Increase Your Overall Conversion Rate With a Quality Landing Page.
The quality of your landing page is one of the single most important factors dictating whether you’re able to convert one-time readers into prospective customers. Once a reader clicks a link in your Resource Box, they are showing trust in you that you’ll deliver additional quality information on the landing page.
Unfortunately, if your landing page under-delivers on those expectations, you run the risk of losing that reader to another information source. So, when it comes to designing your landing page, your #1 concern should be the overall user experience.
A Successful Landing Page:
- Keeps Visitors at Your Site
- Facilitates Further Action (e.g. signing up for promotion or purchasing a product)
Delivering on these two items may seem simple, but they take time to develop and eventually perfect. In this video, I’ll share 8 tips to ensure that your potential customers land smoothly on your landing page and they’re ready to continue their business relationship with you.
Here’s a quick summary of the points from the video:
- Relevancy – No matter how you’ve positioned yourself as an expert through your article writing efforts, make sure your links are consistent with your market position. If the Resource Box and links aren’t relevant to the article, you’ll appear misleading to readers.
- Functional – Make the landing page functional, clean and elegant. Do research to check that you’re not behind the times with your website’s design. If your site doesn’t appear to be up-to-date, visitors will be less likely to trust that your site is secure.
- Interactive – Your landing page should have visitors doing something. That “something” is up to you. For example, if your goals with article writing and marketing include getting more newsletter sign-ups, Twitter followers, Facebook friends or sales, then use your landing page to those ends. Your call to action should be placed high on the landing page so it’s visible.
- Clear Messages – It should be obvious what you want visitors to do next. Stay focused on the benefits of what you’re offering. Once you set the tone by delivering great content in your articles, keep that focus while you deliver your marketing messages on your own site.
- Unique Messages – Create a landing page for each different product or type of product. If you have multiple landing pages, make them each unique to the message you’re sending.
- Multi-Purpose – Build the landing pages right into your website. The main benefit is that the page will be indexed by search engines just like any other webpage on your business’ website.
- Avoid Flash – Avoid using a Flash intro page. They may look amazing, but they rarely provide the conversion you’re looking for. The everyday web surfer has a short attention span and wants control over what they see. Flash animation takes away that control. Plus, Flash animation extends page load times, which gives visitors time to opt-off your site altogether.
- Streamlined – Make your “sale” right on the landing page. Don’t send visitors all over the place looking for the action item. If you want them to buy a product, start that process right on the landing page. Each additional step you add before making the sale is another opportunity for them to opt-out.
Whether you’ve recently updated your landing page or not, evaluate and adjust your landing page with these eight points and you’ll be well on your way to increasing your rate of conversion.
Feel free to share any of your own landing page optimization tips in the comment section below.