Make the Sale – 3 Tips for Maximizing Landing Pages

January 25th, 2010


So you’ve got a killer online display and paid search campaign; or maybe you’re starting to gain traction with an email marketing campaign. Congratulations, you’ve managed to create interest in your product or service and motivate prospects to do something very difficult: take action!

Your next challenge is to motivate your prospects to actually buy into your product or service. If the links in your other marketing campaigns are directing customers to the home page of your website, chances are you aren’t seeing the results you’d like from your marketing campaign.

But don’t worry! You can get the results you want through the use of a well-crafted landing page…

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What is a landing page?

A landing page, also known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines. Basically, it’s a web page custom-tailored to customers coming in through an advertising campaign.

3 Tips to Maximize Your Landing Pages

1. Don’t Give Users a Choice!

While you may have 5 different product options or service plans, you should focus on one option that you will push on your landing page. Studies show that if people feel there are too many choices to consider, they simple won’t choose one at all.

You can still list other options, but make sure one stands out visually from the rest. That way, customers can still choose the option that suits them. If they’re confused, you’ve provided a suggestion that will keep them from choosing none of them!

2. Lasso Eyeballs!

Usability studies and eye-tracking research shows a clear pattern in the way people scan the contents of a web page. Their attention always goes first to the boldest or most contrasting visual element of a page.

What is the one element of your landing page that you want people to focus on? Take that element and surround it in a contrasting color. If you aren’t comfortable changing the colors on your landing page draw an arrow to it, put a circle around it, or put a big check mark next to it… Do something bold to lasso those eyeballs and make sure they see what you want them to see!

3. Show the Next Step

People lose interest fast. No matter how compelling your content is, people simply lose interest after a few seconds. Now, to clarify, they aren’t necessarily losing interest in your product or service, but they quickly grow weary of all of the content on a page if they feel it isn’t leading somewhere. Many people visiting your landing page are already sold on what you have to offer and just want you to get to the point.

A great way to cater to impatient readers is to prominently display the response mechanism that allows them to take the next step in the process. This can be a contact form, a phone number, an email address or even a coupon that can be printed out. This will make users feel as though they are moving forward in a process and are not just being sold to.

These are just a few little additions/changes you can make to your landing pages that will increase conversion rates. If you’d like help crafting your landing page or want a custom landing page from the ground-up, visit our website here and click “Contact”.

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