Landing page – The key go great conversion
In the United States, that are at least two years ahead of Sweden, the landing page and optimization of landing pages have been standard for a couple of years now. In Sweden it is more unusual that companies have an overall strategy for its various groups of visitors and how to meet their needs with customized landing pages.
We often ask our clients the question – “do you work with landing pages?”
And get the answer: – “YES, we do not send all traffic to the website but also to the various sub-pages!”
Sorry! Wrong answer. Just because you do not send all traffic to the website, it does not mean that you have a thoughtful approach to landing pages. Instead of asking themselves to which of the current pages a visitor should be sent to, you should ask the question “How do we create a page that meets visitors expectations perfectly?”
A good starting point is to make sure you have a template for a generic landing page, which allows you to quickly and easily launch a new landing page, for new types of visitors.
A GOOD landing page
To be able to succeed, your landing page should:
- Maintains visitor scent
- Stay focused
- Have a clear end option (Call to Action)
To understand the concept of scent, your need to look at your visitor like a bloodhound, who just received a fresh track. Now the bloodhound is on your site, and it´s your job to make sure he won’t lose track.
An example: If the title of your Adwords ad is “Conversion – Convert visitors to customers” that’s good for the landing page, as it has the exact same headline as the one on the landing page. If the dog is aware of losing scent, he will go back to the start (Google!) and then set off for a new search path (worst case: to your competitor!).
Three types of landing pages
When it comes to landing pages, there are three different things that you actually mean:
- Subpage of the site
- Completely independent landing page
- Microsite (hybrid of 1 and 2)
E-retailers for example, most often lose on making stand-alone landing pages. At this point, customers could check around and compare – if you don´t see any options you feel mostly cheated.
However, if your conversion goal is to get someone to request a quote, sign up for a newsletter, or similar, then usually a stand-alone landing page is the most effective for you.
If you want a landing page, but you feel that you have to give a little more information to your visitor than probably will fit on the page, then a Micro Site is a good choice for you.
Optimizing a landing page for conversion
The basis for a world class conversion rate is answering the four questions visitors have when they come to your website:
Question 1 – Am I at the right place?
Question 2 – Do you have what I need?
Question 3 – Can I trust you?
Question 4 – How do I get to closure?
Answer all these four questions effectively and you have a new client – a conversion. But if you fail any of them your competitors have a new customer.
The four questions are described in more detail in our blog that you find here .
Conversion of the speed of light
Studies show that:
- The brain forms a first impression whether to trust a site or not during the first 50 milliseconds (that’s a tenth of a half second!)
- The visitor has decided whether to trust a site within 0.5-2 seconds
- The average visitor gives a site 4 seconds to decide whether to stay or click away.
Therefore one must be very clear about what they offer and how to resolve customer requests or problems.
Start with a clear title, slogan or “tagline” that simply sums up what you offer. Place the top of the page so that it is among the first things the visitor sees. Use a large font with good contrast against a simple background.
Making an efficient layout for landing pages
There are a number of excellent articles and tools to find a good disposition on landing pages.
We usually recommend:
- The Nieahaus Wireframe Model (Closed Loop Marketing)
- The Anatomy of a Perfect Landing Page . (KissMetrics)
If you have a landing page containing a form and want to test different options for content and layout, we suggest that you start with the following:
- Test the copy of the headline above the form
- Test finished buttons
- Test Button vs. embedded shape directly on the page
- Test the number of fields in the form