Some visitors visit a lead page and leave without interacting with the page, either by typing in another URL, clicking the back button or closing the browser tab. As opposed to visitors who bounce, some visitors who view the landing page and actively navigate to another site may have interacted with the site.
This is the percentage of visitors viewing the lead page who click on a specific campaign element on that page.
The measure of the number of potential customers that perform the desired action is referred to as the conversion rate of the landing page.
MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Landing page conversion optimization will enable you to measure your most effectual market segmentation. Clipping is a handy way to collect and organize the most important slides from a presentation. Offering up valuable content like eBooks and whitepapers for your prospects is of optimum importance to keep your sales pipeline full, but how you position those offers is really what could make or break all that hard work. Button: How you design a killer call to action button, where you place it, and what it says are all very important to your conversion goal.
The hot topic issue in creating successful landing pages usually circles around the form and the fear of that form. Asking for an email address is likely the most used form field, but some offers ask for visitors to pay with a social share on Twitter or Facebook. Try Before You Buy- If visitors know there is a way to ensure the value before paying anything up front, then they will be harder to scare away during the form completion stage. The best way to tie up this post is to learn from other landing page examples out there today.
Creating a landing page that converts isn’t as simple as an image plus a download form. About Us Pinpointe's cloud-based email marketing platform helps business marketers get better results with their permission-based email communications.
Start your marketing with your landing page and ask yourself how it answer your personasa€™ questions and needs. Step 5: What action does your visitor need to take to get to the next stage of their purchase process? As you can see their is a disconnect here between the Persona, the keyword they might use and the ad and landing page combination. While that in itself might be the purpose of the campaign I would have bounced if it hadna€™t been for your question.
The only thing that interested me was that they are taking data from multiple sources and that is a bit more unusual. As you can see, Steve took the time to discover some value because I asked readers to evaluate the page. 2.) I would bring the highlighted features closer to the top of the page (or use a responsive design) to keep them at least partially visible on smaller screens (Ia€™m on a 13a€? Macbook Air). BONUS a€“ This goes beyond editing this page and into creating more content: I would think that a video demo would be fitting here.
Yes, ita€™s Friday afternoon again and I get a little creatively crazy, better stop now before the going gets really weird.. I would test reducing anxiety around not knowing if I need to enter my credit card info on a step 2, thata€™s created by having a price range on the page a€?starting ata€¦a€? Perhaps simply remove the price on the page to start. Bobby provides a valuable tip especially because Raven Tools is priced favorably in the market place. Great Insight Bryan, looking forward to seeing the new Raven page next year and how they solve the problem. 3) Focus on building buyer confidence, which may or may not be asking them to sign up for a free trial. Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.
In this 11-part course landing page expert Oli Gardner and 10 renowned conversion rate optimization experts (including Rand Fishkin, Peep Laja, Michael Aagaard, Copyblogger, Hubspot and more), will walk you through how to create high-converting landing pages. A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. This creates the need for two types of landing page – a lead generation page and a click-through page. Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages. Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout. Landing pages live separately from your website and are designed to only receive campaign traffic. If we look at an example of a WebTrends landing page, which is focused entirely on a single campaign objective, you’ll notice that it has only one call-to-action. It’s immediately clear what you are supposed to do on this page, complete the form to download the data sheet.
Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take.
With 50 links on your homepage, your attention ratio is 2% – compared to 100% with a single CTA. Webinar registration for live online sessions, often with Q&A with experts and special guest presenters. Or any of the lead capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form. Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly). By ensuring a strong message match, you are letting the visitor know that they made a “good click”.
A weak message match will result in a higher bounce rate and thus a drop in conversion rate. Not only is the copy perfectly matched here, but there is also a very strong “design match”, where the visual treatment of the landing page has been incorporated into the banner, helping to further reinforce the connection between banner and landing page. Conversion scent, or information scent, is another way of describing the connection between your source ad and your landing page.
Maintaining the information scent from ad to landing page is a critical factor for conversions. The more contextually related your page headlines are to the calls-to-action people clicked on, the more likely those prospects are to make the connection that your landing page is for them.
To round out the first day of the course, we’ve got a video for you so you can observe just how bad message match can be. Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is.
As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence.


