18 Nov The Critical Elements of a Successful Landing Page
Landing pages are ideally a way to collect a website visitor’s information in exchange for an offer they will value, such as a free eBook, mini course, or whitesheet. They are critical in the process of converting your “browsers” into actual leads.
While it would be ideal if your website visitors purchased your product or service immediately, this is a rare occurrence. In actuality, 96% of first-time visitors to your website are NOT ready to buy from you or hire you. The next best option is to capture their data and add them to your mailing list. Your list is gold – it’s your way of staying in front of your audience, offering them consistent, valuable content, and, when they’re ready to buy, converting them.
When done correctly, having this information collected from your landing page will allow you to continue to nurture your potential customers down your sales funnel and influence them to buy from you.
Since the goal of a landing page is to collect contact data, you want to make it your visitors’ only option on that page. Do not have your main navigation menu on landing pages. Not including the navigation bar has been shown to increase conversion rates by as much as 100%.
What are the elements of a successful landing page? According to unbounce.com your landing page should include:
- Main Headline – this usually identifies a common problem or pain point that your audience has
- Supporting Headline – tagline or supporting information to the headline
- A Strong Image or Video – this can be your product or service, or a stock image of a happy or successful customer
- Testimonial – have a customer testimonial for social proof
- Your Form – this should have a small paragraph illustrating the purpose of the form and what your visitor will receive in return for providing their information, a field for their name and email address, and a strong call to action button (example: “YES! Send me my free eBook!”)
- Next you want a more in-depth description of your product or service (not too in-depth!) and about three of its features written in the form of a benefit statement. Remember, consumers live in a “What’s In It For Me” world, so they want to see how your product or service will make their life better right up front.
- Reinforcement Statement – another strong headline type statement that will snap your audience back to attention
- More Benefits – here you can expand on the benefit statements you listed above. Keep focused on how your product or service will help your customer or client.
- Features – without getting too technical, here is a good place to talk about what makes your product or service unique
- “Closing Argument” – yes, you will have to drive it home to help persuade them to exchange their information. Consumer inboxes are inundated with offers and SPAM! You need to give them a reason why your information will be welcomed.
- Another Call to Action – remind them to say YES!
What’s on your best converting landing pages? Share by commenting below!
image courtesy of unbounce.com