Posted in Marketing | 6-min read
“What exactly constitutes a landing page?”
More than the place where you collect visitor information to convert them into leads, your landing page is the string that holds the carrot you’re dangling in front of them. Because you’ve likely already educated them via a website page or blog article on a particular subject, the landing page is the information checkout location for your website. To ensure a lucrative and smooth transaction of information, let’s look at ways to make converting as easy as possible.
After you’ve knocked it out of the park with your educational website pages containing great CTAs, it’s time to create some irresistible landing pages that will motivate users to convert. Let’s take a look at 11 ways to optimize your landing pages for users.
1. Limit Your Visitor’s Options
Some website developers do not understand the purpose of a landing page. Your landing pages aren’t meant to provide a bouquet of options to visitors, but instead, they have one mission: to get the visitor to give you the green light to reach out to them. To improve the odds of this happening, it’s best to limit their options on the page.
To use a scenario from our article on CTAs, imagine that your job is to get people entering a room to press a red button located in the center of the space. If this room also contains a green button, a blue button, a yellow button, and an orange button, the chance that they are going to press the red button significantly decreases. If, however, pressing the red button is their only available option, they’re more likely to do so. Such is the same with a landing page. For this reason, eliminate any aspects of the page that would add friction to contributing their information.
2. Simplify Your Requested Action
Years before I got into marketing, I used to fix sewing machines for a living. There were two favorite machines among my customers — the Bernina 830 and the Singer Featherweight. The 830 was a veritable Swiss Army knife of sewing machines (and not just because it’s a Swiss machine). With a powerful onboard computer, it was capable of sewing most every stitch imaginable and then some. The Featherweight, on the other hand, was a tiny machine that could only sew a straight stitch. Despite its singular nature, the Featherweight could sew the best straight stitch of any machine I’ve ever seen — far better than the 830. The reason? There were no bells and whistles to compromise the consistency of the stitch quality.
Your landing pages should be like Singer Featherweights — designed for a singular function. Resist the urge to use distracting features and extra buttons to “enhance” the user experience. While these seem useful, they scatter the focus of the page’s purpose.
3. KISS: Keep It Stupid Simple
All of your pages should look professional and visually appealing, but you can afford to keep your landing pages simple. Again, the more direct and straightforward they are, the less likely visitors will be distracted away from the CTA.
4. Funnel Attention Towards the CTA
The primary focus of your landing page should be the CTA. For this reason, keep it “above the fold” — keeping it visible without any scrolling necessary. If you include images of people on the page, consider images of people pointing to or looking in the direction of the CTA. This will cause people to be unconsciously drawn to the CTA.
5. Make the Offer Exclusive or Scarce
To incentivize conversions, include language that will increase the compulsion to convert. Consider including messages about, “the first 100 newsletter subscribers will get a free e-book” or “this offer is only available this week” to motivate users to act.
6. Prove the Legitimacy and Value of the CTA
Many are apprehensive about providing their contact details. To make your deal feel more legitimate, provide “social proof” on your landing pages. Include testimonials from social media, positive reviews, or the logos of companies who have benefitted from your services. Make the customer feel as though they’re not only forking over an email address but also joining a community of satisfied subscribers.
7. Keep the Theme Consistent
If you’re linking to your landing page from a particular site, even if the domain is different, do your best to remain a consistent theme. Use official logos and a familiar color palette. Landing page visitors should not feel disoriented when traveling to a landing page. Keeping with a consistent theme will help maintain trust throughout the process.
8. Keep the CTA Simple
Even though the landing page may contain information about the benefits of exclusivity of the CTA’s offerings, keep the wording on the CTA button simple. Phrases like “Send Me My E-Book,” “Sign Me Up,” or “Tell Me More” can be used.
9. Make the CTA Button Pop
Remove any mystery as to where the CTA is by using a color that stands out from the background. Reds and oranges are known to draw the eye on most websites. Use these colors, but keep the text color legible in contrast to the color of the CTA button. Also, consider using a drop-shadow within the CTA buttons to make them appear more multi-dimensional.
10. Experiment with A/B Testing
Every audience is going to respond to any landing page differently. What may work for one demographic, industry, or region may not convert well for everyone. Always make alternate versions of landing pages and discover what converts best with A/B testing. Continue to tweak elements that are hindering conversion and reuse components that foster conversion.
11. Consider an Exit Pop-Up
Pop-ups are usually not recommended on websites due to increased bounce rates. Exit pop-ups, however, do not. These are last-resort pop-ups programmed to appear as someone attempts to exit the site. On these pop-ups, you can reveal additional offers designed to make one reconsider their choice to bounce or even incentivize them to convert. Consider a pop-up that knocks 15% off the price of their first order, extends a free trial by an extra month, or the like. Exit pops have been known to explode email conversion rates by reigning in bouncing traffic.
In this piece, we took a look at:
- What constitutes a landing page
- Limiting visitor options
- Simplifying requested actions
- Keeping landing pages simple
- Funneling attention to the CTA
- Making CTAs more exclusive
- Keeping landing page themes consistent
- Maintaining simple CTA language
- Making CTA buttons more visible
- Experimenting with A/B testing
- Using exiting pop-ups to reduce bounce rates