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Landing pages are one of the most effective forms of acquiring leads and driving sales that so many businesses overlook, or use but lack a masterful execution.

Copy, color and images play a huge role in creating a bulletproof landing page, but for today’s article we are not going to talk about that . Rather we will focus on the theory behind landing pages and what you should be doing to increase sales.

What is a landing page?

Quite simply, a landing page is a page on your site that aims to solve a need of the prospect. Be this a product that improves their lifestyle, a free information guide about a topic of interest or anything else that closes the gap between the prospect becoming a customer.

The objective of a landing page is simple: To drive the prospect to do something specific such as buy a product or hand over their details.

Utilizing call-to-actions

Call-to-action (CTA) is the focal point of any landing page, it aims to entice the prospect to make the desired action. Most novices will only have one CTA on their page which we think is pretty bad practice for longer copies. There is no rule to the number of call-to-actions you can implement on your page.

Take a look at QuickSprout, each one of their blog pages have five call-to-actions. Here are four of them:

Landing Pages 2

In their case every blog post is effectively a landing page, where they try to get a lead to purchase a product or at the very least signup to their mailing list.

But did you notice something about each of their CTAs?They are all different. While most of the links redirect to the same page, each call-to-action solves a different problem their reader may face.

How would they look in their customers’ eyes if each CTA had the same image and copy? Pushy, tacky and aggressive.

No lead wants to be wooed this way.

You never know at what point in your copy the prospect will be compelled to take the desired action, so offering them as many CTAs is a smart way to maximize conversions. There is a fine line between having an appropriate number of CTAs and too many.

A simple metric to identity if your landing page sucks

Bounce rate.

Have Google Analytics installed on your site and measure the bounce rate your landing page receives and the time the average person spends reading. If your bounce rate is in the high 80%+ and the average time spent is less than a few seconds, you have one of the following problems:

  1. You’re bringing the wrong people to your landing page
  2. Your landing page is not optimized and needs to be looked at

Here’s the average conversion rate for businesses operating in various industries who use landing pages:

Landing page 3

Source: Marketingsherpa

If your landing page conversion rates are below that, you need to go back to the drawing board – or get in touch with us.

Understanding the basics

There are 5 basic fundamentals that should go into every landing page, they are:

Sell the idea not your business – As discussed in our direct response copywriting article, the overall message of the copy should be what the prospect will gain, not what your business does or how awesome they are.

The page should be all about the prospect and how they can benefit from what you’re offering.

Hold the prospect’s hand – Don’t expect your prospect to do exactly what you want, you must show them every step of the way. Make your process as simple as possible ensuring it’s impossible for them to slip up.

Take Fitness First as an example, they have a simple 4-step process to get new members to sign up. Everything is clear and simple, labeled in 4 clear steps making it impossible for prospects to get confused.

page 4

No distractions – Fitness First’s landing page is focusing on one thing, getting the lead to signup. There are no distractions, pictures or anything to sway the prospect to leave the page or click elsewhere on the site.

Keep your forms simple – If your landing page is focusing on lead generating only, just ask for their name and email address. The easier the forms are to complete the more likely prospects will make the required action.

Don’t waffle – Your landing page can be 70 words or 7,000 words, as long as every word is relevant it’s fine. Landing pages need to keep the reader’s attention, you must ensure your page has only as many words needed to convince them to take action.

Here is Wista’s landing page, the above the fold is less than 40 words.

page 5

Summary

Landing pages are an underutilized tool by businesses mainly because they don’t know how to best implement them. A well crafted landing page can help you achieve any goal your business has. They are effective because they have a single goal in mind, and once you focus on that nothing is impossible.

What was the last landing page your business created and what were the results? Would you like us to check it over and search for areas of improvement? If you have any questions don’t hesitate to leave a comment below.

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Founder of CrushCampaigns

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Want to acquire more customers? Learn how our products and services can improve your lead generation, mobile, or e-commerce growth today.

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