Landing page optimisation

Optimise first to get impressions, then clicks from those impressions, then conversion from those clicks.

UX London has the perfect example of a powerful, simple, and effective landing page. You can also see here for the key elements to a good landing page and a deconstruction that will help you get going in the right direction.

For more detailed information on website design and development, visit our Website wiki.

Impressions

Get traffic to pages via various means including:

Click Through Rate (CTR)

Use Google Analytics to determine which pages are getting the most traffic (and are therefore the most worthy of optimisation)

  • Search
    • View Traffic Sources / Search Engine Optimisation / Landing Pages
    • Determine which pages are getting the most impressions for the phrase for which they are optimised
    • Determine which of the high volume pages are getting lots of impressions, but not lots of clicks (the click through rate - CTR)
    • Mindful of the phrase you are optimising that page for, and what would make sense for searchers of that phrase, adjust your page description to make that page more compelling for searchers who search for that specific phrase
  • Social
  • Email
  • Referrals (links)

Value Proposition

What is your value proposition? The answer to that can be found by asking yourself 'If I am your ideal prospect, why should I buy from you rather than any of your competitors?'. This is your value proposition.

  • If You are fundamentally answering a first-person question posed in the mind of your customers. It always implies a “because” answer.
  • Your ideal prospect A value proposition focuses on a specific customer segment. This requires you to consider whom you are not going to serve and the associated tradeoffs.
  • Why should I A value proposition is an ultimate reason – the reason why; it is the culmination of a careful argument
  • Rather than your competitors A value proposition must differentiate you from your competitors. In at least one way, you must have an “only” factor.

Now that you know what is your value proposition, you must understand the role of it. The value proposition is the fundamental force powering your prospects up the sales funnel. This force can be measured by four essential elements of the offer:

1. Appeal – “I want it.”

2. Exclusivity – “I can't get it anywhere else.”

3. Clarity – “I understand it/you.”

4. Credibility – “I believe in it/you.”

You must think holistically about the communication of your value proposition. This involves two essential elements: a) Congruence is having every element of your page either state the value proposition or support the value proposition. (This can be expressed in your logos, price, design features, images, colors, etc.) b) Continuity is making certain that each step of the buy process either states or supports the value proposition.

Conversion

Key factors include:

  • Content relevance
  • Site speed
  • Call to action
  • Layout

Conversion sequence

C = 4m + 3v + 2(i-f) - 2a

Wherein:

“C” = Probability of conversion

“m” = Motivation of user

“v” = Force of the value proposition

“i” = Incentive (additional) to take action

“f” = Friction elements present

“a” = Anxiety elements present

Why do people say yes?

Because the value force outweighs the cost force. That is, your net force is positive: Rc(Vf-Cf)=Nf

You need to remember:

i. People don’t buy from websites, people buy from people

ii. You don’t optimize websites, you optimize thought sequences

iii. To optimize thought sequences, you must enter into a conversation

iv. Then you must guide the conversation toward a value exchange

Friction

Friction in a marketing sense is the psychological resistance to a given element in the sales process.

  1. One of the most effective ways to increase conversion is to decrease friction. This can be done by simplifying the page layout and reducing the number of competing objectives (reducing friction).
  1. The objective is to minimize, not eliminate friction. If you eliminate all friction you, necessarily, eliminate “the sale.”
  1. Once friction has been minimized, you seek to overcome the remainder with incentive.

fSC = lT + dT

Wherein:

fSC = Friction of sales conversion

LT = Length (time) e.g. Length of Pages, Field Number, Field Layout, Steps in a Process

dT = Difficulty eg Eye Path, Options Selection, Button Design, Organization, Flash Video

Incentives

In marketing, incentives are appealing elements you introduce to stimulate a desired action such as discounts, bonuses etc.

  1. The objective of incentive is to “tip the balance” of emotional forces from negative (exerted by Friction elements) to positive.
  2. Commonly businesses will try one incentive offer and then quit. You must test incentives because until you find one that gives you a major boost, you must assume you have not yet found an ideal incentive.

