Creating Effective Landing Page LeadFormix Best Practices

Transcription

1

2 The rapid growth of the Internet has made today s buyers more informed than ever. In order to attract such informed buyers, and meet marketing goals, you need to strategically plan your marketing strategy. One of the most effective tactics marketers employ to capture their prospects attention is to use Landing Pages. Landing Page: Definition and Types A Landing Page, also called a Lead Capture Page, is an extension of a link or an advertisement; it is a webpage that displays sales copy optimized for search engines or other social media sites, where prospects are likely to search for information about a certain product or service. Landing Pages allow you to capture visitor information through a lead form, which can be used to nurture and eventually convert prospects into sales-ready leads. Landing Pages may be classified as Reference Landing Pages and Transactional Landing Pages. A Reference Landing Page is a webpage aimed at lead generation and visitor interaction; it builds a relationship with the visitor by providing useful information about products or services, and then captures information about the visitor through the interaction. A Transactional Landing Page on the other hand, is a webpage that persuades visitors to complete a transaction by filling out a form, with the goal being an immediate or eventual sale, otherwise known as conversion. Role of Landing Page in Realizing Marketing Revenue As a marketer, you need to educate prospects about your product or service in the early stages of the buying cycle. This helps in building trust and establishing your image as a trusted advisor, thus adding value to your brand. But you also need to properly leverage search engine marketing to ensure that prospects find you when they re in need of information. In order for your search engine marketing efforts to succeed, you need relevant, optimized, and compelling landing pages for every possible topic that your prospects may want to research. Compelling landing pages can help you achieve your goals more effectively, and enable you to convert more visitors into leads. Here are two reasons why landing pages are valuable: 1. Search engine marketing is a major source of leads in any business, and to rank high in search engines you need relevant landing pages which can best answer the queries of prospects. 2. An optimized landing page can dramatically improve your conversion rates and consequently contribute to a higher ROI.

3 1. Set marketing ROI goals. 2. Set SEO strategy for marketing campaigns. 3. Create LPs for individual campaigns/offers. 4. Show leads flowing into website 5. Show high lead conversion and ROI generation.

4 Effective Landing Page: Secret Ingredients To create a landing page that works, you need to focus on the basics; every landing page you build needs to concentrate on these 5 areas for maximum effect:

5 Anatomy of an Ideal Landing Page Header or headline. Make it compelling. Sub headline. Reinforces the headline. Images. Include images that demonstrates the feeling offered by the solution. This helps prospects tie the offer to an emotional state. Offer. Clearly explain what you are offering and make it stand out. Call to action button. Clearly explain how to take advantage of the offer. Make the button obvious. Graphs & Charts. Use graphs and/or charts to visually drive home the need for your solution.

6 How to Ensure Your Landing Page Works Best Practices Since the landing page is the first page your prospect views on your website, ensure it has all elements that will sustain the interest level and nurture him to further explore the value proposition you have to offer. Here are some best practices to keep in mind to create winning pages: WORK ON FORM LAYOUT AND DESIGN POSITION CONTENT STRATEGICALLY BUILD TRUST TEST YOUR LP LEAD THE WAY USING CALL TO ACTION BUTTONS OPTIMIZE LP FOR SEARCH ENGINES ENABLE SOCIAL SHARING SEND OUT A THANK YOU MESSAGE

7 Work on form layout and design Display your company logo and a screen shot of what you are offering. Example: ebook or Whitepaper snap shot or Webinar speaker photo because graphical images are more effective than plain content. Create aesthetic and simple HTML templates that will immediately capture the readers imagination. Use images that depict what is being marketed, this makes it easy for the reader to understand the landing page content at a glance. Make sure the colors you use, and the overall design of your landing page is in line with the rest of your website. Build LP using one theme only example: either for a webinar invite or downloading a video. Position content strategically Keep the content relevant and compelling. Make the content look bold and readable. Use simple and powerful language, and avoid ambiguous sentences and phrases. The problem and the solution you offer should be clearly mentioned. Highlight the advantages and features of your value proposition and important information such as Webinar date and time, speaker details, synopsis of whitepaper, etc. Customize landing page content to the industry or segment targeted or to a specific business problem or challenge. Create content as short as possible in order to keep the focus of your readers. Keep important content above screen fold.

8 Build trust Display your privacy policy prominently. Get third-party validation reviews, customer success, comments, etc. Keep your questions to minimum during form entries. Provisions for user information confidentiality must be emphasized at every form-entry. Optimize LP for search engines Landing page content must be SEO friendly - use appropriate keywords and phrases. Highlight keywords searched by website visitor during searches. Don t let too many SEO oriented phrases into the content; it may prevent the reader from focusing on CTAs. While adding keywords is important, don t force-fit keywords. The content should flow well.

9 Lead the Way Using Call to Action buttons CTAs redirect action to either fill in a form or register. Place a call-to-action button next to every important statement made in the landing page. CTA design is crucial - offer a high valued proposition to gain attention. Collect minimal information, preferably address only. Present form-fills for other information gathering but do not make it mandatory. Test your LP Preview the newly created landing page - check the color combinations, headline and sub-title alignments, form-field names, button sizes/colors, trigger , URL connectivity, appearance of graphical images, videos, final layout, text on images, etc. Test, test, and test again- test with different colors, content, CTAs. See what works! Test for bulk options as well. Make sure your page can survive simultaneous hits from multiple people in one go!

10 Enable Social Sharing Make it easy to spread the word via social media channels Be selective about the channels- focus on 5-6 priority channels depending on your business. Let your prospects take your message forward. Allow them to share Send out a Thank You Message Landing page execution does not end with page creation and launch. Use auto responders to send timely thank you messages to readers. Offer new propositions such as free trial or demo along with a thank-you note for continuing the conversation. Thank you! A landing page is highly effective only when it places equal emphasis on visual appeal (to draw the reader s attention from the very first instant) and content (to lead the reader to take the appropriate action). It s important to focus on both these elements and keep testing to hit the right formula. Want more information? Sign up for a free trial to use LeadFormix Landing Pages Tool. Download our extensive landing page training materials Share this ebook