Everyone who ‘gets’ and tries to implement internet or ‘Inbound’ Marketing understands that they are on a quest for generating more leads that then morph into new customers. The concept isn’t that tough, you provide remarkable information that your prospects are interested in, for free, to help establish yourself as someone who knows what they are talking about and is able to help in your area of expertise.
People put a lot of thought into their calls to actions by generating a well designed and attractive button that they place on their home page, and then carefully conduct an A/B testing campaign between a couple of versions, and place the button in just the right secondary places around their website. But the methodology seems to often stall when it comes time to build a landing page and I just don’t understand why.
Your landing pages should be finely sharpened tools to bring home the bacon for your sales team. Following are the most important landing page key best practices that you should follow for best landing page design strategies:
- Make it painless – remember that you want momentum to be maintained, and prospects to smoothly swoop into your landing page after clicking your call to action. Once they have decided to click to your landing page, it is only yours to lose, so keep the process well oiled and difficult for them to abort by having a professionally designed page.
- Make sure they know they are in the right place– it should be completely clear that the landing page is associated with the call to action that was clicked prior to arriving there. Resist the urge to do anything other than the following three things:
- Remind them why they are there
- Summarize what they will get
- Tell them what to do next (fill out your form)
- Don’t make the form into a hurdle – only ask for the bare minimum information when it comes to your conversion form, don’t give people a reason to abort. For example, if you don’t really need their phone number, don’t ask for it.
- Keep the process well lubed – Remove the navigation buttons from your menu: prospects that make it to the conversion form should be directed to do one thing and one thing only and that is to fill out your form.
- Check out the user experience for yourself – Take a look at the entire flow from clicking the call to action button to filling out the landing page and ask yourself if you would follow through on completing the whole process if you were the customer.
Avoid too much complexity in your landing pages as it tends to make prospects stop and think too long which ends up breaking their momentum to filling out the form.
The other key thing to bear in mind for a landing page design is that you should test different approaches by rotating in different images, tweaking the language, and changing the copy around. Try different things and measure performance.