Half of all the people clicking on your landing page bail out in seconds. Optimizing landing pages is the fastest, easiest, most cost-effective thing you can do to improve sales, lead generation, and customer engagement. The average landing page converts less than 10 percent of visitors, depending on content and offers.
The objective is to instantly orient visitors and eliminate friction. Make it as easy and as intuitive as possible for visitors to do what you want them to do. A click onto your landing page is a gift from God with the half-life of a nuclear isotope. It begins degrading as soon as it’s granted. It’s the BEGINNING of the conversation, not the end.
So here are 8 quick fixes.
1. Use Readable URLs. Don't get fancy. The URL validates your credibility and reassures visitors that they are in the right place, doing what they came to do. It has to load quickly and render properly on mobile devices.
2. Mirror the Offer Copy and Design. Where they land has to look and feel like where they came from. If not, your prospect is confused and leaves.
3. Highlight the Call-to-Action. You got them to click. Now direct them to act. Remind them why they came and what you want them to do on arrival.
4. Create Distinct Landing Pages. Too many marketers dump clicking visitors onto their home page or a one-size-fits-all form. You might as well abandon them in Grand Central Station. For each marketing vehicle, offer or customer segment you need a separate corresponding landing page. These can be templated and cloned. It’s about mapping marketing vehicles to landing pages and romancing each element of your target audience.
5. Anticipate Sequences. Site visitors expect a logical step-by-step flow. Give it to them. Anticipate how they think and what they want and build the landing page to deliver simple, easy-to-follow buying or registration sequences.
6. Use Short Copy Above the Fold. Never Scroll. It’s a game of glimpses and nanoseconds. Say it short in 250 words or less. Avoid dense copy. Twelve-point type is the minimum readable size. Use images to reinforce and illuminate. Minimize hero shots and expanded branding elements. Optimize color contrast. You are writing a billboard. If they have to scroll, they abandon. A landing page is not the platform your entire branding gestalt. It’s about faction.
7. Limit Navigation. The purpose of a landing page is to close. Eliminate any choices that don't focus on the goal. Don't kid yourself about up sells and cross sells. Get the download, the registration, or the sale first, then make your second move. If they want to see your whole site, they'll go there. Your job is to eliminate extra opportunities to go elsewhere and do other things. Reduce clickable elements. Eliminate as much navigation as possible. It’s a magic focused moment. Keep it that way. Keep your eye on the prize.
8. Collect Only Absolutely Necessary Data. Don't be too nosy. If you can get by with just an email address, take it and follow up later. Focus on data points that can be matched or augmented offline. Forms scare site visitors who instinctively understand that if they give up data, you'll be hocking them till the end of time. Streamline everything you can. Make it as easy to enter data as possible. Pre-fill anything possible. But ask them to opt in for future communications, either newsletters or by permission to continue the conversation.
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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