1. Less is Definitely More
The whole point of using landing pages is to make things simpler and easier for the visitor to understand, and guide them towards the very thing they came for in the first place. A plethora of blinking lights and flashy banners usually results in a concussed, confused and immediately overwhelmed visitor. Keep your landing page content to the bare minimum – whilst maintaining an attractive, professional-looking design – and focus on strengthening each element in order to achieve your main objective.
2. Make Your Headline Clear, Concise and Relevant
The headline is the most prominent feature and the first thing a visitor notices when they land on your page, so it needs to reassure that they’ve come to right place and define your message quickly and attractively in a single burst of information. This means incorporating any key words, search phrases or any sentiments used in the ad banner – if that is how you’re visitors are arriving at your page – and configure them into a ‘pay off’ or ‘promise’ that promotes your offer as something people truly need.
3. Ditto, Copy Text
Don’t put too much emphasis on text. You should have good, quality copy, but that doesn’t mean it should take up the entire page. Relevant information is more than enough, so use bullet points to drive any main points home and steer the visitor towards conversion.
4. Choose Your Graphics Carefully
Whatever your offer, make sure you choose an image that is relevant so that people know they’ve arrived at the right page. A visitor spends just seconds looking at your landing page, before determining its usefulness and relevance to their needs. If they can’t find what they’re looking for quickly, or if you somehow miscommunicate what it is you are offering, they will abandon your page altogether.
5. Pick a Color Scheme That Works
With so much real estate dedicated to visual space, it is crucial you decide which colors to use carefully and configure them well. Take color association into account – how colors can make people feel and the different reactions they evoke – and implement them in places with other colors that aren’t just complimentary, but are also contrasting and make important text easy to read.
6. Call to Action is The Only Action
Whether you’re aim is to capture data, secure a transaction or get people to register to your services, there should only be ONE possible action for the visitor to take. Remove any extra navigation. You’ve worked hard to bring prospects to your page, so the last thing you want to do is provide them with multiple ways to leave your page. Links to additional offers, your primary website or any other kind of resource can be added to confirmation pages or confirmation emails.
7. Craft Your Button
Theoretically, you should only need to use one button and this will be for the most crucial element of your page – the Call to Action. As the only representation of your conversion goal, this element needs to be clear enough to see, simple enough to understand and persuasive in its appearance so as to encourage people to click. This means experimenting with the color, the shape, the text used within the button itself and its location on the page.
8. Keep Form Length to a Minimal
If data capture is your aim, then keep forms short and simple. Most people are willing to provide some of their information in exchange for the products/services they require, but there are limitations. Each form field is another grate on the visitor’s patience, and another excuse for them to leave before completing a successful conversion.
9. Segment Your Traffic
Not everyone will arrive at your page from a desktop. Some people will come by way of smartphone or tablet, so separate your traffic accordingly and direct each stream to a different version of your landing page that has been optimized to suit their device. This ensures that all images and bodies of text appear as they should. Not only will this convey professionalism, it also means information is easily read and quickly understood, which is crucial for securing conversion.
10. Credibility is Key
At the end of the day, a landing page will only perform if it looks legitimate. This means decent imagery, a professional-looking design and correct spelling. It also means establishing trust. Keep your logo in mind when designing your landing page and place it strategically on the page; apparent enough so that people will recognize the landing page as being a publication of your business, but without distracting from any crucial information.
11. Tweak, Tinker and Test
There’s absolutely no room for complacency and there will always be something that can be improved upon. Every element of your landing page is a potential area to tweak, tinker with and test. Start with A/B split testing to pit one idea against a radically different one, and then fine-tune with multivariate testing afterwards.
Dave Bird is the CEO of Clickthroo, a landing page marketing solution that allows affiliate marketers to easily build self-optimizing landing pages and then show personalized content to each landing page visitor based on who they are and what they are looking for. The platform is primarily used by advertisers, agencies, and affiliate marketers. @clickthroo