So, you’ve set the wheels in motion for your online marketing campaign. Your blog is generating leads that head over to your website, you’re sharing engaging articles on your social media profiles, unique visitors to your site have increased, and you’ve signed up dozens of new email subscribers. Don’t you just love it when a plan comes together?
And then there’s the hiccup. Traffic to your landing page is coming in droves, but you’re not seeing the boost in sales you expected after all this work. Leads are viewing your site, but they’re not sticking around. Your bounce rate is on the high side, and you’ll never convert sales when prospects leave after just a few seconds. This doesn’t necessarily mean you have to go back to square one with your marketing efforts. Instead of tossing in the towel, check out what visitors are doing once they arrive. You might see that you need to put more effort into the dos and don’ts for creating a landing page for your business.
DO make your landing page straightforward and simple.
A clean appearance is probably the most critical aspect when creating a landing page design for your business. If a lead doesn’t like what they see within a fraction of a second, they’re clicking back and you lose the sale. Develop a page that loads quickly, and features streamlined graphics, easy navigation and clear headers. Don't put your navigation menu on the page or else they might "squirrel" and completely forget why they were there in the first place. Guide them through the process and provide a brief description of what they will be getting along with the form.
DON’T fail to re-direct your lead.
Once they complete the form, make sure you have the proper follow-up. You might re-direct them to a thank you screen, generate an email with additional information, or let them know an agent will be in touch. The important thing is to let them know what to expect next so they’re not left wondering.
DO optimize your landing page for mobile users.
When creating a landing page design for your business, make sure you account for the increasing number of leads who access it via portable devices. If it loads improperly or is difficult to navigate, they won’t stick around long enough to enter their information.
DON’T include endless text.
You can direct visitors to an appropriate page on your site if they want more information, but your landing page isn’t the place for long text pieces. Get to the point with a brief form, using graphics if appropriate. Keep in mind that less is more, and err on the side of caution when incorporating text.
DO make your “Submit” button obvious.
As they scroll down your landing page, you want the clickable button to stand out from the rest of the form. I personally don't like the word "Submit" so how about we try "Download Now" or "Get Your Copy Here" and call it a day. A contrasting color is one way to draw attention to it, though you could also make it larger or vary the font. Avoid using blinking or other graphics that tend to be annoying.
DON’T request duplicate information.
You've already asked them for certain details in a previous visit. Implement smart forms that know that they've been to your landing page before and will avoid requesting certain information a second time. Yeah, it's pretty awesome!
Make sure you test your process from call-to-action to landing page to thank you page, make sure that every step is connecting to the right place. So now that you know the dos and don'ts of creating an awesome landing page you can convert visitors in crazy awesome leads and capture that info!
While sprucing up your landing pages if you feel compelled to try re designing your whole website... check out this free eBook to help you do just that.Photo Credit: Pixar Short Film "For The Birds"