Landing pages are an important part of your conversion funnel and that’s why you may want separate landing page for every marketing campaign you do. But not any landing page will do. There are seven best practices for creating landing pages that convert.
Back up “free”
If there’s a free offer on your landing page, show what the value actually is. Is it a trial for a course that normally costs $299? If so, you want to say that. Otherwise “free” is not meaningful to the visitor since they cannot determine the value.
Use videos and images
Show the benefits of your offer visually. Videos can help clarify any benefits that are written. But make sure they are relevant to the specific offer rather than something added to the page to take up space. You want your visitors to imagine how using your product or service will benefit them. For example, if you’re selling a cruise vacation, show images from the ship and destination rather than only explaining through text. An image of beautiful scenery has a lot more impact than the words “beautiful scenery”,
Use pictures of people on your landing page that look happy. Even if you’re selling something that’s not necessarily uplifting, such as a drug rehabilitation center, you want to show people after they’ve achieved recovery rather than people who are rock bottom. Remember you’re selling a solution. Visitors already know they have a problem. Showing people can build that element of trust and make them feel positive about your offer. When people feel good about a solution, they are more likely to invest in it.
Include contrasting colors, such as a blue button on a white background. It helps your CTA stand out so visitors can quickly convert. And make your button very obvious since it’s the most important part of your page. The ultimate goal is for people to convert and to convert, they need to see the button immediately that will enable them to do so. Even if the button location seems obvious to you, you might still use an arrow to point to it. If you have a video, the person in it can look at the button or point to the location on your page.
Show that your offer will meet their needs. Make it very clear what they will receive if they purchase what you offer. But do this in a list or a very short blurb. I’ve seen pages where a company wants to list everything they offer and includes the type of information you might see in a corporate document. People don’t care. You only have a few short seconds to convince them that you are their solution and frustrated visitors who have to scroll through a lot of information probably will not be convinced.
If there is something on your landing page that is not about the primary offer on the page, you can remove it such as the navigation bar and outside links. Too many options of what they can do on your page will only result in confusion. If they have to think about what to do next, they may get overwhelmed and just leave. Have only one action.
Connect to your PPC campaign
You want the keywords in your paid campaign to match the content of your landing page. When people come to your page from an ad, it should be an obvious extension of that ad. You may even want to try different landing pages for tightly themed ad groups. It may be the same offer but presented differently depending on the targeted audience. Speaking about the benefits differently on two separate pages for two separate ad groups can help you determine which segmented audience converts the best.
Your ultimate goal with all of your marketing efforts is to influence someone’s behavior and landing pages are a very important part of that strategy.