Tag Archives: Landing Pages

Landing Customers Successfully

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Ways to Improve Your Landing Page

Congratulations! You’ve made visitors successfully land on your page. What do you do next? How do you persuade them to stay and sign up for that newsletter subscription you want to market?

A landing page should have the basics: persuasive headlines and content, an urgent call-to-action statement and short form. Once you’ve planned the layout, there are still considerations you need to think about. Does your landing page invite visitors to linger? Were you able to use the right words to convince them to fill out the form? Here are some elements you additionally need to make customers pay more attention to your page and be actually interested in what you’re saying:

1. Font and Color

Using color psychology in web design is important because colors are proven to influence a person’s mood and state of mind. Many brands like Coca-Cola, Starbucks, and Kraft use specific hues and shades, as different colors convey different messages. One demonstration of how color perception influences customers is Nestle.com’s website.The blue-gray-white color scheme makes visitors feel calm, as blue suggests tranquility and security. The tagline, “Good Food, Good Life” assures everything’s all right with well-prepared food. This message reiterates the calm feeling that the colors convey. This subliminal idea is indeed successful, as many loyal customers report feeling happy whenever they buy their favorite Nestle products.

A font must also be properly chosen to entice visitors to read the text. Letters should be immediately recognizable so readers will not have difficulty reading it. If the text is too hard to read, visitors will leave soon after. How do you choose the best font for your website?

One thing you should consider is the theme of your web page. What exactly are you trying to communicate to your readers? Are they plain directions or something more creative? If you’re trying to market formal content, encode your text in simple fonts. Make technical content look easier with simple fonts, not those complicated Latin fonts you see on some newspaper headings. This would make the content appear more complicated and confuse your readers. That is why textbooks and journals use Times New Roman, Arial, and Calibri fonts.

Conversational content, on the other hand, can use ‘artsy’ fonts. Casual topics like menus and comic and funny or feminine-related posts can use ‘cutesy’ fonts to make readers feel more relaxed and receptive to the message. Take a look at this picture:

Cute, isn’t it? And more attractive to read, too.

This proves that both types are useful in making your message clear to your readers. What you need to do, though, is to determine the proper font to use.

2. Pictures (or Video) and Text

The right combination of words and text can make the message more potent. For example, you’re using your website to advocate stopping mining activities in your town. One way you can persuade more people to sign up for the petition is to post an evocative message, and add photos of the damages that mining caused in your community. You can also upload a video that highlights the effects of mining on the health and well-being of the children. Advertise across different platforms like banner ads and social networks. You’ll surely fetch more petitions for your cause.

An example for this would be the World Food Programme website:

See how the World Food Programme attempts to persuade you to do more for their cause? They use pictures to make visitors visualize what the text is trying to communicate. Using this technique will earn you more leads for your landing page campaigns.

3. Copywriting

When readers are gripped with the message, they want to respond to your call to action before even finishing the text. That’s how powerful effective copywriting is. Engage your readers from the first word to the last. Enhance quick understanding of your message with bullet points, sub-headlines, and proper formatting. This will enhance the flow of your message and make it so seamless that readers are convinced of your pitch before they reach the end of your content. Such writing style can be achieved with practice and effort. You can start with detailing the benefits readers can get when they sign up for your landing page. Write magnetic headlines and support your statements with correctly spelled words written in a way that flows well, especially when spoken. Here are some keys to writing a good copy:

  • Open your copy with a catchy statement that captures the attention of your readers.
  • Each paragraph should have a compelling main idea that makes readers immediately react, contradict contrasting ideas, or agree with popular sentiment.
  • Illustrate your points with supporting statements that answer why readers should pay attention to your message.
  • Demonstrate credibility. Quote experts, show statistics or provide testimonials to serve as proof to what you’re saying.
  • Offer benefits readers would enjoy should they enter their contact details on the form. State reasons they should choose to sign up with you.

These elements help you create the right landing page for your campaign. Run experiments on three test landing pages with your analytics software to see which one works best for your marketing goals.

