The landing page is the most important part of any advertising campaign. After all, it is where your potential customers will land once they click on your meticulously crafted ads. But, what are the components required for building successful landing pages to optimize conversions? Let’s take a look at the key components of a successful landing page.
Form-focused landing pages
Once you’ve defined your campaign goal and starting to focus on your landing page, you will want to include a form for potential customers to fill out. Account for the people who do not need to talk to you right now, but are interested in your product or service and want to learn more. Gathering information from form conversions will help you build a great email marketing campaign whether they opt to purchase or not.
What information should you gather on a form?
Knowing what information you need from potential leads is key to building the right form. If the goal is general, you might only need a first name, last name, email, and/or phone number. Some people are hesitant to include a phone number and will opt to not fill out a form, but leave it there as an option and do not make it mandatory.
If your goal is to convert a lead into a sale and need more information, include additional fields about the product or service. This can help you organize and prioritize the information.
Smart forms are an option to help you gather further information from returning users. Once they’ve completed the initial form with key contact information, you can include fields like website, company, zip code, address, and much more. Seems a bit overreaching, probably because it is, but as Sherlock Holmes once stated, “Data, data, data, I cannot make bricks without clay.” The more you know, the better off you are.
Don’t lose out on the customers who are ready to buy or seek more information now. Including a phone number for potential customers can help you increase conversion, but be prepared. If your campaign is running successfully, you can experience high amounts of phone calls. If no one is ready to receive them on the other end, you will likely receive negative feedback or reviews.
Remove the navigation
You need to start thinking of advertising like herding cattle. The goal is to round up the bunch and get them through the gate and keep them there. When a user navigates from an advertisement to your website you’ve completed one goal. If the user fills out the form or calls the phone number listed on the site, you’ve completed goal number two. However, if that user gets to the site and is allowed to start clicking around to other pages, you increase the chances of losing their attention and the lead. Remove primary navigation and work to give them all the information they need to make a decision to contact you.
Eye-catching headlines and content
The layout of your landing page is just as important as the content it contains. Each landing page should be broken up into readable, simple content that is clear and concise. Crafting eye-catching headlines might seem simple, but remember you need to make them clear and related to the objective of the advertisement and objective.
Creating great CTAs
Your CTA, or call to action, is what gets your potential customer excited about contacting you. How exciting is “download” or “submit”? Start getting creative and be more personal. To learn more about optimizing this area of your form, read this (https://kicksdigitalmarketing.com/2017/06/15/maximize-website-forms/).
Videos and Images
No one wants to stare at a web page with only text and a form. Selecting the right images is key to creating a memorable page. Using high-resolution images from places like unsplash.com or Getty Images. You might also use a video to help you deliver a message. Keep the key information readily available to be read and let the video do the rest, but use this sparingly.
Grabbing quotes from high value past clients or reviews from other websites can help you seal the deal. A company that invests in gathering feedback is a company that looks invested in success. If the potential customer is trying to verify your legitimacy or claim of professionalism, a short blurb from a past client might be the nail in the coffin.
These items all work in tandem with one another. Getting in the habit of thinking about all of these areas while crafting a landing page will help you replicate successful pages and find out what works for and against you. If you would like to learn more about building landing pages that work, we’d love to chat.