The Anatomy of a Landing Page [Infographic]
Landing pages are very important for all types of marketing that drive traffic to your website. Even if you are running an offline campaign, you should always use landing pages. They are actually an easy way to almost guarantee better conversions, a better customer experience, and return visitors. The infographic we are featuring today came from DotMailer.com. At WebMoves, we also shared this infographic on our blog because it really helps show what we do so why digital marketers always suggest using landing pages.
Landing Pages Can Lift Conversions up to 300%
When you see that statistic, that a good landing page can lift conversions up to 300%, it is astonishing to think that the focus of the page you drive traffic to can help your business succeed so well. Since so many businesses are not utilising landing pages and are unhappy with conversion rates, there is no reason not to test out landing pages that are more relevant to the campaign that you are driving traffic from. It helps visitors have a better experience since you are guiding them to a page that makes sense and relates to what they are looking for.
3 Reasons Why You Need Landing Pages
There are three main reasons why you use landing pages. Of course, for most businesses and the most obvious reason is to drive conversions, but you also can gain audience insight and capture customer data while still improving the customer experience. Here is a little more on each reason.
- Lead Generation: Lead generation or driving conversions is the most important reason for a landing page for most companies. It helps focus the page for the consumer; it will be more meaningful and less distracting or confusing. Sending consumers to a special landing page also should mean fewer steps to the conversion, whether that is filling out a form or making an online purchase.
- Audience Insight: A customized landing page can help you capture information and gain more information about your audience. Whether it is data gained just from the cookied visit, or information you collect in a form, you will have more information and data about your target audience. If your goal is for the consumer to fill out a form, they are more likely to fill out a form on a customized landing page that makes them feel welcomed and reassured about who they are giving their information to.
- Customer Experience: A specific landing page helps improve the customer experience when a consumer doesn’t have to start searching for what they were interested in after landing on your home page. It also helps the customer feel important and like they aren’t just another visitor.
10 Ways to Make Your Landing Page Convert Better
Now that you feel convinced that you have to use landing pages, it is important to understand that not all landing pages are created equal. You have to use some techniques to help make your landing page convert better. Here are 10 ways to make your landing page better.
- Highlight the Unique Selling Proposition: Get to the point and explain what you are offering or what you want your visitor to do next. Highlight why they should do it with the unique selling proposition or point you are trying to drive home.
- Outline the Benefits: Whether it is a list of reasons and benefits or a sentence that describes the benefits you offer your consumers. This would be where you explain why they should do business with you instead of your competition. Make sure to convey the value for your target audience.
- Be Relevant: The whole point of having a landing page is to gear the content towards your target audience and the topic that you were advertising to them when they clicked to land on that specific page. Avoid having any additional information that can be distracting.
- Use Powerful Imagery: They say a picture is worth a thousand words and this rings true. A picture can help you drive home your point quickly. Speed is a vital part of convincing website visitors to make a decision. Images can also help play to emotions.
- Show Your Credibility: In addition to explaining why they should do business with you and listing the benefits, you should include some credibility factors like online security features, testimonials from other customers, and any other credible facts you have to reassure them that doing business with you will be a good thing.
- Make is Simple and Easy: Try to narrow down the focus to a single action for your visitor. It might be a button, a purchase, a form, etc. Think about what you want them to do, that probably isn’t complicated, so don’t fill up your landing page with complicated information.
- Create a Sense of Urgency: Prompt the visitor to take the targeted action. You can create a sense of urgency in different ways and should test to see which works best for your company and your customers. Urgency can be accomplished with an expiration date or time, a countdown clock, or even a notice of how many people have bought in the last hour.
- Have a Clear Call to Action or Explain What to do Next: This is where showing the progress to the goal works well. Include a very clear and concise call to action. Consider the wording and placement of buttons very carefully.
- If You Have a Form, Make it Short and Simple: In many cases, having a form on the landing page is a big part of your goal. Make sure that your form is as clear and easy as possible.
- Use A/B Testing to Find What Works Best : This last bit of advice to ensure a successful landing page is that same advice that applies to just about every other area of marketing. You must test to see what works best, not just for your company, but for the combination of your company and your customers. You might even see different results when testing out the variables for different offers and different landing pages. The more you test, the better results you will have and the more successful your marketing campaign will be.