The first impression your users get of your products and services is typically through the various campaign pages they land on. Those very campaign pages you’ve been feverishly tweaking away at and — we presume — constantly analyzing.
But we’re betting you didn’t know that many of your landing pages just aren’t cutting the mustard in terms of how they’re optimized. Your conversion rates may well be decent, but if you’re hitting rates above the average landing page conversion rate of around 2.35 percent (according to Search Engine Land), then you’re doing very well. For the rest of us, it’s time to get optimized.
To improve your conversion rates, optimization is crucial for some of the elements that users will see and interact with when they arrive on your landing pages. To help you, we’ve come up with a list of the top five landing page elements you need to worry about in terms of optimization and improving your lead-gen results.
- Refine that headline
The headline is what grabs your reader’s attention when they first arrive on your landing page. Changing the headline can often change the conversion rate drastically, especially if you play on the reader’s emotions and pain points, or touch on something that they’ve experienced in the past so they are encouraged to fill out your lead capture form. Using words that convey urgency and the solution to the problem your reader faces is the way to go.
For example: “We Promise Just One Thing: Get More Clients From Social Media,” or “The Astonishing Power of Eye Tracking Technology…Without the High Costs.”
- Keep your design simple, yet smart
Some of the most successful landing pages are those using a simpler, more minimalistic design. There’s no need to get too fancy; the ultimate goal is for your readers to understand the value they will gain, and fill in the form as quickly and smoothly as possible. Any loud or florid design will often serve as more of a distraction than a benefit.
- Keep your copy short and to the point
As per your landing page design, the copy should also be kept simple, concise and to the point. People, generally, won’t have the time to read endless paragraphs of your finest copy. Don’t get too technical and don’t overload on the jargon — unless you’re certain your audience understands it. Keep the focus on your call to action (CTA) and reinforce this throughout the landing page.
- Perfect your lead capture form
Your lead capture form is a crucial element of your landing page, so make sure it’s located in the perfect spot; it should be highly visible and placed above the fold — as visitors will access your page from different devices, it really needs to be in a prominent location. The form should also reinforce what the landing page is offering. The color of the form button is also important: use contrasting colors rather than your brand colors, as they’ll draw the eye in.
- Stay positive, even in the disclaimer
Focus on positive, reenforcing language rather than negative wording. For example, don’t use the word “spam,” even in the privacy disclaimer as this is considered a typical friction word that cause readers to stop and potentially reconsider taking action. Instead, opt for positive language, like “100 percent privacy guaranteed.”
Taking the optimization tips for the five elements above and combining them with the data insights you can gather through your analytics platform can really supercharge your landing page optimization — and subsequently ensure maximum lead generation.
And for a bonus tip: don’t forget A/B testing. Once paired with your analytics platform, A/B testing allows you to really hone in on what’s working, what isn’t and where you still need to do some fine tuning.
To find out how Datorama lead-generation products can line up a perfect solution for your optimized marketing campaigns, click here.