 

References:

1stWebDesigner.com Link 1

1stWebDesigner.com Link 2

SocialTriggers.com

CopyBlogger.com

Photo Credits:

Nestle.com Home Page

Hope Grows Image

WFP.org

Landing Pages that Rock

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How to convert visitors to customers using your landing pages

Designing a landing page that makes visitors pay attention can take a lot of time and effort. More so with pages that encourages browsers to fill out the form. These pages must look well and easy enough to understand at first glance. Pages that are too technical have a small chance of persuading visitors to perform the desired action. This is because visitors, especially those with little procedural knowledge, won’t be inclined to sign up for something they barely understand. Before you set up your page live on your website or social media page, see these tips first. Following these bits of advice from Dainis Graveris may help you create pages that turn out more revenue:

1. Important content must be placed above the fold.

The above-fold position is the part of web page immediately visible to you. The lower part you have to scroll down to is called ‘below the fold.’ Important content must, therefore, be located above the fold to ensure visitors will read them. They concentrate on this part more because it’s the part they first see when the page loads. Anything below the fold is scanned more often than not. Make sure to prioritize which content goes above the fold to ensure that the relevant content will be understood.

2. Make the form simple and easy to understand.

Questionnaires with many required fields turn off many visitors so make your forms short and straightforward. The less information you’re asking, the more chances your conversion rate will increase. Additional subscriber information can be filled out in the future once you’ve gotten your subscribers engaged in your marketing campaigns. Additionally, shorter landing page content will make your readers focus only on the most important parts they need to know. This will make your content clearer and easier to comprehend.

3. Use only one call to action.

When you’re making a landing page, it is important to make sure you’re asking visitors to do ONE action only. For example, if you want email newsletter subscribers and webinar registrations, plan two pages instead of combining both into one page. Persuading customers to do both actions in one page will just backfire. They will get confused and will likely avoid filling out your form altogether. Before you start creating landing pages, think of your goals first. List them down, so it will be easier to frame the primary and secondary headlines and the supporting content.

4. Organize your landing page to get rid of clutter.

When it comes to web page creation, clutter means unnecessary details, extra links, and additional images that turn attention away from the form to be filled out. Clean up your page to minimize distractions that will sidetrack your visitors and make their attention wander to that curiously hypnotic GIF image on the corner. Hiding the navigation menu will also increase your conversions by 100%, as visitors will be more focused on the content rather than on the box of links located at the top-center of the page. 5. Apply SEO techniques to your landing page.

Optimize your landing page with keywords and metatags to make it more visible on search engine results. Appearing on the first page of the search results will bring more traffic to your landing page and expose it to visitors looking for what you’re offering. This will lead to increased traffic, more engagement, and more leads.

6. Prioritize loading time.

Speed is one of the key considerations in making a landing page work. If your page is slow to load, you’ll lose prospective customers. Strike a balance between building a creative page and loading speed to ensure visitors will continue flocking to your landing page and sign up.

7. Pin social networking share buttons on your landing page.

Utilize social media buttons to enable visitors to share your page on the news feed. This will allow their friends see which page they signed up for. Other people will be intrigued on what their friend has shared and check out your page themselves.

8. Use heat maps.

When you use heat maps, you’ll see ‘unclickable’ sections which visitors like to click. This will help you understand how visitors see your landing page and what difficulties they encounter when they fill out their information details. Organizing your landing page according to the data from heat maps will make your page more user-friendly and easier to understand.

9. Make your privacy policy visible.

Visitors are naturally wary of placing their contact details on online forms. Reassure them and increase their trust with a visible privacy policy link. Place this link on fields requiring them to encode their email addresses and phone numbers. Knowing that you’ll have a privacy policy in place will make them feel you care about their online protection as much as they do.

10. Set up thank you pages.

Thank you pages are great for advertising relevant products and services your visitors might be interested in. Give access to limited trials, free downloads, and other email subscriptions with this page. You can also place social networking share buttons here, if there’s no room on the landing page.

