3 Keys to Get the Landing Page Conversion
(The following is an excerpt from DirectMarketingIQ's new report "Perfecting the Landing Page: The complete guide to landing page optimization, including: Best Practices for getting to know site visitors, avoiding landing page turnoffs, testing strategies, 4 Case Studies, and more!")
Think of the work it takes converting a visitor to a customer as similar to baking a batch of the perfect award-winning chocolate chip cookies. For your award-winning cookies, you need to first identify all of the right ingredients, and then gather, measure and mix those high-quality ingredients in just the right quantity and in the right order. Mismeasure the flour, or settle for a lower quality grade of chocolate, and you're headed straight down the path to mediocrity.
Here are three of those ingredients:
1. A Clear Vision and Singular Purpose of the Page ... Based on What You Want the Visitor to Do
Effective landing pages are designed with a singular goal in mind. There are many landing pages that either never had a clear mission in the first place or through poor execution, fail to deliver on that mission. They often try to sell the product of interest to a visitor, of course, but then they dilute their marketing efforts and disrupt the visit experience by too prominently trying to cross-sell additional products before the visitor's sold on the primary product. They simply distract with too many attention-grabbing elements and too many calls to action.
Don't fall into the trap of thinking, "Since we've worked so hard to drive this visitor to our site, we want to make sure we get something out of it." Most visitors to your pages arrive with a specific problem to solve. It's your job to anticipate that problem and craft your page around convincing the visitor you have the solution they need.
Effective landing pages cannot be all things to all people. Instead, be sure that you can clearly answer this question: "What's the primary purpose of this landing page?" Next, focus all your Web elements around accomplishing that one goal.
2. Compelling Headline and Descriptive Subheads
Headlines and subheads are your opportunity to grab the visitor and say, "Yes! You're in the right place, and we have exactly what you're looking for." Effective headlines are those that prominently and instantly tell the visitor that it's worth investing their time to scan your page.
Crafting effective headlines and subheads can sometimes be the most challenging task of all of your Web page ingredients. You must concisely tell your visitor what's on this page, and even better, additionally communicate the main benefit of your product/service to your visitor.
Here's a tip: Be sure your headline and subheads answer the visitor's question, "What's on this page and is it right for me?"
3. Providing All the Information Needed for the Visitor to Act
Despite the fact that emotions drive decisions, we still will not make a decision without all the information necessary to evaluate the product or service. Recognizing that, some companies feel the need to splash their pages with block after block of uninviting text.
Others understand that Web visitors have scant levels of patience and choose to limit the information provided in an attempt to keep the page “clean.”
Both companies will not realize maximum conversion.
The goal is to provide all of the information prospects need, while at the same time, presenting that information in a way where visitors can gather just the information of interest to them. There are several methods for presenting a lot of information in easy to digest format, including:
- Bulleted text that links to an overlay screen that displays more information. The goal here is to keep the visitor on the main page and in sight of the call to action.
- Another proven method is the use of tabs above an information box. As the visitor clicks on the different tabs, the information inside the box below that tabs changes, making it easy for the visitor to gather just the information they desire, again without taking them off the page containing the call to action.
- Think about your placement of information, too. If you offer a price match guarantee, it’s fine to promote that with a burst at the top of the product page, but you’ll get even more mileage by proclaiming the guarantee immediately next to price shown on your page.
Brian Lewis, vice president of Engine Ready, brings over 20 years of both hands-on and strategic online marketing experience spanning a diverse range of industries. To find out more about the new report "Perfecting the Landing Page," click here.