How do you optimize your conversion rates when you're running a email drip, account based marketing, PPC, or direct-mail campaign? You send them a link to a stand-alone landing page designed with only one purpose: Convert prospects to leads.
Evidence-Based Elements For Your Landing Page
Landing pages, in spite of their apparent simplicity, are built upon research, testing, and proven design principles. If yours isn't delivering the ROI you expect, it might be time to re-evaluate your best practices.
It's All About Calls-To-Action (CTAs)
As soon as the page loads, your prospect should see exactly what you want them to see with minimal distractions. This is where you place your pitch and CTA.
You can (and should) place supporting content below the fold—also an ideal spot for testimonials, client logos, and blog posts or news related to the landing page promotion.
Layout page content in an F-pattern
Studies that track eye movement on web pages give us insight into how readers skim through or dwell upon content. We highly recommend this Nielsen Norman Group article on the "F pattern" for valuable insights into creating the most impactful landing page copy layouts. The takeaway: Position your copy so the most critical information is in the upper left quadrant of your landing page. Your readers will absorb that information, which will then "point" their attention to the opposite side—a great place for a signup form, infographic, or image of the product or service you're promoting. You might want to consider adding a video in this area on your landing page if it helps your visitors gain a practical understanding of your featured product or service.
White space, also known as empty space or negative space, is the area on a web page that helps highlight, or draw attention to, a specific element. While reducing clutter and making your landing page aesthetically pleasing, other functions negative space serves is:
- Increased legibility of text
- Enhanced user experience
- Creates focus
Testing For Optimization
The saying "practice makes perfect" also applies to landing pages. Go live with your landing page, then in four to six months, make a slight change. Wait another four to six months, compare the results and make another slight change. Or, use Google Optimize to run these A/B tests for you.
Speaking of testing...
UX works both ways and agile content management systems make it easy for marketers to create landing pages that convert. If you're on the lookout for a new CMS, ask for free demos. Choose a platform that's intuitive to you so you'll be enabled and inspired to create and refine the most intuitive and effective landing page for your campaign. The right CMS makes it easy to apply landing page best practices and respond to market pivot points with agility and purpose.