If a landing page was a person, it would be a salesman. A good one is able to sell feathers to pigeons, while a bad one does worse than an encyclopedia sales guy in the 21st century.
Landing pages are incredibly powerful tools used to move prospects down the sales funnel. But, not all of them are created equally. In fact, if you do it wrong, you’re wasting everyone’s time, including your own.
If you think you’re setting money on fire when it comes to your campaigns, then you need to consider reworking your digital sales guy. Here are 8 landing page considerations you need to be thinking of before or after hitting publish.
1 Know Who You’re Talking To
What makes the telemarketer guy so infuriating? Trick question: many reasons. But, one of those is that he’s selling you the same regurgitated story he’s pedaling on everyone else. There’s usually no personal touch or connection.
When it comes to your landing pages, know your audience. Speak their language, connect with them, address their problems and offer a solution – it’s as simple as that.
The more research you put into getting to know your target market, the easier you’ll find it to convert them into customers. Read forums, join social media groups and conduct surveys. Analyse your sales records to really get an understanding of who’s buying your product or service.
2 Stay Focused on The Intent
“It’s easy to get distracted” *she says before pausing to scroll Instagram.
When it comes to your landing pages, you can’t afford to jump from one unrelated point to another. You have your audience at the top of your sales funnel, now make sure it’s water sealed all the way down.
If your reader found your article because they were searching for a brownie shop in cape town make sure that’s all you’re talking about. Don’t sideline them with content about your awesome cupcake collection.
Keep your landing pages precise and always question whether you’re focusing on the main objective.
3 Mobile Devices Are The New Black
According to Statista, more than half of online traffic is attributed to mobile devices. So, I ask the question: why are we still building landing pages that only look good on our big screens?
Optimise your landing pages for mobile first. Who cares about the fancy feature that makes your content do fun things when you hover over it? I’ll tell you who doesn’t care about it – mobile users.
If you’re going to make tweaks to your landing page, look at it in mobile view first. Do you need to make your buttons bigger? Do your images line up correctly? Is the scroll too long? These are all questions worth asking.
4 Lengthy Forms For What…?
Nothing scares prospects away faster than filling in loooong-ass forms. We already live in a time where we share way too much information online. But, including more than 6 fields on a form for personal information screams intrusive.
When it comes to including forms on your landing page, keep it simple! For most of us a name and email address is all we need. Keep points of contact down to either a phone number or email address – don’t be greedy and ask for both.
8 Test, Analyse and Repeat
Sometimes it’s the smallest changes that make the biggest impact on a landing page. Perhaps your contact form is not working, your page loads too slow, or you’ve missed the mark in your opening line.
There are a number of tools you can use to review content on your website. Use them to identify any issues your landing page may be experiencing. Some include the following:
– Google’s PageSpeed Insights for page load speed
– Hotjar for visitor video sessions, and
– Google Analytics for heaps of visitor data
Building a successful landing page is not a one size fits all. It requires continuous tweaking, some luck, trial and error. But, understanding that creating the perfect landing page is an ongoing process is half the battle already won.