Landing pages can be an incredibly valuable way of converting visitors, but what’s the best way to use them effectively and what impact can they have on conversions?
The vast majority of businesses and websites don’t use landing pages, but the ones who do are the ones picking up the business. So many companies throw so much money at SEO, Adwords and other forms of online marketing to send people to a static website, where they can get lost, mooch around looking at different things and then disappear. You don’t want that. You want visitors to convert into customers, and the only way you can do that is to convince them in the same way you would a conventional shopper.
If you ran a shop on the high street and a customer came in, would you leave them to wander around the shop looking at items, staring at the ceiling, reading the posters on the wall and then leave? No, you’d ask them what they were looking for, help them find it and convince them to buy it. That’s sales.
What landing pages are
Landing pages are web pages specifically designed to convert a visitor into a lead, by ‘squeezing’ them onto a single page which convinces them to provide you with their email address, phone number or other details in exchange for a high-value offer.
From the visitor’s point of view, they’re getting something great for free or are going to benefit in some way, and for that they’re willing to allow you to sell to them in the future. These are pretty warm leads and they’re next to free to obtain, so why would you not make the most of them?
Where landing pages come into their own
You want people to buy from your website. That’s natural. However, 96% of first-time visitors on your website aren’t going to buy anything. That’s what all the statistics say. So why lose the 96% to potentially go and buy elsewhere? You can get a large number of those in your contacts book or on your mailing list and sell to them in the future — when they’re ready to buy.
It’s often the next best thing from a sale, and can quite often be even better. If you’re looking for returning, loyal customers, this can be a great first way to build up that rapport by offering them something and engaging in a two-way transaction. Funnelling people into leads and then sales is a prime sales tactic and one which should never be understated.
What should a landing page contain?
Above all else, your landing page should have most of the content above the fold, have a strong call to action button and be direct and easy to read. It should also:
- Have an exciting, compelling title which tells people what you want them to do
- Use short, concise sentences geared towards generating interest
- Use bullet points and short features to break up content and focus the eye
- Have an exciting and compelling image which is relevant to what you’re offering
Driving users to your landing page
Users can be driven to your landing page using Google Adwords, Facebook or Twitter advertising or even scannable QR codes on posters or leaflets. A simple ‘Scan this QR code for a free copy of my book’ can go a very long way to generating long-term customers.
If you’ve got a promotion running, make it an exclusive promotion to people finding you either through Facebook, QR codes on posters or on Twitter. If you’re running an event, offer discounted tickets to people scanning the QR code to get to your landing page. You need to offer them something. Simply saying ‘visit our website’ won’t do a thing.
In summary, landing pages can be enormously beneficial to website owners in terms of creating leads and generating future business. Building up an email mailing list in this way is absolutely vital to ensuring the future of your business and giving you a pool of relatively warm leads to work from in the future. After all, those people would’ve just gone elsewhere — likely to a competitor — if you hadn’t got their contact information, so what have you got to lose?