Incentives can take different and creative forms:

  • Discount Incentives (20% off, buy-one-get-one-free)
  • Content Incentives (Whitepapers, books, articles, reports , e-books)
  • Add-on Incentives (subscription extensions, warrantee extensions)
  • Order/Delivery Incentives (Free shipping, accelerated shipping, instant download)
  • Accompanying product Incentives
  • Free accessories (carrying case)
  • Complementary products (memory card)

3. Determining the ideal incentive consists of three primary components:

  • Marketing Intuition
  • Perceived Value Differential (PVD)
  • Return on Incentive (ROIc)

Determining the ideal incentive-marketing intuition

When referring to marketing intuition concerning incentives, we are referring to the ability to answer two often overlooked questions:

  • Is the incentive relevant?
    • To the ideal customer’s motivations
    • To the core offering of the page
  • Is the incentive practical?
    • In terms of cost (i.e., versus return)
    • In terms of logistics (e.g., delivery)

By carefully considering the relevance and practicality of incentives, you are enabling the marketer to intuitively narrow down most of the potential options for incentives. However, it should be noted that the marketer’s intuition is never enough when it comes to incentives.

Perceived value differential

PVD = Vp - C$n

Wherein:

PVD = Perceived Value Differential

Vp = Perceived Value of Incentive

C$n = Net delivered cost of Incentive

  • High PVD is predicated on both market-driven elements and marketer-driven elements.
  • For market-driven elements, you are seeking an item that combines high market value with low delivery costs such as bundled, electronic, outsourced.
  • For marketer-driven elements, you are seeking to improve the presentation of the incentive.

Remember incentives must be tested! The ultimate and final indicator that you have discovered the ideal incentive is ROIc (return on incentive). There are two primary ways to measure this:

  1. Total ROIc: The total dollar difference between incentive offer cost and net increase in sales over a specified time period. Focuses on total “volume” of return.
  2. Percent ROIc: The percent difference between cost and net increase in sales for a specified time period. Focuses on “efficiency” of return.

Anxiety

The psychological concern stimulated by a given element in the conversion process. Anxiety is just as lethal (and growing) to conversion as friction. If you think about mitigating anxiety in rational terms, you are likely to fail in your efforts. Though anxiety often is stimulated by a legitimate concern, its degree/impact is often disproportionate to the measure of risk. Anxiety is also localized in the buy process. It is closely associated with the geography of the page. Therefore, you must seek to relieve and/or correct for anxiety at three different levels:

  • Specificity: Specificity is the level to which your corrective measures address precisely the source of customer anxiety and work to counteract it.
    • Specific concerns about the product:
      • How much is this really going to cost?
      • Is this the lowest cost option?
      • Are there any contracts or hidden fees?
      • How does VoIP compare with traditional?
      • What is the phone quality?
      • Is this company reliable and reputable?
    • Specific concerns about the process:
      • Why do I have to give up this information?
      • What are they going to do with all my information?
      • What happens when I click “Get Quote”?
      • Are they going to call me?
      • Is there a quicker option out there?
  • Proximity: Proximity is the degree to which your corrective measures are placed such that they are experienced at the same time as or as soon after the moment that the anxiety is stimulated as possible. Often the visitor will experience the most anxiety at the moment in which you ask them to take an action. For example the book now button' or 'click to register'
  • Intensity: The Intensity level of the corrective measure must address both the substance and perception of the concern.
    • In terms of substance, you need to address the rational foundation of the source of anxiety as it relates to the realistic level of risk.
    • In terms of perception, you must also overcome the extra level of concern stimulated by the amplifying affect of fear-borne anxiety.
  1. Length-oriented friction can be used to control the quantity and quality of the emails you capture.

[Landing page optimisation ] B2B Marketing Tactics


Landing Page Optimisation For Google Adwords

Before we can create a landing page, we need to understand the reason for their existence.

Landing pages are the third element in the formula that makes up a quality score on Google Adwords. If you want a high quality score (meaning your ad will be top of the page) you have to have what google views as a “great” click through rate, ad relevance and of course landing page relevance.

Quality score is rated on a one to ten scale. Ten is best, one is worst, and the lower it is, in general, the more you will pay for clicks and the higher it is, the less you’ll pay for clicks.

A quality score of 5 or 6 is now considered a high score, anything above 6 is becoming increasingly hard to obtain.

