Building landing pages that convert is both a science and an art. You need to present information in a logical way with a visually inviting format—without selling too hard. Note easy, but not impossible either.
Here are 5 Tips for Landing Page Conversion Success:
- Get rid of the “Submit” button.
I know that the word “submit” is a clear denotation for what is happening when someone fills out a form on a landing page but tell me, what’s exciting about “submitting” anything? Ever? Nothing. So, don’t put it on your landing page forms.
Make your form button a place where you restate the value of what your prospects are getting when they fill out your form, i.e. “Get My White Paper Now” or “Send Me More Information”. Like Amazon’s “Buy with 1-Click” button, reminding people of what they are getting out of the transaction makes them much more likely to actually click.
2. Remove extraneous links.
With a homepage on a website, having a navigation bar along the top and links to recent blog posts along the side is probably a good idea. You want people to be able to find a wide range of information with ease. Your goal for landing pages should be different; a good rule of thumb is ‘one goal for one landing page’.
This means having a complex navigation bar and links on the side or in the text is a distraction from your overall goal. If your goal is to get people to sign up for a webinar, make that the only action available to them on the page and take away all other navigation. If your goal is to offer educational content, you can offer it in various mediums, just don’t also put a link for a webinar invite alongside your content offers.
3. State the value in the headline.
Headlines on landing pages are extremely important. The headline is usually the first thing the eye sees when they come to your landing page, so it needs to grab attention. Make the headline the place where you make the value of your landing page offer glaringly obvious. For example, use “5 Easy Steps to Build Your Own Lead Generation System” rather than “Download Our New Lead Generation White Paper”. The clearer you can make the value, the closer you are to having landing pages that convert.
4. Say less.
While you do want to make sure that the value you are offering is clearly stated, it does not need to be overstated. When describing your landing page offer, it is usually a good idea to offer short sentences and bullet points.
When people come to a landing page, they want to quickly determine whether or not to leave. While it is easy to quickly scan through bullet points, reading through long paragraphs takes time, and if I can’t find the information I want in ten seconds or less, I’m gone. If you need to explain your offer in sentences that’s fine, just use very short paragraphs and italics or bold for emphasis.
5. Make the form “pop”.
Landing pages should be highly visual, and it’s great to use graphics and pictures to grab attention and help tell a story. That being stated, you want to make sure that your visuals don’t distract from your overall goal: building landing pages that convert. To do this, make sure your landing page form stands out and is visually inviting. This can be done easily by making the form a different color, giving it a 3-D shadow, or changing the font.