One of the most common mistakes committed by businesses today is not leveraging their landing pages for lead generation. Instead, brands often send their prospective customers to the homepage of their websites. While the practice is not directly harmful to the business or the website, it distracts users from fulfilling the goal which led them to reach that page in the first place.
It has been proven that having a landing page dedicated to a certain product/service/offer increases the chances of converting prospect customers to leads. Hence, optimising your landing pages for lead generation is crucial in increasing your conversion rate.
Here are tips on how you can optimise your landing pages to convert your prospective customers into leads:
Landing pages must focus on a specific offer/goal.
Ideally, landing pages dedicated to lead generation only contain details about a specific product or offer that you promise to give to your prospect customers in exchange for their contact information. Bombarding them with information that has nothing to do with the offer will only distract them from fulfilling the goal. Avoid giving them too many choices on a single page. If your campaign has several goals, it is recommended that you create a landing page for each goal.
Landing pages must speak to a specific audience.
The content of your landing page must address the needs of a specific audience. Before writing the copy for your landing page, it’s best to determine where the users are in the purchase journey. This information is crucial as it helps you determine which goal to focus on and how to deliver the message in a way that resonates well with users to convince them to fulfil the goal. When possible, use words that emphasize the urgency of taking your offer and how your products/services can be beneficial for them.
Aside from providing valuable and relevant information, using images that complement the copy also helps in persuading the prospective customers to convert. A lot of users often rely on visual aids before making their final decision, especially when it requires them to give something in return.
Landing pages must provide a positive user experience.
When it comes to landing pages for lead generation, you must avoid intimidating your customers with too many form fields that make it look like you are asking for too much information. If you need them to answer more than five form fields, it’s better to divide the form into several parts.
One of the key factors that could affect the performance of your landing page is the page loading speed. Just because your users are interested in your offer, does not mean that they have time to spare to wait for your page to fully load. Make sure that your landing page loads within a few seconds after the user opens the page.
Thank You Page
While adding a “thank you” page is not required, it contributes to providing your customers with better user experience. It also informs them that the required action has been sent successfully. You can also use this as a buffer before redirecting your leads to other pages of the website that are related to your landing page offer.
Creating an optimised landing page for lead generation can be a tedious task. It may take some time and several tests before you can come up with a page that works well in convincing your prospect leads to give you their contact information or sign up for your newsletter. What’s important is that you always give them what you promised in exchange for what you asked from them, whether its a discount, a free trial, or a newsletter.