Landing Pages
Overview
The purpose of targeted landing pages and effective calls to action is convert qualified traffic into sales leads. It is on the landing page, also known as a lead capture page, where the visitor ultimately decides whether to proceed with the “transaction” of trading information for an offer. That is why, it is important to help your most important links stand out.
Usually visitors are drawn to landing pages from PPC campaigns, banner ads and sponsor links. Once on the landing page, they are prompted to provide specific information in exchange for an offer. The action required of the visitor might constitute registering as a user, signing up for a free trial or proceeding with an online transaction.
Some of the most successful landing pages are the ones providing customized sales pitches for different types of visitors. By providing a good match, your chances of engaging the visitor go up, as should your conversion rate. Once you have created a good landing page with a customized offer, you can convert your qualified traffic to sales leads.
Step by Step
Design
Design your landing page in a simple and professional fashion. Visitors will make a quick decision about filling out your form based on the page’s appearance. If it is pleasing to the eye and easy to understand, they will be willing to proceed with the transaction. If, however, they find themselves facing an unprofessional-looking page with suspicious product claims, they will decide against proceeding. At this point, avoid raising concerns in your visitor’s mind but provide content as trustworthy and reputable as possible.
Design your landing page in a simple and professional fashion. Visitors will make a quick decision about filling out your form based on the page’s appearance. If it is pleasing to the eye and easy to understand, they will be willing to proceed with the transaction. If, however, they find themselves facing an unprofessional-looking page with suspicious product claims, they will decide against proceeding. At this point, avoid raising concerns in your visitor’s mind but provide content as trustworthy and reputable as possible.
Single Option
Make sure your landing page is not distracting visitors from completing your form and converting into leads. You shouldn’t be giving them an opportunity to leave the landing page and flee to another site. There should be a single option available on your landing pages—completing the form.
Make sure your landing page is not distracting visitors from completing your form and converting into leads. You shouldn’t be giving them an opportunity to leave the landing page and flee to another site. There should be a single option available on your landing pages—completing the form.
Keep It Simple and Short
The less information you ask for, the higher your chances for lead conversion. Although your sales team or CRM system may ask for more information, consider whether this will be truly necessary. When possible, resist the temptation to add extra fields. You can concentrate on the most important contact information such as e-mails and telephone numbers. Once the visitor has converted into a lead, you can always obtain further information through the sales process.
The less information you ask for, the higher your chances for lead conversion. Although your sales team or CRM system may ask for more information, consider whether this will be truly necessary. When possible, resist the temptation to add extra fields. You can concentrate on the most important contact information such as e-mails and telephone numbers. Once the visitor has converted into a lead, you can always obtain further information through the sales process.
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