Building Effective Landing Pages

1. BUILDING EFFECTIVE LANDING PAGES HOW-TO GUIDE

2. Building Effective Landing Pages HOW-TO GUIDE A landing page is a single webpage designed to increase your conversion rates and generate leads. When a visitor clicks on a search engine result or online advertisement, they are directed to a single webpage called a landing page. When a large amount of targeted traffic visits your website, you can increase the probability of converting that traffic into leads by using a landing page. The goal is to convert visitors into sales leads by using a lead form. A landing page ideally contains all the information necessary to help qualify a visitor as a lead, and includes some mech- anism, such as a form, to capture their contact information. A successful landing page targets a particular stream of online traffic. Visitors can arrive by clicking on a search results list, online advertisement, email campaign advertising, white paper, banner ads, etc. Due to the fact that visit- ation is targeted and offers something valuable to the visitor, you can convert a higher percentage of your website visitors into quality leads when you use a landing page. This How-To Guide outlines different types of landing pages, and how landing pages affect conversion rates and lead generation, followed by a detailed action plan on how to create and optimize your landing page. Types of Landing Pages Having provided the definition of a landing page, we’ll introduce two types of landing pages: Reference and Transactional landing pages. You should choose the type that best fits your organ- ization's goals. Reference A reference landing page displays only pertinent information relevant to the visitor. Reference landing pages can employ a variety of content types: text, images, videos, and links to other web pages. Transactional The goal is to have the visitor take a desired action (conversion). The content on the page persuades visitors to complete a transaction, often filling out a form or a similar call to action on the page. Key contact information, such as phone number or email, is captured to add the lead to a mailing or marketing list. 2 Building Effective Landing Pages How-to Guide

3. Building Effective Landing Pages HOW-TO GUIDE Advantages for Marketers Conversion Rates and Lead Generation Landing pages are one of the most important elements in lead generation. They have two main goals, both very important for marketers: conversion (as measured through conversion rates) and lead generation. These two concepts are closely linked. The higher the conversion rate for a landing page, the more leads you gain. Comparing optimized landing pages to your homepage as a place to guide your site visitors, landing pages almost always enjoy better conversion rates. When you know that a targeted stream of traffic is being led to your website, you can increase the conversion rate of that traffic into quality leads by using an optimized landing page. Relevant, optimized landing pages generate higher conversion rates, which result in more leads whenever someone clicks on your ads or opens your emails. By directing your visitors to landing pages, you can capture more leads. To ensure the highest possible conversion rates for your landing pages, pay attention to these details: Headlines A captivating headline is the first thing visitors see. The biggest opportunity for higher conversion rates comes from well-written, compelling landing page headlines. Call to Action Calls to action represent the second biggest opportunity for higher conversion rates. A landing page provides the opportunity for just one conversion per visitor, so your call to action needs to induce the visitor to provide you with the their contact information and complete the desired transaction (sign up, register, purchase, etc.). Content Have a lead paragraph that builds on your headline and describes your value proposition and benefits. Provide content that keeps the visitor reading your content. The longer a visitor stays on your landing page or website, the greater the chance they will convert. Write your content to inform and persuade, recognizing that most visitors will not have made a decision about completing a business transaction with you. 3 Building Effective Landing Pages How-to Guide

4. Building Effective Landing Pages HOW-TO GUIDE Images Describing your strengths and advantages is important. Using images to do this will increase your conversion rates. Professionalism Having a professional look helps convert significantly more of your website's qualified visitors into new customers. Don’t skimp on website design, as your design conveys the quality and professionalism of your organization. Carefully proofread all your web copy. Typos and grammatical errors will lower your conversion rate. Bottom Line Landing pages are crucial in increasing conversion rates and generating leads. By having a simple and easy to use landing page with minimal exit points, a catchy headline, obvious call to action buttons and images or videos, you can successfully use your landing page to generate leads and make sales. Remember the differences between a homepage and a landing page, and test your landing page frequently to make improvements that ensure your goals are being met. 4 Building Effective Landing Pages How-to Guide

5. Action Plan STEP 1 - Value 1 Value Prove Your Value to Get the Right Prospect Opt-Ins Minimize Distractions 2 You have to convince visitors that you have the ideal product to address their needs. Visitors will provide their contact information if they find value in your offer. 3 Headlines Clearly articulate your value proposition; make sure that it positions and differentiates your offer, products, or company effectively so that the right visitors to your landing page self-qualify and “opt-in,” and the wrong ones simply leave. 4 Trust Indicators Deliver what you promise. 5 Limit Exit Points 6 Call to Action Images and Videos 7 Positioning Statement Worksheet Case Study Template V I E W R ESO U RC E 8 Above The Fold 9 Testing 5 Building Effective Landing Pages How-to Guide

