Have you ever had the opportunity to watch figure skating on TV? Once you get over the initial visual shock caused by the skaters’ sequined costumes, you get to focus on the thing that actually matters, the skating. Every little movement that the figure skaters make is a combination of a multitude of actions, so, while a movement may seem like a simple turn to us it in fact is a combination of lifts, spins and jumps.
Skating is an art, combining tricky maneuvers on the ice to etch the perfect figure 8. Why am I talking about figure skating when I have promised to give you a checklist for creating landing pages? Well, if you haven’t figured it out by now, I’ll give you a little hint.
The action of creating landing pages and the figure 8 in ice have a lot in common; both are the culmination of varying smaller actions that have to work in perfect harmony to yield the best results. A toe jump doesn’t produce the same effect as an edge jump similarly a blue CTA doesn’t give the same conversion rate as a red CTA.
Marketers just like figure skaters have to nail the right type of landing page element to get the best results. And here we’re going to start with the promised checklist, a checklist that’s going to highlight the 8 things that all conversion friendly landing pages have in common.
1. Always lead your visitors to your landing page
Although this point technically doesn’t actually come on your landing page, but, if you miss this one there’s really no point of you making a page. Always go for the path of least resistance and lead your visitors to a targeted landing page and never your homepage.
Your homepage, regardless of what service or product you’re offering is a hotchpotch of links and information, it’s cluttered and not targeted for any one of your offers but portrays your company as a whole which is why as soon as your visitor clicks on your PPC ad or email or blog link he should be taken to a page where he’ll have no problem seeing your conversion goal, where clicking on the CTA button will seem like the most natural thing to do.
Aka your landing page, a page that defines your conversion goals and that doesn’t promote multiple offers.
2. Make consistency your go go juice
Everything from your PPC ads to your search engine listings to your landing pages should be perfectly in line with each other. Be relevant because that’s the only way you can procure your customers’ attention.When consistency and ad matching become your landing page mantra your conversions go up easily.
Want proof? Well, I’ll give you proof POTUS style.
The Obama administration tested the headlines on their landing pages and found that just by relating the headlines to previous pages and marketing campaigns, their conversion rate increased by 21%.
3. An attention-grabbing headline
The final goal of all landing pages is to attract visitors; you want to reel them in to your offer and the best way to get them to hook on to your page is to dangle a juicy headline in front of them. Your headline needs to have enough IT factor to keep your customer captivated enough that he stays on your landing page to look at the rest of the elements too.
However, attention worthiness is not the only trait that your headline needs to have, it should also be relevant to your offer. Research your competitor’s headlines and make yours stand out.
Squarespace has an engaging landing page headline.
4. A powerful and prominent CTA
Never play Where’s Waldo with your CTA button. The button is arguably the most important element of your entire landing page, it’s the last spot you hope your visitor comes on and clicks. Make your CTA button prominent, direct and obvious. White space drives focus towards anything that it surrounds.
This is why you need to surround plenty of white space around all your landing page elements especially around your CTA. Your CTA should give your visitors an offer that they simply can’t pass up on, something they have to click right away, something with a sense of urgency that they just have to have.
5. Brief but comprehensive copy
No this is not an oxymoron but is an exact statement of what your landing page copy needs to be, it should brief so that your customers don’t get bored reading it and yet it needs to be comprehensive enough that they can understand everything about your product or service so they can move forward to clicking on your CTA button.
Whenever you sit down to write your landing page copy, the first thing you should do is put yourself in your customers’ shoes, think WIFM (What’s in it for Me)?What value are you offering your customers? Why should they click on your CTA and not your competitor’s? Write copy that demands action, copy that has AIDA i.e. attention, interest, desire and action.
The Everest landing page has just the right amount of copy.
6. An appropriate sized lead capture form
Yes, I know most of the material that you read online says that lead capture forms need to be short, hell, I’ve said so myself. However, the length of your form essentially depends on what kind of leads you hope to get via your landing page, because:
- Shorter Form = More Leads
- Longer Form = Fewer but Quality Leads
Marketers get more leads with shorter forms because more visitors are willing to fill them out and the opposite is true with longer forms. However, with longer forms marketers get good quality leads, which isn’t possible with just getting your visitors’ name and email address or the short version.
The length of your lead capture form depends on the end goal of your campaign or offer; so, choose wisely.If you do decide to go forward with a long form, design it professionally.
You can do that easily by inserting fields into your form, not only does this give your form a more organized look but it also makes it easier for your visitors to fill it out.
Square does justice with its appropriate lead capture form.
7. Show your customers some proof
Credibility is the bread and butter of the online world, without it no one really comes near your offer- and why would they with so many scammers out there.
Your customers will not fill up your lead capture forms and click your CTAs until they know that the information that they’re putting in is going to a reliable source. Not everyone who’s going to click through to your landing page is really going to do so with the goal of buying whatever it is that you’re selling, most of them will just be window shopping.It is your responsibility to establish enough credibility with a wandering customer that they become your paid customer.
You can gain credibility for your landing page and by extension your brand through the following ways.
- Statistical Evidence
- Featured Press Snippets
- Honest Customer Testimonials
8. A/B test everything
Testing your landing pages is the most important part of any successful landing page campaign. Testing allows you to drastically improve the amount of conversions you receive. A/B testing is a simple way to test changes to your landing page against the main design and determine which ones produce positive results.
It’s a way to confirm that any new design or change to an element on your page is improving your conversion rate without having to merely hope for the best. You need to A/B test everything on your landing pages if you want to see the best results.
Instapage helps you fly through all 8 of these steps, the simple user experience and interface of the builder helps you create landing pages in minutes; what’s even better is that we’re improving our builder with each passing day. Instapage offers more than 70 professional templates, advanced analytics, email marketing automation and simple A/B testing that makes testing a piece of cake, a piece of yummy crumbly cake.
So, go through your landing pages and see if you find these things in them, if you do good for you and if you don’t you now have something to fix to get better conversions.