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Customer Retention. Automated

Six Landing Page Best Practices

Posted by Andrew Pearson on Jan 9, 2014 3:24:00 PM
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Landing pages are one of the most important elements of modern lead generation.  A landing page can capture leads at a much higher rate than your homepage by providing a specific offer, clear calls to action, limited navigation, a simple form, and an instant win for the visitor.  Combining an eye-catching offer button with an effective landing page can turn what was once just web traffic into a steady stream of leads for your sales team.

Here at Windsor Circle, we eat our own dog food – we’ve gotten hundreds of leads through our own landing pages!  Read below to see what we’ve learned.

Pass the 3 Second Test. Your visitors will often decide whether or not to fill out your landing page form in a matter of seconds. Your page and form should be professional, easy to fill out, and communicate your offer clearly. Tips:

  1. Use a clear title, description, and layout to quickly convey the value of your offer.
  2. Provide strong incentives for visitors to download or sign up.

Keep It Short & Simple.  Anyone who reaches your landing page clicked on something to get there - like an action button for a free trial, webinar, or whitepaper offer. You therefore already know something about them – they were interested in free trials, webinars, or whitepapers.  Stay on target, keeping everything about your landing page focused on meeting this interest with as few hurdles as possible.

  1. Design your forms to capture the information that you need to in order to follow up with and qualify the lead.
  2. Structure the forms with the user in mind so they’re not too long or invasive.

Graphics and Endorsements Count.  Remember, you’ll be asking people to submit information they may consider sensitive. Credibility is key.

  1. Make sure you have your logo or client testimonial at eye-level in one of the margins or in the header - or somewhere else they can quickly see it without having to scroll.
  2. Include social sharing links to encourage your visitors to spread the word about your offer.
  3. Experiment with short in-page video, charts, and other images consistent with your offer.

Go Naked.  Keep your landing page deliberately sparse.  Your visitor is just a form and a click away from becoming a bonafide lead. The last thing you want is for them to get distracted. Landing pages should have zero hyperlinked distractions - no menu, no link back to the homepage, no other places to click, nothing.

  1. Keep visitors focused on filling out your form by removing all other navigation links from the landing page.
  2. Have the form and the “submit” button be their singular point of focus, and usher them through to completion.
  3. Craft a great meta description – a text snippet that describes your web page –which search engines will use for text to put below your link in search results.

Follow up.  A landing page lead is no good unless you follow up with them.  After they have filled out your form, follow up with new leads by directing them to a “thank-you” page or sending them an auto-response email. Make sure leads are sent to the appropriate sales team or set up with a drip email campaign.

  1. Restate the values on your thank you page, download page, or automated response email.
  2. Keep them engaged by suggesting other offers or next steps they can take.

Test and Track.  Before publishing the page, ask yourself: Would I fill this out? Is this page confusing? Would I feel comfortable sharing the information requested?  Aim to perfect the look and feel of your landing page before going live. And always test the page and form before launching!

  1. Track your conversion rates closely, and keep testing to find areas for improvement.
  2. Experiment with A/B tests, or multiple variants of your landing page, to see which changes generate higher response.

After you optimize your landing pages, drive emails subscribers to these pages with targeted marketing campaigns using our Customer Retention Software.

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