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What are some of the elements that make up the perfect landing page?
1. A CLEAR, SINGLE CALL TO ACTION. If you have several things to click on and explore, people will get lost down other avenues you didn't intend for them to travel. Decide what it is you want people to do, and make that the only path they can take.
2. A SIMPLE CONVERSION FORM. Whether you're trying to get people to sign up for a newsletter or a new trial, make sure they don't have to jump through a lot of hoops to do so. Ask for the bare minimum amount of information necessary to your marketing goals. Think of it this way -- every second a person spends on the landing page is one in which she can change her mind.
3. OPTIMIZE COPY FOR VISUALIZING BENEFITS. People want to know what they'll gain from converting, so tell them! How will their business change? What immediate results will they see if they sign up for the webinar or download an ebook and implement the actionable tips presented there? Leave no room for guesswork.
That's a tricky question, because not all offers require the same elements. There is no one perfect landing page for everything. To build your perfect page, I suggest you start with the characteristics of a perfect landing page and figure out the elements based on that.
These characteristics are:
Creates desire. Figure out the motivations behind your offer. Are you solving a problem? Will your offer make the prospect look good in other's eyes? Tap into the emotions behind the motivates and craft your messaging around that. Choose images that support this as well.
Clarity. Save clever for your branding ads. In a landing page you need to state things as clearly as possible. Use words and phrases that your audience uses. Get to the point quickly. Be direct. This goes for the CTA as well. Tell the prospect exactly what you want them to do and what will happen when they do. Choose descriptive wording in your buttons over things like submit.
Eliminates reasons for "no". The emotion is the motivation to accept your offer. Now your prospects' rational side will approve or veto that motivation. Think of all the reasons your prospect can use to say now and knock them down.
Social proof in the form of testimonials and customer logos can help overcome doubts about quality or legitimacy of your offer. For an ecommerce page, trust symbols and guarantees take away some of the risk.
Reduces friction. You need to move a prospect toward the intended action as quickly and easily as possible. Remove excess navigation on dedicated landing pages, ask for only the information you need on forms, make buttons easy to see and click. Use only one CTA.
Laser focus. Your page should continue the message from the source the prospect is coming from. For instance, if they are coming from an Adwords ad, the headline should match your ad headline. In your copy, sell the offer, not the larger product or service down the funnel.
Urgency. If you have a hard deadline such as a webinar date, countdown timers are effective at creating urgency. Demonstrating scarcity is another effective technique. Amazon for instance will often show only X left in stock for a particular item. At the very least, the copy should persuade the reader that they need to act now.
I hope that helps.
Awesome advice in the comments so far.
Just wanted to highlight a couple of posts that may help your thinking as well:
Only thing I would add is ensure your CTAs and other key components are "above the fold". This means looking at your page on multiple browsers and at multiple resolutions. We generally consider 1024 x 768 as our baseline for small screens. Getting this wrong can have huge implications on the efficacy of your page (also don't neglect testing on IE).
Thanks everyone for your inputs! Much appreciated!
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