You know what they say about first impressions.
Showing up to a client pitch meeting in sweatpants is probably not the best move for your career. While we all have rightful differences in how we choose to represent ourselves, this is much bigger than that. It’s about that potential client and their experience of you during those first few moments.
Are you inspiring their trust?
Is your appearance engaging them to continue doing business with you?
You’ll only get one shot at that first impression in person, so make sure you get it right. Dress for the job you want to have, rather than the one you have right now, as they say.
The same goes for your landing page. You can think of it as the first impression generator for your business. It’s your initial “meeting” with you and your potential customers. And the impression they get from it could be the difference between bouncing and converting.
That’s why it’s so important to know and use the best practices that maximize conversions and revenue. Don’t blow that first impression, and use these tactics and tips to turn visitors into conversions by nailing that first encounter
Think your customers want things short and sweet? Think again.
There’s a lot of evidence that suggests the most successful landing pages are the longer ones, and that aiming for 1000-1200 words is ideal if your goal is to rack up leads or get visitors signed up for something. The social media age may be shortening our attention spans, but in this case, longer really is better. Who knew?
So drive your landing page visitors in the right direction with a clear plan already in mind.
Before you even create your landing page, think about what information a visitor needs to have before they convert. Then, map out how you’re going to communicate all that information to your visitor in a clear, entertaining way, because entertained customers are customers with an emotional attachment to your brand. Is it going to be a video? Graphics? Plain copy? Figure out what the barriers are going to be for your potential customers, and how you might address those on the page. If you create a clear path to conversion, customers will follow it.
It’s OK if you don’t cover every possible topic on your landing page. In fact, it’s better if you just stick to one. It’s easier to create a clear path to conversion if you only cover one topic per landing page, because there’s less to distract your visitors.
Take Shopify for example.
Engaging color scheme. Evidence of social proof (“trusted by over 400,000 business worldwide”). Clear CTA (email entry form). Pricing information upfront (so users don’t have to go searching. Just a few key features mentioned with an example of a company on their platform as well. There’s a reason Shopify changed the e-commerce game so fundamentally.
Video is so hot right now. People are flocking to it and companies are responding by integrating into their landing pages to great effect.
Therefore, make your landing page move. With a video. An animation. A gif. Something.
Check out the landing page for Muzzle which demonstrates for customers exactly how the product works and even adds a little humor to the mix while doing so.
Only a small percentage of landing pages contain videos, which makes no sense because as humans, we process visuals way faster and more coherently than words. That also means there’s less competition for the search rankings if you include a video, and there’s evidence that suggests conversion rates go up when good-quality video is involved. Just make sure you stick to video landing page best practices (link to video landing page post here) if you decide to go this route.
Visitors are more likely to convert if you give them something they want. So use the classic marketing trick of employing a lead magnet on your landing page. Give away some valuable content, like an ebook, for free to your visitors — but only in exchange for their information so you can follow up with them as sales leads later.
Consider the example from TeamBit here. It’s colorful, funny, and has cute animals in it. That’s a winner.
Carefully consider the design of your landing page, and ensure it’s all in line with your brand design. If a visitor clicks through from a Facebook ad, for example, the landing page should feature the same color scheme, graphics, fonts and style as the ad they clicked.
Your landing page needs an intuitive design, and cohesive and consistent copy. And research suggests bold colors might also help you get more conversions.
People love a good chase. That’s why using scarcity tactics is a tried-and-true trick for getting more conversions out of your landing page. Phrases like “limited time” and “limited quantities” put the pressure on your visitors to act immediately, because they might miss out on a great deal if they don’t. It’s like being just a few minutes too late to nab a great happy hour deal — paying full price for a cold-one is such a bummer.
Undecided visitors are more likely to convert if they see trustworthy testimonials on your landing page. What makes a testimonial trustworthy? Video, if you can swing it. If not, include their full name and a headshot.
Don’t make your visitors wait for follow up, either. Outfit your landing page with an exit popup to try to grab last-minute conversions from visitors who would have bounced. Exit popups are less intrusive than pop-ups that might annoyingly appear when your visitors are trying to read something — nobody likes that kind of pop-up. And they offer one last chance to convert when the visitor is already trying to leave, AKA a time when there’s no harm in looking a little desperate.
Creating a web form for your landing page with Paperform is easy and intuitive. You can type styled text, upload photos, embed video and brand your form with your company’s media, colors and fonts. Try a free 14-day trial, no credit card required, and start making the kinds of forms that will take your landing page from no-second-date to boyfriend material.
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