So, you've got your new marketing strategy ready to go, and you're starting to implement some landing pages for all of your funnel offers (TOFU, MOFU, BOFU)? Now, the trick is to get people to engage with your landing pages through forms and CTAs.
The problem is, you'll need to create compelling offers for your visitors in order to get them to move on to the next stage, and that's easier said than done. But not everything comes down to the wording; there's a lot of moving parts within a landing page that leads to a new customer.
Here are some ways to help increase your clicks.
Simplify Please
If there's too much happening in or around your landing page, the viewer will probably get distracted or disinterested. Wouldn't you? Try to limit the amount of corporate presence within the page. Don't clutter the sidebars with other irrelevant bits of info like navigation bars to their main website, social media accounts, logo links, etc. Start clean, stay clean, and have the central message—you know, central.
Persuade Them
Just because your landing page has a visitor, doesn't mean that visitor is there with a purpose, or an open purse. Keep the copy persuasive, as your visitors will be more inclined to move from TOFU to BOFU. You want your viewers intrigued by what they see, and what may follow, after. Do your site a favor by producing copy that can persuade multiple buyer personas. That way, you'll have an easier time converting them into leads.
Resign Old Designs
When it comes to landing pages, persuasive copy is just as important as an impressive design. You should never discount the importance of visual marketing, as more and more people flock to things that catch their eyes. Copy is the validation: it tells the visitors what the offer is, and what they need to do to take advantage of it. But design is what draws their eyes to the page, and influences them where to look. It encompasses everything: placement, font, color, whitespace, etc. If the copy AND design are both strong, you're off to a good start.
Clarity Clarification
If a visitor arrives at your newly designed landing page, and isn't immediately aware of what you're selling or offering, you're in possession of a terrible landing page. No one will buy something (or better yet, remain on the page) if they don't know what the offer is or why they need it. Remember, if a visitor is asked to think too hard, chances are, they'll pass until a later date (or not at all). But the name of the game is now and you certainly don't want to lose a lead due to miscommunication.
Make It Responsive
A great way to increase your landing page conversions is to make your site responsive for mobile devices. What this means is, the site automatically adjusts its size based on the device your using with it. This helps to streamline the site so it's still intuitive regardless of the tech your using to access it with. Why's this important? Most sites get a healthy amount of mobile viewers, but these viewers aren't accessing the landing pages or forms from static mobile sites. You may find that, by switching your site to a responsive one, you're providing visitors with more opportunities to funnel through to your bottom offers.
Here at Stratus Interactive, we work with landing pages on a daily basis for both ourselves and other clients. If you're lost, or need some guidance when it comes to setting up killer landing pages to help increase your landing page conversions, contact us! We'd be happy to help.