Creating a landing page that converts:
How to get it right
Internet marketers spend a lot of time and money generating traffic to their landing page with the hope that the desired audience will make a purchase. But, all this is a waste of time if these destinations fail to entice prospective customers into your sales funnel and convert them into buyers. This underpins the importance of landing pages.
Designing a great landing page requires more than just working on graphics, assembling text and creating a call-to-action (CTA) button. Here are essential questions you need to ask when designing a landing page:
What is the goal?
Ideally, what do you want visitors to do upon finding your landing page? Do you want them to make a purchase, register for a newsletter, fill a form or download an eBook? The first step for any strategy is setting the goals, as it pays to define your conversions before tracking them.
Who is your competition?
Actually, it is three questions: Who are you competing against, how are they succeeding, or failing, and how can you beat them? Imitation is a sincere form of flattery, so if your competition is doing something that works, go ahead and copy them. They may thank you for it!
…if your competition is doing something that works, go ahead and copy them…
Who is your audience?
What are their aspirations, hopes and dreams? As vague as this might sound, it is true to a certain degree – the better you understand your audience, the closer you will come to meeting their needs. Unless you know your ideal customer, writing persuasive copy in the voice of the customer can be a tall order. So, do all you can to get in your audience’s head, Hannibal Lecter style.
How did they get to your landing page?
Consider tailoring your message based on where your audience is coming from – a specific message may be relevant to visitors who arrived at your landing page via search engines vs. those who came through social media. The point is, you need a tailored landing page for each ad group.
You can use a landing page for almost everything – from capturing email leads to selling products and even inviting people to conferences and webinars. Whatever it is you want to achieve with your landing pages, Creative Four can help you ensure its purpose is as clear as possible and linked to an appropriate call-to-action.