Source: Larry Kim
Source: Larry Kim
Before we look at some quick fire tips lets consider the argument of whether landing pages should short and punchy (short form) or long and informative (long form).
On the short form side you will commonly hear that long landing pages don’t sell. We consider this to be a myth, they can actually be very effective. Look at Amazon the pages go on and on but they provide all the information you could ever want from testimonials to additional products, specifications etc.
On the long form side you will be told that short pages don’t give enough information to make a decision and therefore these pages perform poorly. We consider this to also be a myth/ incorrect.
In our experience we tend to find that long form landing pages work betters for productsd or services that are more complicated or perhaps newer to the market and the customer wants as much information as possible to build trust with regards to sign up or purchase.
Similarly the short form landing pages work better for products that are familiar or easier to understand e.g. a baby stair gate, iPhone etc. and have a bigger brand awareness.
Below, we’ve listed a few more guidelines to consider when optimizing and testing your landing pages.
Testing the wording on buttons can make a big difference e.g More Details, Buy Now, GO Etc.
It’s always a good idea to test the size of your buttons – too big and they can look nasty and
unprofessional or too salesey, too small and the visitor can miss them and move on.
Colours of your buttons
Different colours can have different effects on visitors and much has been written with regards to peoples relationships to different colours. So consider this point when creating your buttons.
Position of buttons
Make sure they are clearly positioned on your page maybe have arrows from your key point text pointing to the next step/ button.
If you have a long page then add the button in a variety of places to save scrolling all the way to the top to place that order.
Test existing landing pages against direct response ones
Try a page with no other navigation other than the one activity of Buy or Go alongside your normal pages that have loads of routes to take.
Don’t be scared of sending people to your home page rather than a segmented landing page. If you have a strong home page that clearly provides the information for the product or service then definitely test against that as well. You may be surprised!
Test out price points
Why not consider trying to create pages with a variety of price options, all good shops and sites do this. That way you can grab the premium purchase as well as the bargain basement ones. Having 2 or 3 price points means you can present your product to the full spectrum of visitors and budgets. Similarly highlight your top sellers. People like to be shown which is the top seller or most popular package amongst the range of options.
Real reviews or ratings are very popular and really influence people. So adding independent channels really helps conversions.
Play around with layout
Fiddle around with the layout of your page and bin some content that may be waffle or surplus to requirement. Single content columns with right hand information bars are very popular as people are used to them and know where to look. Again think Amazon, people don’t mind scrolling through clearly labelled and split information if it’s relevant and punchy.
Use high res clear images.
A powerful image or clear image of the product is always a plus. Don’t slow your page down though!
Provide as much detail as you can
More information on the product the better – specifications, images from all sides, feedback, videos etc. Don’t leave the visitor wondering or having unanswered questions.
Keep it simple
Explain your product or services in laymen’s terms and don’t bamboozle them.
People love videos and creating a you tube channel or adding videos to your server is easy. Let them see an advert for your company and services or see the product in more detail.
Bullet points Vs Text
Don’t be afraid to test out punchy bullet points alongside long block of text.
So, your landing page needs to be tailored to each individual marketing campaign in order to maximise conversion rates. And here are 6 essential elements to help achieve this:
When someone visits your landing page it’s because they have a problem: they want to earn money, lose weight, secure their home…etc. etc. It’s up to you to tell your visitor how you’re going to solve their problem and it starts with the headline:
…clearly describes what a visitor will get from your page (its goal) and conveys a strong message that leaves the visitor in no doubt that they’re in the right place.
You’ve given your visitor a solution, now you need a more detailed explanation in order to convert them into a customer.
Your subheading can be a direct extension of the headline in that it finishes the sentence your headline started, or it can extend the message by adding an additional persuasive message which supports the primary one.
The key with subheadings is:
Whenever we view an offer or product it’s natural to ask whether or not it’s the right fit for our needs. Visitors rarely convert to customers if they’re unsure if the solution is correct for them but this is easily solved by clearly listing who would benefit from the product or service:
Simply adding use cases to your landing page can boost conversion rates because you’re helping visitors overcome any niggling doubts about your product or service. If other people or businesses are using your product, your visitor will feel more secure in following their lead.
You need to offer some proof in order to back up your claims so testimonials and case studies are a great way to show visitors that your statements are true.
If you’re going to include testimonials then include your customer’s full name, a photo, and the specific results achieved. A video testimonial is even better and typically can convert higher than a static text based version.
You’d be surprised how many landing pages don’t include a Call-To-Action (CTA). This involves some testing to see where to best place your buttons so people will click on them and convert.
Here are the main elements to test:
Many people are cautious about buying products or services online, particularly if you’re not a known brand. By adding trust elements to your landing page, you can reassure your visitor that what you’re selling is genuine which in turn will help boost conversion rates.
A trust element is typically a badge or logo from an approved source. For example when a visitor is using a checkout page they can be reassured that it’s safe by adding an SSL Encryption badge. However don’t just place these elements on the final page, have them on display throughout the visitor’s flow through the site e.g. Landing Page to Pricing Page to Checkout Page.
It’s possible to measure the value of each landing page via analytic reports that highlight engagement metrics for visits started from a specific landing page. These reports give an instant understanding of how a page performs and once armed with this knowledge you have a better understanding of where to focus your optimisation efforts through design and segmentation.
A landing page needs to be simple with a clear call to action so your visitor will give you what you want.
Say you want to improve the number of people signing up to your newsletter. Is your sign-up form obvious with a clear message? The website below has placed a simple form in a prominent position on their home page. The enlarged size and bold colour choice draws your attention along with a clear statement on the benefits signing up.
