The two most basic principles of online marketing are driving traffic to your site and converting that traffic to a paying customer. On average, people spend ten times the amount of money driving traffic to their website as they do on improving the conversion of that traffic. If you’re sending traffic to your site through PPC on Google or Facebook, or through SEO, spend some of the SEM budget evaluating your landing pages to see where you can improve conversion.
Let’s get started on our landing page optimization tips.
Landing pages are in essence advertisements and your goal is to persuade the visitor to buy your product.
As the famous ad man David Ogilvy said:
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
In other words, don’t get too caught up in the design and making it “pretty”, but make sure you are connecting with the customer by addressing their needs, and clearly communicating benefits.
Here are some of the most important elements you should have on a landing page:
- Effective headines and subheadlines
- This is one of the first things people read in an advertisement, and if done correctly one of the first they will read on your website. Look no further than your city’s newspaper to understand how effective headlines are written, and how important they are. Your goal with a headline is to draw the visitor in and get them to read the next line of copy. There are plenty of resources online for writing effective headlines, but here is a good resource from Copyblogger .
- Trust marks
- Most of your website’s visitors don’t know you or your company. You need to do whatever you can to make them feel comfortable with you. Trust marks help establish credibility and trustworthiness. With trust marks you are borrowing brand equity from an organization that is recognizable by the customer.
- Types of trust marks could include logos of chambers of commerce that you belong to, customer testimonials, awards, associations, brands you supply or use, and certifications.
- Calls to action (CTAs)
- It’s important to remember that in advertising you need to tell prospects what you want them to do. For example, call now, buy now, subscribe today, or download here. Tell them to take the next step. You get the gist of it, I’m sure you can think of many more. The most important thing is that you tell your future customer what to do next. Close the sale.
- Forms of contact
- Provide multiple forms of contact, which could include your phone number and a simple form on your website. Make sure that whatever forms of contact you have that they are clearly visible and preferably above the fold.
- Sense of urgency
- If people don’t feel compelled to act right now while on your site, they will probably leave and may never come back (unless you’re utilizing remarketing). You need to convert them right now! Tell them why they need to act now. A sense of urgency could be as simple as, “limited supplies”, “offer expires in 1 hour”, “Don’t wait, only the first 10 people that sign up win.”
- An offer
- Offers most always improve conversions. The customer is certainly thinking, “what have you done for me lately.” Offers don’t need to be expensive either, and even the small one’s may just push them over the last hump to becoming a customer. And anytime you can add FREE somewhere, that’s a good thing.
Comments? What are you tips? I’d love to hear them.