 

Improving the layout of your landing pages can help you start getting leads for your marketing goals. Go for gold with a well-designed and optimized landing page!

 

References:

1stWebDesigner.com

Pardot.com

WebDesign.org

Photo Credit:

VisualWebsiteOptimizer.com

Leading Customers to Landing Pages

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How Visitors are Reeled In with a Great Landing Page

Too many companies lead their visitors to their website’s home page. Visitors get mired in all the information presented, and they forget why they clicked on your link. Direct your visitors to your landing page instead to get the maximum conversion and turn them into customers.

How do companies convince visitors to sign up for a particular service like membership application, newsletter subscription or product orders? Entrepreneurs use landing pages to guide visitors to a landing page, which helps make visitors engage with your content more. A landing page leads visitors to a web page that will allow them to get the information they need or register for something they need like an ebook or white paper, webinar, professional consultations, and more.

How do you create a landing page that will fetch traffic, rack up your conversion rates, and generate sales leads?

The first step is to coordinate with the website designer. List down your goals. Do you want people to become more aware of the benefits of getting your particular service or make them sign up for something? You will only be able to create a well-constructed landing page once you’ve identified your reasons for creating a landing page.

There are two types of landing pages:

  • Reference landing pages: According to Artversion.com, this type of landing page provides information relevant to the needs of the visitor. For example, you’re looking to sign up for a health and wellness course available online. An effective reference landing page will lead you to a page where you can see the benefits of being healthy and fit. It will also persuade you of the perks you’ll get when you register for the source offered by this particular website. You will basically see a marketing copy that will strive to convince you of this website’s edge over other similar sites.

If you look at the reference above, you’ll see how this landing page strives to persuade visitors to sign up for a seminar that will help them learn more about social media marketing’s role in increasing B2B sales. The first two paragraphs try to reel in the attention of visitors to make them feel that they’ve arrived at the right page. The third paragraph serves to convey how Social Tech ’12 from Marketing Profs is the event to attend. The last part of the text lists down the benefits a participant will get out of the event. Not convinced yet? There’s an event video that allows you to get a taste of what’s being offered.

  • Transactional landing pages: These pages serve to win over visitors to complete a transaction to get a certain product or service. Once the visitor’s information (i.e. name, email address, telephone number) is encoded, the visitor will be added to a mailing list. For instance, you want to sign up for an eye examination. Once you click on the link, you’ll be directed to a landing page that will ask for your contact details. These will allow the clinic to call you and confirm the schedule of your consultation.

This landing page shows a sign-up form for a free consultation with a debt relief professional. The advert seeks to capture as many appointment requests as possible to increase the number of clients who want to discuss debt payment solutions and avoid bankruptcy. This transactional landing page is effective because it shows the advantages that clients may enjoy when they sign up for the free consultation and gives them a clear example. This landing page also persuades them to receive ‘helpful financial tips and offers’ that will make them sign up to learn more about their options.

Rather than leading visitors to your website, lead them to your landing page to immediately provide what they need. Directing them to your home page would only force them to look around and click the tabs, which can confuse them and make them check out another site.

 

References:

Wikipedia.org

WebDuckDesigns.com

ArtVersion.com

Photo Credits:

SmileyCat.com

IonInteractive.com

Fish and You Shall Find: Creating Landing Pages that Work

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Creating landing pages can be difficult if you don’t know the basics. If properly presented, these pages can persuade visitors to complete certain actions and boost your marketing campaigns. Landing pages are also useful in promoting ads, guest articles, newsletters, product launchings, new pages, and more. How do you make effective landing pages that will encourage visitors to take action? How will you widen your customer base and generate more leads using these pages?

One way you can drive traffic to your landing pages is to make them appear as pop-ups as soon as visitors visit your home page. This will immediately attract their attention and engagement. If visitors close the prompt ad, you can place ads on the right side of all pages on the center position. Make the ad colors distinct from the background to make it noticeable.

