Effective inbound marketing is all about driving traffic to your site to acquire qualified sales leads. But what’s going to make a prospect provide their contact information? How are you going to convince them to trust you with their email address, and maybe their telephone number? What offer will increase landing page conversions?
There is both science and an art to creating effective landing pages. Here are four simple ways to increase landing page conversions:
1.The Headline Says It All
A headline can make or break the landing page. It’s the first thing visitors see once they hit the page, and it has to be strong enough to hold their attention so that they stay long enough to see your offer.
There are three key elements that make up any strong landing page headline:
- Focus – Cut to the chase. The visitor needs to know immediately what the landing page has to offer. Keep it simple and be direct.
- Relevance – Make sure the landing page is specifically related to the offer. If you are offering an eBook, make the headline about the eBook.
- Benefits – What’s in it for the visitor? What problem are you going to solve? Connect the benefit to the offer.
For bonus points, if you can create some urgency in the headline, so much the better. If there is a looming deadline – end of the year, tax time, before the product is gone – you will boost your landing page conversion rate.
2. Use a Strong Call-to-Action
Creating a strong call-to-action (CTA) is essential if you want to increase landing page conversions. You have to give the visitor a reason to act. They need to have a reason to surrender their contact information.
Here are three basic rules to consider when crafting a CTA:
- Keep it Simple – You are crafting a Call to ACTION, not a call to contemplate. Don’t confuse things with too many details or alternatives. Use fewer words and don’t present too many steps, such as an additional click to reach a form. The simpler and shorter your pitch, the more effective it will be.
- Make it Obvious – Don’t make the reader work to do what you want. Put the CTA front and center and ask for their contact information.
- Make it Valuable – Give away something that has real value for your target customer, such as free information, an eBook, a white paper, or tips they won’t find elsewhere. Make the offer valuable and the steps to get the offer easy to complete.
3. “Just Complete This Simple Form…”
How much information do you really need to capture a sales lead? Do you need their job title? What about their address? Determine the minimum amount of contact information you need to convert a lead. The less you ask on a conversion form, the more leads you will capture.
If you consider it can take between seven and 13 touches to deliver a qualified sales lead, you know you are going to have to nurture that contact until they are ready to buy. Can you do that with email alone or do you need a physical address or telephone number?
The answer for most businesses is that a first name and email address are enough to start with. Your conversion rates are almost certain to decline with a more complex form. You can always ask for more detailed information as leads move further along your marketing and sales funnel (as we do, using Hubspot to manage this process).
4. Use Testimonials
The landing page gives you an opportunity to build trust with visitors. Positive endorsements and recommendations help build that trust. Use positive third-party statements that are sufficiently detailed to add credibility. For example:
“We found this eBook to be incredibly valuable. By applying what we learned, we were able to increase the number of sales leads and create a much more effective inbound marketing program,” – Joe Marketer, Acme Widget Corporation
Make sure your testimonials reinforce your call to action and provide enough detail that they offer reassurance and build trust. A strong sound bite should be enough to make your point.
These are just four of the puzzle pieces that go into increasing landing page conversions. If you can create a compelling call to action, and package it with a strong headline, eye-catching graphics, and an easy-to-complete request form, you will be well on your way to building a strong foundation for your inbound marketing campaign. Couple that with a killer website design, and you can vastly increase the effectiveness of your landing pages.
Bad Call To Action
This format leaves a lot of questions. What are the “Dead Sea Scrolls” and why do I care? What compels me to continue on this page? Is that the button on the bottom? What do I have to do?
Your landing page should give clear reasoning behind why you want to commit to this product. The next step should be clear and you should know exactly what is expected of you. Design-wise, why would you leave the most important section of this page (the click-here button) almost non-visible?
Here is a great article from Hubspot with more Do’s and Don’ts for CTA formatting.
Good Call to Action
This page is clear on the proposition. The button is above-the-fold and is starkly contrasting the rest of the page, drawing you to it. It uses actionable wording with “get started” and you have a clear idea of what the prompt is offering.
We’d love to hear how this blog is helping you land more qualified leads. Please tell us what you find useful or would like to learn more about in the comments below. If you really want to learn more about converting leads and creating a game-changing website design, check out our eBook, 25 Website Must Haves for Driving Traffic and Leads.