So you have a landing page – or maybe 87 of them. Too bad you’re screwing them up.
Guest post by Pratik Dholakiya.
If you practice CRO, you already know that the debate over small versus long landing pages misses the point. Different products need different landing pages. A beautiful picture and a short description might work for a wrist watch…not so much for a $2,000 software product.
As someone who believes that best practices are merely common practices, I’m always looking to test the tried and true to see how, well, true it really is.
First up? Social proof. Does it really work as well as we all assume? Why? And more importantly, what’s the best way to implement it?
A landing page is the first page that visitors see after clicking on your banner ad, PPC ad, or promotional email. It can be a specific page on your website or a separate page created exclusively for search engines.
Landing pages direct visitors to take a specific action, such as making a purchase, completing a registration, or subscribing to your email list.
Your landing page often determines the success of your ad campaign. A good landing page equals good ROI. A crappy landing page (needlessly) wastes money.
What follows is a list of resources that can be applied specifically to landing page optimization.
We’ve organized everything to best simulate a visitor’s experience on a landing page from first click to final conversion.
When creating landing pages, marketers tend to focus all their efforts on optimizing page elements — making sure the headline engages the visitor, testimonials speak to your unique value proposition, the offer is in the right media type, the lead capture form is correctly formatted, and the CTA button jumps off the page.
That’s all marketers need to generate high quality leads, right?
Then why is it that professional landing pages — getting decent traffic numbers — don’t produce conversions a lot of the time?
It’s because marketers forget about the visitor in the conversion equation.