The main structure of a landing page is data capture (ex. full name, email, phone). This type of setup is often times used for giving away a free bribe (ebook, app, ect) or it can be used as a mechanism from the visitor to simply request more information about your product or service. This landing page type is great at doing double duty, you can add them into your email drip marketing and at the same time they enter your life of a lead path.
Lead capture basics
Leads capture can seem relatively easy and in theory they are. But, forms require in some instances a database table or two to store this information. The data should be validated before entering into the database. Regardless form field validation should always be coded into your forms. This way you get the best leads you can and it helps to instruct the future prospect that you care about your clients information. Each landing page needs to have a privacy policies and terms of service. Though behind the scenes much goes into designing, testing and coding your forms on your landing pages, it should always be seamless from the perspective of the end user. On top of that, you will want to structure your content and the message you want to send. Your message should be consistent and compelling. Unless you have a mind control device it will take some customization in finding your baseline, once you have it, you can build on your success.
Though there are pre-made landing pages or services that offer fill in the blank type of service. There is never a one size fits all solution, each landing page should be thoughtful and tested. It would be fun to walk into Starbucks for a coffee, point around the room at everyone and saying to the “partner” (what they call their employees), I’ll take whatever they are having. You certainly would be very surprised to get that cup of coffee.
So what works when it comes to landing pages?
I have see a multipart form (the landing pages that span multiple pages) work like a champ and I have see a 3 field form fail miserably in it’s simplicity. Many factors determine success and we will cover a few later on.
A popular e-book landing page consist of a single product display with a call-to-action button (CTA), possibly a video with text on either side to explain your most sought after service points. With displaying a video, I typically put my text to the left and my video on the right. Also let’s not forget the form in view at all times to capture their email or whatever your required field are.
Note: Always give multiple CTA buttons or a form repeated 1-2 times on the page.
A landing page that contains simple sales copy and testimonials with a nice big colorful call-to-action button will work great with a free e-book offer, most of the time but there are no guarantees. With landing pages the sky’s the limit but keeping it simple seems to win out for most products or service, keep that in mind. There are a lot of options and methods that go into landing page development. Even though the combinations of graphics, content and video are way beyond the scope of this post, it still worth mentioning. Building a landing page is unique ongoing process that requires some a fundamental understanding of your company’s product or service. It is important to convey the most accurate picture to the end user. It’s your job as the developer to consistently convey the purpose of your landing page and what the user should do next.
Complex but simple, simple but complex
Good landing pages are more complex than they appear, have you ever said “wow they make that look easy”. That is exactly what your landing page development team should be shooting for. Easy for the audience to understand with the moving parts tightly held in place with well thought out content and graphics. A landing page should convey to your visitor, don’t think too long people, just act now. Have you seen those top 10 lists on best landing page examples? Those pages are performing well and look very easy to put together but you find out it takes many hours and lots of testing to be considered for a 10 list. So at first the best approach is the one that works for your specific product or service, don’t try and match another company’s lander. What is good for them may not be good for your company, do not waste to much of your time trying to mimic their success. You can always go back and make tweaks to your landing page. The point I make here is take you time and start today diagramming your own award winning lander.
Best to pause here for a moment, shake out the hands and clarify a common misnomer. Many times companies get confused about what clarifies as a landing page, a landing page is mainly used in the marketing of a specific product, idea, membership or service, it laser targets all the best of what you have to offer and instructs the visitor what to do next. What a landing page should not be known as; a home page, contact us or multiple display product page. Wooohooo, glad we could get that out of the way.
Landing pages are part of a leads circulatory system, so keep things fresh
Outside conditions(financial, everyday life, wars and other typical stresses in life) set the tone for what becomes tangible for the end user, things change based on what is happening at that moment. Is fear driving your product sales, do you sell survival kits. Depending on your market and the times we live in, leads can increase with awareness without you doing any extra work. Though on the flip side the fear of uncertainty within your market, if you are in the big tv market with a high price point. If everyone is loosing their jobs your lead count can drop off just as fast. You need a plan of action and always develop areas of profit that can seem at the time to run opposite of your current offering. Even ask yourself this main question when viewing your lead count or lead quality. Has your audience over the years morphed your product away from it’s original design. Facebook is an extreme example but Facebook is a social platform anyone can use. Though it was never built as a social platform for moms & dads.
Roll with the changes or get rolled over
I have seen companies in a down spiral year after year because they simply refused to adjust to cultural or mainstream events effecting their audience at that moment. So it’s about what works in that time period and building on that, that is part of what we do. You know longer have to think about what works, you can organically adjust based on your industry and product viability at that time. It makes no sense and does not work long term financially to stand in one spot screaming look at my offer, after all we are human and we ignore what repeats. Have you ever heard your car make a noise and if you go on a long enough car ride, the noise vanishes, but not really. My advice don’t force your landing page and offer to work for everyone.
Fireworks are most fun on the Fourth of July
No matter if you give them balloons and fireworks and promise your visitors the moon. What is needed more than getting their attention with crazy offers is something to capture their moods. That sounds a little deep and maybe I drank to many red-bulls and listened to Pink Floyd’s “The Wall” this morning. I assure you I have not and that there is a purpose in my previous statement. Here it is, do the same thing and it might work for a while but I assure you the hoopla will fade and people become numb to your offer. If Facebook tried to only allow college students in their network, they would be a significantly smaller company. Even if you have something really worthwhile and I am sure you do. It will come down to the content, graphics and message, in the mood you set, people change and go through seasons, so should your landing pages and content.
What about companies that offer a build your own landers, DIY?
They serve a purpose and have a place in rapid testing on large sets of products but keep in mind it’s a factory mentality. What they are asking you to do is punch out the widgets yourself and call the staff together for a meeting to discuss your lander strategy. That method works ok for some marketing only companies or large product producers but you still have to stay on top of the conversion tracking, plus the reporting and landing page development yourself. We do all that for you so no widget punching or punching at all!
What we do goes beyond the landing page
Our service focuses around landing page development but other aspects are extremely important as well, like our account insights plan. We also believe very deeply in testing, comparing (a/b split test) versions of the current landing page on a monthly and ongoing basis. Plus our landing pages are mobile & tablet ready, you need no hosting or coding of any kind.
Along those lines, to help us determine your landing pages success we have very robust conversion tracking that we setup and monitor.
Our service summary
Every week you get a very informative report that offers you insight like your spend from week to week which is broken out over days. We gather reports from Google Adwords, Bing Ads and even your Facebook Ad account. Each month you get your monthly comparative analysis report. That way you can instantly see trending information from month to month. Our service is not automated and with that said, we only like to take a set number of clients per month. So in the spirit of a good healthy CTA, ensure your membership today and join now!