The name might be deceiving, but landing pages are not the same as whatever page a visitor to your site lands on.
Your homepage is NOT a landing page and should never be used as one. Imagine the horror of seeing your entire advertising budget go up in flames because you had the urge to use it as one!
A landing page is more than just a collection of links and text. It’s designed with one goal in mind – to convert your potential customers into actual ones at an unprecedented rate!
A landing page is like a one-way door to your target goal. It should be designed in such as way that it takes all of the web traffic and converts it into what you want, whether it’s email addresses or registrations for an event.
Different Categories Of Landing Pages
It can be tempting to just use the same landing page for each function in your business, but you should know that not all of them have the same goals.
It’s important to take note of which type they are because there is a different category geared towards certain results and needs:
Squeeze pages are specifically designed to entice your visitors into an easy-to-solve exchange. Most people who visit a squeeze page want something, but usually don’t know how they can get it without giving up their email address first.
That’s where the goal of this marketing tool comes in – you’re looking for someone that wants what you have and is willing to give information about themselves in order to receive it…and hopefully, return again soon!
Splash pages are pointless pieces of website filler that do more harm than good. They force visitors to give up their contact information before even getting a chance to see what your site is about, and if they don’t have any interest in you as the brand then chances are they’re going to leave without giving out anything at all.
Skip them on both ends – design one with minimalistic branding and skip sending new users there automatically when registering for an account.
A sales page is designed to go right for the sale. Sales pages work best when there’s a sense of urgency, and with already familiar customers who need something in particular from you quickly.
This works well because they’re more likely to buy things online than anywhere else!
It’s time to take those high-level concepts and put them into practice! Ready? Let’s get started with some of the logistics involved in building a landing page.
Options To Build Your Landing Page
When it comes to building perfect Landing Pages there is no one size fits all answer but rather an array of methods each offering unique benefits:
Custom Landing Page
Custom landing pages are serious business. They help you engage your audience and get them excited about what’s on the other side of that click.
It doesn’t take much to put together one, but there is some work needed in order for it to be successful – which any developer worth their salt should know how do.
Designing your very own landing page is a fantastic opportunity to do what you want and have control of the design.
You’ll never be charged with any additional fees, such as monthly subscriptions or upkeep costs since it’s all up to you when designing.
Landing Page Builders
If you don’t have someone on hand to build you a page from scratch, just use one of the many landing page builders that are available. Whether it be for creating a new LPs or redesigning your old ones, these tools can help make things easier and more efficient by providing pre-designed templates as well as drag-and-drop features which allow users to create their pages regardless of their level in web designing knowledge.
The landing page builder market is a hotbed of activity. With so many options out there, it can be difficult to sift through the noise and find one that best suits your needs. Luckily for you, some of the most popular ones on the market are:
- Click Funnels
- Lead Pages
Landing page builders are a great way to get an awesome looking landing page without all the hassle of coding, but they also come with a hefty price tag. Whether you opt for basic or advanced plans, expect to pay anywhere from $25-$500 per month!
If your budget is tight and your ROI means everything make sure before committing to this route that it makes sense in terms of goals and budget.
When Building A Landing Page What Do You Need
A landing page is a single web-page designed for driving conversions. Landing pages are a powerful and effective way to generate leads, but not all businesses know how they work.
When you want to convert your traffic and drive them to take an action, the most common goal is usually one of three things:
• Email opt-in
• Buying a product or service
• Registering for an event
Anytime you’re looking to drive one of those actions, a landing page should be your go-to solution. End of story. Why? Because they work!
How To Create A Converting Landing Page
Everyone wants to know how they can build a killer landing page. We will show you exactly what you need for the ultimate conversion with this overview of tips and tricks that every marketer should consider.
What You Need To Know Before Building A Landing Page
If you want your landing page to convert, then it’s essential that you get to know your audience. Think about the problems they are facing and what would motivate them buy from you.
If there is a place where people can share their stories or comments on how happy they were with products and services- use this as research for better conversion optimization.
Some people are in such a hurry to get their offer out there, they don’t take the time to research and know who exactly it is that needs what you have.
The biggest mistake you can make would be not taking this step necessary for success.
You have to be able to get your head around who the landing page is for before you can start building it. If you don’t know what they want, how are they going to feel satisfied?
You need a deep understanding of their needs in order make them happy and keep them coming back again and again.
This could cost you your time and money, so don’t skip this step. You’ve been warned!
You should be able to answer these three basic questions before you build your landing page:
- Who are they?
- What are they struggling with?
- How does your offer solve their problem?
