If you are one who optimize around your online advertising campaigns but fails to notice the effectiveness of your landing page, you may want to hit PAUSE on your advertising now.
Despite spending a ton of money on Facebook / Google Advertising, many marketers fail to understand that the unsuccessful campaigns could be traced to an unoptimized landing page, i.e. the low conversion rate from landing pages.
More often than not, a landing page is confused with designing a website.
Well, they are not the same. A landing page should serve a single purpose – the defined purpose of your marketing campaign. That means to get your users to perform a specific action you want while finding ways on how you can maximize it.
To get started, here are 3 common mistakes I find to be lethal while building high conversion landing pages.
Rule #1: What Are Your Conversion Goals? What Are Your Conversion Strategies?
These are the two most important questions I’ll ask before designing a landing page.
Building up your landing page is more than just listing your business information online. Particularly for a product based / service based business, you lose precious sales if you do not integrate conversion strategies in.
Take a look at this site (Boost Your Search — free audit):
Among other issues, what I’ll target immediately is identifying the conversion goal right here.
Do you want to capture an email lead or get them to sign up for your paid services? In cases like this, the email lead is not nearly as valuable as the customer.
Segment your customers between those you want to target for free audit, and those you want to convert to paid customers.
If you are already spending so much on Pay-Per-Click advertising, bring your customers to their personally tailored landing pages – This way you get a better bang for your buck. This means to create individual landing pages for each campaign you want to run.
If your campaign is targeting email leads by providing free samples, make sure you make it clear to visitors and use captivating pictures of your sample products.
While if your campaign aims to get paid sign-ups, show your business is credible through your unique value proposition and real testimonials or social proof.
Have budget constraints or limited resources? Then you may want to tweak your copywriting for different audiences. This way you can just replicate your landing pages and make manageable adjustments.
So, how do you go about integrating actionable strategy after you establish your conversion goals?
The first example above has some basic elements in place – such as forms, call-to-actions, and use of infographics.
However, compare it with this site that I found (Lyft):
They have a clear conversion goal: To Recruit Drivers for Lyft by Capturing Mobile Numbers
Here are some of the elements I like:
- Clear Value Proposition: Simple and attractive headline on the core benefit of joining Lyft – “To make $35/hr Driving Your Car.” This leaves no doubt on the purpose of the page and Call-To-Action.
- Fun Tool: They implemented a quick calculator to show your potential earnings. Again, a powerful tagline describing how much you can make by joining Lyft, and the calculator makes it fun as they drive their message across.
- Choice of Colors & Artwork: Makes me feel like driving with them is cool and fun driving with Lyft. Definitely an added bonus on top of the earnings I get!
- Great Trust: They done well building trust and credibility. They strengthened their value proposition in the second block with easy to understand terms, and the insurance protection adds an extra layer of credibility.
Things I’ll Experiment
CTA Words: Instead of the “Next” button, I’ll experiment with other words like “Become a Driver” or “Drive and Earn” to make it more powerful and provide greater context.
Highlight Headline: I may want to highlight the headline “Make Up to $35/hr Driving Your Car” so it is more visible and eye-catchy. This captures the attention of visitors when they skim through your site.
To make landing pages effective, A/B testing is always encouraged. A/B Testing, also called split testing, means comparing different versions of a web page to see which performs better. This allows you to experiment with different copywriting, design styles, colors, etc. and select the best one for your campaign.
Other Strategies You Can Use
- Lead Magnets: Provide a freebie to capture leads from your prospects. For example, send a free sample and make them pay for shipping, or write an informative ebook that provides great value for free. This method helps greatly in capturing your prospects information so you can remarket to them with emails or calls.
- Exit-Intent Popups: You may have heard a lot about popups and how it causes frustration for visitors. However, you may want to opt for exit-intent popups since it is not categorized as “intrusive interstitials by Google” and when used right, could raise your conversions significantly.
- Social Proof: Extract Real Testimonials from your current Clients and cite them to build your reputation and for better credibility. We found that most clients will be happy to help as long as your provided great value for them. Don’t be afraid to ask!
- Visuals Are Important: Most visitors to your landing page take less than 20 seconds to quickly browse your site. This means they will not bother reading a big chunk of text. Use this to your advantage by designing original artworks and visuals that captures their attention.
As more and more are competing in building high conversion landing pages, new strategies will evolve from time to time. Try looking up what works for your business, and experiment till you achieve your key conversion targets.
Remember that every landing page is designed for different purposes, and the ‘best’ landing page for others may not be suitable for you
Rule #2: Ensure your landing page is mobile MOBILE optimized.
A responsive design alone doesn’t make a site “mobile friendly”.
You may pass Google’s Test: Pagespeed Insights, but ultimately you are serving content to your users, and they care about the proportion of your text, images, videos, sliders, etc…
Have you ever seen a site like this on your mobile phone?
Yes the white spaces are too little and the proportions are off. Even though the website was designed to be mobile responsive (See the mobile menu design), unfortunately, it doesn’t look good on mobile.
A truly mobile responsive design means your content is optimized for mobile viewing, less the frustration for users to zoom in and out to get the sizes right.
Why should you care, right?
You should know that a dominant percentage of digital content is served over mobile, and we have seen an increase of users on mobile platforms.
In other words, responsive design is vital to keep and attract customers who rely on mobile devices.
The moment when they land on your page and access the first piece of information could mean YAY or NAY for you. The better the user experience, the longer they stay learning about you and your business.
This also indicates continuous testing on what font size, type of font, line height, paragraphing style, whitespace works best for your mobile audience (Keep the type of audience you have in mind while designing your page!), and appreciate the goodness from a smooth, comfortable-viewing landing page.
If you are unsure what we meant, our team went ahead and found some sites that we really like, so you can learn from them below (View them in mobile!):
You can also explore this in-depth guide focused on Mobile-Content Friendly sites by Neil Patel.
Rule #3: Trust and Credibility goes a long way
Have you ever seen a page where the colour choices run wild, with different font types across different sections? Or 10 different call-to-actions (CTAs) with various confusing messages across the site?
Because we have.
When building a landing page, you must understand that you want to capture leads by having your users take specific actions on your website, usually within that timeframe of viewing the landing page.
An inconsistent design doesn’t only encourage them to exit, it affects your branding and what you are trying to sell!
Implement consistent and clear CTAs on your landing page. If your desired action is getting them to sign up with your awesome promotion, then use powerful words like “Grab This Awesome Deal”, and stick to the same one.
Or even better, make it relevant to your business.
Evernote had a CTA of “Remember Everything” on their landing page. Pretty neat for memo taking app huh.
As mentioned, keep your page design is consistent throughout and in line with your branding. The last thing you want is for someone to mix up a professional business for a hip funky brand.
Consistency = Trust & Credibility
Consistent design and clear messages increase the perceived value of trust and credibility of your site. We know the “Power of Trust in Brand Marketing”, which is why we need to nurture credibility especially when customers are knowledgeable and will seek out user reviews when making decisions.
Needless to say, build up your reputation, and you’ll attract loyal customers.
Of course, other factors play a part when designing your landing page for trust. Here are some useful ideas you should use:
- Drive a powerful headline with value-driven content
- Reduce Stock Photos – Focus on Original Artworks & Content
- Be Human-Centric – Use emotions and speak to your customers directly
- Present Testimonials & Users Reviews / Social Proof
- Use Real Figures, Data & Numbers to strengthen your point
Have any questions or want to share your landing page with us? Reach me at firstname.lastname@example.org.