Landing pages are an essential tool for generating new leads. However, most landing pages are hardly optimized to their full lead generating potential. Did you know that typical landing pages lose over half of their visitors within the first 3 seconds? Now I know what you’re thinking, “How do I keep my visitors and successfully convert them into leads with such a short window?” Don’t worry, we have you covered. Below is a list of tips for creating a successfully optimized landing page.
Design
A well thought out landing page layout can make a huge difference in the success of the page. Keep the look and feel of the landing page clean and consistent with your website and brand to help capitalize on familiarity. All colors and styles should be consistent with what they see on your website. Don’t forget to add a call-to-action and make the offer clearly visible to the visitor. It should be immediately clear what you want the visitor to do. Your forms should be simple and easy to complete. Don’t ask too many unnecessary questions or the visitor might get annoyed and give up. Less is more in this case and minimizing the number of fields will aid in completion.
Make Your Page Mobile Friendly
It’s essential that your page can be easily accessed from a mobile device. Every person you are trying to reach has a phone (or two) in their pocket at all times. It should be clean, easy to navigate, and fast at loading.
Form Structure
Although the form should be kept simple, structure of a form affects the perception of value, risk and credibility. The information collected should be valuable and relevant to the end goal. Once the visitor hits submit, be ready with an automated follow-up email sending them the offer to their inbox. This guarantees a correct and real email address was provided, as well as helping you begin a relationship with the person.
Provide Valuable Offer
A landing page must provide a good incentive to be successful. Ask yourself these three questions before publishing your page. Is the offer relevant? Is it valuable? Is it timely? Make sure your offer is something a potential client would be interested in. It needs to provide a direct benefit or help them reach a goal. Make sure it is appropriate for the stage of the sales cycle they are in.
Set Goals
Your landing pages should always be constructed with a specific purpose in mind. Outlining goals and determining how they will be measured will make it easy to monitor the success of the page. Reviewing these statistics will help you see if something isn’t performing well. You can then come up with a new strategy.
Generating leads is a marketer’s most important objective. However, only 1 in 10 marketers feel their lead generation campaigns are effective. Optimizing your landing page correctly can help turn your website into a lead generating machine. Check out other tips & tricks for lead generation ideas with our free whitepaper. Happy Marketing!
