The main aim of every marketing and sales strategy, is to generate leads and eventually turn them into customers.
While there are a number of ways to engage your target audience – such as running paid social advertisements, blogging, offering ebooks, etc, the most effective one to turn them into leads is a landing page.
A landing page is a web page that serves as an entry point for a website, with a single goal in mind. Be it signing up for a weekly newsletter, buying or product or simply signing up for a free trial, a landing page has only one goal at a time.
But since landing pages may vary depending on which business is using it, what is its end goal and the situation they are addressing, marketers often goof up the part of making the most out of them.
Hence, it is important to understand the different types of landing pages that are created by businesses to generate leads, why and which situation do they address the best and how to make them.
7 landing page tips to get more conversions
So here are 7 simple landing page tips to get more conversions for your campaigns:
1. Use a ‘coming soon’ landing page for something that isn’t ready
One of the biggest mistakes that most marketers make is waiting for the product to launch before starting to market it or starting way too soon before it actually reaches the market. A great way to avoid losing your target audience in both the situations, is to use a ‘coming soon’ landing page.
If you have a value proposition is unique in the market, your target audience will most definitely want to engage with it even before the actual launch. But since you have nothing to sell as such, what do you do?
A coming soon landing page can help you build the anticipation around a product/service you’re launching. A few easy ways to use this landing page for more conversions include:
- clearly stating what the product/service is about
- listing down of the benefits in brief
- giving a timeline to the launch
- making it easy to consume and rewarding to interact with/share
- planning the lead’s journey ahead post conversion
- sharing your brand’s story
- offering an opt-in call-to-action with a clear agenda
This page also helps you understand the current market scenario and anticipate the reaction of your target audience, when the product is launched.
A few tools that can help you create a coming soon landing page – be it building it from a scratch or using an existing template, are Unbounce, Lander and KickoffLabs.
For example, Horrus used this landing page to let their potential customers know when exactly they were launching. They also subtly nudged them to take a look at their portfolio in the meantime – putting forward their value proposition and keeping them engaged at the same time.
2. Include a video on the landing page
If you have a product or service that is very new to the market, and has a chance of not being understood by your target audience, a short landing page isn’t going to work for you.
The best way to convey your business message and the product’s value proposition without having to create a very long landing page, is to make use of a video. You can use this rich media to tell the visitor what the product is, its benefits, etc.
But the trick is to address an audience whose attention span is decreasing by the day. Most people would watch a 1 to 2 minutes video to gain information around a business, but anything beyond that makes them lose interest.
Even though the video will give you very less time to convince your visitors to turn into leads, focusing on the two primary elements can get you through – storytelling and quality.
A bad video – blurred, low lighting, too many background noises, unclear speech, etc, will only reduce your business’s image in the eyes of the potential customer. So if you don’t have the required knowledge or skills to produce a high quality video, seek professional help.
And incorporating storytelling in the video, just ensures what most online consumers seek for – entertainment. So create a short story about why your product is something your customers need – highlight the important features and showcase all its benefits.
For example, here Shopify makes use of a short video on its landing page to introduce its target audience with its functionality. At the same time, it also lists down the benefits alongside for those who don’t want to watch an entire video to understand its value proposition.
3. Highlight the important features
While creating a video is one way to present all the features of your product/service, it isn’t necessary that it is a content format everyone likes to consume. There are people who’d rather read text instead of waiting of the content to buffer. So it is important that you do include all the features in textual format as well on your landing page. This practice also helps search engines index your web page better.
But if you have a lot of features to boast about, it is a good idea to create separate sections for each important one on your landing page. But you need to keep in mind that the order of displaying them goes from the most sought after to the least in the market. In simpler words, it is important to highlight all the important features only.
Apart from highlighting each of your main features, it is important that you explain them as well in simple words. It is important for your customers to understand them to be able to see benefits that they could get from them.
Remember, the idea is to put forward your value proposition in a simple and concise manner – the one that your audience understands instantly.
4. Make use of a lead generation landing page
Landing pages aren’t just meant for a new launch or a specific marketing campaign. They can be effectively used in the sales cycle for lead generation. Placing them at the right point on the customer journey can boost conversions by manifolds.
So instead of trying to target cold leads directly with your value proposition, use a landing page for brand awareness and getting them to engage with your brand in one way or the other. A lot of businesses make use of this strategy to generate more leads from their landing page.
So what do you do for creating an effective lead generation landing page? Use lead magnets.
Since there would be traffic to your landing page that wouldn’t have heard of your brand before, it is important to focus on converting them – at least getting them to opt in to your email list. The most effective way to do so is address the common challenges this section of the target audience face, and offer them a lead magnet as a solution for it, in lieu of their contact information.
Some popular lead magnets used by businesses include case studies, ebooks and whitepapers. But here are a few things you need to keep in mind before using them:
- it needs to be highly relevant to your target audience
- it should be able to offer value to the visitors
- ensure you don’t overwhelm the visitor with too much information
For example, here Unbounce offers a lead magnet – lead generation landing page course to encourage its target audience to engage with them. It also briefly explains about the course and its benefits, making it an efficient lead generation landing page.
5. Address the problem before introducing your product
A lot many landing pages focus on listing down the features and the benefits of the product. But the truth is, it isn’t necessary for all those listings to click with your audience.
The only thing that clicks with them, are the challenges they are facing on a day to day basis and the solutions that they have been looking for. Sometimes the customer knows what exactly he needs and at other times, he needs to be suggested or recommended a solution in clear, simple text.
Hence, focus on addressing the target audience’s concern first on the landing page. So that they instantly know whether what follows is meant for them or not. And remember to use a language they not just understand, but also relate to.
There are 2 important aspects that you need to keep in mind here:
- the problem statement needs to be the headline of your landing page – clear and crisp
- make use of an impactful call-to-action (instead of the usual ‘learn more’, ‘sign up’, etc)
For example, Unbounce knows that most marketers need IT assistance to get their marketing campaign landing pages up and running. So they use their headline to address the same, at the same time putting forward their value proposition, before actually delving into what their product does.
6. Let your visitors choose their own path
Sometimes a product might have a number of features that serve as products individually as well. And each of these features could cater to different segments of the same target audience. In such a case, it is wise to let the website visitor choose his own path of conversion.
Here instead of jumping right into explaining a feature of the product to your visitor, you let him choose what he’s interested in learning more about.
For example, HubSpot does this in the best way possible. Since its product caters to both marketers and salespeople, it lets them choose what they’re interested in by highlighting all the main features on their landing page.
7. Make use of exit intent technology
Yes, your landing page could be listing down your value proposition, the main features, benefits for the customer and a lot more, but sometimes it takes more than once to convince a visitor to convert.
Most businesses craft a nearly perfect landing page – including possibly everything an ideal customer would want to see. But they leave a window for them to exit and come back to it later in time to convert – which more often than not, doesn’t happen.
Using exit intent technology on your landing page, gives you another chance to target your website visitor with your value proposition – this could be a reminder of what you’re offering in a different way, a special offer that you’re willing to give for a conversion, etc.
For example, we make use of an exit intent campaign that reinforces our core marketing message by asking the visitor again if he wants more leads and sales. This message resonates with our landing page’s value proposition, and nudges the visitor to think again before leaving the website unconverted.
Over to you
Landing pages play an important part in a business’s marketing strategy. And to make the most out of them, it is important to understand where they should be used.
What are your tips for using landing pages more effectively?