Even today, many companies still drop visitors onto web pages that are poorly designed and not optimized for online marketing campaigns. Frequently, this means dropping people on a website homepage, or another page that is not specifically designed to support an online campaign. Landing pages are fantastic tools that can maximize your online advertising campaigns by converting visitors to leads. Here are 5 quick pointers for optimizing your landing pages:

  1. Have a clear Call To Action (CTA). Don’t litter your landing page with excess information or multiple calls to action. In fact, less is more when it comes to landing pages. Give your visitors as few action options as possible on your landing pages. Don’t, for example, include a navigation bar on your landing page like you would on a website as that gives visitors too many ways to exit your landing page.
  2. Clean up the clutter. Keep your landing page as minimalist as possible. Excess content in the form of navigation, links to other pages, and even extra images should be nixed. You want to push your landing page visitors into your lead funnel, so you need to give them one focus – filling out your form.
  3. Keep it short. The fewer questions you ask on your form, the higher your conversion rate will be. Prospects do not want to fill out 12 questions to get to whatever collateral you’re offering. Remember, once you’ve captured their basic contact information, you can build out their profile during future campaigns.
  4. Understand your visitors. People that have found your landing page are not interested in reading anything extensive about your company. They are scanners, adept at looking at your landing page very quickly for relevant content. Try to keep all of your important content (CTAs, value propositions, etc.) above the fold. If you need to, you can provide additional content below the fold, but it should still include an opportunity for prospects to take action and follow your CTA. Create forms so that they follow your prospect down the page as they scroll, and provide CTA reminders so that people don’t exit your page without taking your taking your desired action.
  5. Use your thank you pages. Thank you pages provide great ways to up-sell or cross-sell other products or company services. If a visitor converted by trying a free trial of your product, you can up-sell your paid product on your thank you page.You can also use your thank you pages to engage your visitors even further by recommending other helpful content, or providing them with an opportunity to contact your sales team immediately through a phone number or chat box.

Following these five tips is a great way to build effective landing pages. If you take care to create compelling landing pages with clear calls to action, you’ll be well on your way to improving your conversion numbers.

Tim Niziak

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