The more relevant your landing page the more likely there will be an increase in your quality score on Google Adwords.

Google takes into account these 4 things when determining the score it gives to your landing page:

1. Making your page relevant. The more targeted your page is to a particular keyword the higher the quality score. For example if the key word is “outsourced marketing” you’d want to see that in the heading and somewhere in the copy for google to deem it relevant.

2. Bounce rate: Google also takes into account how long a customer stays on your page (bounce rate)

3. Loading time: If your site takes too long to load Google will detract your from your score. You can speed up your page by removing some irrelevant copy or by using a lower resolution for your image and videos.

4. Trustworthiness Google wants to know that you aren’t scamming your customers. You can make your website trustworthy by explaining your product or service before asking visitors to fill out personal information.

This wiki will show you exactly how to prevent a high bounce rate, and maximise the capabilities of your landing pages so that you can start achieving a great quality score on your google Ads.

The biggest thing to remember when creating a landing page is to make it visually appealing.

According to Unbounce's Landing page optimisation course there are 5 things that will make your page stand out, and it doesn't involve a huge amount of text.

Here are 101 landing page optimisation tips

Key elements all landing pages should possess

For the purpose of this page, the adwords example will always be [Marketing Consultant]

Body/Copy

Heading

Main Heading: The first thing to note is that your language has to be completely coherent with the adwords campaign it is associated with-

E.g. If the Adwords campaign is [Marketing Consultant] your heading would read something like, "Looking for a marketing consultant?”

Your heading should always include your Adwords keyword to avoid your customer believing they’re on the wrong page, and to optimise your quality score.

Subheading

The heading needs to be something punchy and direct, so that a follow on subheading has a sufficient base to further persuade the consumer to make a call to action.

E.g. "Watch your business grow in our hands.”

Reinforcement statement

You want these two first statements to amplify why a consumer should choose you above the competition This should be reinforced in the middle of your landing page

E.g. "See the simple figures that will put your business on the radar"

Closing statement

This is the last chance that we get to that further encourages the consumer to fill in their details, so it has to make them feel as though they have no choice but to find out more.

E.g. “So what you waiting for? Start propelling your business towards success today.”

Here is an example of a good unique selling proposition:

EXPERT 360

Benefits

The copy of your landing page should be short dot points or paragraphs informing the consumer of the benefits of your company, what YOU can offer THEM based on your adwords key word.

Introduction

Your initial benefits should be labelled or dot pointed next to your lead generation form.

For business consulting a benefit might be, "We will provide a structured plan to align your Sales and Marketing team, allowing you to obtain a greater market share"

Main text

These benefits should be reiterated in the second half of your landing page where your lead gen is not present, these reiterated benefits should include pictures and should be expanding on your previous introductory benefits.

E.g.

Introductory benefit: "We will help you every step of the way, from building your CRM to shaking your new clients hand.

Expanded benefit: Stay Top of Mind- "We will write you a detailed plan to capture your consumers interest, a formulated step by step guide to targeted business development and growth."

Your reinforcement benefits should be segregated from your introduction by a reinforcement statement.

Bad Benefit:

"Our company is twice as efficient as the competition"

Good Benefit:

"We'll make sure you're marketing and sales efforts are working together to keep down heavy costs."

Here is an example of a good benefits page:

UNBOUNCE

Tone

The tone of your copy is what convinces a customer to remain on your page long enough for you to convince them to convert, therefore your text should always be warm and welcoming to enhance their visit.

For example: "Our marketing consultants will do the hard work for you."

The copy should also be written in a somewhat informal manor, If it is too formal the text can come off as cold, this can deter customers from accepting your offer.

you should make prospects feel like they’re talking to another human, not some guy spouting business jargon.

For example: "We are here to help you design a detailed plan for your business"

Instead of "align.me will assist you in executing optimal business propositions"

Your copy should also subtly trouble your customer about options they hadn't yet thought of, giving them comparisons of what their business was like before they got to your landing page and what it could look like after.

Contrasting positive and negative ideals is a great way to exhibit a troubling tone.

For example: "Build a business plan in days, not weeks."

