Building landing pages is one of the best things you can do for your lead generation campaign. If optimized correctly, landing pages will help you turn visitors into leads. However, everything in them must be spot-on to be effective in converting your audience.
Below are ten tips you can apply right now to your landing pages to achieve higher conversions:
1. Use Quality Images
A landing page must be visually appealing to attract prospective leads. To spice up its design, make sure you use high-quality images to capture your audience’s attention and help communicate your message. Just avoid using generic, unrealistic stock photos and go for original images that are relevant to your brand.
2. Put Key Elements above the Fold
One of the most important rules in designing landing pages is to make key elements stand out. You only have around 7 seconds to get your point across, or else your audience will lose interest and leave. That’s why your call-to-action, opt-in form, and headline should be positioned above the fold for immediate visibility.
3. Use Action-Oriented CTAs
A call-to-action is not a conclusion – it’s not supposed to include anything else but a single action-oriented phrase. However, it should be focused on the benefits of signing up to your landing page. For example, rather than saying “Sign Up Now,” you should go for something “Get Your 50% Off” or “Download Your Free Ebook Now.”
In fact, a useful CTA is good enough to help your landing page convert more.
For example, the TUI Flight Delay calculator helps protect people from flight cancellation. A short form is available for visitors to fill out to process their claim.
If you have something similar that your target audience will find useful – if not more – then go for it!
4. Use Bullet Points
Before reading anything online, a lot of users skim through the page first to determine whether or not the content is worth their while. The same goes for your landing pages. To boost their confidence with your brand, use bullet points or other formatting techniques to organize and highlight the information they need.
5. Use the Right Colors
Designing landing pages require a bit of color psychology to be effective. To improve the experience of your target audience, make sure you pick the colors that stimulate the right emotions. Also use contrasting colors to highlight key elements such as CTAs and buttons.
6. Use the Right Tool
Today, you don’t have to be a professional graphic designer to create professional-looking landing pages that boost conversions. If you’re using WordPress, you can choose from tools like OptimizePress, Beaver Builder, or Thrive Landing Pages to build landing pages from scratch using a drag-and-drop editor. You can refer to this post to learn more about these tools in detail.
7. Understand Your Customer
Just like anything else in digital marketing, there’s no “one-size-fits-all” solution when developing landing pages for your site. Each must be specifically tailored to your target audience for maximum engagement. To provide relevant content with your landing page, make sure you develop accurate audience personas that determine where they come from, what they want, and who they are.
8. Show Your Contact Information
To prove the legitimacy of your brand, reassure your audience that you’re only one phone call or email away. Make sure your contact information and social media links are clearly visible. If you’re targeting a local audience, include a link that leads to a map, so they know where to find you.
9. Share Customer Testimonials
If there’s one thing that the online audience trusts, it’s the detailed testimonial of another user. Just make sure you use the user’s full name, real photo, and actual quote. To obtain this information, you can launch a survey or use your audience’s profile information on your site. You can also use their social media accounts as long as you request for their permission first.
10. Use a Heatmap
Identifying the best layout for your landing pages requires a lot of trial and error. To make better design choices, you need to dig deep in analytics, conduct split tests, and do competitive research. Alternatively, you can cut directly track how your audience responds to your landing page using a heat map tool like Crazy Egg. This works by identifying areas that get the most interactions as well as the cold zones that are often ignored.
Optimizing landing pages for conversions is an enormous task, which is why you need to break it down into simple, actionable steps. To help you determine what else can be improved, you can refer to this post on the reasons why your landing pages suck.