No matter how compelling your email or how clever your social media post, your prospects won’t convert if your landing page doesn’t guide them through the next steps.
By optimizing your landing pages using tried-and-true best practices, you can reduce your bounce rate and lead your target audience farther down the funnel.
We have experience in targeting and oprimizing landing pages, here are some of the good practices:
1. The CTA button should pop
You may love the look of your brand’s colors, but if your CTA doesn’t stand out from the rest of the page, no one will find it — let alone click it. We make sure your CTA pops by choosing the right color, font, and position. If you follow a brand style guide, this is a great opportunity to do some A/B testing to see which colors perform the best against your usual color palette.
Don’t take this advice as an excuse to turn your CTA into a flashing, mid-2000s pop-up banner ad. The goal is to make it obvious, not annoying. We will test a few different colors and positions, use the top performers for most of your campaigns, and continue to test new ideas every few months to keep things fresh.
2. Autofill forms to a reasonable degree
Make it easy for prospects to request more information or sign up for your email list by autofilling some or all of your form fields. The less work your visitors have to do, the more likely they will be to click your CTA.
We keep visitor privacy in mind as it is decided how much to automate.
3. Limit demand on the user
Once we have prospects on your page, you may be tempted to leverage that visit into more. Resist the urge. Social sharing buttons, recommended products, and other resources sound like nice additions, but if you lose your focus on the primary objective, your campaign will suffer. Your site visitors should only complete the objective without distraction.
But we will surely add a follow-up after your visitors fulfill your CTA, though. While extra engagement opportunities may distract users in the beginning, opportunities to continue their engagement can increase their affinity for the brand and its value offerings.
4. Never bury the lede
Anyone on your landing page has already taken some action to get there. Now is the time to fulfill a request for information, not the time to sell to someone who’s already responded to a pitch.
We will put the most relevant information above the fold so visitors don’t have to search for it. For landing pages, the most critical pieces usually include a headline, a clear explanation of the value offered, and the CTA.
5. Fulfill expectations immediately
Spammers pull bait-and-switch techniques. Real companies with real value to offer should never trick users into visiting a page under false pretenses. We will match the copy, images, and style on your landing page to the copy, images, and style on the posts and emails that bring users to the site.
Once users fill out your form or click your CTA, there shouldn’t be any extra step to hold up your end of the deal. Immediately the e-book should be emailed or the thing that is promised should be done. If you try to force people to schedule a call with your sales team after they sign up for your email list, they won’t just get annoyed — they’ll perceive your brand as untrustworthy.
To build and enlarge your prospect base we will keep it simple, keep it clean, and keep it relevant.
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