Top-performing landing pages convert from three to 20 times more visitors than a generic Contact Us page on your website.
If you’re like our clients, you’re constantly trying to generate better returns with e-mail, direct mail and online ads. We spend a lot of time developing compelling offers that will generate leads. But it seems we’ve been having a lot of discussions lately about just what constitutes a great landing page that will drive more conversions.
Simplicity — In general, experts agree that less is more when it comes to landing pages. Keep it simple and eliminate details, e.g., links to other pages and extra content that is not directly related to the campaign at hand.
Headline — When visitors arrive on your landing page, you’ve got at most 15 seconds (and probably less) to grab their attention. Headlines should be customer-focused with an emphasis on benefits.
Call-to-action — Make sure your landing page contains a clear, concise and effective call-to-action that encourages the prospect to follow through and close the loop.
Form — Prospect information gathered on Web forms can be a key campaign performance measurement. Shorter is better. Use technology such as Personalized URLs (PURLs) that pre-fills as many of the form fields as possible. The less there is to do, the greater the chance it gets filled out in the first place.
Security — If your page is secure and encrypted (SSL), make sure the security certificate is displayed prominently on the landing page. People are increasingly worried about online security. Make sure it’s not an issue that will decrease your campaign performance
Credibility— Prospects only fill out forms on landing pages of organizations they trust. It’s imperative to tell your brand’s story in a clear, concise and compelling manner. But, remember you can’t devote too much space to this part of your content because you don’t want to distract from your offer.
I think this is good checklist. What else is working for you?