It's always a good time to brush up on your basic best practices. Let's explore one of the best conversion tools in the shed: landing pages.
What is a landing page exactly?
While often thought to be any page that you land on, landing pages are, "website page[s] with a specific purpose — the objective...is to convert visitors into leads." -HubSpot
How to create a successful landing page:
- Keep the page clean. Your goal is to convert a visitor. This means little to no navigation and footer to provide minimal distraction.
- Use a visual hierarchy to guide eyes across the page. The messaging should be obvious and direct.
- Provide relevant information on what the offering is. Visitors will be unlikely to convert if they're unclear on what they're getting.
- Make sure the blurb is concise, or consider using bullet points to organize the information.
- Don't overcomplicate the form.
- A person's information is considered digital currency. They're not going to want to give away too much. The piece of content should be commensurate with the information you're asking for.
- Consider using a progressive form to capture information over time.
These are the standard practices, but there are always exceptions to the rules. A niche campaign might require a form that captures more information than a typical ebook download.
Additionally, it's important to note that landing pages might increase your bounce rate. For example, if you're running a campaign and directing an ad to your landing page, a visitor might click on it and not be ready to convert, thus hitting the back button. With some digging in reporting though, you'll be able to figure out if landing pages are a cause of a high bounce rate.
Here are some successful landing pages we've put together:
This Week's One Thing
- Jon loves Long Island. He's lived roughly 250 other places, (ok, hyperbole) but this is his favorite and he's never going leave. "The best America is Long Island." -Jon Sasala
- Danielle bought a GoPro for her dog, Nala. View her 'A Day in the Life of an Office Dog' Video here.
- Sage loves beer, as you can tell by the beer reviews shoehorned into these 'I&D' blogs.
- Mike visited The Stone Pony in Asbury Park and had a great time with his family.
There wasn't an episode-specific beer this week, but my recommendation is MindCation from Chestnut Hill Brewing Company. I had the pleasure of visiting their taproom on my trip to the MCS Philly office. I rated it a 3.75/5 on Untappd 🍻.
- Landing Page Best Practices
- What is visual hierarchy?
- 'Inbound & Down' S03 E18: The Benefits of Gated & Ungated Content
- What is a progressive form?
- What's the difference between a landing page and a site page?
- Homepage vs. Site Page vs. Landing Page
- What is a website bounce rate?
- 6 Ways to Generate Leads With HubSpot
Do you have questions about landing pages? Send them in to email@example.com.
Don't forget to subscribe to the 'Inbound & Down' Question of the Day for a daily email containing a multiple-choice question on topics such as Inbound, SEO, design, agency life, and more!
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