Image

To further encourage consumers, align.me may choose to include a short, funny and entertaining video of what a funnel plan is, this will resonate well with consumers.

Using video in your landing pages is a proven conversion enhancement mechanism, studies from eyeviewdigital.com report up to an 80% improvement in conversion using video.

If you’re struggling to find some inspiration Shutterstock caters to providing images for landing pages, they have over 30,000 that are ready and available for use on any landing page.

Here is an example of an excellent landing page image/video:

DOLLAR SHAVE CLUB

Social Proof

The saying goes that the proof is in the pudding, this is no different when it comes to landing page conversion. Consumers want to know that this company has had multiple successes in their respective field.

For [Marketing Consultant] you may choose to use your social proof as a unique selling proposition.

E.g. If i were to use social proof as an opening statement, I would say, "Last year we successfully helped 50 business align their sales and marketing teams, now it's your turn."

Social proof can also be exhibited through the use of current or previous clients or sponsorship logos, or in the form of quotes from previous CEO's of large companies about your services.

E.g. Gary McLaren, Executive Director, Marketing and Products at IProvide said,"...."

Include a quote and a picture.

Here is an example of a landing page that uses social proof:

SALESFORCE

Testimonies

Testimonies can be an easy way to exhibit social proof. Having people in power praise your services can be one of the most effective ways to convince your consumer to put their faith in you.

These can be gathered from feedback sheets at conferences and seminars, or from previous website testimonies.

Here is an example of a landing page testimony snippet:

"[My team] are now talking a common language when it comes to developing and executing [their] campaigns...we have global campaigns, which we were never able to do before.”

- Dana Prestigiacamo, SVP Marketing, CA associates

These quotes or testimonies should be dispersed evenly across your landing page, especially in B2B as the more influential the client the stronger the trust.

You can also place a quote above a call to action to make it more enticing.

When selecting a testimony choose the most influential persons first and then filter your way down.

Forms

Forms one of the quickest ways to connect immediately with your customer is to get them to do the leg work, here’s some of the best ways to grab their attention.

The Do's and Dont's of Lead Generation

The reason why many people will avoid filling out a lead generation form is that this generation is lazy.

For the consumer there is a perceived friction that a form will take too long to fill out, and an actual friction in which the form actually is too long and the consumer gets bored or distracted and abandons ship.

Here is a list of properties that will make filling out a lead gen form easier than a sunday morning:

Don't have too many open ended questions!

Ideally a lead gen form from b2b will simply ask the basics;

  • Name
  • Phone Number
  • Email Address
  • Company

Have minimal drop down bars and don't forget to have a great incentive!

If you need more assistance the Wuffoo app will build an optimised form that can be embedded straight into your landing page.

For align.me's landing page lead generation the reward is immediacy, the consumer will get to speak to a consultant at the touch of a button.

Incentives might also include:

  • Ebook
  • Whitepaper
  • Webinar registration
  • Newsletter registration
  • Discount coupon/voucher
  • Contest entry
  • A free trial
  • A physical gift (via direct mail)
  • Notification of a future product launch

Call-to-action

Your call to action is the button that will convert your landing page into sales, your landing page should never just have one, but a few to remind the customer why they're there.

There are several elements of the call to action button that will entice consumers to show interest.

"'What should my button actually say?"

The copy you use on your button can be the difference between whether the customer converts or not. You need to create a fair exchange for someone to agree to click on your call to action.

E.g. "Start my 60 day free trial"

Companies that score over a 10% conversion rate all have one thing in common…their offers are unique! Try to think of something that you can offer the customer that no one else can.

The call to action should always use "my" instead of "your", to directly target the customer and make their experience feel personalised.

Won't call-to-action:

"Let's Talk"

Will call-to-action

"Speak to my consultant now"

The second call to action has a sense of urgency and is highly personalised which makes it more likely that the consumer will be willing to click your call to action.

There should only ever be one offering in the form of your CTA, having other offerings or links at the bottom of the page will cause the customer to get confused and leave. You want the customer to be 100% focused rather than have divided attention.

Here's an example of a good call to action:

MANPACKS

8 guidelines of Call-to-Action Design

Your Call-To-Action should appear once in your introduction or Lead generation form, and once below the Introduction under your benefits to remind the consumer why they're there.

