This document provides 10 steps for creating effective landing pages to improve conversion rates. It recommends developing campaign-specific landing pages and using a landing page for each paid search, email, or affiliate program. The 10 steps include aligning the landing page goal with the marketing message, streamlining the path to the offer, validating messaging elements, keeping calls to action short and obvious, designing for scan-ability, maximizing copy/graphics/whitespace, managing forms briefly, including a privacy policy link, tracking results, and testing elements. Developing well-designed landing pages following these best practices can increase daily visitors and conversions over time.

1. 10 Steps To Creating Landing Pages For Higher
Conversion Rate
by Lorél Marketing Group

2. • Developing personalized campaign-specific landing pages is
the key to success in any marketing campaign.
• If you are driving your brand with a paid search campaign or
utilizing email programs, or running affiliate-based acquisition
programs, you SHOULD be using a landing page for each.
• Lorél Marketing Group suggest these 10 best practices that
you can implement right now to help drive higher conversion
and increase your ROI.

3. 1. Align the landing page with the main
goal of the email or direct mail message.
• Design a landing page that is highly
focused - landing pages should be
designed to have ONE main focus.
• Articulate the needs of the website
visitor and what you want him or
her to do.

4. 2. Develop a streamlined path to the offer.
• Make the desired action clear
and obvious; very prominent on
the page. Beside the header,
this should be the next thing
they should see on the page.
• Remove unnecessary elements
from the landing page. The
landing page main purpose is
to transact.

5. 3. Validate the message and elements of
your landing page with the direct mail or
email message.
•The first objective is for the
landing page to validate that
they are in fact on the
correct webpage.
•Repeat the headline from
your email/direct mail at the
top of the landing page.

6. 4. Keep the message and call to action
short and sweet.
• Consider keeping all
messaging on the landing
page above the fold.
• Keep calls to action
obvious and short, do not
make them work to figure
out what you want them to
do.
Source: www.emarketer.com

7. 5. Design the landing page for “scan-
ability.”
• Make sure the headlines, sub-
headings and graphics are
designed to allow visitors to
skim the content quickly and
still get the message
• Make the message and
directive VERY clear
Source: www. harrisinteractive.com

8. 6. Maximize the use of copy, graphics
and white space and lead the visitor
logically to the offer.
• Place images next to the most
important copy/text
• Use different font sizes to highlight
importance
• Keep the number of colors used to
two or three at most (including
black).
• DO NOT use sidebars that aren’t
relevant or other distracting
elements.

9. 7. Managing website forms.
• Keep it brief and thoroughly
pre-test it.
• Don’t deter or scare off
prospects by asking for too
much information.
Source: www. lorel.com

10. 8. If you are collecting personal
information, provide a link to your
privacy policy.
• Link to privacy policy
should be obvious and
intuitive
• Don't give the impression
it's hidden and you don't
want users to read it
• Adhere to your privacy
policy

11. 9. Track results.
• Implement a website analytics
program to understand how your
landing page performed.
• Measure who came to the site and
what they did or did not do so that
you can optimize the landing page
experience and achieve higher
conversions
• Reach out to individuals who
abandon the landing page

12. 10. Develop a test plan
• Test different elements and copy on your landing pages to learn what works
best.
• Web analytics software can be implemented to allow you to run A/B tests.
• Test one element in each email for cleaner outcome results.

13. A Closing Remark:
• Well-written and well-designed landing pages will deliver more
daily visitors as the support structure, such as awareness and
marketing efforts, build up.

14. Thank You
Want to jump start your marketing strategy and programs?
Lorél Marketing Group can help you get started with a no-cost
discovery meeting that can align your goals with a vision for your
success. Care to learn more? Contact us today.
Lorél Marketing Group
Email: info@lorel.com
Telephone: 610-337-2343
Website: www.lorel.com