You’ve built a landing page to help educate users with your content but also to gather information that is useful for your marketing purposes such as first names and email addresses. That is why constructing a landing page that helps increase the chances of your user converting is crucial to the success of your campaign.
Make sure you get your landing pages up to scratch and increase your conversion rate by removing these six things!
If possible, you should try to remove all of your site navigation on your offer landing pages. The other buttons are just too distracting. Make sure your audience’s eyes are on the prize and get rid of the menu!
Large header images
Having an image of your content offer helps dress the page a little and it also reiterates to the user what they’re downloading so if you’ve used an image on the page that points to this landing page, it’s a good idea to use the same image on this page too. However, don’t go adding a larger-than-life header image; images that take up the majority of the top half of your page, are a no-no. You need to make sure your user is going to see the benefits of this offer straight away, so don’t fill your page with unnecessarily large images.
Social share icons
While it’s a good idea to encourage your audience to share your content offers with friends and colleagues, make sure you’re not diverting their attention away from filling in the form for the offer themselves. Placing your social share buttons on your thank you page can eliminate losing that initial conversion. Just make sure the link they share through your social icons isn’t to the thank you page, but instead directs the new potential conversion to the landing page – you don’t want to miss out on collecting some valuable information!
Who can be bothered filling in a form with 10 fields for a short two-page guide? I can’t and the majority of your audience probably can’t either. You need to minimise the hoops you’re asking your user to jump through in order to get to this download. Making their journey shorter means they’ll get their hands on your download quicker – and that’s a good thing for everybody in the scenario. You get their details they get your download and everyone is happy!
Think about the perceived value of your download, if it’s a two-pager as I mentioned above with little to no research required on your part, just try asking for a first name and an email address; that’s all you need to email market to them initially anyway.
Paragraph after paragraph of text
Similar to my point above, you need to make your user’s journey as short and as pleasant as possible. This means concise and descriptive bullet points, highlighting to the user exactly what they’ll get from your download. This way they can scan your text and make a snap decision ‘not for me’ or ‘I need this download’. If it’s a data-driven research report you’re giving away, you might want to give a longer description – just save this description for the section below your bullet points and your form; this way they can scroll down for more information if they feel they need it, but the form is still one of the first things they see.
It can be tempting to show the user each of your relevant content offers, additional to the one they’ve already shown interest in. You need to refrain from posting any on this landing page. Each content offer landing page needs to be clutter-free to increase the chances of a conversion. Your thank you page is prime real estate for showing off other offers of interest – after all who says they won’t convert again if another download takes their fancy?
I hope these points have helped you with your landing page analysis and with a few tweaks, you can easily improve your conversion rate! I’ve written a list of FREE marketing tools I think every small business should at least know about – you can access your copy here. These tools can save you both time and money, so why not check them out?!