The above example demonstrates capturing data on a home page, however sometimes visitors will click through to a landing page from your home page or arrive there from an ad or social media link. In this instance, the page is created for one purpose only.
In the example below the landing page has been designed with easy-to-read copy and large images to help generate interest and sales of a mobile app.
To ensure your landing page is giving you maximum performance, here are a few more tips to consider:
Read more about optimising your PPC landing page
Using various metrics it’s possible to know where someone clicked to arrive at your landing page. What isn’t so obvious is who is on your page and why:
By offering segmentation choices on your landing page, you can filter your visitors so they head in the right direction thus enabling you to market the product or service more effectively. Segmentation can be based on product features, gender, location…the list is endless.
For example, say you’re selling wireless security systems to private and residential customers. Someone performs a search for ‘wireless security systems’ on Google and your website appears. They click the link and land on this page. They know they want a system for their home, however this company didn’t have that exact information – so they asked …
As you can see, the visitor is given a clear choice. When they click on the choice relevant to them, they’re put into a specific segment and will be taken to a subsequent page for who they are and what they need. This experience increases the chances that the visitor will convert into a sale.
By avoiding the ‘one size fits all’ landing page, you can control the segments your visitors are placed into giving them a better online experience and you a more targeted and relevant audience. This will help improve chances to convert an enquiry into a sale, and provide you with effective online traffic data to further improve your landing pages.
A combination of these methods should form a marketing strategy that will build awareness and credibility for your business. The more people hear about you, the more memorable your message and service becomes.
So, you’ve budgeted for advertising across a variety of media and created a message that will draw people to your service. How do you know how your customers found out about you?
The best thing you can do during your first contact with a customer is to ask how they found you. However, don’t always expect to get an accurate answer. In fact, the information they give you will probably be inaccurate. Why?
Firstly, people just don’t remember because they have other things occupying their mind and where they saw your advert may not be a priority. A common fallback to the question:
Where did you find me?
Oh, I think it was the phonebook.
If the customer found you via an online directory they may give a vague description of what the website looked like but not the actual name of the site.
Recent research has identified that over half of people who were asked by a business “where did you find us?” answered that they saw the business promoted on a medium that the company never actually used. For example, a customer may reply they heard about you on the radio when in fact you’ve never advertised on the radio.
Are people liars? No, they just want to be helpful and it may be they spend most of their time listening to the radio.
Another reason for inaccurate feedback is that customers may hear about your business in a variety of ways. If your marketing strategy is good, you should be using more than one medium but a person is not going to list all those different places to you. They may name one place they saw your advert but if they do, more than likely it will be the most recent.
Online contact with a client
If you advertise your business using an online directory service it should offer you real-time statistics on how many people have visited your listing/profile page. These statistics should also show how many people clicked through to your website (assuming you have one) from your directory listing.
This is an important statistic as it shows your directory listing is doing what it should i.e. clients are seeing your service and looking to find out more by visiting your website. You should back these statistics up using your own analysis via a service such as Google Analytics. This is a free service provided by Google which provides features to allow you to monitor web traffic to your site.
Use a contact a form
If a potential client visits your website and wants to get in touch, you should provide a contact form with options that will indicate how they reached your business.
Using a contact form is an ideal way to gather the information you need e.g.
The form should also have a selection of options for how the client found your business. The options should include those places you advertise your business plus some general options.
NB: If the client says they found you on Google you need to know what they found? Was the search result from your website or a 3rd party who is helping to market your business e.g. Internet Marketing Team. Drilling this right down is crucial to understanding how effectively your marketing budget is working for you.
Direct contact with a client (telephone, face-to-face)
If speaking to people directly, make sure to ask how they found you. If the client is vague, prompt them using the various advertising methods you use. For example:
It’s important to establish exactly where a client saw your advert because then you’ll begin to see a pattern for which marketing tool is working best. You’re spending money to advertise so you should want to see a return on that investment. If you’re not monitoring it, how will you know?
Keep a record of the responses and review them regularly to see which ones are effective and how you might improve things in the future.
Discounts and promotional offers
Another useful way to get accurate information about how clients are finding your business is to offer special promotions when they mention how they found you.
For instance, if you have a directory listing, you may want to place a note on your profile page to tell potential clients that mentioning they found you on that directory will give them a 10% discount on their first session.
People will jump at the chance to give you that sort of information as they have something to gain.
By now you’ve hopefully got a website up and running and you’ve spent time crafting good, relevant content for visitors to read.
However, you shouldn’t just let your website become static and that means constantly reviewing your copy and making sure you’re updating it with offers to attract new clients.
There’s little point having a great website that ticks all the boxes to only then fail when it comes to getting the visitor to respond or get in touch with you. It is vital that you include a way of getting the visitor to contact you and do it immediately. If they don’t, you are risking the chance they will go elsewhere.
Known as a ‘call to action’, you are requesting the visitor to call or email you and a great way to do this is to offer them something special if they do. Discounts or free sessions within a timescale, or as part of a seasonal offer, give your potential client a reason to act as soon as possible.
For example, you could provide offers such as:
Remember also that people search for goods and services which are relevant to a particular time of year such as Christmas or New Year.
For example, someone could be looking to lose weight, get fit or quit smoking as part of a New Year resolution so by providing discounts and offers in January you can increase exposure for your business and hopefully bookings.
In these tough economic times, the public are always on the look-out for vouchers and discounts so make sure you’re keeping up to date with your offers and not falling behind the competition.
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