If you're planning to sell or promote a product through your blog, custom landing pages are your best bet.
They're easy-to-make, highly effective and almost always exhibit high conversion rates. A well designed landing page can bring you TONS of sales in a short span of time.
But how to create one?
That's what we're going to learn ahead. No matter what you're going to sell or promote, the success depends on how effective is your landing page's layout and content.
In general, every marketing effort done online is a combination of technical stuff combined with the best practices relevant to that effort. It applies to custom landing pages as well.
Before you go ahead creating one for you, these questions must be answered.
- Do you have enough technical resources to create a landing page?
- Are you clear about the goals and returns associated with your landing page?
- Are you familiar with the basics of lead capturing system?
- Are you ready to devote enough time in analysis and optimization?
So, let's get started and go through a
One Page - One GoalI'm assuming, you've already done your preliminary homework and you have the answers to the following questions.
- What product or service you're going to sell or promote?
- How it solves the most common problem of the prospects?
- Who's the target audience?
- How you're going to channel them towards your landing page?
With all this information in hand, the first thing that needs to be taken care of is the goal or purpose of your custom landing page.
That's where most landing pages fail.
Either the goal is not clearly reflected through the content or one landing page unsuccessfully tries to accomplish several goals at a time.
A landing page should address one and only one goal - Click to Tweet
Remove Distractions and Unrelated Exit DoorsLanding pages are like honey pots made for capturing sales. A slight distraction can hurt your efforts to generate business through it.
In this context, what do you mean by DISTRACTION?
Well, any web page element that contributes in diverting the mind of the prospect is considered as a distraction or a conversion killer.
There are two types of distractions that ruin even a well designed landing page populated with killer persuasive content.
- Unnecessary content sections - Apart from the primary content section, a good landing page needs none other to avoid any kind of distractions. Often bloggers do not remove header, sidebar and footer from the landing page. This is one of the huge mistakes that lead to poor conversions.
A good landing page avoids irrelevant or unnecessary exit doors - Click to Tweet
If you're making several landing pages with almost similar layout, it's always better to create a WordPress page template to reuse it again and again.
Combine Text, Bullet Lists, Illustrations and Videos (if any)Instead of going ahead with a long text-only version, opt for using all the available visual elements for presenting your value proposition in a strong way.
The two most effective options are bullet lists and illustrations.
Depending on the type of product you're selling, you may also include short intros through videos. But, two things need of to be taken care of while preparing videos for your landing page.
They should not exceed 2 or 3 minutes in length and must also include prompts, speech bubbles and other effects to make them interesting and irresistible.
If you lack the necessary skills but have enough budget, you can hire professionals to create a highly converting video for your landing page.
When it comes to including bullet lists in a landing page, one common mistake ruins your entire effort.
Instead of using default (plain) bullet list supported by your content management system, use custom lists that includes image as the bullet.
Does that make sense?
Similarly, typography and white space plays a big role in designing a killer layout that doesn't repel the reader.
Fonts used for different sections (titles, headlines, sub headlines), margins and alignment of key sections must be designed with great care.
Use C.R.A.P principle to get things done - the RIGHT way!
I'll strongly suggest you to avoid use of multiple loud colors (as a background) in a limited space on the landing page. It's one of the conversion killers that are hard to detect through analytics tools.
If you're embedding multiple videos on your landing page, DO NOT stuff them at close proximity to one another.
The sooner you learn the art of combining various on page multimedia elements in a correct way, the better landing page comes out from your design efforts.
Testimonials Does Make a Big DifferenceAlthough there of hundreds of active landing pages that convert very well even without any kind of testimonials, adding them can certainly give a huge boost to your existing squeeze page.
Inclusion of this important section becomes more essential if the product is relatively new and has a decent price tag.
Testimonials can backfire too!
Don't panic, I'm talking about the poor implementation of the same.
Have you ever seen a testimonial that appears crappy, artificially crafted with no credible information about the person who's firing a one liner - 'Great product!'?
With such kinds of testimonials, all your time and energy spent in designing an appealing landing page will go in vain.
First, we'll see what options you have at your disposal to collect the right kind of testimonials.
There are two common ways for the same.
Either you compile a list a testimonials provided by the company who created the product or you directly contact some of the customers to get the relevant data.
The latter option may be a bit cumbersome but the results are above excellent.
Before embedding a testimonial in your landing page, make sure it fulfills the following criteria.
- Thumbnail image - If people can see how the person looks who's already reaping the benefits of the product, nothing can be better than that.
- Full name - Instead of using the first name, provide complete name of all the individuals included in the testimonials.
- Short intro or bio - This essentially means who the person is and what he does! I must also include that this entry is not mandatory.
- Link to his website or social media account - This is one of the huge credibility boosters that validate the testimonial. You don't necessarily need to hyperlink the same, but a legible entry is a must.
- Meaningful testimonial - And last but not the least is the real part - the testimonial itself. Instead of collecting one liners (e.g. What a great product!), concentrate on collecting real testimonies where the beneficiaries are talking about several benefits they're enjoying since the product purchase.
Testimonials are like adrenalin for a landing page - Click to Tweet
Use testimonials very carefully on your landing page. They should be authentic and should not appear artificially crafted at all.
Test, Track And OptimizeI call it a BIG SIN, when landing page elements are not tagged at all.
Do you track and analyze your website's or blog's traffic? Yes?
Then why not do the same for one of the important pages that can bring you tons of money?
What's the advantage?
You track them, you collect data, you find pitfalls, you find weaker sections, you optimize them and in turn you get more business.
Here's an easy-to-follow tutorial for using Google analytics to track your landing page performance.
If you're already getting large volume of traffic, deign multiple landing pages for the same product and test each one of them simultaneously.
There's one more TRICK to make most out of your tracking efforts.
Through this advanced Google analytics tracking script, you can monitor how prospects scan your landing page. This essentially means that you can easily keep an eye on causal scanners and readers.
Your analytics dashboard is the key to more sales - Click to Tweet
It's not that hard and once you get hang of it, you can easily come up with unique and intuitive ways to track important actions and events happening on your landing pages.
What's Your Biggest Concern?Now it's your turn to share your experiences with custom landing pages you've built till date.
What's the biggest challenge you always face while designing a landing page?
If you're landing page is not giving the desired results, here's a simple exercise for you.
Go to your landing page and note down at least two important factors that may be hindering conversions.
Share it here and we'll try to remove the obstructions, if any.