Tag Archives: landing page optimization

The most important parts of your landing page

The most important parts of your landing page

The landing page is one of the most important elements when it comes to lead generation. Many businesses tend to give importance to their website’s homepage instead of spending time and resources on the landing page. This leads to fewer conversions and affects overall sales as well. However, creating a competitive landing page which brings maximum conversions is no easy task.

Crafting an effective landing page involves more than designing something which looks very productive. There is no standard manual for how a landing page should be, still, there are a few key elements that have to be there in order to increase the interest of the visitor in your business.

Let’s discuss a few of these elements in detail:

1. A Creative Headline: The headline of your landing page is the first thing visitors read after they arrive on your page, so it is vital that you make that headline count. Your headline should be such that it grabs the visitor’s attention and informs the visitor what your product or service is all about.

Remember to keep your headlines as short as possible. An ideal headline should be between ten to twenty words. Make sure it explains what you have to offer and clearly communicates its value. Here’s an example of a great headline:

A creative headline

2. Your Unique Selling Proposition (USP): Your USP shows what sets you apart from the competition. You clearly need to define this point of differentiation on your landing page by breaking down your offering to its most basic level. You need to describe how your customers can benefit after choosing your product or service.

A classic example comes from Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” Remember, a good USP is the key to getting more people interested in your business or service.

3. Make Use of Pictures or Short Videos: You have very few seconds to steal the attention of your visitor and you need to make the most of this time. The visual representation of your offer helps visitors to better understand what your offer is or what it looks like.

You can achieve this with the help of photos or videos. Just make sure that the pictures you use are large, high-quality and relevant to your service or product. Videos are a great idea too, but only if they are succinct and easy to understand.

Make use of pictures or short videos

4. Social Proof: No matter how fancy or perfect your landing page is, there is nothing more persuasive than social proof. When you illustrate that other people have bought your offering, visitors are more likely to convert into customers. Social proof can include customer testimonials, a total count of your customers, awards from reputable organizations, customer reviews or trust seals.

Social proof

5. Call To Action (CTA): Your conversion goal describes what the purpose of the page is to you. Your CTA is critical to conversions as it is the target of your pages’ conversion goal and for this reason, it matters how you design it and where you place it. A CTA can either be a part of a lead generation form or a standalone button.

“Click Here” and ‘Submit” are the best examples of poorly-written CTA. A good example can be “Get your 20% discount now” which clearly shows what the visitor will get in exchange for a click.

The above-mentioned elements clearly define what needs to be done to ensure a productive landing page. Even if you follow these five elements, you can develop an effective landing page for your marketing campaign. However, do not stop testing and modifying your landing page in order to get the best results every time.

For further information, you may contact us or visit our website www.bmconsulting.in

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Landing Page Optimization and its Importance in Marketing

Any shrewd inbound advertiser “gets” that once you’ve done all that diligent work to get visitors to your site, the next big step is to convert them into leads for your business. But what’s the most ideal approach to get them to convert? Landing pages , that’s what! They are the heart and soul of an inbound marketer‘s lead generation efforts.

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Landing pages literally serve as the location your prospect “lands” on your website. They are focused on a single objective, either informational or transactional. Landing pages provide highly specific information in the form of text, images or other dynamic elements and the ultimate goal is to convert visitors into customers. In addition to prospects, many repeat visitors or customers will come across your landing page.This means that your landing pages need to be optimized for every stage of the marketing funnel for increasing conversions.

Here are the few simple tips for Landing Page Optimization:

  • Optimize every element of your landing page for conversions-

Headline: Find out if a punchier headline works, or if you are better off using a descriptive, clarifying headline. Does different language or messaging change your clickthrough rates?

Image: 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. If there’s anything these stats teach us, it’s that it’s always wise to include a relevant image on your landing page. Try to match then that image with the offer.

Privacy Policy Link: Include a link to your business’ privacy policy on your landing page or directly within your lead-capture form to give your visitors peace of mind.

Call To Action: At the bottom of your lead-capture form should be a submission button. This button is the actual call-to-action button on your landing page. Be sure this button employs specific action words so your visitors clearly understand what they have to do to obtain the offer you’re presenting.

Social Sharing Buttons/Links: Enable visitors to easily share your landing pages with their connections by including social media sharing links or buttons. Include buttons for social networks like Facebook, LinkedIn, Twitter, and the like. Don’t forget to include a share button for email, too.A/B test your landing pages

  • Do A/B testing:

A/B testing or split testing, is a method for testing two versions of a  webpage: version “A” and version “B”. The goal is to test multiple versions of webpages or one specific element that changes between variation A and variation B to determine which version is most appealing/effective.

Running A/B tests on your landing pages is a great way to learn how to drive more traffic to your website and generate more leads from current visitors. Just a few small tweaks to a landing page can significantly affect the number of leads your company attracts. In fact, A/B testing of landing pages can generate up to 30-40% more leads for B2B sites and 20-25% more leads for eCommerce sites! Such increases in lead generation can provide a huge competitive advantage for your company. In fact, chances are your competitors aren’t doing A/B testing right.

  • Optimize Thank You Page:

After your newly converted leads fill out a form, you should always send them to a “thank-you” page, which delivers the content you have promised on the landing page. This is where you bring back the navigation and direct people to other parts of your site, or more offers in which they may be interested.

(Complied by Sana Mokashi)

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