Lead Conversion – 10 Tips to improve Landing Page

Posted on 16. Nov, 2011 by Duncan Macdonald in Lead Capture, Lead Generation, Lead Management Blog

 
Landing pages are the all important glue in your lead generation efforts. To be successful at any type of lead generation whether inbound marketing or paid outbound efforts the landing page is the vital link between the buzz and interest you create and the conversion and capture of the lead.

To increase lead conversions and your return there are some best practices that your landing pages should follow:

1. Try to set up a specific landing page targeted solely at each campaign or offer.

2. Ensure a consistent experience

-Throughout the campaign through to the landing page use the same keywords and look.

3. The  Call to action (CTA) should be obvious

– It is also well served by being above the fold and refrain from gimmicks

4. Keep reading/text to a minimum

- As a rule of thumb if you can’t work out what the page is about and what to do in 5 seconds then something is missing. 

5. Clearly communicate the value of your offer

– Describe why the offer is valuable and what the prospect will gain in exchange for their details.

6. Use design to draw attention to the form

–  You want the form completion to create those leads so visually direct them to it so they know what they are supposed to do. 

7. Outline what to do next, what they receive, and most importantly set the expectation

– Let prospects know how long before they should expect action or a response.

8. Only ask for the minimal amount of information

– The longer the form the more the drop out rate, it’s that simple.

9.  Build trust and experiment

–  Add testimonials or include social comments and review about your product. Including  a video can increase conversion by as much as 80%  

10. Keep focus, hide the menu, do not cross sell

– The goal is to get your visitor to take action so do not distract by offering ways they can leave the page.

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Tags: Lead generation