When visitors click on the ads, greet them with a message. Tell them what you want to introduce: a new product, a giveaway or a webinar. Build your landing page around your call-to-action statement to ensure your visitors understand what you want them to do. A rambling and jumbling call to action will weaken your campaign and make it unsuccessful.

According to Dainis Graveris of 1stWebDesigner.com, a landing page should have the following elements to engage visitors and make them browse your website more often:

1. Page Headlines

The headline is one of the first things we see when a page loads. Make your headline catchy to engage your users’ attention. A well thought-out headline will grab attention and give the reader an idea on what the page is all about. Make sure the headline and advertisement wording fit together. A lack of connection between the two will only confuse readers. It also helps to make your headline keyword-optimized to make it appear on the search engine results and make it more visible to other web users.

2. Secondary Headlines

The headlines should also be clear and concise, and compelling enough to catch visitors’ attention. The words should convey what the page is all about in a ‘short and sweet’ manner.

3. Page Content

The page content should be easily understood by your readers. Avoid using big words that will make them look for an online dictionary. Use ‘you’ often to concentrate the message on them. Make your piece persuasive enough to compel them to follow the call-to-action statement. Your content should have impeccable spelling and grammar. A wrongly spelled word or awkwardly stated sentence can detract the trust of your visitors and make them doubt your credibility.  In addition, highlight the benefits your visitors can get should they follow the call-the-action. This will intrigue and persuade them to get that ebook you’re offering or sign up for a trial period on your offered service.

4. Trust Indicators

A page is more trustworthy if there are testimonials, third-party trust and security certification, guarantee seals, and press mentions. These indicate that the business is reliable enough to ensure their online privacy and security. This would make it necessary to verify every detail you put on your landing page so you would not be proven wrong and be considered a fake. Look up details on how you’ll to get Better Business Bureau accreditation, VeriSign approval, and other security certifications.

5. Call-to-Action Statements

You need call-to-action statements that directly instruct visitors on what to do. Avoid using vague statements like, “Try our product today!” Instead, frame your call to action like this: “Order a diamond ring today!” The second statement will get more clicks because it’s phrased in a clear manner. The first call to action will not get as much response because it is uncertain how a visitor will try a product, unless you’re offering a free trial.

6. Conversion Buttons

Conversion buttons should be bright, bold and clearly highlighted. It should stand out because visitors might change their mind about the action you want them to do if they cannot immediately find the ‘Click Here’ button. In place of ‘Click Here,’ you can use ‘Download Now,’ ‘Buy Today,’ and use signal words like ‘new’ and ‘free.’

7. Links

Keep the links few and simple as possible. You don’t want your visitors distracted by many links while they’re in the middle of reading your content. Minimize the number of links to three or four to make visitors focus more attention on your headlines and call to action. Your links may point back to ‘Home,’ ‘Products & Services’ and ‘Contact Us.’ Do not make the links look like the tab titles you have on your website’s home page. This will prove to be off-putting and make your visitors click on them instead of reading your landing page.

8. Images and Videos

Make your visitors more interested on your landing page content with well-taken pictures and videos. Don’t use stock photos as this can hurt your authenticity in the eyes of your visitors. Use pictures that display your product well or post a video on how to use your product. You can also give actual demonstrations and show your viewers the benefits of using the product.

9. Above-the-Fold Position

When you’re making a landing page, make sure your visitors don’t have to scroll down the page to read the whole content. Some viewers neglect to scroll down as they tend scan the content and encode their details. This makes it important to ensure that the landing page is visible ‘above the fold’ and do not make scrolling necessary.

10. Landing Page Experiments

Test which copy, call-to-action, headlines, photos and videos get the most clicks and engagement from your visitors. Use analytics to help you learn which page will be more suitable for your campaigns. This will help you earn the high engagement and conversion rates you need to make online marketing a success, as well as avoid this scenario:

References:

Formstack.com

1stWebDesigner.com

Photo Credit:

to.GStatic.com