31 Tips to Make Your Landing Pages Take Off!
Last week we attended the MarketingExperiment’s Online ROI Tour when it passed through Toronto. We came away with a lot of online marketing wisdom, especially where landing page optimization is concerned. The takeaways below should help you dramatically improve your conversion rates on your landing pages and your online marketing efforts in general. As well, the social media takeaways will help you stay on track and avoid doing social just because everyone else is.
Now, on with the tips from the Online Marketing ROI Tour 2010!
- Offer multiple options on a landing page but, only one call to action – use radio buttons for this.
- Sales anxiety can be lethal to the conversion process. You can mitigate this anxiety by revising words such as “free” to “risk free”.
- Testing is not an event. It’s a culture and a process.
- Best practices are a guide and cannot substitute for actual testing.
- Understand how people think and what they want when they come to your site.
- Good marketing is much like dating. First you introduce yourself, offer a compliment perhaps and then initiate a conversation.
- To guide someone to a destination, first meet them where they are and lead them via conversation.
- On your landing page, answer these three questions in 5 seconds or less:
Where am I?
What can I do here?
Why should I do it?
- Keep your landing page simple and avoid conflicting calls to action and too many steps. People think sequentially.
- Don’t use questions such as: “Why buy from us?” – They are already asking this question. Tell them why they should buy.
- Use less chunks of text and more bullet form.
- Stay away from broad or vague terminology. Use specific numbers/terms and stats if you have them.
- Try changing actions calls such as “subscribe now” to “activate subscription”. Button text and action calls should emphasize receiving and not taking.
- Is your value proposition good? Do you believe it? If so, low conversions on your landing page may simply be a result of how you are presenting it.
- Don’t try to survive on an adequate value proposition. Yours has to be the best. If you aren’t the best, you don’t deserve to win.
- Before you spend money on paid search make sure you have a great value proposition and a great landing page.
- A value proposition is discovered – it grows out of need.
- If you are not the best choice in the digital world, you are surviving on pockets of ignorance.
- Ask for credit card info to activate a free trial right on the landing page signup but, be sure you tell them it’s RISK FREE (no charges will be made during trial). Don’t bother asking for address and other info just to activate the trial, you can get that later in the process.
- Don’t interrupt the visitor’s thought flow with multiple invitations to convert via such things as carrousels and flash slides.
- Try using a top (1o or 5 etc) list of reasons to convert.
- It should take 3 clicks or less for someone to do what you want them to do.
- Your landing page should NOT resemble a direct mail piece.
- Ask yourself: if you could ask your visitor to do only one thing, what would that be?
- Your homepage can be up to 80% of your SEO power. Make sure you have keyword rich text on that home page which expresses your value proposition.
- Bulleted text or decision matrixes make it easier for people to scan and decide.
- Be specific with your action calls. “Download our free whitepaper” is too vague.
- Client testimonials are powerful on a landing page.
- Any statements of claim should be verifiable. Don’t claim it if you can’t prove it because people will check — always good to state sources for claims.
- Keep your facts qualitive and not quantitive and keep the language conversational and common.
- The framework for testing is having a repeatable process roadmap.
Bonus time! Here’s some tips we came away with regarding social media from the event:
- Social media is NOT cheap. It requires a great deal of human resources.
- Have a goal and a plan to get there.
- Think strategically and don’t get bogged down in the tactical.
- Don’t get so lost in exploring social media that you forget to have a compass with you and be aware that if you do get lost, there are emerging methodologies and technology which can help.
- Use social media monitoring tools such as Socialmention to know who’s tweeting about you and how they feel about your brand.