Landing Page Perfection Part 2

Landing Page PerfectionHaving the perfect landing page format that tells a clear and compelling story should be every digital marketer’s goal. In the last blog article, we discussed the first three tips on creating the perfect landing page to maximize form conversions, and this article will continue where the last article left off.

4. Simplify the opt-in form.
The sole purpose of a landing page is to entice visitors to fill out and submit a completed opt-in form. It is the responsibility of the digital marketer to make the form as mindless and as easy as possible to complete. Any element in the form that may cause a moment of hesitation on the part of the page visitor is an element that needs to be eliminated. The temptation may be strong to gain as much information as possible on the individual filling out the form, but limited information is better than no information at all.

5. Continue the conversation in the call-to-action.
If a page visitor has made it all the way through the form and they are ready to click the all-so-important call-to-action button, it is imperative that the button continue the conversation. The opt-in button needs to tell the page visitor exactly what they will be getting by submitting their information. A vague or ambiguous call-to-action makes the visitor wonder why they are bothering to submit their valuable personal information in the first place.

6. Use imagery to support the story.
Everyone loves pretty pictures, but when it comes to a landing page, every image needs to count. Images need to support the narrative every step of the way, and help visitors understand and visualize what the product does. Everyone has heard the idiom, “A picture is worth a thousand words,” and this is particularly true for a landing page. The page designer has limited time to capture the attention of the visitor, and the best way to capture that attention is with imagery that supports the story. If the images do not help tell the story of what the product does and why the visitor needs it, then it is time to rethink the design.

7. Differentiate the product from the competition.
Consumers need to see why a product is better than everything else they have seen in the same category. Competitor differentiation needs to be apparent in the body copy of the landing page. No matter how unique a product may be, there will always be competition. Landing page designers need to make it easy for consumers to know what makes their product better than the competition.

Every element of a landing page needs to contribute to the conversion goal. That conversion can be achieved through a clear story supported by concise body copy, strong imagery, and a simple form. A genuine landing page that offers value to the consumer has a greater chance at conversion than a slap-stick colorful page that uses flowery copy. So get out there and tell a compelling story in exchange for valuable contacts via a simple opt-in form on a beautiful landing page.

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