Are you having a hard time getting your website traffic to join your email list or opt-in for that freebie you spent 100 hours creating, designing and uploading to a 6-part nurture sequence?
Generating leads can be hard… and quite often when you don’t see the lead notifications flooding your inbox, you look to improve your marketing efforts… or you give up.
Have you ever thought that the problem could lie with your landing page (or lack thereof)?
In case you’re new to list building, lead gen or digital marketing – a landing page is a single webpage created specifically for the purposes of a marketing or advertising campaign.
The biggest difference between a landing page and your website is that a landing page will serve a single purpose and there will be no option available for people to navigate to other areas of your website.
Less distraction will lead to more conversions.
Creating a landing page, whilst being similar to a website, requires some know-how. There are certain guidelines you need to follow in order to increase your conversion rates.
Here’s what you need to consider…
Just like any other aspect of your online marketing efforts, you need to create specific and measurable goals for your Landing Pages.
One page = One goal.
Here are a few examples of landing pages you might like to create, that have single and specific goals.
- Download a cheat sheet or checklist
- Sign up for a free 5 part email training series
- Register for an upcoming webinar
- Enter a competition
- Complete a quiz
- Register for an event
You also need specific conversion expectations for your landing page, which will allow you to determine if the page is converting well.
For example – If I’m running a lead generation campaign and I’m promoting a “Free Facebook Ads Checklist”, I’ll aim for my Landing Page to convert at 40% minimum. Which means for every 100 people that visit my page, 40 people will sign up.
If after a week of running my campaign, I see that I’ve had 100 clicks from my Facebook Ad, but have only generated 20 leads, rather than editing my Ads, I will tweak my Landing Page to try and hit my conversion goal.
These conversion goals can be based on previous experience, industry standards or just personal expectations. Start with a 20-30% conversion rate, and then continue to try and improve on your own results.
A little like getting a PB in little athletics…
As you can imagine… if one page = one goal, you’re going to have to create a looooooot of landing pages.
This is exactly why I recommend using a simple drag and drop platform program called LeadPages, which comes pre-loaded with multiple high converting Landing Page designs.
LeadPages comes at a cost of $37USD per month. I know for some people, this may simply seem too costly. However, I look at it as an investment.
The program allows me to create landing pages that convert at over 70%. Which means at the moment, I’m getting leads from Facebook – daily, for under $2.
So whilst it’s an ongoing monthly expense, it’s reducing my cost per lead from Facebook. Therefore, it’s worth every cent.
You can check out LeadPages here!
Alternative to LeadPages
If you’re tech savvy and happy to create single web pages yourself on your website, go for it! Just make sure it’s a blank page with no top menu, navigation menu or sidebars.
The content on your landing page should include text and images or a video.
Before deciding on the content for your landing page, I want you to answer these questions:
- What do people need to know in order to want to sign up?
- What do people need to feel in order to want to sign up?
- What objections might they have about signing up?
- Where are people coming from, before clicking through to your Landing Page?
A landing page should not be overly detailed, however, every landing page does need:
- A punchy headline
- Key features or a description of the offer
- A clear call to action & opt-in form
- Social proof
It’s pretty safe to say that most people who visit your landing page are already interested in what you have to offer because they’ve clicked through from your marketing campaigns…
But just because they’re interested, doesn’t mean they’ll opt-in… especially if you don’t get to the point quickly and give them the info they NEED & WANT.
It’s really important to ensure the design of your landing page aligns with your branding. Which means the colours, photos and fonts should be consistent throughout.
Other important design considerations are:
Making sure your page is mobile friendly
If your traffic is predominately coming from social media, expect that most people will view your landing page from a mobile device.
The best way to check how your page views and performs from a mobile, is to test it yourself. Put yourself in your customer’s shoes and scroll through your landing page from your mobile.
Keeping the key content above the fold
Above the fold refers to the content on a page that appears before a user will scroll down.
You want to make sure that your heading, subheading and call to action button sits above the fold on a desktop computer.
Forms & Fields
When people click on your call to action button to sign up for your offer, a pop-up box will appear asking for them to submit information.
Don’t create too many fields for them to complete.
For a typical lead generation campaign, you’ll only need their name and email address.
Your page is perfect, and you’re ready to launch… but wait – there are two FINAL steps I want you to take that will help with your future Facebook Ad campaigns and targeting.
1. Create a thank you page
A thank you page is another single web page that your leads will be re-directed to once they opt-in.
The purpose of a thank you page is to:
- Say “Thanks for signing up”
- Tell them what happens next…
- Track people to opt-in (more on this one below)
Thank you page templates are available on LeadPages. Here’s an example I prepared earlier…
2. Track, Track, Track
If you’re creating your landing pages and thank you pages on LeadPages it’s really important that you instal your Facebook tracking pixel on EVERY page that you create. Unlike websites, where you’ll only ever have to instal it once.
Here’s why you should instal you pixel.
A Facebook Tracking pixel will allow you to:
- Optimise your campaign to achieve a specific result. If you have a thank you page you can optimise your campaign for leads.
- Track people who visit your Landing Page or Thank you page and re-target them in the future or create a lookalike audience based on your leads.
Do you need LeadPages? Perhaps not if you’re only creating one campaign a month or year…
But if you’re creating campaigns regularly and investing a lot of money into the promotion of those campaigns, then It’s a worthwhile investment.
It’ll save you time, money & sanity… and increase those conversion rates!!
Good luck and speak soon,
P.S. If you have a blog request, comment below and tell me what you want to learn more about! I’m always happy to take requests.