1. Contrast

Your button should pop from its background, choose what stands out, not what you say your favorite colour is on dates.

2. Clickability

Make sure your button doesn't look too flat on the page. You can make your button three dimensional by rounding the edges and giving it a grey rim. Increase interactivity by making the button change colour when you roll over it.

3. Size

You know what they say, bigger is always better, you don't want your button hidden, make your call to action one of the main attractions on the page.

4. Directional Cues

Just incase they still haven't gotten it, use an arrow to basically say, "look at this!" the best example of this is on the MANPACK page as they use a directional cue paired with social proof.

5. Call to Action Copy

The most important thing is what you actually say on your call to action. As a rule of thumb your button should describe exactly what will happen when clicked.

E.g. On align.me's [marketing consulting] landing page, the call to action is "Speak to my consultant now" If they fill out the lead generation form and click the call to action, within the hour a member of the align.me team will call them to have a chat.

6. Supporting information

This is usually a statement about the company that sits below the call to action to further persuade the consumer towards conversion.

7. Urgency

Saying something is around for a limited time, or that the offer might run out will entice consumers, as well as using words like "Now!" and "Don't wait" makes consumers believe that there is something worthwhile on the other end of the click.

8. White Space

Give your call to action some room to breathe. You don't want your page to feel cluttered, leaving white space around your call to action will make it even more obvious to the consumer Obviously this is harder with the lead generation call to action, but is much easier with the second call to action below the fold.

Alternative social currency

The great thing about living in a world where our social lives are governed by enterprises like Twitter and Facebook is that these platforms are a great way to promote your product with minimal effort

People will sometimes fear the giving out their email for the very real fear of being spammed (we've all been there)

A way to combat this is through using a service called PayWithATweet.com this allows you to pay for an Ebook or Whitepaper with a Facebook, LinkedIn or Twitter share.

Eliminating the risk is one of the best ways to earn your consumers trust.

You may want to give the consumer a choice between PayWithATweet and entering their email.

Integration

A landing page can only reach its full capacity if its activity is well monitored and its conversions are used to build customer relationships.

Here are some integration apps that can turn your landing pages into marketing multitaskers.

Email Marketing

Aweber: Email Marketing

Constant Contact: Email and Social Media integration

Get response: Email marketing and auto response

MailChimp: Segregate send bulk SEM

  • Automatically push new leads to MailChimp
  • Get Unbounce email alerts for each new lead captured
  • Create as many subscriber lists as you like
  • Segment your leads for targeted emal marketing
  • Improve conversions and message match with a landing page fore each segment
  • A/B test your landing pages in Unbounce to refine your campaign message
  • Setup autoresponders to send triggered emails as soon as your customers subscribe

Campaign monitor: Lets you send beautifully designed emails and newsletters

Vero: Vero makes it easy to email your customers personal emails based on their individual actions.

Speak2leads: automated responses to leads and optimally timed intervals.

Live chat

Another call to action is the inclusion of a live chat, this is an instantaneous and personal way for companies to interact with their consumer, leading to better conversion.

Using an application like OLARK business can chat one on one with visitors to their tailored landing pages. Olark will notify the business of who their speaking to, their email address and using information sourced from Google and LinkedIn will estimate the company that the customer currently is employed with.

Here are a few applications that add live chat to your landing page

CRM

The customer is the most interested in your product or service within the first hour of making contact.

In order to capitalise on this phenomenon, embed a CRM into your landing pages so that you can be notified the second they make contact.

Keeping a CRM will also allow you to save that potential customers details and track your interactions with them throughout your consultation process.

Here are some of the best:

  • Highrise: Web based CRM that presents you with your previous online activties in preparation for your meetings, follow ups and your sale. E.g. conversations you’ve had over live chat.
  • Hubspot- All your marketing campaigns in one place, lead management, marketing automation, and CRM retention.
  • Batchbook- Social CRM, connected to both social media and landing pages, also acts as a task manager.
  • Salesforce: CRM, retains customer information and interactions including phone calls, emails and livechats.
  • Zoho: CRM, retains customer information and interactions including phone calls, emails and livechats

Behaviour Analysis

These apps will tell you where and on what users spent the most time on when visiting your landing page.

