It's a fact that having more landing pages on offer for your visitors will improve the volume of leads you generate via your website. Even a pretty poor landing page, with a half-baked offer will probaby generate some interest, but any marketer wants to maximise the chances of success, and there are plenty of ways to ensure that your lead capture pages are performing at their very best. Here's 6 ways to improve your chances:
1. Remove Distractions
Many people make the mistake of including navigation links on their landing pages, allowing (and even encouraging) visitors the opportunity to jump around the site, and explore other options in favour of submitting their details and activating the offer. Be under no illusion - there's only one outcome you want from any visitor to your landing pages, and that's to act upon the primary call-to-action. Take away these kinds of distraction, and leave no doubt as to your mutually-desired outcome.
2. Go Visual
One of the issues arising from a content marketing effort is communicating the value of the intangible. However helpful and insightful your intellectual property is, and however much of a difference it can make to the professional and personal lives of the prospects you reach out to, there's still a notable absence of anything to touch and feel. This makes it even more important to help your leads to visualise the information products you offer them via landing pages. Once designed, grab a shot of your eBook cover or application - whatever the offer is - and give the visual pride of place. Conversion rate often double when an image or video of the product or content piece is offered up on the landing page itself.
3. Get to the Point
Give your landing pages the "Blink Test". Give yourself and a few trusted contacts just 5 seconds on your landing page in which to determine what the offer is, and if it's worth sticking around. Grabbing the attention of the visitor is key, and page abondonment can occur if you don't communicate a compelling enough reason for them to stick around, in the instant they land.
4. Single CTA
There are situations where a secondary call-to-action can be useful, but for the most-part, you want to offer simplicity and clarity to the prospect, of what you expect of them. A single form and submission button is enough. Don't confuse them or detract from the main task at hand, by filling your page with alternative options, such as email subscription, navigation links or alternative content offers. Building your database, and attracting new leads is the primary objective - stick to it!
5. Qualify from the Start
Conversions come when there is relevance to the prospect throughout their journey. First off, set the right expectation in your social updates, when promoting your content. When users click through from those updates, those expectations should be met - ensure relevance between what you said at the start, and what they find. The content itself is your best opportunity to pre-qualify your prospects. If you're looking to attract IT Managers into your funnel, then design content for that persona, and go so far as to use the description "IT Managers" in the title. Take the opportunity to block out irrelevant or lower-value prospects at the top of the funnel, and they're less likely to be there at the "sles qualified" stage. Quality in, quality out.
6. To Share or Not to Share?
There are plenty of reasons why social sharing buttons are a good idea, especially when it comes to the latest search algorithms and the importance in social engagement in fuelling higher ranking positions in search results. You could argue too, though, that each social sharing button is a CTA in itself, and therefore a distraction. Face it ... you'd rather have 1 lead submission than 1 social share, if one came at the expense of the other. For many readers, the social sharing option comes too soon. Yes, they've been impressed by the "promise" of whatever content, download or offer you've laid out for them, but until they've actually experienced the content for themselves, how can they justifiably share it? Sharing buttons have a place - perhaps they'll do no harm on your landing pages - but consider your motivation for including them, and split-test the alternative.
Have you focused on any other areas of landing page optimisation. Use the comments section below, to tell us what's worked (or not) for you.