While every landing page is different, they all share a common purpose: to convert the viewer into a lead or potential customer, usually through information collection. However, information collection is draining, and it’s not an interesting process, so your landing page needs to be optimised correctly in order to generate new leads.
Here are our top tips and tricks that you should look out for when you’re designing or conceptualising your next landing page.
While most websites have an easily accessible navigation bar, it can be a good idea to hide this feature from your landing page so that there’s nothing to distract your potential customers away from the sign-up form. While you do want to provide access to the rest of your website, the main aim is a completed lead generation form, so consider having a Thank You page once the form is complete that contains a navigation bar instead.
Short & Sweet Copy …
While your landing page needs to convey information and intent, remember to keep it short and sweet while outlining your key value propositions. A wall of text might give all the information but there’s a higher chance your viewer will try and navigate away instead of trying to read it all, so don’t make it overwhelming! You can also tweak your copy in your call-to-action buttons, because you can definitely do better than a boring button that says ‘Submit Form’! Try to use keywords to evoke a response from your target audience. If you’re wanting them to sign up for a fashion marketing email, try buttons like ‘Get Your Style Fix’ or ‘Your New Wardrobe is Waiting’.
… And an even shorter lead form.
Remember that your visitors want to spend the least time possible to fill out your form, so don’t make them hard to find, hidden behind unnecessary button clicks or supply them with too long of a lead generation form for their details. Concise and minimal lead forms will get you more leads, but remember to balance this with what information your business needs as there’s no point only asking for a name and email if this will not generate a proper high-quality lead for your business. Add some extra fields to tailor the information gathered for your use, but don’t go overboard!
Plug your Social Media Channels
Assuming you’ve removed your regular navigation bar from your landing page, it’s a good idea to plug your social media on the page. If you are still in the stages of wanting to grow your business and your following, consider adding a small nod to your social pages on this landing page hidden past your submit button, either below the fold after your CTA button, or on a Thank You page after they have submitted their information to reduce the risk of your consumer navigating away to your social pages instead of submitting their information.
Don’t Overlook Load Time
Finally, make sure that in the process of creating your ideal landing page, you don’t clog your website with too much unnecessary information that slows down the load time of your page. From a 2016 Google Research survey, we learned that you can lose over half your visitors if your page takes longer than 3 seconds to load! Time is money!