In an earlier blog post, we talked about lead generation for your business and how you can customise the user experience by using your own Landing Page.
But what exactly is a Landing Page and how can it be used to drive conversions for your business?
Digital Marketers use Landing Pages as the destination of which their paid traffic is directed to.
Simply put, when people click on an ad, they “land” on a website which we term the “landing page”.
By customizing and designing different landing pages for different campaigns, businesses are able to drive a specific action from the people who “land” on the page, be it to download a report or claim a new offer.
As opposed to having everything on one page, and the user ends up in a “maze” of actions, unsure of what they should do.
We know what they will do, however. (They will close the page without taking action.)
So, how can you prevent that from happening?
Have you heard of a “Squeeze Page”?
Digital marketers frequently use Squeeze Pages to collect email leads for their businesses.
This is usually in return for a piece of value the business offers free of charge to entice users to opt-in.
A key characteristic of a squeeze page is that there are no distractions on the page drawing attention away from the offer and the call to action.
For instance, squeeze pages do away with external links to other pages, multiple product offers or banner ads pointing away from the desired action.
It makes crystal clear what the desired action is, and that makes it extremely powerful for generating leads on a landing page.
If you want a clear-cut tool to generate leads, it won’t be a mistake to give squeeze pages a go.
We spoke briefly about this in our earlier post.
While adding more form fields may better qualify your leads as it reveals their commitment to the offer, it also makes it more difficult for others to complete the form.
If your goal is to collect as many emails as possible, try reducing the form fields to just the necessary fields such as “Name” and “Email”.
In our experience, we found that 3-5 fields worked the best in terms of striking the balance between quantity and quality of leads generated this way.
Past success stories are another great way to improve conversions on your landing page.
When people land on the page the first time, they are unlikely to trust your brand or product right away.
More often than not, they will proceed with caution and be unwilling to bite.
Give your audience the nudge they need by presenting social proof that your brand is trustworthy, and your product has helped others just like themselves.
Testimonials can be as simple as ratings of your product, written reviews or even video reviews of past happy customers.
This also opens up an opportunity to humanise your business, making it seem more approachable and friendly.
Use an Irresistible Lead Magnet
A Lead Magnet is a piece of value businesses can give to their audience in return for their contact details.
This benefit both the businesses and their prospects in several ways.
By offering value free of charge upfront, prospects will not feel the pinch of making a purchase.
Meanwhile, business get the opportunity to show prospects what their product can do for them.
The catch is that the Lead Magnet MUST provide content the prospect finds valuable for it to work.
For instance, does it help the prospect solve a problem they currently have?
Some examples of Lead Magnets include guides, swipe files, checklists and cheat sheets.
What a Lead Magnet SHOULDN’T be is a product catalogue without addressing how they can solve their problems.
Arguably the most important detail on every landing page is the call-to-action button.
This button directs your audience to take the specific action you want them to take.
Needless to say, it has to be clear what you want them to do, be it providing their email or visiting your product page.
Next, think about the text you will use on the button itself.
Instead of something vague like “CLICK HERE NOW”, telling the audience exactly what they will get when they click the button will help to improve conversions.
For instance, use “Get Your Free PDF” or “Visit The Workshop” are clearer and reduce the readers’ uncertainty.
In addition, when designing a CTA button, try making it stand out by using a contrasting colour on the page.
Using arrows that point to the button could also help direct attention towards the button.
Why should businesses use Landing Pages?
As you have seen, landing pages are a powerful tool to generate leads for businesses.
With the upcoming Apple iOS14 and Facebook tracking changes, collecting email leads will become vital to establish relationships between a business and their prospects.
As we begin our transition to rely less on cookie tracking to target potential customers, more “permanent” leads such as email addresses become an indispensable tool to a digital marketer’s arsenal.
Business can therefore turn to building concise, to-the-point landing pages to boost their chances of gaining new leads.
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