What happens after one of your prospects clicks on that link in your e-mail or Google Ad? Where do they end up when they scan the QR code on your trade show booth? If you can’t remember the answer, you may not be putting enough thought into your landing pages. Your click-through rate is only half the battle – if that. If your prospects don’t like what they see when they land on your virtual turf, you’ll miss out on valuable conversions. Here are 5 basic tips for optimizing your landing page content:
1. Make landing pages as targeted as possible
Does your LinkedIn post promote a conference your organization is sponsoring? Then lead your audience to a custom landing page. The landing page content should give the details about your event involvement and provide registration access. Don’t take them to your home page or that of the conference.
2. Deliver on your promise
We’ve all fallen prey to the Google ads that promise the answer to your search but fall short. In line with the first tip, make sure your landing pages coincide with the copy that promotes them. In other words, if your e-mail or online ad says, “Click here for more information on [Product Name],” the link should lead to information on that product and that product only. Misleading link descriptions will hurt your credibility.
3. Know their mindset
Is the audience that will receive your next e-mail in the sequence at the beginning of the buying cycle? If so, the landing page shouldn’t be an order form for your product. Lead them to a product page or spec sheet that offers more information to help move them to the next phase.
4. Keep it simple
If your prospects land on a cluttered, confusing landing page, they may abandon it on sight. Make sure the landing page copy, design and CTA clearly lead them toward the action you want them to take.
5. Don't ask for too much
Is your goal is to get users to fill out a form on your landing page? To subscribe to your newsletter, register for an event or request more information on a product? Then keep the form short and sweet. The more information users must provide, the more likely they are to quit midway through.