A couple of weeks ago, I wrote Part 1 of my post on increasing conversions through highly optimized landing pages. I am now providing the concluding part of this post. Outlined below are the remaining key elements to a very successful and highly optimized landing page.
Supporting Images & Videos
A landing page with nothing but text is not very visually appealing. There is nothing on the page to really catch your visitor’s attention. A good landing page should have an image or video that is relevant to the product or service you are pitching to your online users. However, be cautious not to use an image or video that is so flamboyant that it diverts the users’ attention. The image or video should support your message but not demand all the attention.
If you have an ecommerce website with a landing page promoting a product, consider using a video to let users get a better look at the product and see it in action. Home Depot now offers videos for many of the products they sell online including some you might not expect such as refrigerators. Doesn’t the video give you a good feel for the space in the refrigerator and all its doors and components? Without the supporting video, you’d be much less likely to make this online purchase, but with it, you feel much more at ease and comfortable with the purchase.
If you are a service provider and work in an industry that people like to establish more of a personal relationship in such as real estate or marriage counseling, a video can be a great way to help establish a personal connection with your online audience. Because people work with real estate agents and counselors over an extended period of time, they like to learn a little more about this person’s personality upfront to determine if they are a good fit for them, and a great way for customers to start this process is through the use of video.
Sense of Urgency
Always try to create a sense of urgency when it comes to the calls to action on your landing pages. For example, if you’re hosting a free webinar next week, let your audience know how many seats have been taken and how many remain. For example, “There are currently only 10 of 500 spots remaining. Reserve yours today!” If you’re offering a free ebook download, state that you can download it for free until a certain date, but it will cost X amount after that date passes, and if you want to be sneaky, you can of course continue to extend that date out indefinitely if you choose.
The best online retailers are great at creating a sense of urgency. Amazon, for example, offers to have your book to you tomorrow if you order within a certain amount of time.
The Proper Placement
A very common mistake on landing pages is the improper placement of the primary call to action within the page. Many landing pages are designed assuming users are going to arrive on the page while using a PC or laptop. If your call to action is on the far right of a 1024 X 768 designed landing page, a mobile user probably won’t even see your call to action without first scrolling over on the page, which they may or may not do. With mobile traffic on the rise, this problem will only become more detrimental, so remember to design with mobile in mind.
A responsive design can help solve part of this problem, but it is a good rule of thumb to place your primary call to action on the left hand side of the page when possible.
When it comes to the supporting text on your landing page, you want to keep it simple. Don’t ramble on about how great whatever it is you’re offering is. Instead, discuss how your offer can benefit your visitors, and do so in a brief, yet effective manner.
You have just a matter of seconds to keep the attention of your audience. People don’t want to read paragraphs. They want to be able to quickly scan over the page and determine if you have something they want or need. Bullets points are a great way to display the key benefits of what it is you’re offering. They are easy to scan and help your visitors to quickly understand the key parts of your offer.
Keep in mind that most landing pages should only include one offer. Having multiple calls to action and offers will only distract your visitors and confuse them when it comes to understanding what it is you want them to do.
No “Submit” Buttons
Instead of using the generic “submit” button on your forms, have the text for your button display a good strong call to action. “Submit” is not a good strong call to action. If you’re offering a free ebook about social media marketing, have your form button display text such as “Download Your Free Copy Today” instead of just “Submit”. If you’re offering a free trial for your new software, have the text display “Try It For Free Today” instead of just “Submit”.
Social Sharing Buttons
If you have a great product or service to offer, why not allow your visitors the opportunity to share it with their social networks? It’s great free exposure for you and could lead to a lot of additional conversions, especially if the right person with a large social following shares your offer.
Sure, visitors can always copy and paste the URL of your page to share it socially, but having social sharing buttons readily available makes it a lot easier for your visitors to share. It also helps implant the idea in their head that this page could be shared to begin with. Not everyone is going to think to themselves, “Hey, I could share this great offer with my followers on Twitter” when they come across your landing page.
SEO and other effective online marketing strategies can drive a lot of traffic to your site. However, you need highly optimized landing pages to help that traffic actually convert. By implementing the elements outlined above along with those discussed in Part 1 of this post, you’ll be well on your way to converting a large percentage of your traffic into actual sales and leads.
What other key elements to a highly optimized landing page do you feel are important?