As we dive deeper into the inbound marketing world and attempted to build lasting relationships with our customers, it only seems natural that we would need to obtain as much information about them as possible. With the proper information we are able to learn who our customers are and how to solve their problems in the future, (hopefully with our products and services) and develop that lasting relationship.
This is where landing pages come into play.
Hubspot explains landing pages as a website page specifically designed to convert visitors into leads. It is not the website homepage, but rather another page or even alternative website for a business to collect specific information about their customers, which will hopefully result in a future conversion goal being achieved.
After reading up on proper landing page techniques and practices from Copyblogger, Mashable, and Hubspot I compiled my own little list of pointers I felt were the most important or simply stuck out to me.
- Give visitors a reason to provide you with information.
Visitors are more likely to give up information if they feel they are receiving a benefit from providing it. Think about it… are you going to give a website your first name, last name, date of birth, or first born unless you get some sort of product discount or incentive?
- Don’t mislead customers.
If you are offering a specific discount for visitors after they complete a landing page it is important to make sure your offers match up. If a customer feels they have been mislead or lied to, you may lose them as a potential customer FOREVER…. forget the information you just obtained from them. It will not have even been worth it.
- Implement A/B testing and try different set ups.
Like a regular website optimization strategy it is important for businesses to test multiple versions of their landing page as well as continue to edit or update their current page. Changing components such as font size, color, call to action buttons, and more may be the difference between getting few leads and getting many.
- Make it clear and simple to use.
I think this one is self explanatory. The least complicated the better. Visitors may be less likely to finish and reach the “thank you page” if the landing page is too complicated or hard to understand. Further more, if the process takes too long visitors may become increasingly irritated and quit the process prematurely.
- Other important pointers.
- Make sure the page loads quickly.
- Visual elements such as color pallets should be cohesive on landing pages and ads.
- Create clear, concise, compelling headlines.
- Use bullet points to make information easy to digest.