The following 3 Tips I’ve put together are solutions to common mistakes I’ve seen on Landing Pages. Use the expertise provided below to make your landing page(s) contribute to meeting your marketing and sales goals.
1. Know Your Audience
Instead of jumping in and building a landing page, take the time to understand who is going to be landing on that page. What do you want them to read or watch? How do you want the to feel when they land on this page?
When people click on the ad that leads to your landing page, what are they looking for? A product? Information?
What they ARE NOT looking for is to be sold something like at a used car dealership. Become an authority on the subject by TEACHING them the information in a clear way and offering your services/product as a top-rate solution.
Also, think about the client journey. What device are they using to visit your site? Are most visitors on mobile? If so, make sure the landing page is mobile friendly. Are most of them older? Make sure the text is easily visible. What are they supposed to do next? Make sure the next step is clear and there are no confusing pieces of your website.
2. Above the Fold Call To Action
There’s a reason why 9/10 websites have a button on the first section of their website. Companies WANT you to click and purchase an easily as possible. The top fold is the first section of a website a users sees. This is prime real estate for an attention grabbing graphic or headline and a button or form that users can interact with without having to navigate the rest of the site. Playing a video or having motion graphics is a new increasing trend that works great, but make sure the call to action is the main focus.
3. Create a Great Pre-click Experience
A landing page shouldn’t lead clients to other pages of the website. The entire page should focus on one goal and provide everything a user might be looking for:
- photos of the product
- descriptions of the product/service
- testimonials and social proof
- videos describing benefits or process
- expectations after purchase
Conclusion
By giving all of this to the user on one page, there’s no chance of losing them in “analysis paralysis” amongst other pages on your site that aren’t conversion focused. Some companies even take out the navigation bar off the page completely. Make your landing page a pleasant and focused experience to gain the return on investment you are looking for with your Ad Spend and other marketing efforts.
Check out more content on my Blog