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Click This

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A guide to building effective landing pages. Discover how to create great content, strong calls to action and forms that make someone click to convert.

Published in: Marketing
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Click This

  1. 1. CLICK THIS Convert Visitors to Prospects
  2. 2. LORRAINE BALL Marketing Strategist Recovering Corporate Executive Amateur Photographer
  3. 3. THE MAGIC LANDING PAGE
  4. 4. ATTRACT THE RIGHT PROSPECTS Solve a specific problem with a specific solution for a specific segment of your market
  5. 5. EVERYONE IS DOING IT!
  6. 6. PROPOSE AN EXCHANGE
  7. 7. VALUABLE OFFER Give visitors a reason to make the exchange
  8. 8. WHAT CAN YOU TRADE?
  9. 9. WHAT CAN YOU TRADE? • Industry data or survey results • How-to guides • Case studies • White papers, resource lists • Score cards and check lists
  10. 10. COLLECTIONS
  11. 11. WHAT ELSE? • Discounts or special offers • Product previews • Invitations to special events • Podcasts, webinars, videos • Calculators
  12. 12. FREE TRIALS
  13. 13. IMMEDIATE PAYOFF
  14. 14. THE PERFECT LANDING PAGE Lead visitors to YES!
  15. 15. SINGLE PURPOSE
  16. 16. PROMINENT CTA
  17. 17. MORE DESIGN TIPS • Limit Navigation • Testimonials • Benefits • Close with CTA
  18. 18. HIGHLIGHT THE FORM • Color and Contrast • Encapsulation • Directional Cues • White Space
  19. 19. MOBILE RESPONSIVE •56% of traffic to your website comes from mobile devices
  20. 20. STREAMLINE FOR MOBILE
  21. 21. SUBMISSION FORM TIPS Ask for Less, Get More
  22. 22. ONLY ASK FOR WHAT YOU NEED 5% Conversion dip if phone number is requested Source: Unbounce 4% Conversion dip if street address is requested Source: Unbounce 2% Conversion dip if city and state are requested Source: Unbounce
  23. 23. WHAT DO YOU REALLY NEED?
  24. 24. DESIGN MATTERS • Left align • Single column • Clear questions • Smart errors
  25. 25. BUTTON STYLE • Contrasting colors • 1/3 width of form • Subtle movement • Go big
  26. 26. COLOR MATTERS Yellow Optimistic & Youthful Gets attention of window shoppers Red Energy Increases heart rate, creates urgency Blue Trust & Security Associated with banks and businesses Green Wealth & Relaxation Easiest color for the eyes to process Orange Aggressive Call to action: Subscribe, buy or sell Black Powerful & Sleek Luxury product marketing Pink Romantic & Feminine Product marketing to women and girls Purple Soothe & Calm Beauty product marketing
  27. 27. STRONG CALLS TO ACTION • Keep it short –1 – 3 Words • ALL CAPS – –CLICK NOW not Click Now
  28. 28. COMMAND ACTION • CLICK, REGISTER, GO
  29. 29. PROMISE A BENEFIT
  30. 30. DON’T SUBMIT
  31. 31. IF YOU BUILD IT, WILL THEY COME? Not unless you actively promote
  32. 32. DRIVE TRAFFIC • From other pages on your site • From social media • From online ads • From offline promotions
  33. 33. INTERNAL LINKS
  34. 34. SOCIAL SHARE
  35. 35. EVERY PAGE Is a Landing Page
  36. 36. EVERY PAGE IS A LANDING PAGE
  37. 37. LEAD VISITORS • Uncluttered Pages • Simple Menu • Great Search Function • Logical Next Steps
  38. 38. LOGICAL NEXT STEPS • Schedule appointment • Apply for a job • Ask a question • Search FAQ • Read a case study • Download a research paper • Complete an assessment • Browse products • View portfolio • Subscribe to a newsletter • Read blog or company news • Leave a review • Subscribe to a newsletter • Watch a video
  39. 39. WHAT’S NEXT? Auto response campaigns, email newsletters, phone calls and more
  40. 40. QUESTIONS?
  41. 41. SPECIAL OFFER FREE Audit of Your Landing Page Email link with subject line: Audit My Page
  42. 42. LORRAINE BALL Contact Me: lorraineball@roundpeg.biz

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