Landing pages are typically simple and elegant, so how hard could it be to design an effective landing page? It can actually be quite challenging. The simplicity you see on a well-designed landing page has probably been arrived at through thought, hard work, and testing.
Landing pages look deceptively simple, but much thought goes into the successful ones.
Your landing page may not be jammed with content, but that doesn’t mean you can simply toss a few key elements on a page and sit back and wait for the conversions to roll in. Knowing exactly what to put (and what not to put) on your landing page requires planning and research. But if you take the time to get it right, the rewards will make the effort worthwhile. Here are some guiding principles about designing landing pages that convert.
Define Your Landing Page Goals
To establish direction, you need to know where you want to end up. The first step in creating a landing page that converts is to define your goal for that landing page. You may have multiple landing pages, each with its own goal, and defining each goal is essential. For example, you may want visitors to a landing page to “convert” by:
• Downloading a white paper or ebook
• Signing up for a webinar
• Opting in to your email newsletters
• Requesting information about a product
Defining your landing page goal helps you tailor your landing page copy, visual elements, and forms so that visitors are naturally led to make the conversion.
General Landing Page Best Practices
To encourage visitors to stick around long enough to convert, you need to adhere to some basic landing page best practices, like the following.
• Ensure landing page content is accurate and reflects the search engine terms that brought your visitor in the first place.
• Apply search engine optimization (SEO) principles within reason. In other words, don’t keyword-stuff your landing page.
• Keep the page clean and relatively simple looking, while maintaining your brand image and identity in terms of logo, colors, and fonts.
• Ensure your landing page has a clear, singular, identifiable call to action.
Effective Lead Capture Forms
Generally, long, demanding lead capture forms result in lower conversion rates.
The lead capture form is an essential element of your landing page. On this form, visitors will enter information in exchange for something of value (an e-book, webinar registration, case study, or other benefit). Lead capture forms should be as short as possible while still collecting the information you need to advertise to visitors’ specific needs. In general, longer lead capture forms turn visitors off, so keep them brief. If you need detailed information, consider enlisting the help of data enrichment services that append lead data automatically based on information like lead email addresses. For returning customers, make sure fields are auto-filled so they’re not re-entering information with each visit.
Placement and Appearance of Your Call-to-Action Button
Your call-to-action button should be simple and let the visitor know exactly what will happen when they click. Rather than saying something like “Submit,” your call-to-action button should say something like “Show me the case studies” or “Download my e-book” so the visitor knows what will happen next. Choose a color other than black, gray, or white, and make sure it stands out from the background without clashing. Green and orange are good color choices for call-to-action buttons. You may need to test different call-to-action wording and color combinations to see which work best together.
Why A/B Testing Is Essential
Testing may seem like a pain, but the benefits of doing A/B testing on your landing page elements are significant and include lower bounce rates and more conversions. One of the greatest things about online marketing is its ability to present visitors with different landing page design elements and collect information that tells you which are most effective. A/B test one element at a time so you can pin different results to specific design elements. You may choose to test different headlines, different copy, different landing page forms, different call-to-action buttons, or different page layouts. The analytics you gather from A/B testing help you create the most effective landing page possible.
Landing pages may look simple, but a lot of planning, thought, and testing go into the most effective ones. Making these efforts up front helps you increase conversions and sales. At LeapGo, we believe landing page design is essential to your business success and invite you to reach out to us if you need assistance creating these essential web pages.