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Helen Jackson

Designing & Creating Landing Pages That Convert

Landing pages are one of the most important elements of the lead generation process. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies. Landing pages are great for helping direct your users to specific offers seamlessly, without any additional distractions, helping increase the chances of a conversion.

Remove the main navigation

Once a visitor arrives on a landing page, it’s your job to keep them there. If there are links on the page to move around your website, it will distract the visitor and decrease the chance of them converting on the page.

One of the best ways to increase your landing page conversion rates is to simply remove the main navigation from that page. That’s it!

Keep your message consistent

If you maintain consistency throughout your copy, particularly carrying the title of the landing page to the CTA, this will help your users understand that they are on the correct page.  You’re aiming to keep the attention of the user until they download the offer. If you have different text promoting the offer on your CTA and the user clicks through to a landing page with different copy, it might not be instantly recognisable as the same offer – this can increase your bounce rate, subsequently decreasing your conversion rate.

Less is most definitely more

You need to keep your offer crystal clear on your landing page. Using bullet points and sub-headings where relevant can help the user digest the landing page content easier. Try not to put them off with a big block of text with no clear indication of the offer’s benefits.

Encourage users to share

Including social and email sharing buttons on your landing page, can help encourage the user to share the offer, if they feel it’s of value, to their friends or colleagues. As users have different sharing preferences, make sure you include email and a variety of social channel sharing buttons. Including these buttons on your landing page, this can help increase the volume of people landing on your page, and can lead to an increase in conversions, too!

Don’t just stop at one offer

You’re minimising your chances of generating more leads if you only have one offer. By creating a variety of offers which answer your audience’s most frequent and relevant questions, the more leads you’re going to generate for your business. According to a marketing benchmark report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers and landing pages you create, the more opportunities there will be to generate more leads for your business!

Wondering how you can fully optimise your landing page forms? Step this way and download our eBook!

download our 30 greatest lead generation tips tricks and ideas

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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