- Every page on your site has a goal,
and it could be to distribute information,
capture an email address, or sell a product.
Now you have between two and six seconds
to convince a visitor to stay
once they've arrived on your site.
What happens is these visitors will take a glance
and then bounce right away if they're not interested.
So with every campaign you're running,
you want to be driving traffic
to a very specific landing page.
Having a specific destination allows you
to reinforce the messaging
that inspired the visitor to click.
Provide an attention, grabbing visual or headline
and frame the information in a way
that helps achieve your goal.
Be sure you're tucking the most important information
above the fold.
Meaning what's visible on the screen
before a user has to scroll.
Now, some visitors will inevitably arrive on your homepage
and that's okay, but it's important to avoid campaigns
that drive visitors directly to this homepage.
It's the least conversion friendly page on your website
that tends to be fairly broad.
The key to making your website convert
is to build goal specific landing pages.
When it comes to building your landing page
focus on these five areas.
One, define the goal, what needs to happen?
Two, what information from the user do you need
in order to accomplish that goal?
Their email phone number, credit card?
Three, outline what the user needs to do.
They need to fill out a form, invite a friend and so on.
Four, what information does the user need to be convinced?
What is of shared value?
And five, how will you track the results?
It's important to make sure that your landing page
has your logo and explanation of the offer,
a very compelling headline, related testimonials,
and links to reviews along with a strong call to action.
After you build your landing page,
or if you already have pages
on your site executing these goals
it's important to continuously improve them.
When someone starts by clicking on your link,
maybe they fill out the first page,
but then never enter their credit card,
well, they've abandoned.
And you want to fix abandonment by finding the pain point.
If you fix conversions, well, you can increase your revenue
without having to increase your traffic.
Say for instance, you have 10,000 visitors
at a 1% conversion rate.
That would give you 100 sales.
But if you could increase that conversion rate to 3%,
you'll have 300 sales with the same amount of visitors.
A key aspect of improving conversion rates
is instilling confidence in your visitors.
Do this by linking to your email policy,
having a valid SSL certificate,
and including your contact information on every page.
Landing pages allow you to build isolated tests
and then you can apply any learnings
from those tests to the rest of your website.
Now, if you're looking for landing page inspiration,
check out land-book.com.
It is a great place to see how other designers
and marketers are implementing best practices.