Building effective landing page and Calls-to-action for conversion

INTERACTION SESSION Series-1

Landing Page and Calls-to-action

(CTA)

Ayushma Pandey24 July 2013

Contents1. What is Landing Page?

2. How to build an effective landing page?

• The Headline

• The image

• The Layout

• Navigation

• Meta descriptions & keywords

• The Form

Contents (contd…)

• CTA Buttons

• Share Links

• Understand the conversion path

• Include a Thank You page

• Measure the success of your landing pages

Contents

3. CTA & Conversion

4. CTA positioning

5. Tips for driving action

6. Sources

What is Landing Page

Landing Page• It is a specialized page where one topic is

dealt with in greater detail than on homepage

•Think of landing page as your means of achieving your conversion goals

•Too often, companies use marketing strategies that incorporate email, social media, and SEO, but send all the traffic to their homepages

Landing Page• 55 % increase in conversion when keeping

relevant, focused, important information on a single page

• Businesses with 31 to 40 landing pages got 7 X more leads than those with only 1 to 5 landing pages. (HubSpot)

• Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. (HubSpot)

• Our goal should be to deliver the right information to the right person, at the right time in order to better convert your visitors into leads and sales.

How to Build An Effective Landing Page?

How to build an effective landing page?1. The Headline

Goals: To incentivize conversion by conveying the value of your offer through clear and concise language

Your copy should emphasize how the offer addresses a specific problem, need, or interest your target audience cares about.

• Put the offer clearly and concisely

• Ensure that visitors understand the offer and what you’re asking them to do as soon as they “land” on your page

• The body of your landing page should build upon the headline and further explain what the offer is and why visitors should sign up

How to build an effective landing page?

2. The image

• 90 % of information transferred to the brain is visual.

• Visuals are processed 60,000X faster in the brain than text.

• Use relevant images to reinforce the benefits detailed in your landing page copy

• Don’t overwhelm your visitors with too many images on a single landing page— “banner or ad blindness”

How to build an effective landing page?

3. The Layout

•Should be designed with simplicity and clarity in mind

•Lead your visitors from headline, to the description, through the offer highlights, and to the form

How to build an effective landing page?

4. Navigation

16% of landing pages are free of navigation bars. (MarketingSherpa)

• You’ve attracted your visitors to your landing pages, now you want to keep them there.

• Remove all navigation and links from the page

• By doing this you will be eliminating any distractions from completing the form.

• There is 1 exception to the rule, add a link to your privacy policy for form-wary visitors

How to build an effective landing page?

5.Meta descriptions & keywords

•Meta description is a text snippet that describes what your specific web page is about.

•Length = up to 160 characters

How to build an effective landing page?

6. The Form

• Immediate visibility: Your form should appear above the fold

• Remove the need for visitors to scroll down on the page to see the form.

• How many forms? Depends upon the offer. 1 should be enough.

• Short forms: Generates more leads, but they may lack in quality

• Long forms: Brings fewer results, but higher quality leads

How to build an effective landing page?

7.CTA Buttons•Data shows that landing pages with

buttons labelled “Submit” have lower conversion rates than those that do not

•Try to make your button engaging and relevant to your offer

How to build an effective landing page?8. Share links

• What do you do after you’ve converted your prospects into leads?

• Encourage them to share your awesome content

• Use social media and email marketing

• Remember to use sharing and forwarding options for emails as well

How to build an effective landing page?

9.Understand the conversion path

•Define conversion goals

•1st identify what kind of conversion you’re aiming for

How to build an effective landing page?

10.Include a “Thank You” page

•Newly converted leads can receive the content that you promised them on a “Thank You” page

•You should optimize your “Thank You”

page with access to your offer, social media sharing links, secondary CTA, & auto-response emails.

How to build an effective landing page?

11.Measuring the success of your landing page

•Analytics

•You don’t need to track every point immediately, but make sure you set up your tracking to measure 1. Traffic 2. Conversion rate

CTA and Conversion

CTA & Conversion• CTA = A phrase or button that prompts the

visitor to take action, such as “Subscribe Now” or “Download your eBook Today”.

• CTA should describe exactly what will happen when it’s clicked

• Avoid words like “Submit” or “Go”--They have lower conversion rates

• Use 5 persuasive words in the English language: Words like 1. You (My) 2. Free 3. Because 4. Instantly 5. New have a great persuasive power

CTA Positioning

CTA positioning• Placing your CTA above the fold is still the

most common placement choice. However, expects too much of someone who has just arrived at your page

• Solution—Create a mini landing page experience containing the critical elements of your page packaged up into a block of content above the fold

• Then, any supporting content can appear below for those who need to read it to be convinced of the page’s purpose

Tips for Driving Action

Tips for driving action•Limit your choices; don’t overwhelm

(Remember “analysis paralysis” and “less is more”)

•Customize your CTAs—don’t just use the standard CTAs

•Create an expectation and fulfil it immediately

•Promote when action is most likely

Tips for Driving Action

•Make the process dead simple

•Use relevant social proof

•Eliminate the noise from your social and email feed

•Measure the channel ROI that you’re getting

Sources1. “How to use landing pages for business”- eBook,

HubSpot

2. “Improving social and subscription Calls-to-Action—Whiteboard Friday” by Rand Fishkin, CEO, Moz.com

3. “An introduction to Effective Calls-to-Action”—eBook, Hubspot

4. “Conversion-centered design”- eBook, Hubspot

5. “Design it yourself—The marketer’s crash course in visual content creation”—eBook, HubSpot

THANK YOU for your patience