Lightning fast guide to landing pages
An entire book could be written about how to build a landing page. The purpose of this article isn’t to hold your hand during the entire process. Instead, it should be seen as an introduction and short check list to make sure you’re doing things right. Nothing replaces getting your hands dirty while building a landing page. You’ll learn as you go along. This is meant as a quick guide for those of you who are just getting started building landing pages.
The importance of call to action
It’s vital that you constantly remember the purpose of a landing page is to get the visitor to do an action. Generally it’s to either give you their email address or to buy something. Everything on the page should lead them to doing what you want. When you lose sight of this it lowers your conversions. You didn’t build a landing page to make new friends. You’re doing this to make money.
Your call to action should be seen without scrolling. Some believe that the visitor should never have to scroll when visiting your landing page. This is something you’re going to have to test with each landing page. Sometimes people prefer to have multiple pages instead of just one. The length and amount of pages is something that you’re going to have to test. There is no one answer that works best with each landing page.
Less is more
Your call to action should be as simple as possible. Don’t fill it with more than enough boxes to fill out than what is needed. The visitor has already decided they want to join your email list or buy something. You don’t want to do anything that will make them change their mind. That can easily happen if they see a bunch of boxes to fill out. Keep in mind this is a lot like impulse items sold at the checkout at your local convenience store. They make it easy so you can grab those items and go. The same approach is needed with landing pages.
Your call to action should have as few boxes to fill out as possible. Don’t include a spot for first and last names when collecting emails. Just ask for a first name and email address. If you’re selling something, only put boxes that are required for the sale of the item. Asking too many questions will actually lower your conversion rates. Your buyer at this point is ready to pull the trigger and purchase. You don’t want to deter them in any way by overcomplicating the matter.
Keep the design of your landing page clean and simple
Cluttered landing pages lower conversion rates. You want the call to action front and center. The visitor should know immediately what you want them to do. Now isn’t the time to overload them with information. Remember, they just clicked from an advertisement of some sort to come to this page. The visitor is well aware of the reason why they clicked. Now it’s time for you to reinforce that reason. You’re not going to be able to do that if the visitor is drowning in a visual sea of garbage.
Give just enough information to get the job done. You’re trying to guide them through the process of either joining your mailing list or buying. Any information that doesn’t pertain to that will only confuse them. The design should be simple and so should the text. The person should only have to glance to know what you’re trying to get them to do. The goal isn’t to educate them to the point of being a nuclear scientist. You’re just trying to get them to perform the call to action. Anything beyond that point is useless and will lower your conversion rates significantly.
A few last thoughts of landing pages
A landing page is different than a web site in that the express purpose of the page is to covert the visitor. Anything short of them doing what you want is a waste of both time and money. Chances are pretty good that you’re paying for the visitor in some manner. You may be buying solo ads or clicks from search engines. This isn’t free traffic and converting it is the most important thing ever. They must react to your call to action.
Split testing is a must. You’ll never hit it out of the ball park right out of the gate. Every landing page requires some tweaks. Those little improvements can have a big impact on your conversions. Never be complacent when it comes to your conversion ratio. Always try to improve it and to squeeze more customers out of the traffic you’re buying. Each conversion gets you one step closer to your goals.
Simplicity is your friend and it’ll make or break you. Don’t confuse your visitors. Make sure they fully understand what your call to action is. If they don’t, your conversions will reflect this. You’re not sending cold traffic to your landing page. They’ve already shown an interest by clicking to see more. It’s up to you to follow through and turn them into profit.