We’ve written recently about the difference between marketing artists and marketing scientists, and how sometimes, you need the perfect mixture of both to create a successful marketing campaign. Building the perfect landing page is no exception to this, and requires a great deal of testing and analyzing combined with eye-catching visuals and persuasive copy. If you want to create the perfect landing page, you need to think like a scientist AND an artist.
With landing pages taking the cake as one of the most effective methods for lead generation, you don’t want to take any chances with their design. In today’s marketing landscape, the goal is no longer to have visitors to your landing page convert and then leave. Now, landing pages can be used as launching pads to drive visitors deeper into your site, directing them to more valuable content. With tools like marketing automation at your disposal, you can decrease bounce rates and increase the time spent on your site — all by building a landing page that is optimized for more than just conversion.
The steps below outline what needs to be done to create a landing page that will satisfy both the marketing scientists and the marketing artists of the world, while also improving conversion rates and the time spent on your site:
1. Start with your value proposition.
The information overload of today’s world means that a consumer’s desire and time are both limited. To break through the clutter and hold a consumer’s attention, your offers need to be even more compelling and persuasive than usual. Try to indicate that your landing page is offering something of real value by using strong calls to action and benefit-focused language. Consumers already know what your product can do; they want to know what it can do for them.
2. Create points of engagement.
Jeff Demers, Director of Search Engine Marketing at Wakefly, suggests that engagement on a landing page is a function of sightlines (where users look on the page), copy, and “things to do.” While it’s tempting to hide your offer behind a form, some value needs to be included up front. Aim for two points of engagement per page, one being a non-password protected piece of content like an infographic, video, or calculator, and the other being the offer that’s gated behind a form. Having this second piece of content that’s a freebie allows consumers to see the caliber of the content that you create without having to give up any of their personal information first.
“In our experience, we’ve seen a 20-50% increase in conversion rates just by ensuring that you have those 2 engagement points on the page,” said Jeff during his 2012 Elevate presentation on creating landing page gold.
3. Test all elements to improve conversions.
Once you’ve created your landing page copy and decided on your two points of engagement, it’s time to release your landing page into the wild. The best way to measure landing page performance is by studying data compiled through A/B and multivariate testing. Using tools like marketing automation, you can test calls to action, offers, headlines, colors, and your teaser copy.
“Users are voting with their mouse,” Jeff stated when discussing the importance of having data to tune conversions, “And just by testing the visuals on your page, you can improve conversion rates by 20% or more.”
4. Fine-tune your Thank You page.
Just because a user has already converted, that doesn’t mean your work is done. Remember, the goal is no longer to let your leads go right after conversion, but to continue to engage them and keep them on your site. Make your Thank You page experience rich and compelling, and include additional points of engagement like videos, case studies, and links to deeper content on your site. Consumers will appreciate the fact that you still care enough to provide them with additional information even after they’ve already converted.
Taking the steps above can help ensure that you put just the right amount of preparation into your landing pages. Remember, landing pages are a science and an art, so make sure you approach them as such.