Now that you know how to figure out how effective your landing page is, what can you do to make it more effective? The answer is as easy as ABC:
Alignment. The message on the landing page should be aligned with the route that the customer took to get there. You’re probably running several different marketing initiatives, each using a variety of avenues, such as social media, PPC, and banner ads. Each of those initiatives will have its own call to action, and probably its own specific offer, value proposition, or product, especially if you’re doing split testing.
Each initiative should also have its own landing page, which will reflect the specific call to action and offer that the customer has responded to. You will confuse, and probably lose, the customer if these are not aligned.
Branding. Communicate more than just your company name and a dry chunk of text; you should let visitors get a feel for who you are and what you have to offer. You’re not going to do a full dog and pony show – simple is always best on a landing page – but you should provide a visual element that communicates something about your brand.
This might be a video of someone using your product, a before-and-after of a big, successful project, or photos of members of your staff. Whatever you use, it should be authentic and engaging, in order to give you a relatable identity that distinguishes you from your competitors.
Conversion. Figure out what one action you want the person arriving at the landing page to take, and then place the call for action front and center. If you’re trying to sell something, provide a “buy now” button, don’t ask customers to sign up for your newsletter.
Don’t assume that providing multiple options increases your odds of the customer clicking on at least one of them – the opposite is true. If you provide too many choices, the customer gets confused and just leaves the site without clicking on anything.