More tips on landing page call to action
Choose an action that is relevant to your audience. The offer should be relevant to what the person is searching for, not just your general product/service category. For example, if you offer home renovation services and the consumer is looking for information on "kitchen renovations," driving them to a generic "home renovation guide" may not be as effective as a page with "Tips to keep in mind when remodeling your kitchen." The extra work involved in creating specific landing pages will pay off in conversions.
Make sure you offer something in return for completing the action. This is the timeless "What's in it for me?" question, that always needs to be answered. If you're asking for contact information, which is valuable to you, then offer something valuable in exchange (a special offer, coupon, resource, etc.). Conversely, if you're offering something valuable, make sure you've worked in how you'll get something back in return.
Test the effectiveness of using only one call to action or several. The benefit of one call-to-action is you won't confuse the visitor with multiple offers, which may distract them and erode your lead form conversion rates. Some experts believe everything on your landing page should be focused on driving the visitor to complete your conversion goal in the easiest and quickest way possible. Other experts advise using different offers that will appeal to people at different stages of the purchase process. Nice thing with landing pages is you can test and learn what works best and adjust. That's called landing page "optimization" online. Think of it like data-driven continuous improvement.
Keep the offer(s) "above the fold" so the person doesn't have to scroll down to see it.
Include a relevant graphic or "hero shot." Compelling visuals attract people and cause them to respond. They also act as a visual clue to tell the reader what the page is about.
Execute the call to action on the landing page. Most experts advise a one-step landing page process where you don't make the visitor click another link to complete your conversion goal. Provide everything they need right there on the landing page. The less work the customer has to do to convert, the better. Other experts advise using a two-step process and feel it better qualifies the lead.
Wisdom from the crowd...
Tips from AdWords experts for small business - great tips from experts at agencies who are paid to manage PPC and online marketing.
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