Traffic acquisition is only half of the marketing equation. In addition to bringing visitors to your website, you need to keep them there. Not only that, you need to transform them from interested prospects into customers. Your marketing needs to move that relationship forward at each touch point. Conversion optimization is the process of transforming new website visitors into paying customers — and first-time customers into repeat buyers. A landing page is a single web page that appears after a user clicks on an advertisement. These can be used to capture leads, communicate information, or generate website sign-ups.
Here are 9 aspects of the anatomy of a landing page:
- A consistent message between ad headline and landing page headline. For example, if someone searched for “Marketing Tools,” your landing page has a far better chance of converting if the headline mentions “Marketing Tools.”
- The secondary headline leads to the content. This section needs to compel the user to continue reading. Short, sweet and to-the-point, it should give a clear reason that speaks to the user’s pain point.
- Perfect grammar. This goes without saying.
- Trust signals. Testimonials, security seals and other badges that show that the user will have a secure, satisfactory shopping experience
- Strong call-to-action. Download, Free, Get, Create and other options have been shown to perform better than weaker words like “Try.” Stronger language and active verbs compel people to take action
- Buttons that stand out. The button needs to be able to catch the user’s eye, so make it distinctively different than the rest of the color scheme on your page.
- A lack of links. Keeping users on the landing page and moving them through to the call-to-action should be your primary goal. Linking out to other sites or other pages of your own site that aren’t tied into the landing page can distract the user from taking the action you want them to take.
- Images and video that relate to the content. Adding images and video that give customers a quick understanding of the product/service or explain the basics can all bolster the message.
- Fit the message within the first third of the page. This is known as “above the fold” and greatly increases the chance that visitors will take action since they don’t have to scroll.
Clear, concise information drives users to take action is the take-home message here. A single call-to-action on landing pages allow you to gather information or generate conversions with the highest impact across all of you digital outlets.