Pull Marketing Blog

3 Quick Changes To Make To Your Landing Pages To Increase Conversions

  

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I spend a lot of time creating landing pages. Writing copy for them. Working on the layout. Making the behind the scenes stuff of forms and fields work correctly. I can't get enough of them.

Every minute I put into optimizing a landing page is always an investment rather than an expense. Every person who exchanges their contact information for your offering is an opportunity to increase your reach and influence online.

Not every opt in will become a customer but every time your landing page succeeds in convincing a prospect to become a lead, you have the chance to build a connection with someone who will become a fan of your business, tell others about you, and will look for ways to connect with you on social media.

Keeping in mind the many benefits of having a well optimized landing page, here are 3 changes you can make to increase your conversions today:

1. Create Your Landing Page First, Offer Second

As part of Inbound Marketing, we're all told to create high value offerings to help convert prospects into leads. However, when it comes time to create a whitepaper or host a webinar, we can sometimes be at a loss for what we're going to cover. The best place to start is what the benefits of your offer are going to be and some of the highlights that you're going to cover. When you combine benefits and highlights, you have the makings of a solid landing page.

When you put the focus of the landing page on the benefits and highlights of opting in to receive your content, you're already putting the prospect's needs before your own. This is the biggest change you can make to see your conversions soar.

2. Text Formatting Makes a Difference

Truth be told, most people don't read online. They skim. That's why we're naturally drawn to blog posts with numbers in the title or anything in list form. Apply this lesson to your landing pages as well. When writing out the copy for your landing page, don't try to spin an entire anecdote about your whitepaper or webinar. Give your viewers the facts and let them make their decision. Bullet points will always be your friends when creating a landing page.

Another aspect of your landing page that you want to optimize is your headline. First off, if you don't have a strong and benefit-rich headline, you need to change that immediately. Second, if you already have a decent amount of traffic to your landing pages, change the headline (and only the headline!) on a weekly basis, being sure to measure the conversion ratio each time.

3. Less Is More

You are the director of your landing pages. Every choice you make on the page has an effect on whether or not someone is going to exchange their contact information for what you have to offer. That's why it's important not to overwhelm your prospects with too many images and options. It's easy to get in the trap of thinking that if they don't take the primary action you want them to take that you should offer them a second action. This just doesn't work. Keep your prospects focused on the main objective of the page.

Giving too many options to try to please everyone hurts your overall conversion rates. Landing pages should be "Do or Do Not." There is no in between.

What aspects of a landing page always stick out to you? Are a headline lover or do you study bullet points and make your judgment from those? Leave your comment below to let us know!