20 Tips for Designing Landing Pages that Convert

This blog entry was posted on April 14, 2009.

A landing page is the first page a visitor comes to from a PPC advertisement, a radio ad or a search engine result link. This is sometimes known as a lead capture page or a “sale closer” page. They are highly focused and specifically designed for maximum conversion.

Why should you use a landing page? By landing your visitor on the page that has exactly what they are looking for, you are encouraging them to purchase without thinking about it too much.

What makes for a good landing page?

Relevance:

1. The message must match your advertisement.
2. Keyword phrase must closely match your advertisement.
3. Use catchy headlines that closely match your advertisement

Design:

1. Conform to your site’s overall visual design, but simplify.
2. Keep headers and graphics minimal above the headline, they distract and push your message down on the page.
3. Make the call to action clear and above the fold.
4. Keep your message simple, clean and focused.
5. Remove all unneeded elements that could distract.
6. Reduce navigation that could encourage visitors to leave.

Content

1. Content should be simple, use bullet points and short sentences.
2. Keep your content interesting, you will lose visitors with dull copy.
3. Clearly show what benefits your prospect will realize.
4. Use action oriented words.

Conversion

1. Keep registration forms short and easy to complete.
2. Build trust by explaining your company’s value proposition.
3. Address concerns of credit card security, shipping costs, return policies, and email privacy.
4. Add reassurance with guarantees and post logos of organizations such as BBB Online, HackerSafe, Truste, etc.
5. Provide your contact details such as a phone number.
6. Create multiple landing pages, each tightly focused on a single topic.
7. Measure results and test, test, test.

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Filed under: Internet Marketing,Pay per Click

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