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Because your landing page is so crucial, and because, as they say, you only get one chance to make a first impression, it’s critical to ensure that your landing page converts as well as it possibly can.
It’s practically impossible to gauge every element of your landing page against the tastes and desires of your target audience. In fact, there have been times when ugly designs have vastly outperformed beautiful designs, and when copy that cost thousands of dollars from one of the world’s most well-known copywriters failed compared to a quick sales letter written by a product owner.
Sure, these instances could be considered “flukes”, but the fact is, they happen more often than you might expect. This is why it’s important to use split testing in order to optimize your landing page for optimum conversions.
What is Split Testing?
Split testing is basically the process of testing multiple versions of a page, sales copy, or other marketing element in order to increase conversions. You can accomplish this with special software, or you can do it on your own by using multiple pages with your own unique methods of tracking results.
If you use a system like LeadPages or Unbounce, you’ll have split-testing abilities built right in. This is one of the things that makes these systems so powerful, because you can test the different iterations of your landing pages without using any additional software or incurring any additional expenses for testing software.
There are a few things you can do to drastically improve your landing page effectiveness, boosting conversions with very little extra work. Let’s take a look at those things now.
Incentives
Incentives are one of the most important tricks in the landing page book, but many people neglect to use them anyway. Used correctly, incentives can boost conversions significantly, so there’s no reason not to use them.
The average person isn’t going to hand over their personal information such as their email address or phone number without some sort of incentive to do so. Not only that, but incentives work even when your landing page is geared toward selling a product, because you can offer a discount, rebate or bonus to encourage sales.
Here are some ideas for incentives that you can choose from depending on the type of landing page you’re using:
Free report
Free video
Free access to a membership site
Discount off your product
Rebate on an affiliate product (if they allow rebates)
Bonus on your own or an affiliate product
Top Secret” information of some kind
Social Marketing Integration
Another element that can drastically increase the effectiveness of a landing page is the integration of social media. It’s quick and easy to add buttons to a landing page that will allow visitors to share the page with a single click, and this will help you get more visitors without much effort.
There are tons of social media sites that you could integrate, but here are some of the ones you probably don’t want to forget:
Google+
Engagement Devices
Engagement devices are useful for getting people to pay more attention to your message and stay on the page longer, thus reducing bounce rate. (Bounce rate is the number of people who leave the site after the initial landing page without viewing anything else. On a landing page, having a high bounce rate means your landing page isn’t working, because people are hitting the back button rather than taking action.)
There are many ways to increase engagement. Here are a few ideas:
Video
Interactive presentations, like those made with Prezi.com
Quizzes related to your landing page niche
Simple embedded games related to your niche
Just don’t insert engagement devices solely for the purpose of keeping attention, because if the device doesn’t help further your marketing message and encourage people to take action, it will only distract users from your message.
Conclusion
Creating effective landing pages doesn’t have to be a long, complex process involving hours worth of coding and top-notch graphics design experience. Anyone can create landing pages that are both stunning and highly effective with no technical experience using the methods outlined in this report.
Always keep in mind the purpose of your landing page as you’re creating it, and tailor each element to that purpose. For example, if you’re trying to gain opt-ins for your email list, focus on drawing attention to the opt-in form and on the benefits people will get when they subscribe. Don’t distract them with extra things that will take away from that primary goal.
IMPORTANT: Landing pages should be clean, free of extra links and other distractions, and focus solely on your one main goal!
If you keep these things in mind and use the tips you’ve learned in this report, you’ll be creating stunning, effective landing pages in no time, even if you have no design or technical experience!
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