In the same way that basketball players spend time training to get better at free throws, you can optimize your landing pages to get better at lead conversion. A free throw is the chance to shoot unguarded, hence the name, “free throw.” In marketing, if you drive a user to your landing page, you have the opportunity to convert without as much noise. The secret to winning in both of these situations is practice, practice, practice.
Landing pages are web pages designed for a specific purpose: to drive a particular behavior by getting users to complete a specific call to action (CTA) to either go on to a particular page or to complete a lead generation form. Landing pages are typically not part of your main website and are designed with a focus on creating a user experience that facilitates a conversion.
Landing pages drive lead generation. Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo, 2018)
Here are 3 tips for creating landing pages that score leads:
Focus On a Single Call to Action (CTA)
The sole purpose of a landing page is to facilitate a conversion. Stay focused on a single message that provides direction for what you want them to do. As soon as you start adding additional CTAs, the message becomes diluted and you risk confusing people. You can always make additional landing pages for other purposes.
You want to make it as easy as possible for people to convert. This means designing the landing page so that the user easily flows to the point of conversion. It also means minimizing opportunities for users to leave the landing page. It’s a good idea to remove any navigation bars that would allow users to navigate away from the page instead of completing the CTA. You can also remove all other links besides your CTA in order to increase conversion.
Of companies that see large increased sales, 71% tested multiple landing pages (Source: Econsultancy). Testing is a general best practice for all of your digital marketing. It’s important to understand what works and doesn’t work, especially when minor changes can have major effects on your conversion rates. For example, the color of a CTA button can hugely affect conversion rates. You should be using A/B testing to continually improve your landing pages. According to Quick Sprout, Gmail once tested 50 shades of blue for their CTA color and found the highest converting shade.
Ready for the next step? Find out how to test your landing pages to see if they’re successful.
Editor’s Note: This post was originally published in July 2014 and has been updated for accuracy and comprehensiveness.