Let’s start out with a few things you should know.
What is lead generation?
In marketing land, lead generation is a planned process that generates customer interest into products or services to a business. It is the process of making contacts which may lead to a sale or other favorable outcome.
You main focus is to capture emails so you can build and develop a relationship. Not only should you be selling great products and services, but adding extra value and incentives is the way to spark potential customer’s interest.
One of the ways is to capture leads (contact information). You must start with a great landing page. An effective landing page is critical to any online campaign. People are not willing to give up their contact information for nothing. You have to give them something of value to peek their interest and sign-up on your form, but to make sure this happens your page needs to have logical flow and strategy. There is a science behind this.
Most landing pages are made up of these main elements and have a logical flow and framework to them.
- Title – Headline, Subheadline
- Reward – The Incentive You Are Offering
- Short Intro and bullet points – Benefits and Features
- Relevant Media Choice – Image or Video
- A Descriptive Call to Action – Button
- CCD elements – Directional cues, encapsulation and color contrast applied to the form area
Now that we know what should be on our landing page, how do we make sure these and other components on our page are effective?
Here are some tips on how to get a high converting, lead generation landing page that help you crush the competition and convert visitors.
Make A Great First Impression
You have 5 seconds to keep a new visitor on your website. If the landing page looks confusing and not relevant to the key words they searched more than likely they are not going to stay around. Make sure everything is clear on what the page is about, what you’re offering and what you want them to do.
Remember, the keyword search is relevant to the page design. You should only use about 2-3 targeted keywords that are used in your original ad copy to make sure you are focusing on that individual product or service.
Get Rid Of The Site Navigation
Any type of navigation can be distracting and lead your customer away from your original offer. You don’t want any additional actions to distract viewers from filling out your form. Data has shown that removing the navigation and links from your landing pages will increase your conversion rates.
Making your Headline the Boss
Your headline is where your customer starts. This is the and important and critical start of your landing page. It should grab your potential customer’s attention by informing them what the product or service is about. Keep it short, simple and to the point.
A Compelling Subheadline
The subheadline is usually underneath the headline, alluring customer’s to stay on the page by providing a bit more information and detail about the main headline.
Make Them An Offer They Can’t Refuse!
This is where your extra incentives you offer come in. Remember, this is not a sales page. Capturing your customer’s information is the only focus of this page. This page is giving your customer something of value in order to opt-in their information. Make sure you are clear on all the features and benefits you are offering.
Don’t Underestimate The Power Of Your Images
Your brain will process an image quicker then text. Make sure your main image is relevant to the product or service you are selling. Also, using directional graphic cues, like an arrow pointing to the form is helpful. The main purpose of the image is to get attention of your product or service. Use high quality, sharp images for this. The right ones will help your conversion. The wrong ones can and usually will distract from it.
Is Your Content Easy To Understand And To The Point?
Nobody likes to read long landing pages. Most people scan information quickly on the internet. Your product/service, offer and call to action content should be simple and clear. Make sure your feature and benefits are in bullet points and your keywords are bold and at the beginning of these bullet points.
Fewer Form Fields = Greater Conversion
Only collect the information that is essential. The easier the form is to fill out the more likely someone will fill it out. It’s that simple. Dan Zarrella at HubSpot recently researched the contact forms of 40,000 of their customers and found that conversion rate improves by almost half when the number of form fields are reduced from four fields to three. I find that in most cases to start with name and email is the best. You can always collect additional customer information during the lead nurturing process.
Validate Your New Contact’s Information
Once they fill out the form and submit the call to action button let them know you will be emailing them your give away. This is a great way to validate their email address and keep your database up to par with a good list.
Your Marketing Doesn’t End With A Conversion
The thank you conformation page is a great opportunity to continue with your new lead. offer additional products and services, as well as keeping them involved with your web site and company will deepen your relationship. The reason it’s such a valuable place to interaction going. Your lead is very “warm” given that they just completed your intended
goal – meaning they are more than likely looking at what else you have to offer in a favorable light.
A-B Testing Your Landing Pages
Make sure to do some A-B testing with your pages. You’ll find which elements work best by the actions of the customer. Although there is a basic science behind this, you never know what different little elements will peek your customer’s interest.
Mobile Friendly Reminder
Make sure your site is mobile-friendly—one that loads and displays correctly on a mobile device so visitors can have the best user experience. Over 50% of all internet traffic is from mobile phones.
Another reason is Google. If you want your page and keywords crawled and ranked higher it is important to have a mobile friendly site.
Landing pages can be your best friend if you keep to the marketing science!