Without the answers to those three questions, you’re shooting in the dark. With them?
You have a roadmap that will help you create a personalized landing page strategy that connects with your audience on an emotional level and drives conversion rates higher than ever before.
Take it a step further and create an avatar of your ideal customer. This will help you tailor all content to that person, which in turn builds a more personal feel and makes the landing page seem as if it were created with them specifically in mind.
When you’re creating your ideal customer avatar, think about who they are. What is their name? Where do they live?
And what makes them different from everyone else in the world: go all out and give them a back story too because it will be worth it when building your landing page.
As soon as your visitor lands on your page, you want them to think “Wow…they’re really talking directly to me.”
The more they feel like the company understands and cares about their needs, the less likely they’ll be able to resist giving up private information.
Elements Good Landing Page
It’s time to build your landing page. Make sure it has these essential elements no matter what industry you’re in:
Direct Response Copy
You can’t have a website, landing page or otherwise without copy. Copy is the secret ingredient that converts visitors on your site, copy is KING.
On every single one of your landing pages you should have a few of these copy categories:
The Right Headline
If you’re struggling to come up with a great headline when building out your landing page, don’t waste any time worrying – chances are good that without one, nobody would care enough about whatever’s below the fold anyway.
The headline is the most coveted piece of copy on your landing page.
Your landing page headlines need to make an impact in order for people to keep reading what follows – if not then nothing else matters because no one will get past the first line.
The headline is the key to a successful marketing campaign. It needs to speak immediately and grab people’s attention from the first second they see it.
The best way for your message or product be seen by lots of potential customers, you need a catchy title that will make them want more information about what it has in store. Your headline should be:
An Offer They Can’t Refuse
The point of a landing page is to offer your visitors something in exchange for something else.
To do this, you need to build the value of what you’re offering by providing them with valuable content and features so that they’ll be more likely take action and give you what you’re asking for.
The Godfather, arguably the best film of all time by many accounts, tells us that to get what you want in life sometimes means making them an offer they can’t refuse.
In order for your offer to convert it needs to be:
- Clear and easy to understand
- Value based
A POD That Is Strong
You want your customers to know why they should work with you, not the other guy. The POD: point of difference, is what sets you apart from them and shows that their needs are best served by working with YOU instead.
Your POD should be EVERYWHERE on your landing page. It builds credibility with your audience and can help push people who are on the fence about an offer over the edge to convert into a customer.
How To Get The Most Out Of Your Landing Pages
Landing pages can be a powerful tool in your marketing arsenal. It is absolutely critical to keep them optimized because what does appear on the landing page will determine whether someone goes further into your website or leaves immediately.
According to the Merriam-Webster dictionary, optimization is “a process of making something as perfect and functional as possible.”
Landing pages are a never-ending work in progress. Every conversion and every visitor is an opportunity to make your page better, more awesome – and therefore, profitable.
So how do you do that exactly?
Want to know the secret behind optimizing? It’s testing, testing, and more of that. We know it sounds boring but it WORKS.
Landing pages aren’t the place to follow your instincts. Sometimes, ugly and hard-to-read landing pages are converted by visitors at a much higher rate than beautifully crafted ones.
The only way you’ll know for sure is if you test it out.
The two main testing methods for optimizing your landing pages are:
A/B testing is a great way to test your landing pages effectiveness. It allows you to split up the elements of your landing pages and see which ones convert at higher rate.
In a time of ever-changing marketing trends, it pays to conduct A/B tests on landing pages.
In one such test by HubSpot with different colors for CTAs, they found that 21% more people clicked the red button over the green one – and this is just information they would never have been privy to without conducting the split test.
Landing Page elements you can use for A/B testing include:
- Offer copy
- Font size
- Color palettes
- Button size
- Button color
Once you’ve run your split test, and know which version converts better. You take the more successful of the two versions to create another A/B test on a different element in order to find out what will make them even better.
A/B testing is a tried-and-true marketing strategy, but it’s not the only one. Multivariate tests are like A/B testing on steroids; they test more variables – and more versions of your page at once.
For example, instead of just seeing how two different pages fare against each other in an experiment, you might actually see ten or twenty or even 100 landing pages all tested together to find out which version will work best for you.
Marketers love multivariate testing because it will get you to the highest converting landing page quicker than A/B testing.
But, just like anything that’s worth doing well, there are some hassles involved with setting up and executing this type of experiment on your site—make sure you have support in place before getting started.
To be continued: As you can see there are many secrets to creating a great landing page. Stay tuned for Part 2 for more Secrets On How To Create A Converting Landing Page.
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