Creating Landing Pages that Convert

This blog entry was posted on December 15, 2009.

A landing page is the web page a visitor reaches after clicking on an online ad or link. This is your customized sales pitch. It provides detailed information on your offer and should be designed to get your visitor to trust you and to take action.

A well crafted landing page will convert a higher percentage of your visitors into leads or into buyers. What makes a great landing page? It should clearly answer the following.

1. What problem are you solving?
2. What solution are you offering?
3. Who is this for?
4. What is your offer?
5. How do I get started?

Landing Page Best Practices

1. Relevance: Make you online ad and your landing page highly relevant to each other. Repeat your ad text in the headline of your page. What you offer should match your online ad. Avoid any perception of “bait and switch” by your visitor.
2. Simplify what actions a visitor can take. Don’t provide multiple options and offers on a landing page. This will confuse the visitor and they will leave without taking any action at all. Eliminate all page navigation except toward the action you want them to take. Organize your content into a simple visual format that is quick to scan and understand.
3. Action: Make the call to action clear, visible and above the fold. Provide a short easy path for visitors to buy or request information. Make sure your call to action button stands out from the rest of your content.
4. Minimum information: For forms and purchases, request only the minimum amount of information that you require. If you require too much “non-essential” customer information, many people will abandon your form and leave your page. Do you really need their phone number or physical address?
5. Trust: Answer the question “Why should I trust you?” Offer a 100% unconditional money back guarantee. Have a simple returns policy. Include real testimonials from real customers. Include trust logos from organizations you belong to such as BBB and Truste. Reassure visitors that their information will remain private. Have a phone number and physical address on the page.

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Related posts:

1. 20 Tips for Designing Landing Pages that Convert
2. 7 Tips on Getting Your Website to Convert
3. How to Design Your Site to Convert
4. How to Create Your Twitter Landing Page.
5. How to Maximize Your PPC Campaign

Filed under: Pay per Click,Web Usability

This entry was posted on Tuesday, December 15th, 2009 at 5:09 am and is filed under Pay per Click, Web Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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