High Impact Landing Pages

Landing Pages That Can Double Or Triple Your Lead Conversions

It seems that all the energy for creating a campaign is spent by the time you reach the landing page. And while there are various best practice guidelines you can follow, there is a real need for creative thinking as it applies to landing pages.

How Do Landing Pages Fit In?

Landing pages play a vital role in campaign strategies. They enable you to direct an inbound lead (from paid search, social ads, or even from within your website to a unique page created specifically to provide a prospect all the necessary information for completing their goal. It also gives you the opportunity to collect some information about the contact.

Within a specific campaign, the call to action (for an eBook, product update, webinar, etc.) should always lead to a landing page highlighting what prospects need to know. So you need a new landing page for every offer, link, search result, or ad you create.

While nearly half of B2B companies direct their campaigns to their home page, this is not effective. In fact, it significantly increases your bounce rate. The content on your home page is not specifically geared to the call to action. These companies are relying on the prospect doing all the work, perusing your website and digging out the information desired.

The more content, offers, and landing pages you create, the more opportunities you will have to generate qualified leads for your business.

The Elements Of Success

From a best practice standpoint, here are things you should or should not do when building a high-converting, successful landing page.

1. DON’T INCLUDE TOP NAVIGATION

You work hard to get a visitor to your landing pages. Spend a little extra effort to make sure they stay there long enough to fill out your form and Submit. If you put your whole navigation on the landing page, you’re inviting people to browse your website. Once they go to a different, you’re less likely to see them again.

2. MATCH THE HEADLINES (WORD-FOR-WORD) FROM YOUR CTA

Visitors need to continue to build trust in your company. If they click on one headline and see a different headline on your landing page, you might confuse them. Or they might think there is a catch to your offer. Either way they lose confidence in your company and your offer. And that decreases lead conversion.

3. LANDING PAGES SHOULD PRESENT LESS CONTENT

Each landing page requires a single clear message. This is not the time to load them up with additional information that may distract or confuse. Try to limit yourself to a single headline, a single, brief paragraph explaining the offer, and a few bullets outlining benefits.

4. EYE-CATCHING IMAGERY

Eye-catching images, typography and layout from a professional designer will add to the appeal of a landing page. Adding a video boosts conversion rates by as much as 80% (per HubSpot). Images orient visitors to the nature of your content. They can also confirm what a visitor will receive by completing the form.

5. REGISTRATION FORMS

The key to a good registration form is simplicity. Think twice before requiring information you can look up or find out later.  3 fields is perfect. You lose 30% of conversions for each field over the standard three (first, last, email). 5 fields is acceptable but perhaps you should make those extra fields optional. Longer than that usually drives conversion rates down. Contact forms might seem all alike. They’re not. Good ones will push your leads into your sales funnel. Bad ones will end your sales process.

Only ask for what you need. Additional data can be captured in post-confirmation steps. Qualifying questions are only appropriate if you are targeting leads almost ready to purchase.

6. ABOVE THE FOLD

According to heat map analysis, text and forms residing “below the fold” (i.e. the initial viewing area) will only be viewed by 50% of the web visitors to this page. So it is important to keep the offer, imagery, and form short, concise, and lean so that users can easily determine that they can get what they need without undergoing a lengthy or burdensome process.

7. BENEFITS INSTEAD OF FEATURES

Not everyone is born a writer. When your product managers are dealing with so many issues, they don’t have time to synthesize product benefits and write clear, focused product information. But that is what’s needed.

You need to take complicated information and translate it into the language of benefits, the language of selling, so that you have something that prospects will actually want to read. It’s more than just listing what comprises your offer.

The main thing is to keep it short. More than 79% of web users scan content instead of reading it straight through.

8. START LANDING PAGES WITH A BOLD HEADLINE

Headlines are generally larger type than anything else on the page. So it follows that they are the most important copy element. When writing headlines, it pays to:

  • Appeal to the visitor’s self- interest. You really need to follow WIIFM (what’s in it for me?). Why should I waste time reading further?
  • Announce something new and noteworthy. “New” is the one word that never hurts. We all want to keep up with new products in the world.
  • Arouse curiosity. This is different than asking a question in the headline. Say something unexpected or intriguing. Read Ogilvy on Advertising for more on this.

9. ENGAGING SUBHEADS

Subheads are a great way to help scanners determine if they want to read further. Think of them as bullets scattered through your text. They should engage readers with your content with little to no effort.

10. BULLET POINTS

Bullet points present digestible chunks of information instead of walls of text. Sets of 3-5 bullet points are helpful for scanners.

11. CALL-TO-ACTION (CTA)

Obviously, the CTA begins its life in your marketing piece, whether that’s a social ad, a direct mailing, or an email. To connect the marketing to your landing page, you need to closely mirror the original offer in as straightforward language as possible. Make it clear what the visitor needs to do (usually fill out a form or register).

12. OPTIMIZE FOR MOBILE

More and more, people are experiencing web content, and landing pages on mobile devices. So make it easy for them to thumb their way through the registration process. Everything your visitors need to respond to the CTA should be instantly shown on the mobile page.

13. A/B TESTING

By this time, you’re tired and you might push it to the live website and see what happens. But you can also use software to test and optimize your landing page quickly and easily using A/B split tests. Basically, you declare one landing a control, and a variation of that landing page as the test. You specify the percentage of viewers you want to see the original landing page, and what percentage is steered to the test page.

What are you looking for?  Anything. You might test a larger headline; or a different one; a larger image or no image; a long form versus a shorter form.

Then use your analytics, usually built-in the A-B testing software itself to pronounce a winner. And then build a new test page. This process of continually split testing will optimize each of your forms to maximize lead conversion.

Inside Hivemind Studios

HiveMind Studios is a talented group of serial entrepreneurs, wordsmiths, designers and developers in the SF Bay Area. We eat, sleep and breathe advertising and we’re always on the lookout for the next big thing, the next creative way to advertise, and the next new way to reach consumers. If we put our heads together, how can we lose?


Also published on Medium.