It can be easy to think of a landing page as nothing more than a tool to tie up all the loose ends of a marketing campaign. But it plays a much more important role in the grand scheme of converting prospects to sales revenue. When a unique landing page is carefully designed to offer engaging, campaign-specific content, website visitors are more likely to turn into qualified leads, phone calls and sales. In fact:
- Companies with 40 or more landing pages generate 12 times more leads compared to companies with five or less landing pages (HubSpot)
- Companies with 30 or more landing pages generate 7 times more leads compared to companies with 10 or less landing pages (HubSpot)
- 64% of marketers say landing pages are the most effective way to test value proposition (Marketing Sherpa)
- Yet, only 13% of marketers consider their landing page optimization strategies as very successful (Asend2)
Let’s breakdown the basic anatomy of the perfect landing page and see how your pages measure up in comparison. Starting at the top
When a visitor clicks on a link and is transported to a landing page, what is presented must be concise and engaging. This starts off with an eye-grabbing headline that should be short and sweet. Think of the landing page headline as an elevator pitch: it must explain the specific product or service at the center of the campaign as quickly and efficiently as possible.
If the headline is the elevator pitch, the subheading should provide follow-up; detailed information that introduces the main benefit of the product or service to the visitor. In the headline and subheading, visitors should have the basic answers to the questions what? and why? for the company’s offerings.
2. Image or Video
Just as the headline should be engaging and informative, so too should the main image or video at the heart of the landing page. Visitors can read through long lists of descriptive text and not fully grasp the concept of the product or service being introduced. With a video explaining the offerings or a detailed image, visitors may have a better understanding of what is available, how it can be applied, or why it is important to business. An image or video should take the place of some of the descriptive text so visitors are provided with both textual and visual explanations in a concise format.
Once the visitor is engaged, you have a limited amount of time to dig more deeply into the value propositions of the product or service. To introduce the benefits quickly and efficiently, remember the website visitor is scanning the material, not looking to read through paragraphs of information. Thus, a bulleted or numbered list of points should clearly explain the value to the customers without drowning them in content.
4. Call to Action
If all goes according to plan, at this point you may have convinced some visitors to pursue the next steps to acquire product or service introduced. This means there must be a strong call to action made clearly available to encourage the lead through the sales cycle.
A call to action comes in many forms for landing pages. The majority of pages will house a button that leads the visitor to more detailed information, a sales channel, or endpoint. The button should be designed with the key target audience in mind.
Make sure the color, shape, and size of the button helps differentiate the object from the rest of the landing page, without creating too distracting of an image. The call to action copy should be simple yet explain what clicking the button will do for the visitor specifically.
A call to action can also include a standard or click-to-call phone number, especially if being used on a mobile landing page. This functionality will allow visitors to call a company directly for support or sales information from their phone. Call tracking technology can be used to trace all phone calls generated from the landing page. Using a dynamic, trackable number for the call to action, call tracking data provides more complete marketing ROI statistics to guide decision making.
5. Page Fold
As you know, website visitors are scanners with limited attention spans. The average website visitor spends 80% of their time above the fold of their screen. Therefore, the most important components of a landing page should be placed above the page fold, or appear on the main screen without having to scroll down. This means content should be adjusted for mobile devices as well to accommodate a smaller screen.
Basic digital marketing 101 teaches us that link building is a key component to online awareness. On a landing page, however, where space is scarce, navigational and link options should be limited. Because the website visitors reaching a landing page have already been targeted, they only need a few link options such as to the main page of the product or service.
If there is room for an in-depth description of a product or service, often accompanied by images, how the copy is written is of the utmost importance. Content throughout a website can be descriptive and informative. Content on the landing page, however, should have a stronger message that compels the visitor to take the next steps. Playing off the main call to action, word the longer description with encouraging language and concise directions.
8. Trust Elements
To prove that all the claims made on the landing page are legitimate, most companies choose to add third party verifications to build a sense of trust with the website visitor. Trust elements can come in many forms such as logos of brands using the product or service, security seals to ensure data protection, or testimonials from happy buyers. Because this information should act as the cherry on top of the overall pitch, it can be placed below the fold.
9. Testing Capabilities
You may have completed a landing page for campaign and included all of the above components. But you will not be able to properly gauge the efficacy of the landing page without easy-to-use testing solutions.
Furthermore, if you are struggling to decide which landing page design or copy should be used for the campaign, technology that tests success rates will make the decision for you. Simple A/B testing protocols break down performance and give you hard data on which landing page is your winner.
Google Analytics can monitor website visits sourced from a landing page for direct comparison. Call tracking technology can offer the same reporting capabilities for all leads via the phone. Using these tools together will ensure all leads are reported and the stronger landing page is selected for the campaign. Done and done!
For more information on how to leverage voice-based marketing automation throughout a marketing campaign, check out the Buyer’s Guide to Call Tracking Software for Marketers.