Growth Marketer Academy: Episode 11 – 5 Uncommon Landing Page Strategies To Boost Your Conversions
Landing pages that convert are at the foundation of every business with a successful online presence.
Yet, landing pages remain largely misunderstood and poorly utilized.
There are countless landing page strategies that include tips, tricks, and articles focused on creating a landing page that converts, but most of them just rehash the same strategies over… and over again.
By this point you probably know that you want to send site visitors to a specific, focused landing page – NOT just your site homepage.
Control the message
Limit the places where that visitor can get lost, clicking around on your site
You want to make everything on this one contained page lead that visitor to take your desired action.
Giving you their contact info
Buying the product you’re highlighting
Sign up for your webinar
The design of your landing page will make or break your chance of converting that visitor to act.
# 1 – Remove “Freeze Points” from Opt-in Forms
People hate filling out forms. I know I do.
Forms can ‘freeze’ visitors, paralyzing them from taking action.
Present a visitor with an opt-in form as soon as they arrive on your page
Subconsciously lead them to delay the decision-making process.
Goal = eliminate this point of friction.
Use two-step opt-in forms
Two-step forms require visitors to click a call to action (CTA) before being taken to the form.
Visitors first agree to the offer
and then click on ‘Download Now.’
Prior to that point, visitors don’t know they need to fill out a form.
People are more likely to complete an action once they have already clicked
They’ve subconsciously committed to it.
Auto-fill form fields
Reduce abandonment by pre-filling form fields.
Great for visitors that have previously signed up for your service
Auto-fill form fields with their information
Now they don’t have to do so again.
It’s far easier to get a visitor to click one confirm button than it is to compete several fields.
First time visitor:
You probably don’t have information about them.
Visual trick — Move the field label
(the specific info you’re asking for like First Name, Last name, Email)
inside the actual field – where the visitor will enter their info.
Makes the form seem easier to complete than a series of blank spaces.
# 2 – Make it Personal
Personalized landing pages:
- Engage your visitors
- Makes it seem like the offer is just for them / their needs
You don’t need to know a visitor’s entire personal history to personalize their experience.
Personalization can be as simple as customizing your landing page for:
Source of traffic
Identify how visitors arrive at your landing page
And then tailor your ad to match the feel of the source site’s content
Communicate in a format that better resonates with them.
Use dynamic text replacement (DTR)
- Dynamically change your landing page copy to match the exact intent of your visitors.
- Increases relevancy of your page.
The headline and sub-headline on the same landing page adjust to mirror what the user has typed into Google search.
Physical location of your visitors
Geo-targeted landing pages let you provide locally relevant offers.
Highlight the feel and “culture” of the local area
Hertz does this with their international marketing
- Singapore landing page shows 4 friends taking a selfie. Calls out a deal for driving from Singapore to Malaysia
- Chile landing page shows a pair of flip-flops with a coconut
This can apply to local cities as well
Design a landing page differently for visitors from Florida vs. Atlanta vs. New York
Connect with the area’s demographics & culture
Increase the relevance of your landing page.
Make landing pages interactive
Bonus: these reveal valuable information.
Visitors are buying into your offer indirectly.
Stay interested in your offer – anticipate the results.
Even after getting “results,” visitors are emotionally invested in your brand
More likely to continue their relationship with you.
BONUS: Personalized landing pages reduce bounce rate.
Positively impacts your SEO
Leads to more conversions.
# 3 – Use long-form pages (with multiple CTAs)
The common understanding is that landing pages should be short and sweet.
And this is true…
IF your offer is:
- or if you’re already well-established and trusted by site visitors.
Otherwise, a short landing page isn’t always going to cut it.
If you’re relatively unknown
or have an expensive offer
Visitors are going to need more convincing to act on your offer.
A long-form landing page lets you:
- be more persuasive
- Establish trust
Copyblogger’s copywriting course offer uses long for effectively
Lots of details about the offer
Multiple integrated CTAs.
Make sure that CTAs are consistent
each CTA should ask visitors to take the same action.
Place a CTA after each persuasive section
This is where the likelihood of conversion is the greatest.
# 4 – Mind your manners and say thanks
Once a customer takes your desired action (signing up, giving email, buying something) your relationship with them begins
You want them to become a loyal customer, right?
If upon giving you their email or money you don’t instantly provide info about what happens next, customers can be put off.
Guide customers to a thank you page.
These pages are an extension of your landing page experience.
Say thank you
Inform customers what to expect next.
Provide additional information that you think a customer may find helpful.
Also, a great chance to upsell.
Make the most of an engaged customer that already has their wallet open.
Or request customers to take a specific action
Example: share your service with their family and friends.
“You just got exclusive access to <blah blah> Invite your friends to get it too!”
# 5 – Establish Legitimacy
Being trustworthy and credible are critical to conversion.
If visitors aren’t sure you’re a real business, visitors will hesitate to take action on your offer
No matter how compelling it may be.
Option 1: Display your contact information or physical address directly on your landing page.
Option 2: Add live chat support.
Some visitors may need more info to commit to your offer.
Live chat allows you to provide immediate answers
Exactly at the point of hesitation when visitors might otherwise back out.
- Resolves their query while
- Gives your staff the opportunity to highlight your brand’s personality.
In many cases, your landing page is going to be your one chance to convert an ad-click into a customer.
Your landing page strategy needs to be a conversion machine: engaging and convincing visitors to stay and act.
Final tip: remember to A/B test each approach to see what works for your brand and your customer.