Making great landing pages for lead generation is a science. It requires a lot experimentation using A/B or Multivariate testing. I’m always amazed how little things like changing the text, background or button color will increase conversion rates. But, in order to make lead generation successful, it’s important to play with these things. Think of it as a game. There has been a lot on the web written about email marketing and landing pages, effective forms, color design, etc. I won’t try to replicate all that goodness. