Landing Page Success Factors
A landing pages is the first thing someone sees when they visit your website. Depending on how you set things up, it might be the only page they see. So it's critical that you publish attractive, uncluttered and congruent landing pages for all of your marketing campaigns.
Landing Page Type
There are several different types of landing pages, from the standard brochure-style home page to the Hollywood-blockbuster style pages made popular in the gaming industry. If you want to be successful with your list building efforts, the best thing you can do is to create landing pages that are focused on one specific goal.
Whether you want to sell a product or service, get a new subscriber, secure an appointment for a presentation, or register more people for your event, create a landing page that is specifically designed to achieve that goal.
Here are some of the most common types of landing pages used in the internet marketing world:
- Squeeze Page. A squeeze page is designed solely to collect email subscribers. It's one of the most common types of landing pages and is very effective for building an email list. Typically, a squeeze page presents an offer for something free in exchange for a person submitting their name and email address.
- Lead Capture Page. A lead capture page is similar to a squeeze page, but it collects more information than a typical squeeze page. A lead capture page is used when more information is needed before moving a prospect on to the next step. These pages are frequently used in the real estate, financial services, and insurance markets.
- Click Through Page. Click through pages are super simple and have exactly one goal: to get a prospect to click through to the next page, where they can complete an order. Most business that use this type of page use them to present a discount, bonus, or other incentive to tempt the visitor into becoming a buyer.
- Viral Page. In the world of online marketing, “viral” simply means something that is getting a whole lot of attention. It is, in essence, pure word-of-mouth promotion, and it's highly effective. Viral landing pages are created as an attempt to generate buzz for a product or event. In order to “go viral,” these pages must have both killer content that gets people excited and a method for people to share that content. Typically there will be buttons to allow easy sharing on Facebook, Twitter, and other social networks. These pages usually collect contact information, as well.
- Product Detail Page. A product detail page provides information about a specific product or service in an effort to pre-sell the offer. The primary purpose of this type of page is to help the prospect feel more informed before making a buying decision. Sometimes product detail pages are set up to capture leads so that the sales conversation can begin with an informed customer.
- Review Page. As the name implies, review pages allow you to present a review of a specific product or service. They are similar to a click through page in that their primary goal is to encourage the prospect to click through to next page and complete the purchase, but the information on this type of page is presented in the form of a review.
- Video Landing Page. Video landing pages are typically hybrid pages that feature elements of one of the other pages. For example, you could have a video squeeze page, or a viral video page, or even a video click through page. Video landing pages have also been shown to give a big boost to product detail pages.
This is by no means an exhaustive list of the different of landing pages, but these are the most effective. In fact, any page can technically be a landing page, but if you're trying to achieve a specific result, you don't want your landing page to be cluttered with a bunch of unrelated “stuff.” Instead, it should be clean and laser-focused on a single, specific purpose.
Landing Page Elements
There are two crucial elements that will determine the success or failure of any landing page you create. They are:
- Powerful, Benefits-Driven Headline
- Crystal Clear Call to Action
If you don't know how to optimize headlines on your landing pages, your conversion rates are likely on life support.
Your headline has one job and one job only – to make your visitor want to see what's next. On a landing page, this is critical; it can mean the difference between a new prospect and a quick click of the back button.
You can test different font styles, colors and sizes, but none of that will matter if you don't get the words right. Here's what's really important:
First and foremost, you must know something about your ideal customer – who they are, where they come from, what they want, and, most importantly, why your product would be a good solution for them. Your headline must speak directly to them and their specific situation.
Second, use words that hook them immediately. You can do this by using psychological trigger words while making a big promise or asking a compelling question.
Trigger words spark a positive psychological reaction. This engages a prospect's emotions and creates an emotional connection to you. Here are a few:
Think they're overdone? It's because they work!
A big promise should tell them instantly how your solution is superior to all others because your biggest benefit addresses their exact circumstances.
