Now, before we even get started, we want to warn you! There is no such thing as The Perfect Landing Page. There is no secret formula that “just works.” It is not magic.
With that said, there are certain criteria you can use that will get your business started and have better results than most.
Keep in mind that no matter where you start, you should always be testing. Create multiple landing pages and see which version works best. Take the one that works best and create two variations of this one! This is essential in perfecting the results of your Sales Funnel.
1. The Headline & Ad Copy
The landing page headline and advertisement wording should complement each other. Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text.
2. Concise & Easy To Read Headlines
As one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader’s attention more than having a vague and uninteresting headline.
3. Impeccable Grammar
All website grammar needs to be flawless. Always double and triple check your copy, and have someone else read it through. If an online retailer is asking visitors to purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar.
4. Trust Indicators
As an effective way of building trust, incorporate testimonials, reviews, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). When the eye glass and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page.
5. Strong Call-To-Action
After a visitor reads the headline, it is crucial that they know what to do next. In the case of Mozilla Firefox, when they changed their call-to-action from Try Firefox 3 to Download Now – Free, it outperformed the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test.
6. Make Buttons & Call-to-Actions Stand Out
Identify the keywords which people interested in your service might be searching for — use words such as free, new, buy, or download now. A conversion button should stand out and be placed right below a call-to-action, or the call-to-action ought to be the button. Nonetheless, the button should be big, bright, and above the fold.
7. Above The Fold
The space a visitor sees without having to scroll is where the most important parts of the webpage should be. Place the call-to-action button above the fold, in a location where the viewer’s eye will scan toward. Never have the button or form in a place where it has to be searched for.
8.Test, Test & Keep Testing
Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.)
9. Images & Videos
Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product.
10. Easy On The Links
Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a regular home page, but on a landing page, simplicity is key.