Drive Results With These Direct Response Landing Page Tips

The direct response landing page: that digital space where conversions and sales happen. Your teasers, headlines, design, and copy work hard to drive your customers there, with hopes each visitor will complete their mission to convert—to join your mailing list, register for your webinar, make a purchase, or download your white paper. Here, we’ll take a deep dive into “what works” so you can create landing pages that deliver results.

The Perfect Landing Page?
Alas, there’s no one perfect landing page. A high-performing page takes into consideration your industry, what you’re offering, your audience, your promotional marketing channel, and more. What works for one company won’t necessarily work for the next; likewise for different offers from the same company!

That said, cross-industry examples of effective landing pages share some things in common, whether their aim is to generate consumer leads for an insurance agent or inspire a B2B technology buyer to sign up for a free software trial.

Landing Pages 101
But before we get into our tips for winning landing pages, statistics shared on Social Media Today point to a few best practices we want to address right away:

  • Create dedicated landing pages. Only 48% of marketers build a new landing page for each marketing campaign. We wonder, “How do they target their messaging or measure effectiveness?” (They probably don’t!) To this powerful advice we’ll add just one other thing: please, please don’t send customers to your home page to redeem any sort of targeted marketing offer. Each offer deserves its own page.
  • Stick with a single offer. Almost half (48%) of landing pages contain multiple offers—and a single CTA button can increase conversions by 62%. It “pays” to keep your audience laser-focused on taking one action.
  • Test—and optimize. Most companies (61%) do less than 5 landing page tests per month. Tweaking elements of your landing page to determine “what works best” is simply essential if you want to raise response rates. Be among the 39% who make it happen.

Hallmarks of an Effective Landing Page
Now that we’re clear on the fundamentals, let’s look at what else your landing pages need to achieve, no matter your industry or offer:

Process Simplicity. Conversion is your goal. This means you want to avoid friction and make it as easy as possible to get customers to take action on your offer.

  • Place key information above-the-fold. Don’t make page visitors scroll through paragraph after paragraph of copy before they get a visual cue that they’ve “landed” in the right place. For that matter, it’s best to keep the call to action from falling too far down on the page.
  • Use a short form. For the customers’ sake, keep required fields to a minimum (we suggest no more than 5). Even better if you’re able to pre-populate form fields with their contact information so all they have to do is press that CTA button!

Design Consistency. The same careful attention to graphic design and message copy that got your customer this far—to the landing page—needs to be carried through to seamlessly to this next, all-important step in their conversion journey. The look and feel (and offer) needs to match the ad or email link they clicked on.

Message Clarity. In order for customers to take advantage of your offer, don’t they need to know—and value—what’s in it for them? Don’t fail to:

  • Fine-tune your copy. Your landing page headline and subhead should be benefit-oriented, and body copy need to be readable (e.g. short paragraphs, bullets) and reiterate the benefits of your offer.
  • Use images that support your offer. Try to include a visual representation of the offer deliverable, such as the cover page of your ebook or a picture of the free sample they’ll receive.
  • Make the CTA button “pop.” This is where the action happens! Make sure your call-to-action button (or link) design draws attention and creates a sense of urgency with a bright color (orange is the current en vogue color), large size, and compelling copy (e.g. “I want this” vs. “Submit).
  • Include other compelling page elements. You might want to consider highlighting a customer testimonial offering social proof of your offer, posting a video to increase interest and engagement, or personalizing the page with the customer’s name and/or individualized offers.

Contact us to learn more.