6. Action Plan STEP 2 - Minimize Distractions 1 Value Simplicity is Best to Move Visitors to the Next Step 2 Minimize Distractions Be simple, clear and concise. Focus on what your product or service does, not its features and specifications. Do not include links. 3 Headlines Provide exactly the information a visitor needs to take the next step with you, no more or no less. 4 Trust Indicators 5 Limit Exit Points 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 6 Building Effective Landing Pages How-to Guide

7. Action Plan STEP 3 - Headlines 1 Value Attention Grabbing Head- lines Share Your Unique Value Minimize Distractions 2 A proper headline is the first thing a visitor sees, so it must grab their attention. It should stand alone in terms of conveying your value proposition. 3 Headlines It should be clever and concise, with no gram- matical errors here or anywhere throughout the landing page. 4 Trust Indicators 5 Limit Exit Points 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 7 Building Effective Landing Pages How-to Guide

8. Action Plan STEP 4 - Trust Indicators 1 Value A Case Study Template Helps You Build Trust Indicators Minimize Distractions 2 Include trust indicators like case studies, testimonials, accredit- ations, and certifications. 3 Headlines 4 Trust Indicators Case Study Template 5 Limit Exit Points V I E W R ESO U RC E 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 8 Building Effective Landing Pages How-to Guide

9. Action Plan STEP 5 - Limit Exit Points 1 Value Keep Website Visitors on Your Landing Page Minimize Distractions 2 Keep visitors focused on your offer, not going elsewhere. Hide your website navigation bar to keep them on your landing page. 3 Headlines In order to maximize conversions, avoid other ads or unrelated offers. Structure your landing page content to mini- mize the options to exit or click back. 4 Trust Indicators 5 Limit Exit Points 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 9 Building Effective Landing Pages How-to Guide

10. Action Plan STEP 6 - Call to Action 1 Value Maximize Call to Actions Throughout the Landing Page Minimize Distractions 2 Make it easy for visitors to understand what to do next. Consider using call to action buttons like “Download Now” or “Start Here.” 3 Headlines Make call to actions easy to find and use, not hidden on the page. 4 Trust Indicators Repeat the call to action throughout and again at the end. 5 Limit Exit Points 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 10 Building Effective Landing Pages How-to Guide

11. Action Plan STEP 7 - Images and Videos 1 Value Leverage Images & Videos on Your Landing Page Minimize Distractions 2 Use pictures and videos of your product or offer. Images should help explain, reveal, or validate your offer. 3 Headlines Make sure the images you use are high quality. 4 Trust Indicators 5 Limit Exit Points Video Marketing Playbook 6 Call to Action V I E W R ESO U RC E 7 Images and Videos 8 Above The Fold 9 Testing 11 Building Effective Landing Pages How-to Guide

12. Action Plan STEP 8 - Above The Fold 1 Value Increase Conversions By Above the Fold Call-To- Actions Minimize Distractions 2 Place the Call to Action “above the fold” – visible without scrolling. Keep the amount of scrolling required to a minimum. 3 Headlines Visitors have a short attention span, so put your offer or call to action in front of them right away. 4 Trust Indicators Do not crowd your landing page content. Put lower priority information below the fold. Keep your lead form short to increase your conversion rate. 5 Limit Exit Points 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 12 Building Effective Landing Pages How-to Guide

13. Action Plan STEP 9 - Testing 1 Value Implement Landing Page Tests to Keep Improving the Page Minimize Distractions 2 Your landing page can always benefit from testing and making the appropriate improve- ments. 3 Headlines The goal of testing is to make sure it’s easy to use, meets needs, delivers what is prom- ised, and has minimum exit points. 4 A/B Test: A/B Testing is when you test two elements against each other. Once your have a winner you test that against another to get an even better result. An example is testing two calls to action against each other. When testing landing pages, compare conversion rates for each option. Trust Indicators 5 Limit Exit Points Multivariate: Multivariate testing considers different elements on the landing page at the same time. For example, a multivariate test can test headlines, calls to action, images, and videos at the same time to find the best combination. 6 Call to Action Images and Videos 7 8 Above The Fold 9 Testing 13 Building Effective Landing Pages How-to Guide

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