Compelling questions should make them think about how their lives will change after using your solution.
Finally, use a proven headline formula. The very best way to do this is to model winning headlines. You can create a swipe file from news reports and from other marketers, but one of the best things you can do is, every time you go to the grocery or drug store, pull out your smart phone and snap a picture of the covers on all of those glossy magazines. The writers for those magazines, especially Women's Magazines, Cosmopolitan, and the over-the-top tabloids, know how to grab attention, fire up curiosity and almost force people to open up to find out more.
So look at the landing pages that aren't converting the way you want, and run them through this filter:
- Are you speaking directly to your ideal prospective customer?
- Are you making a big promise or asking an irresistible question using trigger words?
- Are you using a formula that's been proven to work?
Call to Action
It might sound unbelievable, but if you don't “tell” your visitor what you want them to do, there's a strong possibility they won't do it!
Use clear and concise language to tell the prospect exactly how to move forward. You want them to enter their name and email? Tell them that! You want them to click the button? Tell them!
Also give them some idea of what to expect after they take action.
Here are a few examples:
Just enter your email address, click the “Send My Report” button, and the report will delivered straight to your inbox.
Enter your name and mail, click the “Register Now” button, and we'll see you on Tuesday!
Click here to get your copy of this unique marketing system now!
One note: if you use double opt-in for your mailing list, meaning that everyone who sends in their information must then go to their email inbox and click a confirmation link before they can get access to whatever you promised them, put a blurb on your landing page that tells them to expect that. Then, on your opt-in success page, tell them how to confirm and get their offer.
A strong call-to-action can make or break your landing page, so pay close attention to it.
A landing page can have other elements, as well. You might want to include some kind of imagery representing the product or service you're selling or the result a customer could expect after using that product or service. Some landing pages include a list of benefits, usually in bullet format. In some markets, additional explanation of benefits can give the prospect enough reason to take action.
Landing Page Optimization
Testing and tracking is the only way to find out what REALLY works when it comes to your landing pages.
Here's what I mean.
Let's say, for example, that you're sending traffic to a webinar registration page, and you're getting about at 1% conversion rate, meaning that for every 100 people who land on the registration page, only 1 signs up.
Now imagine that you're tracking the results and testing variations of your headline and one particular headline gets a 50% conversion rate. That means a whole lot more people are going to be able to hear your presentation. If you only send 1000 visitors, at 1%, that's 10 people who signed up. At 50%? 500 potential new customers!
Let's get started.
Step 1: Get a Tracking and Testing Tool
There are a variety of tracking tools you can use such as:
- Google Analytics.
- Split testing tools such as Split Test Monkey.
- Tools built right into platforms, such as tracking tools in your autoresponder or in the Facebook ad platform.
Step 2: Decide What To Test
You can test almost anything, but the most important factors to focus on are the ones most likely to create a big boost to your conversion rates:
Your overall offer. This includes how you position your offer to your audience, the value of the product, and what all your offering in terms of bonuses and other perks.
Your headlines. Changing your headline can double, triple, or even quadruple your conversion rates. A weak headline usually means a prospect doesn't even consider your offer.
Your call to action. This includes the text you use, as well as the graphical look of the button.
Step 3: Start Your Test
When you are testing, track one variable at a time. For example, if you want to find a better headline, create two versions of your landing page that are identical except for the headline. Everything else should be exactly the same. That's the only way you'll know that any changes in the conversion rate are a result of the headline change and not some other factor.
Step 4: Analyze, Tweak and Repeat
Once you have a clear winner, this becomes your control. You can then test your control against another version. Eventually, you'll reach the point where your changes are only making a tiny difference; at that point, move on and test a different element.
You can use a tool like Split Test Monkey, which will run your test and analyze the result for you, saving you a lot of time and effort.
Quality, effective landing pages are a crucial element of any successful online business. No matter what type of web property you have, your landing page needs to be properly optimized for maximum conversions.