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Internet Marketing Tools
October 2011 Issue --> Internet Marketing Tools Article
Six Simple Ways To Improve Conversion Rates With Landing Pages
By: Lauren Hobson
Have you ever clicked on a banner ad, snapped a QR code, or clicked a web-enabled link only to be taken to the "home" page of a company's website?
Landing on a home page doesn't provide users with much help - for instance, what are they supposed to do once they land on the home page? Does the website match the ad they just clicked? Did the QR code lead to the specific information they were looking for?
If not, chances are that users will not have enough information to convert or take the action you want, and will probably hit the browser's "back" button, never to return.
Landing pages are a great way to improve your conversion rates and ROI, since they provide a targeted, specific place to convert leads (e.g., make a sale, download a resource, join a mailing list, or follow some other call-to-action). A landing page is a web page created for users to "land" on after clicking an ad or link. These special-purpose pages can instantly communicate the details of your offer and show users how to take advantage of it, increasing the chances that the lead will convert.
In order for these pages to work effectively, however, you must include some basic elements so that the users who land there know exactly what to do. Here are six tips that can help:
Match your landing page to your offer. Your page should match the content, branding, and message of your offer to reassure users they have "landed" in the right place.
Create a landing page that is clear and concise. Use headlines and bullet points for your sales pitch, but don't write lengthy paragraphs or tell a long story. Users should be able to tell at a glance what the highlights are and where on the page they are supposed to take action.
Use a clear call-to-action. Tell visitors exactly what you want them to do, and give them a compelling reason to do it.
Keep your branding consistent. Make sure your page includes your logo and carries your company's branding (colors, look & feel, key contact info, etc.).
Use a single focus. These special purpose pages should have a single purpose - to convert a lead from a specific ad, link, or e-campaign. These pages typically don't have the same navigation menus as your regular website - you don't want to distract visitors before they complete the desired call-to-action on the landing page.
Make it Mobile-Friendly. If you are still not providing a mobile-enabled experience for your customers, you'd better hurry up. Today, 78% of consumers already use multiple channels and devices to access the web. That means your page is going be viewed on a variety of devices, including mobile devices. Make sure that they can be accessed via mobile devices (e.g., smart phones, tablets, Blackberries, etc.), as well as from a PC.
By using specific landing pages in your marketing, you can easily improve your conversion rates and see better results from your campaigns. Sending traffic to your home page or a general-purpose web page is an opportunity lost. But a well-designed, targeted landing page gives users exactly the information they need, a clear call to action for them to take, and a quick, convenient way for them to take it.
About the Author:
Lauren Hobson, President of Five Sparrows, LLC, has more than 16 years of experience in small business technology writing, marketing, and web site design and development. Five Sparrows provides professional website, marketing, and social networking services to small businesses and non-profits at affordable prices, giving clients access to customized services that meet both their needs and their budgets. More at http://www.fivesparrows.com. Copyright 2010, Five Sparrows. All Rights Reserved.
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