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Why Your Landing Pages Don’t Produce Leads
At Blue Corona, we design landing pages that not only look great, but also help our clients achieve their business goals: more leads, sales, and revenue from the web.
In order to do this, each landing page has to zero in on a target audience and focus on one topic. A focused landing page allows you to funnel a user’s interest into a specific task you want them to complete. That task could be anything from inputting information to scheduling a service.
With that purpose in mind, here are 8 tips to increase landing page conversions:
1. Stick to one topic.
Remember, if the user is on a landing page they usually clicked a button to access it. Keep the reader focused on the topic that peaked their interest and avoid straying into other topics. For example, if someone clicked on an ad for plumbing repair, he/she probably doesn’t care much about your heating and cooling specials for that month—leave those off the page.
In addition, if you have one conversion goal (one action you want the user to take), then don’t ask for anything else.
Brian Clark, the founder of Copyblogger, had this to say on the subject:
The idea that more choices make people happier has been proven to be a psychological fallacy time and again. This “paradox of choice” reveals that when given multiple options, the decision ends up being not to choose at all.
An effective landing page asks for one specific action, and that’s it. And don’t forget to actually clearly ask for that one specific thing, which is an even bigger conversion killer if you don’t.
2. No navigation needed.
Since a landing page is for one purpose, then a user should only be in one place—that landing page. No where else. You want to keep the user focused on the content of the landing page and the preferred action to take. Getting rid of the navigation bar increases conversions.
3. Make button copy intriguing.
The highest conversion comes from buttons without the word “submit.” Submit is a bland, tasteless word that provides zero excitement. Make the language inviting and interactive. The button is last chance for you to entice the user. Make it count!
4. Avoid extremes.
Well-executed interactivity leads to user satisfaction, thus generating leads. Extremes such as unexpected audio can take the user by surprise creating an unpleasant experience. If you feel the need to include audio or video elements, give the user the ability to interact with these elements. Forcing these elements on the user will provide a bad user experience.
5. Contact forms are important.
A form is an important component of the landing page. It is a tool that can be used to gather information on prospects or reveal the promised material—such as an ebook. Make the form seem effortless to fill out. The rule of thumb is about four fields of information and anything after that begins to test the patience of the user. If your form is already short, make it look shorter by simply closing some of the empty space between the fields.
6. Keep it short.
The truth is that most people skim over pages jam packed with content. Try to keep the content as short and direct as possible. If you must have a lengthy amount of content, make it easier to digest. Break it off into different sections and provide headers to each section. Also, avoid small text; users will probably pay no attention to it. Lastly, cut out unnecessary text.
7. Deliver on your promise.
The landing page is where a user is led after click on an online ad, email newsletter, etc. The content of the landing page needs to relate to the advertised information. After all, that is what peaked the user’s interest. Providing content that is not consistent will create confusion and provide an unsatisfactory experience. An experience like this will cause the user to loose trust in your brand.
8. Add an extra level of user experience.
Take the extra step to thank the user for their time. This extra step makes the user feel appreciated. This is also an opportunity to direct the user to your full site and keep him/her engaged with your brand. Capitalizing on these small opportunities will help catch any leads that slip through the cracks.
The main objective of a landing page is to generate conversions. Users who click through to your landing page are one step closer to becoming a client. Provide the user with the information they came for and nothing else. The landing page is not a place to push multiple services. Stick to one topic and lead the user through the steps you wish them to take. Strip the landing page of all distractions and provide clear calls-to-action with intriguing language. Make the experience an effortless and graceful one by shortening forms.
My final recommendation is to test the changes. This is the only way to see the real results of any changes you make. Every site is different and will provide different results. Gather the best information from the changes you make and change the game plan accordingly.
See It In Action:
Click here to download a free case study to see how we increased leads by 316% for a client by optimizing their website for conversions.
About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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