Landing Pages

Landing Pages

Landing Pages

Most websites need a very effective landing page that will turn inquisitive users into customers. It pays dividends to learn how to design, write, and split-test your landing page.

You could say that's it's a science in itself. But it's quite simple. 

Landing pages are essentially lead generation pages. They are there to convert a visitor into a lead. It's your job to then convert that lead into a customer. How you convert them is dependent on your business, but it could be by telephone, face-to-face sales visit, walk-in or 100% online.

But let's focus solely on the landing page. 

Landing pages capture a visitor's information -usually with a form that the user completes and submits to your server. Optimising them for the needs and concerns of your target market is a free, highly lucrative task to concentrate on.  

I guarantee it. Spending time on your landing page brings huge benefits. 

Let us say, for example, that your website attracts 100 visitors per day, and your current landing page converts 1% (a typical percentage). 

By increasing the conversion rate to 2% you end up with two sales leads each day, rather than one. Easy, right? But by doing so you've just doubled your sales! 

What if you can get it to 10%? 

10% will give you 10 leads every day (1,000% increase in sales) - and all you paid for is your time - and patience.

Sure, building effective landing pages are an art-form, and it takes experience, knowledge and a lot of trial and error to perfect one.

But wouldn't you like to get to the point where 10% of your website visitors convert into sales? Of course you would. It's a dream scenario, yet it's entirely possible. 

The good news is that anyone who can put together an HTML form can build an effective landing page. You just need to know what to include, and what not to include.

If you haven't already seen it mentioned earlier on in this document, I have a high-performing landing page which you can analyse and use as inspiration here: http://double-glazers.co.uk/quote

Since I created the page it has undergone constant split-testing of keywords, phrases, images, layouts etc. to see which version performs better. Generally, I will start with making one or two versions of the page and serve them to an equal percentage of my visitors. 

After a 1000-or so visitors I can see which version performs better. Then, I go back to the drawing board and change another one or two elements, and iterate with another split test. This is a constant exercise which never ends, but eventually you can go from a 0.5% conversion rate to ... well, the sky is the limit.

  • Landing pages are extremely effective - create one
  • Change, test, iterate. Change, test, iterate. Change, test, iterate.
  • Become a landing page expert.

Read an introduction into landing pages at: https://www.formstack.com/the-anatomy-of-a-perfect-landing-page .

Optimising your landing page is one of the most important digital marketing activities. 

Creating a dedicated landing page designed to turn browsers into customers is a powerful way to increase sales with zero expense; it's such a shame that many website owners neglect to optimise (or indeed create) their landing page. 

Remember, the landing page is your final chance to prove to them why they should sign up with you. Miss this opportunity and you'll miss out on potential customers who leave your website with questions unanswered.

Spend time perfecting (with split test analysis) your landing page, testing everything you can - one or two elements at a time of course, so that results are meaningful. 

Split-test everything and wait to see what works. Test your wording, images, layout and colours. Experiment with different placements of your form. Experiment with different testimonials. Change the heading and see what it does to your conversion rates. 

A caveat. 

With a website that attracts 50-100 visitors a day I would recommend that you split test two versions at the same time with a minimum of 1000 users.

Once the results are in, use that version and iterate, changing another element. I'm sure by now you'll get the message - constant split testing of landing pages is absolutely essential to drive business leads, and the results will be worth every single minute you spend on perfecting it.

Alternative Text

If you owned a trendy coffee shop I bet my last penny you'd spend time making it THE BEST coffee shop in town.

So would I. I wouldn't want customers to come in and then leave disgruntled because I hadn't made any effort to listen to what they wanted.

But that's what business owners are doing with their websites. They're TURNING customers away by telling them We're not listening to you.

Here's why.

Most websites need a very effective landing page that will turn inquisitive visitors into customers. And it pays dividends to learn how to design, write, and split-test them.

You could say that's it's a science in itself. But it's quite simple.

Landing pages are essentially lead generation pages - the place where a walk-in *might* turn into a customer. They are your coffee shop entrance.

They are there to convert a visitor into a lead. It's your job to then convert that lead into a customer. How you convert them is dependent on your business, but it could be by telephone, face-to-face sales visit, walk-in or 100% online.

But let's focus solely on the landing page.

When you hear the word, landing page, I bet the first thing you think of is one of the many online services that promise to build an amazing web page that converts xx% of visitors.

But in reality, landing pages have been around for two decades. They're just individual pages on your website that are designed to inform, persuade and convert a visitor.

They usually contain a form that the user completes and submits the details to your server. Usually, it's a purchase, a lead or a download. The overall goal is down to your business.

