All the traffic in the world is practically useless if your visitors fail to take action.
This is where landing pages come into the strategy. When quality traffic is directed to pages that are designed for a specific purpose, the likelihood of engagement and conversions is much higher.
While the content and layout of a landing page will vary according to specific goals, there are some key components that work to support optimal conversion potential.
Before we take a look at the elements that contribute to an effective landing page, there are a few questions that need to be examined.
The process of building an effective landing page requires answers to several questions. Before you get started, consider the following:
What are your goals for the landing page?
The purpose behind a specific landing page can include a variety of different things such as collecting lead information, getting a visitor to click through to another page, completing a transaction, etc. Developing the strategy for your landing page begins with deciding upon the type of action you want users to take.
Who is Your Target Audience?
The ability to tailor your landing page to fulfill the needs of your prospects is directly related to how well you understand your audience. Crafting compelling copy that speaks to your audience requires thorough research and clear goals.
Who is Your Competition?
There are several benefits that can be gained by completing an evaluation of your competition. A few of them involve extracting new ideas to incorporate into your current strategy, assessing the amount of work ahead of you and making note of mistakes to avoid.
What is the Source of Your Traffic?
The referring source of your landing page traffic should be taken into consideration when creating the design and content on the page. The expectations of visitors will be influenced by location they are coming from, which impacts the effectiveness of the message you are projecting.
The foundation of a successful landing page is strong copy. Without this fundamental component the rest of the page is meaningless. This doesn’t undermine the significance of the design but the message of the landing page is critical.
An optimized landing page will promote conversions from both organic and paid traffic sources. A few key elements that will support your goals for these pages include:
1) Clear and Direct Language
The content on your landing page should be directly related to the message that brought visitors to the page. By matching the expectations of your visitors, a good deal of friction that inhibits conversions will be eliminated. Copy that is easy to scan and clearly emphasizes vital points is ideal.
2) Engaging Headlines
One of the first things your visitors will see after clicking through to your landing page is the headline. This makes it essential to craft the title with relevant keywords and use it as a reason to stay on the page.
3) Pure Call-to-Action
The steps that you want your visitor to take should be painfully obvious. They should immediately understand the steps required to receive the benefits that you are offering. It is your job to create a page that guides users through the process of completing the goals with a clear call-to-action.
4) Highlighted Benefits
What do your visitors stand to gain from taking action? When they arrive on your landing page this should be immediately apparent along with the steps they need to take to get them.
5) Clean Design
Pages crammed full of unnecessary content will only serve to distract visitors. Landing pages that are clean and visually appealing will support goal completions by enhancing readability and projecting a professional touch.
The level of confidence that visitors experience on your landing page has a big impact on conversions. Promoting trust can be achieved in several ways, which can include high quality and relevant content, showcasing testimonials and positive reviews, etc.
7) Consistent User Experience
Responsively designed landing pages are a must in order to provide a consistent user experience that conforms to the screen size of any device that is being used.
While landing pages share a singular goal of promoting conversions, the manner in which this is achieved will vary according to the audience and the desired impact. As you continue to test and fine-tune your landing pages, you can take advantage of call tracking to streamline the process.