To extend the message by applying an additional persuasive message to support the primary one.
If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view. You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining.
Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about. Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor.
Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit. The important point to remember here is that you need to communicate the benefit of your offering first.
You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion. Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario.
Button design is a visual cue that helps attract prospects’ attention to the call-to-action. Often, the best way to understand the design of CTAs is to look at examples for inspiration.
A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. There are lots of incentives you can give away to prospects in exchange for their personal data.
A fair exchange for a newsletter registration would be an email address and perhaps a first name. Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide.
Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal. For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. Previously, we have posted a collection of appealing landing page templates that you may purchase in selling your products.
Come and check out this 40 New Collection of Professional Landing Page Templates and help keep your advertisements on top!
Join Over 120,000 Aspiring and Professional Graphic Designers who receive weekly tips and Freebies! The percentage of those who leave with respect to the number of entire visitors is referred to as the bounce rate.
It is an analysis of different segments and the conversion rates of the different segments. Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies.
If your landing page has comprehensive logic or geo-targeting capabilities you may be able to create a single page with changing content based on visitor.
But similar to the Jedi force, some landing pages have the power to convert and some simply don’t. You’ve done your research and designed a beautiful and informative piece of marketing content…now what?
Before you even start the format of your landing page, you need to define the goals of your offer. Showing quotes from others who have already benefitted from your offer is a great way to prove the validity and value that offer can provide. The shorter the form, the lower the quality of your leads but the likelihood of converting more of them. If the prospect gets to your landing page, likes what they see, and starts filling out the form only to find it difficult and time-consuming, conversion rates can plummet.
Creating a sense of urgency, offering a try before you buy option, or providing social proof are all tested and proven ways to improve conversion rates on your landing page. Countdown timers, like the one in the example below, have been known to increase conversions by up to 147%.
We also take your privacy very seriously so have added transparent procedures we follow, hoping to develop trust with our readers even more. A lot more goes into creating a page that will inform, engage, and entice your visitors to act. If it does, check the anatomy of the current landing page and determine how you can apply the conversion trinity to find ways to optimize it. It does provide a call to action for those ready to take a free trial which is pretty late in the buying process.
This persona is not ready to commit their time if they haven’t evaluated the alternatives and understood what features fill their need. My company sees offers for tools like this once a week and use other similar brands (SEOmoz, Crazy Frog etc) so this would be a tough sell anyway. I first saw the CTA and thought that the goal was to create an account, which sounds like big deal, but then I noticed the a€?30 day free triala€? text at the top right.
I imagine that the main heading a€?SEO Management Softwarea€? is meant to match up with the keyword being search for Quality Score purposes, but I would propose a heading along the lines of a€?All Your SEO Tools in One Placea€? (taken from the paragraph below the heading).
The question is, will the desire to see more of Raven outweigh the benefit of showing more of Raven upfront?


Determine how to grab his attention with a relevant response (ad) to his query and how will we express our value in the ad. One of the issues I’ve run into a lot recently is working with clients that are bidding on low volume keywords. Pre-mortem Eisenberga€™s Hierarchy of Optimization Scoring Priorities Of course, you cannot start the 3-step process without first creating actionable personas based on qualitative and quantitative data. The course includes step-by-step instructional videos so you can follow along, creating your own landing pages as you go.
In essence it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example). Videos or product images paired with a description and product benefits help to persuade the visitor to click the call-to-action. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate. Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page.
The scent begins when the ad is seen, and is maintained or ended when the visitor sees your landing page (depending on how strong your message match is).
A great way to ensure your message match is strong is to write your ad CTA on a piece of paper and your landing page headline on another piece of paper underneath.
Today we’re going to take a look at the different landing page elements that go together to build your pages. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place.
An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”. Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs. A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below.
Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.
It’s purely a label intended to keep you focused on this page element when designing your page.
When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”. The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return. In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates.
There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content.
Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). In today’s post, a set of promising and delightful templates is given with a more elegant and professional-look that will surely make your products more appealing. Each landing page’s features are once again given to give you a brief overview of what the templates can offer.
I won’t claim to be Yoda in this scenario, but I do have a few basics-and-beyond principals to share in this post that can help your landing page convert more visitors into leads.
Instead of simply taking a screenshot of the front page, think about giving it some dimension, like this example. If your offer has a hashtag, even think about having a live feed of others using that hashtag.
Below the fold, it gets even better with a clear three step process any visitor can follow and appreciate. The basics of a landing page are essential, but we hope this blog will cause you to push the envelope a bit further.
I would put that phrase within the frame of the form and change the CTA to say a€?Start My Free Triala€? or something along those lines. Let’s clarify the value of the offer and provide relevant information and lastly the design is notA conduciveA to scrolling. Dedicated landing pages are standalone pages that are designed for a specific marketing campaign.
Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.
Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did.
You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. Aside from this, the features have extended into a more significant variety that will help the users get the service that they want. This proof makes it easier for visitors to trust you and respect the work that you do and the offers you provide. Any time you use strong horizontal lines in your design it may appear to the visitor that their is no reason to scroll. Those prospects who download a longer piece of content are more vested in you and the information you offer. You’ve spent all that time creating the content, why not make your landing page equally as great? Those quality leads will be more apt to give you their contact details plus some and are ultimately further along in the sales cycle.



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