Best Ways to Improve Landing Page Lead Generation
Landing pages are the hub of all inbound lead generation efforts. Every campaign that is run and every funnel offer that is created is tied back to a landing page.
With so much effort focused on driving traffic to landing pages, one wants to make sure that the design reflects those same efforts. However it should effectively attract and convert the targeted traffic into leads.
Marketers and designers need to take a more strategic approach. On an average a typical landing page generates anywhere between 1 percent and 3 percent of the total leads. You can boost this up to double digits.
In this post, we'll go over some quick ways in which one can optimize and improve landing page for lead generation:
Focus on Singular Messaging
Identify a main point or single compelling reason to attract the prospects. Reiterate this message on your landing page. Address the benefits or problem solving points within your content that are in line with your offer.
The messaging should be consistent throughout the conversion process. This includes your call to action in blog posts and in PPC ads. Accurate descriptions help build trust, avoid user annoyance, and improve your qualified leads.
Increase the Response Time
Everybody wants the audience to fill out the landing page form no matter what device they use. A non-responsive page that makes your user scroll and wince and pull out their hair just to try to fill out a form won’t fly.
So make sure your landing page layout is responsive. This will give easy access to your page on any browser and any device.
Get Rid of Navigation
Unlike other pages on a website, landing pages are completely lead focused. For this reason you should remove any navigation from the landing page.
This will keep the viewers’ attention focused on exactly what you want them to do. which is to fill out the form to access your exclusive content and you can improve your landing page for lead generation.
Reduce the Number of Form Fields
As of recent surveys, no one likes to fill up cumbersome forms that take away a huge chunk of their time. In general, to generate more leads, try fewer required fields on the landing page forms. Looking for more qualified leads?
Ask for more information – this will help weed out some of the people who are just checking out your content for informational purposes.
Split-Test Your Landing Page
Every landing page has different goals, each funnel offer has a different perceived value, and every business attracts different buyers. Testing is the only way to identify what works best for your specific case.
A simple A/B test can segment your traffic to find out which landing page receives a higher conversion rate. Try using different headlines or alternate colors. Explore forms with more required form fields or with less copy.
A/B testing rules because you can test and optimize everything about your webpage until you receive the response rate you are looking for.
There’s no universal answer to what works best, so testing can ensure your landing page is the best it can be. This will improve your landing page for lead generation.
Work on Your Thank-You Page
Last, but certainly not least, make sure the entire conversion process is functional. After people fill out your form, are they really taken to the thank-you page? Do they really get a kickback email?
Make sure this is all working properly so you don’t put your contacts through the frustration of filling out a non-working form.
Although it’s just one page of your website, leaving out certain elements could cause you to lose out on valuable conversions. Landing page optimization is indeed a tough task, as there’s no proven formula for getting it right.
Using the above tips will not only improve the conversion rates but will increase how much your target audience trusts you. This will make the conversion process all that much smoother for your potential customers.
The above guide should give you a foundation to improve your landing page for lead generation, eventually leading to improved conversion.