Landing pages help to generate leads…or at least they are supposed to do that. If this is the case, why are your leads resisting to take the next step for qualification or why do they stop communication? Why are your leads just not converting? Flimsy leads may be as a result of inaccurate content targeting or poor landing pages. A recent survey by MarketingSherpa revealed that 56 percent of marketers think optimizing the landing page has a significant impact on the quality of leads generated. Moreover, 46 percent of those surveyed indicated that the layout of the landing page has a significant impact on the performance of their website.
Does Your Landing Page Pass the Blink Test?
You may be getting flimsy leads because of a poorly optimized landing page. The most common problem with landing pages is “page friction” i.e. visitors are hesitant to sign up because of some elements on the page. The online consumer has very little time. As a marketer, you have just a matter of seconds to get the attention of your visitor with your landing page. Therefore, you want to be sure everything is right from the moment the lead lands on your page.
To reduce sign up friction, check the following on your landing page:
a) Fast load speed
A slow loading website offers a poor user experience and increases bounce rate. Avoid littering the landing page with irrelevant images and videos. While video can help to drive conversions in some cases, you will not need it when trying to convince customers to download an ebook.
If you use video or images, make sure they are optimized to load fast. You have worked hard to get your visitor to the landing page; don’t lose him at that step.
b) Proper layout with efficient use of white space
A poor layout can ruin good content. Arrange your content well across the page, keeping the important information above the fold. Use bullets to highlight the main benefits that the user will get from your offer. You do not want to have the whole page full with text. White space is your friend and makes it easy for the eye to scan information on the page.
c) Relevant content on and behind the landing page
If you are doing PPC, your ad copy should indicate what the prospect should expect on the landing page. Apart from this, the information behind the landing page should deliver what is promised on the front. Users do not care about giving you their contact information as long as you deliver value, something that will help them in their business or make their life easier.
If your content does not outline what the visitor should expect by subscribing to your list, you are likely to experience lead resistance to taking the next step to sales. Do not use trickery content to generate leads. Good content marketing is not about getting the most leads, but the most quality leads. Deliver great value with your content to build trust with the leads.
d) Complementing color schemes
Believe it or not, your landing page color scheme can have an impact on the number of leads that sign up. Generally, it is good to stick with blacks, blues, yellow and reds. Make sure you call-to-action buttons are visible and not mixed up with other graphics. Overall, strive to use 2 to 3 colors on your page; this is known to bring the best conversions.
Watch the above issues and you will be on your way to generating quality leads from your landing pages.