Landing pages for better conversions

landing page is a jargon word in the industry.

When people click your ad, they should find themselves at a landing page that reflects their intent.

During the first 3 seconds they will decide:

  1. Am I on a right web page to solve my problem?
  2. Can this seller meet my expectations?
  3. Is this web site worth trusting?
  4. Will I find answers to my questions right here?
  5. Shall I quit the page?

The whole landing page should look modern but the first screen (“above the fold”) is the most important.

H1 and H2 of the first screen should directly correspond to the user intent.

Suppose target by keywords, ideally each cluster of keywords should have its own landing. But sometimes a subtle substitution of its content is enough.


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Compare the two links:

The first screen may contain buttons reflecting each of the main customers questions:

Click on the button causes scroll to the section of the landing page page. Do not try to distract the person from the landing by putting links other pages of your site.

Write several customers reviews on the landing. Sounds clumsy, but via Webvisor you will see that visitors really read this section attentively. If you are in B2B, publish letters of credence from your clients.

Use auto triggered welcome message for your online consultant. Customise the greeting according to the intent (your welcome message may be conditioned to utm_replace).

Be laconic: no big chunks of text, theses only. Only about the customers needs and your competitive advantages. N.B. Your portfolio is your best advantage.

Collect a focus group to analyze your landing
You yourself are a bad expert to reveal your own faults.

Analyze Webvizor videos.

Analyze landings your competitors.

Formulate a hypothesis and carry out A/B tests.

Explore what may help you reach more conversions (quizes, videos on the landing).

Remember that sometimes people may input all the information into the form but do not submit it. But if the have input the information, you can gather it. As soon as users release a key inside your form, you can send the symbol to your server and keep it. Whether it is legal, whether it is necessary, how to use this information – these are the questions for lawyers, sales managers and CEOs to decide. It may be absolutely legal if you announce about it in your confidentiality policy. Collecting such information may help you get a couple of leads more per year.

Remember and try to improve usavility. Maybe your landing is badly rendered for mobile users (small font, small controls). Maybe some browsers render your landing badly.


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