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7 Steps to Landing Page Success

Want to get more conversions from your landing page? Check this out…

Step 1 - Know Your Goals

The first step to designing a landing page is understanding your main aims. It may sound obvious, but a surprising number of people get carried away trying to make their pages look pretty, without focusing on the pages main function. 

If you know what you want people to do on your page, then you should ensure that people can do it as easily as possible. For example, if you want people to sign up, then make sure they know that you want them to sign up.

Your landing page isn’t your primary sales page! People arriving on your landing page should be there because you’ve already advertised to them. Your job now is to close the deal. 

Focus on simplicity and don’t use too much text. Try to keep yourself to a limit of no more than 100-200 words. This will prevent confusion for the customer and will help you to focus on your main aim. 

Step 2 - Be Professional

People need to trust that what you are offering them is legitimate, and any sense that things might not be 100% kosher, can have people leaving your funnel at the last minute. Therefore, check everything twice for errors. This shouldn’t be too difficult if you’ve kept your text simple. 

Try not to litter your page with any unnecessary distractions including images, menu bars, widgets etc. They aren’t necessary. You want people to make the final step and that’s it. Any options to go and look elsewhere will just provide people with another opportunity to navigate away, and you may never get them back. 

Step 3 - Develop Trust

When people are preparing to part with their money, then they need to trust you. It’s a good idea to let them know that your site is secure and that any information they give you will be in safe hands. If you’re asking people in the EU for their details, then you’ll have to follow GDPR guidelines anyway, but even outside of Europe it’s a good idea to let people know why they can trust you.

Another good way to develop trust is to provide social proof. If the product you are promoting has had some amazing reviews, official accreditations or even awards, then it’s a good idea to mention them. Just be sure you have permission to do so first. 

Sites like TrustPilot are great, but they have very strict contracts, and copying and pasting reviews and logos can land you in hot water. Be sure that you always use the official marketing tools provided if you want to implement social proofs into your campaigns.  

Step 4 - Get People to Invest a Little Time

This might sound counterintuitive, but it can be quite effective. When it comes to getting people through your funnel, you want to ensure that you get rid of any disinterested parties to ensure that the traffic you deliver is high-quality. 

If you make your funnel too aggressive and too easy to get through, then you’ll end up with poor-quality traffic, however, if you make people invest a little bit of extra effort into the process, then you can filter out the high-quality traffic. This doesn’t mean developing an assault course, but simply adding a small obstacle into your flow to make sure that people are actually interested in the offer you are promoting. 

Questions are often the easiest way to filter your traffic. However, they aren’t always easy to get right. Try to choose really simple questions, for example, if you are advertising phones, ask people which colour they would prefer, or which mobile phone operator they use. Doing this will make them invest a little bit more time into going through your funnel, which should make them less likely to drop out at the last minute. 

The great thing about asking questions is that, if you are tracking your offers and page clicks, then you can also get some useful insights for your campaigns from people’s answers. 

Step 5 - Have Clear CTAs

Your CTAs (Calls to Action) can make or break your campaigns. They should be really clear, but not too aggressive. It’s best to let people know exactly what they should do both in your text as well as in your CTAs.

Make sure to just have one main call to action. For example, if you want people to sign up, your CTA should say Sign Up and your text should tell people that they need to sign up and what will happen when they do. 

If you give people multiple sign-ups on your landing page, then they may not choose the one which is your main focus. 

Step 6 - Optimise for Speed

One of the places most people go wrong with landing pages is that they don’t optimise for speed. However, speed is super important and if your page takes too long to load then you could more than double your bounce rate and lose over 50% of your potential customers. 

To find out more information about how to improve the speed of your landing pages, check out our article ‘How to Increase the Speed of Your Website’.

Step 7- Keep Testing

The only way to improve your landing pages is to keep testing. You can literally test every single aspect of your page and keep making improvements. 

It’s worth coming up with several different designs and then testing them against each other. If you can create 2 to 3 landing pages that work well, then you’ll have more variety when it comes to testing out campaigns. 

It’s also important to note that not everything will work all of the time, so if you created a landing page that you really liked, but it didn’t pick up in your initial tests, don’t completely scrap it. Hold it for a later date and test it again on new audiences when you have the chance. It might just pick up and you can optimise it.

 

The Bottom Line

There is no perfect landing page and the only way to find what works for you is to keep optimising. However, if you stick to the basics and apply the rules outlined above, you should find what works a lot quicker.

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