Designing Better Landing Pages
If you're in the business of generating online leads, you need a Landing Page that doesn't scare users away from becoming registered site members. A good Landing Page is one that encourages the casual user to register and convert, obtain the offer that drew them to your site, and return regularly. A good Landing Page whisks users through the registration process quickly, provides questions and response options that match their experiences, and doesn't demand the surrender of too much personal information.
I've culled some basic Landing Page design tips from experts in the field, and included them below. Crafting a well-designed Landing Page that converts a high number of users and generates quality leads requires far more than I've offered here.
1. Keep it short and simple. Jon Miller of Marketo and Modern B2B Marketing makes a great point in
Two Practical Landing Page Tips That Will Save You Money. Using his company's Landing Page software, testing capabilities and tools, Miller ran a test to see which Landing Page forms convert at a higher rate - those with short forms (5 information fields), medium forms (7 information fields), or long forms (9 information fields). The short forms won hands down, with users converting at a higher rate and each conversion costing less. Miller's findings are clear - the more information you ask of your users, the less likely they are to provide it and the more that conversion costs.
2. Inspire trust with consistency in branding. Your Landing Page is part of your organization's corporate marketing message, and it's important to remind users that by registering via this page, they'll receive trustworthy content and information. By incorporating consistent branding on your Landing Pages (instead of implementing a particular product's branding campaign on its Landing Page), you present a united front to your users and let them know that your company is responsible for their personal information. In Think Beyond the Click: How to Build Landing Pages that Convert, Julie Mason writing for SearchEngineLand points out that the number one reasons people decline to submit personal information (or submit fake data) is because the site doesn't look credible.
3. Don't use too many bells and whistles. When encouraging site registration via a Landing Page, the last thing you want to do is frustrate your users and force them to navigate away from the Landing Page (or worse - close out their browser window entirely) because the graphics or pop-ups are too invasive. In 10 Landing Page Optimization Tactics by Larry Chase, Chase explains that while some users may appreciate the graphics display (especially gamers), most users just want to hand over their personal information so they can get the offer they've been promised. Hold off on using music, video, or pop-ups on Landing Pages and allow users to register with as little interruption as possible,
4. Limit navigation and escape routes! Once a user reaches your Landing Page, the goal is that they register. Period. While you typically want to offer users links to research they might find interesting or encourage people to investigate your site for themselves, you don't want to do this from your Landing Page. In Online Marketing Blog's Ten Tips for Lead Generation Landing Pages, Lee Odden says, "...each link is an invitation for the visitor to click away instead of converting. " By sticking with your corporate branding, a straight-forward registration form and a header or footer (with a link to your homepage), you have a better chance of converting users.
5. Don't forget your end of the bargain. It's essential to deliver on your promise once a user has taken the time to fill out your registration form and become a member of your site. When a user finds themselves on a Landing Page, they've arrived there after deciding to download a white paper, watch a webinar, or take some other action. If you strand your new member on a generic thank you page they're going to be frustrated, unsure of how to retrieve the content they registered for, and unhappy with their experience on your site. Make sure your re-direct new registrants to the content they want and save your thank you message for a follow-up email message.