  • Crazy Egg: Heat mapping technology (see where your users click and hover over)
  • Click Tale: Heat map technology as well, shows a play back of what your users did with their mouse, what they found interesting, and shows you a funnel of what lead to a successful conversion rate.
  • Mouseflow: Heatmap and mouse tracking, watch live recordings of visitor behavior

Analytics

Embedding Analytics into your landing pages will give you real time statics on who, what, when, and where. This includes comparisons against the benchmark of the competition.

  • Google Analytics: Will send activity back to Google about who was on your landing page (IP: address), how long they visited and how frequently your site is visited in general. All of these things contribute to your overall quality score so it is imperative that this is integrated into all your landing pages.
  • Marketo: Lead management, B2B marketing management and analytics.
  • KISSmetrics: Customer Analytics from landing pages.
  • Zendesk: Manages all your customer service needs including analytics and benchmarking against the competition

Social/Social Media

Having a way to interact socially is imperative as many people today spend up to 80% of their day attending to social media platforms, this also gives us the chance to re-market.

  • Facebook: Social Media sharing platform
  • Twitter: Social media sharing platform
  • Join Me: Online meetings solution
  • Google +: Online sharing platform directly connected to google.
  • Purlem: You can create personalised landing pages for people who visit your companies website with an existing account in your CRM. Their name will appear in the text and in the URL.
  • Friendbuy: Creates a widget on your landing page, which allows the customer to share the landing page before and after converting on platforms like Linkedin,
  • Bookfresh: Online meeting management, online scheduling, calendar sync and reminders. (could be useful on marketing consultant to book an immediate appointment)

More

  • Qualaroo- allows you to set up pop up questionnaires and exit surveys on your pages. Very good for A/B testingSnapengage: Livechat
  • Wufoo: Form Builder for landing pages.
  • Shoplocket: Online Payment forms, HTTPS security
  • Revizzit: online platform for digital proffesional sources-like kindle but for ebooks and white papers, content on revizzit can be continually updated.

A/B testing

You should never have one landing page up your sleeve, but several, each altered slightly. Companies that have 40+ landing pages get 12x more leads than those with less than 5.

For every Ad group, you should aim for 5-10 possible alternatives to find the right one. This is what leads to a 10% conversion rate or higher.

In your landing page program i.e. Unbounce you should have at least two pages per Adwords Campaign

E.g. [Marketing Consultant] will have a;

An Original (Champion) Page: Which will have the lead generation form to the left hand side of the introduction

And

A New (Challenger) Page: Which will have the lead generation form in the centre of the page with the introduction underneath You should create 1-2 challenger pages per champion page, to A/B test what works and what doesn't.

Awsome A/B testing Ideas

  • Try using different techniques like social proof vs benefits
  • Image: Try mixing up what multimedia you use as your hero shot, as well as size, angle and location on the page
  • Include a privacy statement on (a) and not on b to see if that will raise conversion levels.
  • Qualaroo- allows you to set up pop up questionnaires and exit surveys on your pages. Very good for A/B testing.
  • Livechat- see if this entices customers to covert by chatting to them one on one.
  • Testimonies: Adding raving testimonies can be an excellent way to get up your conversion rate. The risk with this is that if testimonies appear to be fake or aren’t relevant to your target customer then they may actually work against you. So always test several different testimonies.
  • Unique value proposition: This is your main offering or “headline”. You should test several different offerings, to see what the customer really responds to. You need to imagine what you’d be looking for and then test several possible solutions. You may choose to use social proof as a unique value proposition on one page and an adwords formulated headline on another.

Test your copy

According to Conversion Scientist Brian Massey there are two areas in the brain that usually cause customers to leave your page.

Wernickes: To keep a customer engaged, past this area of the brain, copy must be relevant, emotionally appealing and it must tell the customer a story. Using positive information will reduce the need for extra copy.

Brocas: This part of the brain longs for excitement, so test some unexpected language on your page to see what keeps customers there longer.

