In some ways making a landing page that converts well can be easy or difficult, complicated or very simple - but it all starts with market research on your audience. This article delves into the art of killer conversion landing pages that will deliver the goods for you.
As with so many things in life, people tend to over-complicate matters which is something you need to avoid with any landing page. It has been long established that when there is too much going on it interferes with understanding what you want and what they will get. It is tempting to throw in a few cool things here and there that do look nice, but that can lead to the opposite effect. Anything that serves to offer confusion or does not offer exact meaning in terms of benefits to the reader is not really needed. Stick to a single column design and try to focus more on the copy and less on the complexity of the design. So in a very real sense landing pages are extremely easy to put together, and the most important part, as always, is the copy.
One thing to avoid at all costs is presenting your landing page copy as if it is an article with huge chunks of solid text. Make sure you're using targeted bullet points on your landing page to convey your message and give a clear indication as to what you want your prospects to do. It takes a little practice to learn how to compose good bullets, but it is something worth your time. Readers always tend to focus on the written words for obvious reasons, and even good copy that is improperly laid-out will hurt you. If you have some experience with internet marketing, then you already know the issues with presenting your copy in the right way.
How well you make use of other copywriting devices such as trigger words will help or hurt your conversions. All copy and pages have a most desired response from people, and so you simply apply the triggers to that end. However, do not forget to include your copy that appeals to logic as that is very important. Your aim should be to make your prospect psychologically comfortable in taking the action you want him/her to take. So those are your tasks if you want to make excellent landing pages - but, there is still more to it.
As always, we tell people to test, track and then optimize their landing pages for best results.
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