Landing page conversion: questions to ask and answers to have


Welcome! What a great word! It just makes you feel good to be warmly welcomed into a home or business and feel as if your presence is valued and appreciated. That's the kind of feeling your landing pages should be giving people. You've come to right place and we're so happy you can make it. Now, what can we do for you? How can you beat that message?

When you welcome someone into your online business, do you sit them down right away and begin to tell them in great detail about every product and service you have and how each one of those things will make their life that much more wonderful? Of course not! You ask them what they need and offer to help them find the solution to whatever their problem is. That, in a nutshell is what your landing pages should do as well.

If you are using e-mail marketing or other interactive marketing and even offline techniques to drive people to a landing page then the marketing should be tight-beamed towards a landing page which is also tightly focused on exactly what it is you are promoting/selling. Stay focused and simple and create as many landing pages as you need to market specific products or services. Remember, the primary focus here should be a welcome, a value offer and a call-to-action.

Good landing pages: still a challenge in e-mail marketing and beyond

Several reports have shown that setting up landing pages is still often a challenge for businesses, even in e-mail marketing and search engine advertising. Often the landing page is even simply the homepage.

And there is always that tendency to allow "scope creep" where you are trying to cram way too much content into one page. Don't try to sell the barn on your landing pages! Just sell one horse at a time till the barn is empty. Make a list which answers some basic questions such as:

  • What is your offer or other value?
  • Who is your ideal customer or target group?
  • Why would they would be keen on the call-to-action?
  • What do you want them to do?
  • How can you personalize your landing pages?
  • How will you ensure consistency between message and landing page?
  • Where do different landing pages fit in your integrated cross-channel marketing strategy?
  • What about dynamic content?
  • What works best for which purpose (registrations for events, lead generation, lead nurturing, promotions, etc.)?
  • What and how will you test to measure success?
  • Etc.

Call-to-action and more landing page conversion tips

Your call-to-action doesn't have to be at the bottom of the page. You can have it right at the top or in the middle or perhaps all three places. Test your CTAs on your landing pages and see what strategy works to bring in more conversions. It might be a good idea to use both "button" graphics and text. Surprisingly, something as simple as changing a CTA from text to a graphic can make a big difference. And no, "CLICK HERE" is not effective CTA text.

Keep your layout clean and your message short on your landing pages. Be absolutely merciless when editing text on them! Your ego can handle dropping out some marketing speak which you happen to think is the best creative you've ever written - if it doesn't make visitors want to answer that CTA then it doesn't belong on the page.

Now that you have a good landing page created and deployed, start testing it. As mentioned, testing everything from text to CTA's can have an impact on your conversion rates! Create a testing plan for your landing pages and use it to optimize them. Start with a simple plan (moving CTAs around and changing their text) then develop it as you go forward.

Happy landings.

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