Written by Annie Mahan
Landing pages have the ability to make or break your audience’s journey to commitment. They are custom-designed for the purpose of gathering information on the user and driving action in the direction of a conversion. Each aspect of the page should be further affirmation of what they already know and love about your brand.
If you’re having trouble with empty form submissions, or lack downloads on that ebook that will fulfill their every want and need, then look no further. We are going to fill your little black book with our 10 tips to take your relationship with your audience to the next level with a top-notch landing page.
If you create a profile on a dating app, you have one goal in mind, right? To meet someone. To go on a date. To “Netflix and chill.” To get married and live happily ever after. Whatever that intention or goal may be, your landing page design should be the same — perfectly made for one specific action the user needs to take.
Don’t give them the option to leave the landing page and wander around your website aimlessly. This is going to be the overall goal for your inbound marketing strategy.
To support this, strip the navigation bar so the user can focus on why they’re there. The average human attention span allows for 5 seconds of contact to capture their interest, click, and lead into an eventual conversion. If you give them a way to leave the page, they will lose their train of thought and won’t take the action you brought them there for. Like with dating, if you have too many options, it will be a lot harder to settle on just one.
Everybody has commitment issues. Very few people coming to your landing page actually want to sign up for yet another account, and they are certainly not ready to spend 10 minutes filling out information in an endless series of online forms.
Just like asking someone on a first date, your offer should be appropriate for meeting for the first time. Your cold traffic, who know little to nothing about you, shouldn’t immediately be handed a line or a pitch.
Keep it simple and keep the form short. Only ask for the necessary information. For example, an ebook form doesn’t need to ask for a phone number, but for a free demo, you should ask for a company name. Once you have acquired their name or email, you can use it to wine and dine them before asking for more.
Consider developing a series of landing pages to carry your traffic through and continue to build information on them. You can compare this process to how you would develop an email marketing campaign.
A relationship needs trust in order to build security and remove a large potential for worry. Your audience is searching for this affirmation on your landing page to see if you are an authority in your industry. Provide seals and badges that represent your certifications of specialty, qualifications, and endorsements from customers or companies who have worked with you.
Seeing familiar brands next to yours can provide a sense of comfort to your user, like knowing that your friends like your new love interest can make you feel better about them yourself. This kind of transparency will further reassure your audience and establish what you expect from each other moving forward.
Do you ask your friends what they think of your significant other? Have you ever sized them up against the other men/women you have dated? Well, your customers are doing the same thing.
Add testimonials from former and current customers. By allowing normal, relatable people as a voice of support, you further build the trust factor into your landing page. Not only that, it shows that the product or service provided is consistent among various businesses with other satisfied customers. We’ve seen landing pages that have increased conversions by 7.8% simply by adding testimonials.
Be the soul mate they’re searching for. Make sure you are putting your best content forward to provide a clear picture of your brand and message to drive the priority of action.
Sometimes, less is more. Keep the copy word count low on landing pages, but don’t be misleading with what you do provide. There is a healthy balance of how much information you share in any relationship at the different stages of development.
Sell the simplicity of your process, leaving them with a clear idea of what the next steps are. Following the moment you capture their interest, your page should answer the question they came there to get answered. Once their need has been fulfilled, there should be a clear path to their next action.
In the first few dates with someone, it’s natural to make quick assumptions about them or form ideas around them that might not necessarily be the most accurate or evidence-based. That’s why most people probably try a little harder to present themselves favorably in the first few meetings with someone, even if that’s not exactly, well, them.
Keeping the conversion-worthy content above the fold will allow the user to quickly form a favorable impression of you and your offering and ensure that the impression they get is the one you wanted to make. To make sure this first impression is a good one, put the form, trust/proof, and contact information at first glance before they scroll down.
It’s natural to get protective of your boyfriend/girlfriend when you see them getting a lot of attention from another man/woman. Same with your audience — you should always be doing your best to keep their eyes from wandering. Take this as a motivation to win your audience over.
Check out what is working on your competitors’ landing page design to get an idea of the industry standard and then do it better.
No one wants to date someone who is unreliable and inconsistent in their personality and actions.
The ultimate goal of branding is when the general public can see a piece of content and know it’s your brand without you having to say so. And how do big brands achieve this? Consistency.
This clear recognition furthers the trust factor built into your landing page. Be true to yourself by making sure the message matches your brand. You don’t want to talk a big game and show up short-handed.
“Marry me!” “Will you be my girlfriend?” Ask the right questions at the right time to take the right steps forward in your relationship with your audience.
Provide a clear call to action (CTA) button to guide the user to what their next step should be. Align the CTA with how ready they are when reaching that landing page.
For example, if it is the first time your traffic is seeing a landing page, your CTA should be “Learn more” not “Buy now!”
Relationships are tested every single day and your landing pages should be too. Test them again, and again — then one more time.
You can multi-test your landing pages. For example, you can test the bidding system at the same time you are testing the page layout, but you need to know how to segment that data and account for it later.
At the end of the day, you need solid content, proof that you’re the best, and established trust that you are who you say you are and do what you say you do. There is no exact science behind a bounce-proof strategy, but these tips can at least help you “define the relationship” and possibly take those next steps toward getting serious.