Five Landing Page Strategies for Boosting Conversion Rates Read On »
By Safiyyah Lanier February 12, 2010

Have you ever clicked on a landing page that captivated your attention from beginning to end? It’s like an Internet infomercial — long, yet you can’t pull away. The purpose of a landing page is to catch the attention of potential customers and pull them to action; this could be buying your service/product or signing up for a subscription. Whatever your reason for creating a landing page, there are techniques that should be used to boost your conversion rates of visitors to actual customers. The key is to make everyone that reads the landing page act on the offer you are presenting to them.

Create A Compelling Landing Page

If your landing page isn’t compelling, you’ve already failed. The first thing you have to do when creating your landing page is create a great headline. Say what you mean and mean what you say — be straight to the point. This isn’t the time to create an air of mystery; this isn’t a newspaper article. You need to have a headline that screams out what potential customers are needing or wanting. When Web browsers are looking for products and services, they will enter in specific keywords — these keywords should be within the headline and subheadings of your landing page.

Also, when speaking to your readers, use “you” and “your”, instead of “we” and “our”. Make your page as though you are talking one-on-one with your readers. This makes it feel more personal and it reads more friendly. The text should be simple to read, meaning you should use simple words and content that flows well together. The text should not be choppy or too long either — break paragraphs up every 5 to 7 lines to make reading through it simple. If you are able to use bullet points vs. paragraphs, do so. Make sure that each bullet point isn’t more than 60 characters. The easier your text is to read, the more comfortable visitors will be. No one wants to struggle reading content, nor does anyone want to waste time reading text that isn’t helpful or engaging — these are top reasons why conversions never take place.

Use Subheadings and Highlighted Text

Web savvy Internet browsers know what they’re looking for, so by placing subheadings within your landing page will allow them to find exactly what they’re looking for quickly. Not many people want to spend too much time reading a web page, so carefully chop up the content into simple headings that describe each paragraph. Since a majority of Web readers are skimmers, using highlighted text will help to direct them to the most important parts of the text. Make sure to direct them to essential points about your product or service and, of course, why and how they can buy it.

Eliminate Choices

As your readers are viewing your landing page, the goal is to make them take action — this could be for buying, downloading or filling out a form. The only links that should be on your page are the ones to the complete the action you’re calling for. Any outside links should be eliminated. It only makes sense; you don’t want your readers clicking off onto another page or website. No distractions permitted.

Shorten Your Text

A lot of landing pages are very, very long, but they use techniques to keep the reader engaged. They place, multiple links throughout the page that allow the visitors to take action at anytime. If the reader decides to keep reading on, you will need to ensure that the content afterward makes more points that will help to push the reader to action. Your text doesn’t have to be extremely long, just make sure that it covers all points and talks enough about the benefits of what you’re offering. Don’t leave any grey areas. If anything, you can have a link to customer support — this could be an online chat or phone number/email that the visitor could use to contact you or your customer service for assistance.

Within the first paragraph or two of your landing page should contain just about everything you have to say. Make it into a summary, then use the rest of the page to elaborate on the points you have made. Once again, make sure to keep the text short, so that it isn’t a burden to read through. If it turns out to be multiple pages, have the text pasted onto one long web page, so that readers won’t have to keep clicking to the next page — this could end up discouraging them from reading on. Scrolling down is just so much more easier than clicking through four or five pages.

Make the Conversion Simple

Once you have convinced your readers to act on your offer, you need to have a simple process for them to use. Once they have clicked on the “conversion” link, ensure that the next step is clear. For instance, if they will be ordering, signing up or paying for something from your website, you’ll need to have an easy-to-complete form. Try to keep the form short, sweet and simple — use check boxes or radial buttons. You should also include a save button in case they have to go back or want to come back to fill out the info. Last, you’ll need to have the submit button big enough and situated in a location that is easy to see.

Once you have finished creating your landing page, consider creating a thank you letter that consumers can read after they purchase, order or download. This not only shows that you are courteous, but it is also a confirmation that their submission is being processed. You can also use the thank you page to make other offers that you have available. This is the best time for promotion.

Last, you will need to test out your landing page. The best way to do this is with real consumers in real marketplace conditions. During this process, you can have multiple landing pages with different content and text lengths to see which work the best. In order to see which receive the highest response, you’ll need to be generating a whole lot of traffic. This will work perfectly

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