Why Landing Pages?
While homepages have many diverse objectives, a product landing page is a page focused on one specific conversion goal. No distractions, no options, nothing but a single action, preferably all “above the fold.”
How to Use Landing Pages
Landing pages are a critical part of any effective marketing strategy. They should be tied directly to a measurable KPI (key performance indicator), and be one part of a fully executed marketing campaign or strategy.
For example, if you have a new product that you are launching this is the perfect place to use a landing page. PPC and social media advertising can all drive traffic to one specific page with a laser focused goal on converting those leads. Because of the laser focus of the page, the results are easier to measure and improve for the campaign.
So here are 8 simple tips to get the most out of your landing pages. The most critical parts of a good landing page are:
The headline for your landing page should be clear. The focus should always be on grabbing visitors' attention and making them want to stick around.
Images should be relatable and evoke positive emotions. That's why photos featuring people are generally a good idea.
If you're showcasing a product, it's ideal for people to be able to see it from all angles. The ability to rotate the product increases conversions. You should also highlight products' details and make images interactive if possible to really see results.
Forms or Data Collection
Data collection forms should be concise and only ask for minimal information. Extra steps and add ons actually decrease a visitor’s trust in your website.
Take a minute and ask yourself what information is crucial for your database. Most of the time, you don't really need anything more than a person's name and email address.
Having more fields to fill out generally leads to fewer completed forms. However, the forms need to correspond to your overall goal.
For example, the goal isn’t always to gain more leads, but to gain the correct leads. Therefore, the people who take the time to fill out your form are people who are genuinely interested in what you have to offer.
At the same time, if the goal of your landing page is something like high attendance for something like a webinar, then you’ll want as many people to sign up as possible.
No matter what, when it comes to data collection, it’s also important to ensure that the text used for pointing out errors is very polite. If the message is abrasive, or if it’s incredibly difficult to fill out the form, people will just skip it altogether.
Your call-to-action should be unique, clear, and positive.
Specific calls to action that fit your business are more appealing and authentic than generic “Click Here” messages. Tell people exactly what you want them to do.
For example, if you are offering a free eBook, tell visitors to “Get Their Free Copy Now.”
Some other examples of more specific calls to action include:
- RSVP for our next event
- Download whitepaper
- Register for our next webinar
Remember to stick to one call-to-action as well. It's overwhelming for your audience if they have multiple choices, and offering multiple options doesn't benefit your business if you only have one key objective.
The sooner you can generate trust, the better. Trust factors should concise and small so as not to overwhelm the visitor, but they should also be repeated frequently.
Some common trust factors that websites use include:
- Awards or certificates
- Case studies
- Business information like a phone number or address
- Social media links
As soon as they get to your product landing page, make sure people know why what you're offering is valuable to them.
You want to keep it short and simple, of course. But, whether you're offering a webinar, an eBook, or another product, people need to know why they should be interested.
Clarity of Message
Whatever message you're trying to get across, it should be clear through each point of your campaign.
For example, for traffic that is coming to your website from a Facebook ad, you should maintain the message, colors, and images used in the ad on your landing page to increase conversions.
Keeping Everything Above the Fold
It's generally a good idea to keep information “above the fold” for your product landing page. This means information should be visible at the top of the page without a visitor having to scroll down.
At the same time, you still need to think about the goal of your page. If your landing page is meant to collect leads, then, yes, information should be short and focused.
If your landing page is meant to sell a product, it needs to contain enough information to be practical. But, the most critical pieces of information should still appear above the fold.
How to Measure Your Progress
If you don't have a good system in place for measuring your landing page's progress, how are you going to know what works and what doesn't?
Make sure you're looking at the right metrics. You should always measure the following:
- Conversion Rate: This is the number of visitors taking the action you want them to take.
- Form Abandonment Rate: How many people are leaving the website before they've finished filling out your form? This will help you determine whether or not your form is too long and how much information visitors are willing to provide.
- Bounce Rate: How many people navigate away from your site without visiting any pages beyond the landing page?
- Time on Page: How much time does the average visitor spend on your landing page?
- Traffic Source: How do people usually find your website? Is your traffic coming from Google results, Facebook ads, or are people directly typing in your URL. Understanding your main traffic source helps with optimization efforts.
- A/B Testing: Create two versions of a product landing page with one key difference, then test both versions to see which one is more effective. This will help you figure out what you need to change on your landing page to improve conversions.
Improve Your Product Landing Page Today
Do you need more help figuring out how to make your landing page more effective? Do you have other business-related questions that you need to have answered?
Contact us at Seeger Consulting Inc. today and schedule a free 15-minute phone consultation to start taking your business to the next level!