FAQ Friday: How to Convert Leads using Landing Page Best Practices


So, you’ve been working hard on drawing people to your website with your out-of-this-world content. But you aren’t seeing an increase in customers. What’s up with that? Well, if you don’t have landing pages or if you haven’t found a way to optimize your landing pages to meet the needs of your audience, then we’ve come to the root of your problem. In today’s FAQ Friday, let’s create meaningful contact with you website visitors and learn how to start using landing pages for your benefit.

What’s a Landing Page?

A landing page is a stand alone web page that allows you to capture a visitor’s information in exchange for a valuable content offer. A good landing page will target a specific audience. For example, creating a CTA button within one of your emails may direct your audience to a particular eBook, or your new website visitors can click on a content offer banner ad that will lead them to a specific campaign that meets their interests and needs. Therefore, it’s important to build a unique landing page for each of the offers you create. You can build landing pages that allow visitors to download your content offers (eBooks, whitepapers, webinars, etc.), register for an event, and so much more. For a quick insight on defining what a landing page is, check out the following video:

What are the landing page optimization best practices?

There are definitely a few landing page best practices that are common across the board. In fact, some of these practices are ones we use ourselves. Take a look at the following tips and compare and contrast your current landing pages to these common best practices:

  1. Create a clear title, description, and layout design to instantly convey the value of your offer. Use a majority of this copy above the fold like an eye-catching headline and a clear, actionable call-to-action—enticing your audience to your offer before they have to scroll down.
  2. Include testimonials, videos, partners, and other supplementary content in order to promote a strong incentive for your visitors to download or sign up for your offer—increasing its value proposition. Then reinforce your call-to-action at the bottom of your landing page.
  3. Remove all distractions, mainly your navigation links, from your landing page and keep your visitors focused on your offer. Remember a landing page is a stand alone web page whose only goal is to highlightly your offer.
  4. Include social sharing links to encourage your visitors to spread the word about your offer.
  5. Design your forms to capture the information that you need the most in order have enough information to follow up and qualify the lead later. With the debate between how many cells should I have on my form, at the end of the day, it’s all based on what you need to convert the lead AND what your audience believes is worth to give away. Just having name and email address on the form may not be enough.
  6. Structure the forms with the user in mind so they’re not too long or invasive. If the user feels that the information is too precious to give out, it means that you’re asking them to fill out does not measure up to the offer they are willing to sign up for.
  7. After they have filled out your form, follow up with your new leads by directing them to a “thank-you” page or sending them a lead nurturing, autoresponse email. Keep them engaged by suggesting other offers they might be interested in or suggesting next steps they can take.
  8. Track your conversion rates closely, and keep testing to find areas for improvement. Use your metrics and test results to optimize your landing pages so they continue to generate more leads.

For a visual wrap up of some these best practices, watch the following video below:

What is A/B testing?

A/B testing is a scientific approach to helping you develop a successful conversion strategy. A/B testing for landing pages is when you create two or more versions of your landing page and test a specific element. For instance, one of your landing pages can include a testimonial while the other doesn’t. Once you’ve created them, promote that offer to two or more different (but equal in size) audiences simultaneously. By tracking the performance of each, you understand which variation yields better results. Here’s more on A/B testing and click through rates (CTRs) through this video insight:

Why should I A/B test?

If you’re creating landing pages with forms, then you already understand how important lead generation is to monetize your site traffic and meet your marketing and sales goals. You already spend countless hours creating remarkable content to drive traffic to your site. So you want to be sure you’re capturing as many of those visitors as possible, don’t you?

Running A/B tests on your website is a great way to learn how to generate more leads from the traffic you’re getting. Just a few small tweaks to a form or changing your call-to-action could have a significant effect on your lead flow. Plus, chances are, your competitors aren’t A/B testing since only 40% of marketers utilize this optimization technique for their landing pages. If you haven’t already, it’s time you get started with this powerful lead generation tool.

How can I use A/B testing to improve landing page performance?

Typically, with A/B testing, only one element of a page is manipulated at a time in order to isolate that variable as the cause of any change you might see. In other words, if I wanted to test my form placement, I would keep everything else constant across both variations so that I know that any change in conversion rate is most likely from the different form placement. For example in the following inforgraphic, HubSpot identified key elements within their landing pages that aided their lead conversion based on studies and tests within their own company as well as MarketingSherpa and silverPOP:



How do I analyze my A/B test results?

However you choose to conduct your A/B tests, in order to analyze your results, you need to track and evaluate the click-through rate of the ‘submit’ button on the form, which will indicate that page’s conversion rate. Then, you’ll need to compare conversion rates for each of the page variables you test. Before coming to any strong conclusions, you’ll also need to make sure that your results are statistically significant to determine if any difference you see between variables is what truly influenced the change in people’s behavior. To determine if your test is statistically significant, you need to compare the p-value and significance level of your test with some complicated math, but luckily there are tools on the internet that will do it for you.

The goal is to turn data into information, and information into insight.—Carly Fiorina

How should I share my landing pages on social media?

Just like any other page of your website, it’s important to have social media sharing links on your landing pages. You have a huge crowd of awesome marketers at your fingertips – your audience! If your visitors decide to download your offer, why not invite them to share your content and encourage more people to download your offer?

Once you’ve converted your visitors into leads, enable them to easily spread the news about the offer with their Facebook friends, Twitter followers, and LinkedIn connections. The more prospects you drive to your landing pages, the more leads you’ll be able to generate.

For example, Twitter gives you the opportunity to customize tweets for your share links. Even though you are limited to 140 characters, there are three main components you’ll want to include in your tweet:

  • An @ Mention of Your Company: It’s important to include this from a branding perspective. As word spreads your offer, you want to make sure that it links back to your company.
  • The Title of Your Offer: Make sure to include the name or a description of why someone would want to read, watch, or sign up for your offer. This will serve as the “body” of your tweet. If there’s a hashtag that fits your description and your brand, be sure to include it.
  • A Link to Your Landing Page: Your goal is to direct more viewers to your landing page so you should always include a link in your tweets. Use a bit.ly to shorten it.

How can I get more traffic to my landing page?

Organic link building is a great way to increase traffic. White hat inbound link building is also a great way to boost conversion. The more relevant inbound links a landing page has, the better credibility it will gain with search engines. The catch here is to create a great offer that people want to share organically.

We hoped this has de-cluttered the landing page landscape a bit for you. Keep your landing pages offer-specific while frequently testing them, and watch your conversion rates rise.

If you have questions you would like to see featured in our weekly FAQ Friday, please submit them in the comments below or mention us @DirectImages on Twitter. Until next FAQ Friday, keep your communication lines open. Don’t know the answer—just ASK.

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Topics: Marketing, Inbound Marketing

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