on your offer. So, why not provide the reviews on the landing page itself. However, if you feel that you’d rather not have it. That is fine too!
Now comes the hero for whom you put in so much time and creativity. Call-to-action is usually a single button which upon clicking takes users to a post-click landing page or a thank you page.
The CTA button should be clearly differentiated from the rest of the content.
It is general practice to keep this button above the fold (upper half of the page) so that prospects can locate it without having to scroll down. But you can keep it on the lower half of the page as well. However, keep in mind the eye movement of a viewer when placing the button. That said, do not place it in such a way that it becomes annoying for people to read the rest of the text.
Instead of asking your prospects to plainly perform the action like ‘Sign-up’ or ‘Download’ or ‘Buy’ put in some creativity. Phrase the text on the C-T-A button such that it speaks of the benefit they receive. If you are offering a ‘Pro’ membership subscription then your C-T-A button could be something like ‘Become a Pro’. You could also include a sense of urgency in the button by adding the words ‘today’ or ‘right now’
You need to measure if and how your landing page is converting and see how you improve it. Analysis helps you to improve your landing page.
Use an analysing tool to check the Bounce rate and Conversion rate of your landing page.
Bounce rate is the number of visitors who do not convert into leads. That is, they do not click the C-T-A button. If this is low you may need to improve your traffic. Go back to your keywords and make sure they are what your prospects use.
If you find no fault in that, you may need to rework on your landing page content and design. Your prospects may be confused or disappointed with the look and feel of your landing page.
If you have multiple ideas for your Landing page don’t discard it . Have two versions of your
Landing page and show one version to one half of your visitors and the other version to the other half. This is called A/B testing. It will let you know which drives more conversion.
With this data you can continually improve your landing page. If you have more than one element with multiple options, don’t change together. Alter only one element at a time while keeping the other elements same in both the versions. Otherwise, you will not be able to identify which element drove the change in conversion rate, if any.
Improve your landing pages on the basis of your conversion goals. Everything you do should ultimately achieve the highest conversion. Do not try to make the landing page suitable for everyone. It will end up resonating with no one. Understand the guidelines we have shared and start planning your Landing page(s) right away. May the conversion be ever in your favour!