9 Steps to a High-Converting Landing Page2012年8月1日星期三
Handing someone you just met at a networking event a piece of scrap
paper with your details scrawled on it won’t get you too far. Doing this
is much like promoting your ill-constructed landing page. More often
than not, your landing page is a visitor’s first impression of your
product, and your best chance to convert that visitor into a customer.
You don’t need to be a rockstar designer to create a beautiful,
high-converting landing page. Follow this checklist and you will be well
on your way to a rapidly growing customer base.
1. Keep It Simple
Every bit of information about your brand or product does not need to
appear on your landing page. A landing page has one goal: lead capture.
If you bombard your users with too many quotes, pictures and text, all
you’ll end up with is a higher bounce rate. Instead, creating simple and
easy-to-digest sections will have a much more positive impact on new
Suprpod keeps the text to a minimum on their
landing page. Offering up simple graphics to explain exactly what the
platform does at each stage, visitors can quickly absorb, understand and
evaluate the startup.
2. Use Smart Graphics
Graphics on your landing page are like attention-seekers at parties.
They are the first to get noticed, and people either love them or hate
them. Using a cheesy stock image for your landing page is a total party
We recommend using a screenshot of your app or a professional photo of
your product. Whatever you use, make sure it’s authentically you. If
you’re a startup with a brand new concept, it would help to turn your
product description into a simple graphic (e.g. the three graphics in
the Suprpod example above).
The Gijit landing page has one commanding image: the
product. It makes the page clean, simple and informative.
3. Be Credible
If you’re a new startup, visitors will love the fact that you’ve been
featured by TechCrunch, Mashable, CNN – whatever. If you’ve partnered
with Amazon, Dropbox, Twitter or any other well-established brand, shout
it from the rooftops. Adding these accomplishments to your landing page
footer will make your visitors feel comfortable signing up or
purchasing. It’s an easy way to convert early!
4. Use Fewer Input Fields
Less is more in your visitors’ eyes, especially regarding how much
information they have to give. The more “required” fields you include on
your registration page, the less likely visitors are to give you
anything at all. You want to remove every obstacle possible between the
initial visit and the conversion.
Instead of asking for first name, last name, date of birth, address,
phone number, email address and mother’s maiden name, start with just an
email address. You can collect the rest after conversion. Using email
notices, drip marketing campaigns and incentives, you can collect
everything you need later. Once you have the initial lead, you have a
method of later contact.
Imperva has asked for
everything and the kitchen sink on their landing page. In reality, all
they need is a name and an email address (industry or business name
might be nice too).
On the other hand, Zipongo only requires an
email address and zip code, the minimum amount of information they need
to provide valuable deals to customers.
5. Make Registering Irresistible
It’s too easy for new visitors to bounce from your page. If you don’t
have a great call to action, they will. If your page has so much real
estate that visitors have to scroll to view it all, include more than
one call. You need to give visitors that push to commit and enter the
customer acquisition funnel.
Use actionable words such as donate, download, create, call, buy,
register, request and subscribe to encourage conversions. Here’s a trick
to test just how good your call to action really is.
A. Stand six feet back from your screen and look at it. What do you
see? What element stands out the most? It should be your CTA.
B. Sitting at a normal distance from your screen, tilt your head
sideways and slightly squint your eyes. Again, your call to action
should stand out the most.
6. Offer Something
As awesome as your landing page and brand is, offering a little
something extra for new registrations will often seal the deal.
Something simple like giving the first hundred people a discount, an
eBook or early access will maximize those conversions.
7. A/B Test
Unless you’ve done a ton of research, you won’t know for sure what font,
colors or copy lead to the most conversions, but A/B testing will tell
you. Landing page specialists like Unbounce let
you cleanly test your page. A/B testing involves creating two versions
of your web page: an A and a B.
Avoid using multivariate testing. Multivariate involves testing many
different elements at the same time (i.e. B has an alternate color
palette, different graphics and different copy). By doing this, you’ll
be unable to isolate which specific elements are most effective.
Performing simple and clean A/B testing will help you create the best
possible landing page.
For example, Manpacks A/B tested their landing page to determine what
brand messaging results in the most conversions.
8. Be Social
Creating a network through social sharing is the easiest way to get
exponential leads. That said, having a button for every social network
available is overkill. KISSmetrics gives visitors the ability to share
through Twitter, Facebook and Google+. Mashable adds LinkedIn to that
lineup. Figure out what networks your audience is using the most and
focus on those – the rest is just noise.
Using a tool like ClickToTweet allows you to
create a link that shares predetermined text via social media. The rule
of thumb is to keep the message short and sweet, especially on Twitter
where you should leave extra characters for retweets.
9. Create Excitement Through Copy
None of the above will be worth anything if your copy reads like a
children’s book. Don’t ignore your copy because it is often what
visitors will base their opinions on. Keep it short and sweet: state the
problem, your solution and a call to action. All other information is
It’s worth it to consider hiring a professional writer for your landing
page. The cost will pale in comparison to a stronger conversion rate.
Plus, writers know how to turn your 1500 word article into 140
characters. Try services like Scripted and
Elance to find top quality writers.
Optimizing your landing page will ensure that it is not your last point
of contact with potential customers. This checklist will undoubtedly
help you create a high-converting landing page in no time. When in
doubt, always test your hypothesis. Landing page development is a