Understanding the keys to landing pages and their design can dramatically improve your results. Like any other tool, you have to learn how to use landing pages properly because otherwise, they’re not that much of an asset.
First, before jumping right in and analyzing the benefits of a landing page, let’s take a look at a few fundamentals. The approach is that you provide some carefully structured content on the landing page as well as list the benefits the prospect will receive and then back it up with social proof. Social proof means testimonials from existing clients or other evidence that what you are providing is of enough value to make taking a close look worth it to them. Always focus on the needs of your customers and explain why exactly your product or service would be helpful.
Now let’s not waste another moment, here are the two most important tips anyone could give you when it comes to landing pages:
Key #1 – Use Them
The biggest mistake that people make is not using a landing page. The assumption is that people won’t opt in and less people will see your product or sales page if you require them to opt in. The problem is that while more people may see it without landing pages, less of them will be buyers. It’s an odd phenomenon, but landing pages actually increase sales. The primary reason is that many people opt in initially and take a look at the sales page but don’t buy at that moment. They may be busy, or someone may interrupt them, or the baby might be crying or maybe they’re just not convinced yet. Whatever the reason may be, they don’t buy. If you don’t use landing pages on your sites, you will never get another chance to sell to that prospective client. With a landing page, you can capture the email addresses of your clients (or at the very least give them a reason to remember your URL) and can send them information via email in order to continue to market your product to them
Key #2 – Make Sure to Use Social Proof
Far too many people unfortunately neglect this aspect and their conversion rates are anything but impressive as a result. Get audio recordings of your clients talking about your product or service, get videos of your clients talking about your product or service: do whatever it takes in order to make it clear that the product or service in question has managed to help people on more than one occasion. The more “alive” these testimonials are, the better. Videos usually work best, then audios, then text with image and then just text alone. The more alive a message is, the more people will connect with it. When using videos, be extremely careful. A properly done video testimony is far more powerful than just a voice with some pictures. However, many people do not put together very good videos and it can actually be harmful if the video is poorly done or the person appears uncomfortable on the video. Also, videos and audios should be 45 seconds long or less. Short, sweet and to the point. They should also be very specific (“I saved $372.38 in two weeks” as opposed to “I managed to save money”).
There are many other great tips about building successful landing pages that would be worth covering, but it would take a book to list them all. There are a couple that do need to be mentioned quickly at this point though. You want to make sure that all of the important information you want your client to see is above the fold. Grab their attention right from the beginning, don’t make them scroll down in order to get to the “juicy” part. And make sure to test everything. By testing and tracking, the changes you will be able to implement can dramatically increase your conversion rates.
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