The trouble with advice? It’s all over the place.
As such, you’d need to test everything with landing pages. But to save you the trouble, you could also learn from true experts who’ve been there and done that. They aren’t experts just because they know how landing pages work or because they follow the rules to bring in the results.
They’ve spent a lifetime what regular business owners only do when they have to launch campaigns or what regular marketers do when they have to work for their clients’ campaigns.
We went looking for landing page heroes, and we found them.
Here are a few tips on landing pages from landing page experts:
Just create More Landing Pages
HubSpot's 2012 Marketing Benchmarks Report reveals that companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.
Simply put, the more content, offers, and landing pages you create, the more opportunities you have to generate leads for your business.
It makes sense anyway. You’d need multiple landing pages - each page for a specific offer. Now, given that you’d have multiple products, the number of landing pages you’d need only multiplies.
As Pamela Vaughan of Hubspot recommends:
- Invest in a simple, effective, and easy-to-use landing page builder. I highly recommend Unbounce or Leadpages.
- Create specific landing pages for every single offer. One offer per landing page.
- Tweak existing landing pages (or create new ones) for every product and offer you have.
- Create landing pages for various customer personas.
Use Video on Landing Pages
People respond to emotional cues. Make them happy, sad, excited, vulnerable, or make them fear. Emotions play a huge part in marketing and nothing beats video (next only to you, in person) to portray those emotions.
Dan Shewan of Wordstream advocates:
- Use video as a way to pour life into your offer.
- Make the video itself as a part of the offer.
- Use videos to provide a glimpse into your actual product. Show how it can be used, for instance.
- Disable Autoplay. It’s a no-brainer.
Reduce Friction On Landing Pages
Way too many marketers and businesses complicate the living pixels out of a landing page. Too many links, unnecessary navigation menus, gigantic social media buttons, redundant links to other pages, too many form fields, or maybe just extra clicks to get somewhere instead of just a click or two.
Friction on landing pages is an enemy of your otherwise straightforward conversion.
Some of the things you need to remove from your landing pages is evident and it doesn’t require us to go pointing to all sorts of research.
According to Julie Boswell of DigitalMarketer, remove the following:
- Sliders on your landing page, if any.
- More than necessary form fields. The lesser, the better. Asking for anything you don’t need is disastrous for your conversions. Read more about what the research has to say about form fields by Shanelle Mullins of ConversionsXL
- Social media links
Page Speed Matters
Considering building landing pages? Think twice. You can’t stick with the same old, bloated landing pages and try to make them work for you. Page speed matters today.
Stay Fast, Or Make Everyone Furious. Google is serious about page speed, and it should have been evident from way back in 2009 with its Let's Make the Web Faster initiative.
The importance of page speed is clear, according to ThinkWithGoogle:
Unfortunately, we are all stuck with websites and landing pages that take 8 seconds to 19 seconds to load.
Note on Websites: Move your website hosting to Kinsta, WPEngine, or Flywheel now. Also, consider checking out Webflow (It changes everything).
Stay Compliant With GDPR
Maybe you have everything to do with GDPR. Maybe you don’t. But it comes to affect all of us.
One of the most important things to do about GDPR when you are doing marketing (aside from the actual legal aspects of it) is to stay clean, transparent, and respectful of data on visitors, leads, or customers.
Johnathan Dane, Founder and CEO of KlientBoost, has a few tips:
- Stay transparent.
- GDPR isn’t here to throttle you. It’s an opportunity for you to serve better and to protect user data.
- There’s money in GDPR too: “the actual monetary value of complying to the new EU regulations is 4% of your annual revenue or 2 million euro (whichever is higher).”
Do Social Proof, the right way
You know that people buy with their hearts. Your buyers will need some reassurance that you are trustworthy. That comes from social proof. The trouble is that most people do social proof the wrong way.
You’d be surprised just how many big name brands screw up with social proof and testimonials. A few, however, do it right.
- Be specific, in context with your actual products and services. Don’t be lame. Don’t be vague. Don’t write like those testimonials mean nothing.
- Using testimonials? Remember to show “Rock-solid, it’s-been-done-before, here’s-the-numbers proof.”
- Keep social proof relevant, detailed, including product or service specific statements, and keep them problem-solution focused.
Copy Makes or Breaks Your Landing Page
Copywriting is truly underrated when it comes to landing pages. Too many business owners and marketers jump right in to write copy that they think will work. Effective copy “talks” to the right audiences, pulls at the heart of your target audience and makes your visitors take action.
For that, you’d have to know who your target audience is and how to get into their head.
Nicolas Scalice -- landing page specialist and founder of earnworthy -- swears by using quantitative and qualitative research, to begin with.
In a post at OptinMonster, he writes:
- Start with in-depth persona research
- Gather feedback from your potential buyers to find the right kind of words to use.
- Write like you really talk to people.
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