Optimising them for the needs and concerns of your target market is a free, highly lucrative task to concentrate on.

I guarantee it. Spending time on your landing page brings huge benefits. Even simple changes that take an hour or two can double your sales. Really? You're thinking that there must be a catch.

Let's say, for example, that your website attracts 100 visitors per day, and your current landing page converts 1% (a typical percentage).

By increasing the conversion rate to 2% you end up with two sales leads each day, rather than one.

Easy, right? By making some simple changes you've just doubled your sales!

What if you can get it to 10%?

10% will give you 10 leads every day (a whopping 1,000% increase in sales) - and all you paid for is your time - and patience.

Baloney!

Yeah, sounds unrealistic, but let me blow your expectations out of the water, here. I built a landing page that started off converting around 3%. That's slightly above the industry average, so I was fairly pleased with my first attempt.

But eventually, by continuing to optimise it gradually over a period of 6 months I took the conversion rate to an eye-watering 24%!

It's not the most inspiring or well-designed page I've ever put together. But that page converts 24% of its visitors . And I reckon I can squeeze more from it.

If you want to analyse it and use it as inspiration, it's here: http://double-glazers.co.uk/quote

Sure, building effective landing pages are an art-form, and it takes experience, knowledge and a lot of trial and error to perfect one.

But wouldn't you like to get to the point where 10% of your website visitors convert into sales? Of course you would. It's a dream scenario, yet it's entirely possible.

The good news is that anyone who can put together an HTML form can build an effective landing page. Even if you can use WordPress Admin, you can do it too. You just need to be prepared to keep testing and changing things. It's a game of patience that pays off - big time.

Since I first created my high-performing landing page above, it has undergone constant split-testing of keywords, phrases, images, layouts etc. to see which version performs better.

And that's the big secret. It's all about studying what effect simple changes have on your conversion rate.

Generally, I will start with making one or two versions of the page and serve them to an equal percentage of my visitors.

After a 1000 or so visitors I can see which version performs better. Then, I go back to the drawing board and change another one or two elements, and iterate with another split test. This is a constant exercise which never ends, but eventually you can go from a 0.5% conversion rate to ... well, the sky is the limit.

If you don't have a landing page, then create one, and spend time on it, because that's where you can find your pot of gold. Your first attempt will be rubbish, and you might convert half a percent.

My initial attempts are rubbish too. I usually get around 1% - and that's with a LOT of consumer psychology and persuasion skills under my belt.

Once you've built one?

  1. Change, test, iterate. Change, test, iterate. Change, test, iterate.
  2. Become a landing page expert.
  3. Read an introduction into building the perfect landing page at: https://www.formstack.com/the-anatomy-of-a-perfect-landing-… . It's gold.

Optimising your landing page is one of the most important digital marketing activities you can do.

And it costs nothing, making it a no-brainer.

Creating a dedicated landing page designed to turn browsers into customers is the most powerful way to increase sales with zero expense; yet it's such a shame that many website owners neglect to optimise (or indeed create) their landing page.

Remember, the landing page is your final chance to prove to them why they should sign up with you. Miss this opportunity and you'll miss out on potential customers who leave your website with questions unanswered.

Spend time perfecting (with split test analysis) your landing page, testing everything you can - one or two elements at a time of course, so that results are meaningful.

Split-test everything and wait to see what works. Test your wording, images, layout and colours. Experiment with different placements of your form. Experiment with different testimonials. Change the heading and see what it does to your conversion rates.

A caveat.

With a website that attracts 50-100 visitors a day I would recommend that you split test two versions at the same time with a minimum of 1000 users.

That's important. You don't want to make changes based on hunches or guesses.

Once the results are in, use that version and iterate, changing another element. I'm sure by now you'll get the message - constant split testing of landing pages is absolutely essential to drive business leads, and the results will be worth every single minute you spend on perfecting it.

As for your brand new coffee shop (now the best in town), what are you going to name it?

What?

Why?

Where?

How?

Best Practices


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About Chris Haycock


Chris Haycock, Author

Chris is the Managing Director of digital media company CliqTo Ltd. He is responsible for creating a portfolio of more than 30+ online businesses that attract almost 1 in 6 of the UK population. Chris also works as a consultant, offering a range of services that are designed to help businesses improve and refine their digital strategies.

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  1. Chris Haycock Chris Haycock says:

    I might know my stuff, but for every opinion there's probably a different one. If this tutorial has caused an avalanche of thoughts running through your head that you want to share with me (and other readers), here's your chance.

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