The mother of all conversion needs would have to be a landing page. A landing page: one singular uniquely designed page, an extension of your business and brand created for the sole purpose of getting people one board. When creating and testing your landing page, consider the Online Marketing Institute’s 25 point “R.E.A.D.Y. for Conversion Optimization” guide. The framework funnels landing page design through a target 5 point checklist that breaks down each point with 5 additional considerations. The key takeaway here is testing your page for (1) relevancy, (2) engagement, (3) authority, (4) direction, and (5) yield optimization.
In addition to this checklist, you might also want to run these coveted ideas by your marketing team for your next landing page design:
- Literally Deciding Between A and B. You can take inspiration from the health industry example here to literally offer users both options by having an introductory landing page that offers users the choice between A and B. Here it works best if you’re catering to a type of client, in this case large hospitals versus small hospitals. This option essentially creates two concurrent landing pages for users to experience. Of course there’ll be a cross over between the two, but you can determine user preference two ways. First, certain software lets you actually track your users as they navigate, allowing you to see the direction they move in. Another way you can determine preference between cross-pollinators is by seeing which page had longer periods of visitors. If the bounce rate is high on one but had more users, then you’re better off with the second option.
- The 5 Types of Headline Tests. Ion interactive, a company that offers software and services beyond landing pages, recommends having 5 types of test headlines on your next landing page. There’s the benefit-driven headline, the offer-specific headline, the reflective question-based headline, the direct approach, and the attention-grabbing headline. Seeing which ones your users prefer will help you guide how best to structure the rest of the landing page, including how to fine-tune your copy to cater to specific preferences.
- How to Identify Value. One of the most important aspects of any landing page is the sales pitch. Here the sales pitch is a two prong approach. The first is value. Your job in designing a landing page is to create value to the client. The strategy here is to opt for benefits rather the features; tell users “why” instead of “what.” Simply relying on a features list is a passive language approach. Contrarily, an active language approach engages the user in their natural thought process – one that always evaluates the value of a service or product.
The second prong is design. If there isn’t design consistency in terms of style, graphics, branding, etc – then a user is dissuaded from converting. Excellent style communicates authority and success. Anything less and you might as well come across as a greasy car salesman. The following example by the Online Marketing Institute shows a progression of landing page design that proves sleeker, cleaner, well-defined design strategies help jump conversion from a measly 3.7% to ultimately a 13.5% – a move that for one company lifted conversion rates over 264%.
- Going Beyond a Sales Pitch. Value is also determined by not only tangible benefits, but also by emotional appeal. Last week I wrote about the art of storytelling, noting that storytelling is very much a part of culture and helps clients feel more comfortable interacting with us. In the context of your landing page, you’ll need to determine how your story or message fits into the offer or appeal. Ion Interactive offers some great strategies for creating landing page narratives. They recommend using segmentation results to target your story and creating a visual flow to help users “picture themselves happily using your solution.”
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