You can also test your copy by;

  • Varying your benefits. Try coming up with 10 benefits per adwords group. These benefits can also be features. You may want to use a video to display your benefits rather than text.
  • Placing the copy in the centre or on the side.
  • Use less text on some landing pages, and more on others, see what customers respond to.
  • Remember part of your copy can also include testimonies or quotes.

Call to action

  • Create different versions of a call to action button and its placement using the 8 guidelines of Call-to-Action
  • Try different contrasting colours for your call to actions
  • Move the call to action around the page, e.g. put it at the top on some pages, after your lead gen on others, or make it the central focus of your page.
  • Try putting an arrow or guide towards your call to action, to encourage conversion, on some just an arrow might work but on others you may want to add some copy to it as well, like “join the 1,000’s already signed up!”
  • Have your call to action copy say something different in each variation
  • Change your offering for each page, e.g. “Get my free funnel plan” vs “speak to my consultant now”
  • Try changing the size of the call to action
  • Try changing the font
  • Use alternative social currency (PaywithaTweet.com) instead of a call-to-action for those that don’t like giving out their email.
  • Try placing your call to action under your heading and subheading

Lead Generation form

  • Try changing the background colour
  • Use drop down boxes instead of fill in forms
  • Try changing the copy at the top of the lead generation form to encourage the consumer to fill in their details.

General appearance

  • Choose different backgrounds per page
  • Try using different images for your pages, swap these with videos or video testimonies on others.
  • Try editing the size, angle, and position of your photos on the page.
  • Try adding a client bar
  • Use different colour schemes on different pages.
  • White writing across a picture background can be very effective.
  • Try using different pictures for your benefits and features segment.
  • Use different social media buttons on each page, e.g. Facebook, Ttwitter and LinkedIn on one then maybe swap one for Google+.

Try creating a page that doesn’t have benefits and features section.

  • Put quotes as a slideshow on landing pages
  • Add your phone number in a prominent position
  • Try changing the colours and backgrounds of your banners to make the page look more appealing
  • Try filling the white space on some pages and leaving more on others.

Dynamic URLs

See this wiki page for a detailed explanation.

Thank you Pages

This is your landing page’s “mini me”, this comes up after your customer has converted.

It is extremely important to have a “thank you” page as it will continue to paint your business in a positive light and it’s an acknowledgement the customer.

It’s important that just like your landing page your “thank you” page is contextually relevant.

Here are some examples based on your potential offering:

  • Speak to a consultant: Your thank you page may be from your CRM that says that they should be expecting a call shortly, as well as a list of what other people are asking
  • Subscribe to a newsletter or blog: Thank you page will thank them and then suggest related blogs or newsletters.
  • Download an ebook: Takes them to the actual download page, with information on similar ebooks.
  • Download a brochure: Thank you page of time sensitive offers like travel or shopping.
  • Register for webinar: Download a related ebook.
  • Live event registration: Goes through to a thank you page with a pdf download of the event program.
  • Product launch signup: Thank you page with social media access to get live updates for future products.

To allow your page to go through to a thank you page, simply copy and paste the URL of the thank you page into the form confirmation tab in your landing page builder.

For example: Salesforce will automatically redirect your customer to a thank you page once they have filled in their details.

Results

The growth potential for businesses who have optimized or even implemented their landing pages is exponential, If you still don’t believe us here’s the facts:

An average conversion rate in B2B is 2.23% with 4.31% being above average, and the top adwords performers scoring a conversion rate of a whopping 11.70% across all their campaigns.

  • Axway increased ROI by over 291% and saved $100,00 per annum with custom landing pages and tests for each of their adword groups and specific content
  • Dell has over 1,000 landing pages with conversion rates as high as 300%, compared to purely using their website.
  • Testing radically different landing pages against each other yielded a conversion increase of 264% for Marion University.
  • Avis achieved 15% increase in revenue and a huge 603% ROI with dynamically targeted landing page optimisation.

Examples

Here are some examples of excellent landing pages:

  • Rbi Architects: Property Development (set up meeting)
  • Zoho: Project management (start immediately)
  • NAB- Business Loans (get an immediate call)
  • Odesk CRM consulting (post a job description for free)
  • elance Hire a freelance sales rep (get started for free)
  • Conversionlab Landing page optimisation (get free help to set up a landing page)