A landing page, also known as a squeeze page, is a single web page which appears when a web user clicks on an online advertisement or a search engine result link. Such pages usually contain direct sales copy and are aimed at converting site visitors into prospective customers. Landing pages can therefore be very powerful marketing tools for any business.
Tips for Enhancing Your Landing Page
Here are some tips for enhancing your landing page for a better conversion rate.
1. Research
Take time to observe other landing pages which are relevant to yours. Check the pages’ ranking on Alexa. This will give you an idea of the kind of content you need to have on your page to rank well. In addition, you need to carry out some keyword research to find out what are the most popular keywords in your industry. Make sure you insert these keywords into your content.
2. Leave out unnecessary details
The main aim of a landing page is to get visitors to submit their name and email address for future correspondence. Therefore, you need to avoid anything which would distract them from this purpose. Simply describe whatever is being offered and give your visitors a compelling reason why they should sign up.
3. Personalize the landing page
Personalizing your landing page will increase the chances of visitors subscribing to your mailing list. Adding your signature or photo will present you as a real person and make your offer look genuine. However, avoid giving too much personal information which might not add any value.
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4. Give an anti-spam assurance
Make it clear to your subscribers that their contact details will not be sold, rented or used for any other purpose besides what has been mentioned on your page. Giving such an assurance will enable you to win the trust of your visitors.
5. Keep vital content above the fold
The attention of visitors is usually drawn to content which is placed above the fold. Make sure all the important information, including the subscription form, can be seen on the screen without someone having to scroll. Avoid adding images or links which might end up distracting visitors from opting in.
6. Don’t ask for too much
Asking for too much information is likely to put off visitors and lower their chances of signing up. In most cases, just the first name and an email address is sufficient for keeping in touch with subscribers. In rare cases where there is need for more personal communication, you could ask for telephone contacts.
7. Give a sense of urgency
You need to convince your visitors that if they don’t subscribe, they are missing out on a great offer. Use words such as ‘Today only!’ or ‘Limited time offer!’ to show them the urgency of signing up. You could also enhance the conversion rate by offering visitors something for free upon subscription.
8. Test and tweak
You can use tools such as Google Analytics to find out how many people have visited your page, as well as the number that has actually subscribed. If the conversion rate is very low, take time to tweak your landing page. Keep doing this until your subscription rate grows.
Charles Mburugu has a great passion for sharing blogging and web development tips. At the moment, he is writing for Moto CMS HTML templates.
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