It’s without a doubt the most important aspect of marketing – Generating leads.
A successful lead-generation method is using landing pages. However, creating a high-converting landing page requires time, effort and a number of important factors. You can’t just dump a load of information on a page and just expect people to opt-in.
There can be a lot of elements on your landing page and often it’s difficult to know which parts need fine-tuning. In this article, I will expose the top 7 techniques professional marketers, including myself, use to landing page conversions.
These methods have been tried-and-tested by thousands of marketers and are used in our lead-generation campaigns too.
So what goes into a killer landing page? Here are 7 tips that will boost your conversions significantly…
#1 Use the Element of Scarcity
This principle has been put into our heads since we were children – wanting something more when there is a chance of not having it.
Back then it was being told a certain toy was close to selling out – now it’s pretty much every product.
We see the element of scarcity everyday and it can help to turn people who are on the fence into quality leads.
If you look at the principle of supply and demand, you’ll notice that when supply is limited, demand goes up.
Add a sense of urgency to your landing page. Here are a number of ways…
Limited Time Offers
Limited time offers are among the most popular when adding scarcity to your marketing. Just think about your average gym. Practically every ad is a limited time deal. “Get a free day pass before February!”
Limited Quantity Offers
When something is of limited quantity, it suddenly becomes much more desired. In some cases, limited quantity has outperformed limited-time offers. Why? Because, unlike limited time offers – you don’t know how long the product will be available for – it could sell out by tomorrow!
This is exactly the thought that runs through prospects heads when looking at your offer. It makes them want to take action before it’s too late – we all hate missing out!
#2 Remove the main navigation
Once a visitor arrives on a landing page, it’s your job to keep them there. If your landing page has links to your homepage etc. it will decrease conversions as it allows visitors to leave and get distracted by other things.
The best and most simply way to do this is by removing the main navigation from the top of your page. This stops people from clicking away. Simple!
#3 The Bandwagon Effect
It’s a natural tendency for us to copy each other. We do this often throughout our daily lives – from subtle things like tilting our heads when others do to purchasing certain products because a certain celeb has been spotted in it, we all jump on the bandwagon here and there.
So when we notice our social circle is doing one thing, we tend to follow suit. One great way to make an offer more valuable is to show that other people are participating in that offer…
Mention the number of people who have purchased, downloaded or signed up to your offer – this is a great indication to others that it’s worthwhile.
If using this method, please ensure that your stats are true and not over the top.
#4 Amazing Titles go a long way
It’s the first thing visitors see when landing on your page. You could be offering the best thing since sliced bread, but if your title sucks nobody will opt in.
I’m going to be honest, people DO judge a book by it’s cover when it comes to marketing. If your offer is a piece of content, such as an eBook, or workout plan, put effort into creating an amazing title that will make your visitors want to get.
If you’re undecided on titles, you can always try split testing your pages, giving each split test a different headline.
This will allow you to see what works best for your audience.
#5 Be Clear!
When it comes to marketing, businesses will often put more focus on being clever than clear. This can quite frustrating for landing page visitors as they don’t fully understand what they’re getting when opting in, and if your visitors are confused they will simply leave the page.
Be crystal clear and specific about what you’re offering.
If you’re giving away a free guide, say, “Download our FREE guide to X.”
If you’re hosting a free webinar, say, “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving the offer.
This is much more effective than “Download Now” or “Get a Free Article.”
These simply aren’t specific enough.
#6 Contrasting CTA’s Stand out more!
Your Call-To-Action button is what you want people to click, so it needs to stand out. If your CTA blends in too much with your site design, no one will notice it.
You want as many eyeballs to land on that call-to-action as possible, so use contrasting colours to make the CTA stand out, and more importantly, use design to make it clear it is a clickable call-to-action.
#7 Less is more!
I’m sure you’re aware of the whole ‘less is more’ and with landing pages this is definitely true.
A cluttered page means a distracted visitor. Be brief and to the point; it’s in the offer itself where you give more information.
In addition to your headline, include a brief paragraph explaining what the offer is, followed by a few bullet points outlining the benefits of the offer.
As I mentioned at the start of this article, generating quality leads is the most important part of marketing.
Putting these actions into play when creating your landing page will not only just bring in more leads, it will bring in quality leads – people who are perfect for your business and it’s services or products.
If you have any landing page questions just drop a comment below and I’ll be happy to help!
Last modified: 11th January 2017