The Internet is the marketing engine of the 21st century. It has changed the manner in which business organizations reach their customers and prospects, and it has challenged marketers to come up with more dynamic ways to capture the ever shorter attention span of consumers.
This is why it is essential to build a quality landing page, that to which visitors are directed once they click on ad, a search result, an offer, or a link. Landing pages are different from main websites in the sense that they are more specialized, and more focused on getting a visitor to make a purchase of a particular product or service.
These days, it is not enough that users click on your ad and are directed to your landing page. How can you keep them from losing interest and leaving your website for another? Alright, you may have gotten them to land on your page, but what if you’re not able to persuade them into taking an action? (The money you pay on pay-per-click ads would then go to waste!) You must be able to convert these clicks into sales — and you can do that by building an optimized, quality landing page. Here are helpful tips to doing just that.
Provide answers to the clickers’ questions. What is the offer? What are the benefits of the product or service? How do I get started? How do I make a purchase? Your landing page should communicate with clickers and motivate them to want to stay on your site. Answer their search queries. Usually, visitors arrive on your landing page for a reason — i.e., your ad showed up in the search results of the keywords they had typed in — so be prepared to provide them options to and information on what they are looking for. Support the links that direct you to your landing page by being relevant to the very people who click on those links.
Call to action. Okay, you’ve gotten visitors this far. Now what? Take advantage of the opportunity that a visitor on your landing page presents — call him to action! This is your chance to boost the pay-per-click conversions on your landing page. Instead of succumbing to the temptation of including uneventful links to company information (About Us, Our Portfolio, Press Releases, etc.), make sure that they know what the next step is. Provide them the details they need to make a decision. Highlight your unique selling proposition. Link to the order page. Or encourage them to complete a subscription or web form. Don’t forget to leave your phone number and E-mail address, too.
Develop creative, simple, concise content. Your landing page calls for the copywriter in you. The content in your landing page should bring to light actionable items that will grab the visitor’s attention. Don’t beat around the bush, though; remember that your visitor will only have a few seconds to scan and scrutinize your landing page to make a decision. So write in juicy but easy-t0-digest chunks — bullets help. The key is to lend visitors a quick recognition of the value of what you are offering.
Design wisely, not prettily. When building a landing page, implement a design scheme that will draw attention to your offer — and not distract the visitor from it. Since a clutter of design elements can slow down loading, a quality landing page doesn’t have to be flashy or glittery or frightfully colorful. And it doesn’t have to be something through which a visitor can navigate. In fact, experts suggest that you put the most critical elements of your landing page only in the upper 300 pixels — or what is called “above the fold”. This will help get your point across at the first screen view.
Consider adding testimonials. But not too many. It’s good to have believable and traceable positive reviews of your product or service from people with whom your visitors can relate. Not only does this build authority; it also lets the visitors know that they can trust you and your brand. And the greater the trust you can earn from visitors, the more likely it is that you’ll get a response to your call of action.
Test your landing page — over and over again — and then make small adjustments. A quality page can be a dynamic marketing tool, but you must keep in mind that consumer behavior varies from individual to individual. To gauge the effectiveness of your landing page, you can add a simple feedback form for visitors to accomplish. Or you can invite friends and colleague to go to your landing page so you can observe how they react. Based on these, you can make minor adjustments — such as change colors, revise your main copy, or add a new photo. (Don’t change your landing page too drastically.) See what works and what doesn’t.
Always remember that a quality landing page encourages visitors to make a decision. If they don’t find what they’re looking for, they’ll abandon your site faster than you can say “How come my clicks aren’t boosting my profits?” So follow the above landing page optimization tips, and you’ll have a greater chance of leading a click to a sale.