Today’s landing pages are fast and easy to produce and generally serve a single objective. Most often, they are used in conjunction with digital marketing efforts, such as paid ads and email campaigns. While they are generally not comprehensive in their coverage of a business’ capabilities, their singular focus makes them an extremely powerful lead generation tool.
A good landing page template is worth its weight in gold. Most may seem similar, but after using and testing dozens of different landing page styles, I can assure you that they aren’t all equal. Remember, this is a page trying to get a visitor to do a single thing (e.g., download a white paper, sign up for a webinar, watch a video, etc.). Every percentage point of improvement a lander delivers is a direct improvement in the number of leads you generate.
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The good thing about landing pages is that due to their simplicity, most companies’ design and production approach is fairly close to what we recommend. Frequently, they are templatized in a tool like Marketo, created when a specific offering must be promoted, and designed to present the offering in a simple, understandable manner. The only real problem we see time and again is the process involved in delivering a page that is easy to read and understand. When creators are asked why the page looks the way it does or contains the sections it does, common responses include: “That’s how I’ve always seen it,” or “We just looked at another website and copied them.” While this will frequently yield an average lander, it will rarely produce an optimal one. As mentioned earlier, even small improvements on landers are impactful because they translate to direct improvements in lead generation.
A leader in the paperless documentation sector was looking for ways to improve sign up rates for the free trial of their product, a key source of paying customers. Their main focus was on paid landing pages, which drove most of their free trial sign-ups.View customer story →
One major difference in our approach to landing page creation is that we don’t view it as a single point-in-time exercise. We tweak facets of the lander after the initial template is produced until we have a template that truly is the best version of itself. The most common way to do this is with a testing tool like Optimizely or Visual Website Optimizer (VWO). Using one of these tools, we produce new versions of a lander and let the data we receive back guide where we go next. Once we get to a point where we no longer see differences between the versions we test, we consider the page “optimized.”
The most interesting part of landing page design is that it isn’t one size fits all. We’ve likely created hundreds of landers at this point and, in general, we have a good idea going in what is going to work. Even so, it is amazing what we continue to learn when clients are willing to try something different. The single best tip I can provide as a best practice for landing page design is to keep trying new things and measure the outcome. A website, including landing pages, is a continually evolving thing, and by not continuing to change, you risk leaving leads and potential revenue on the table.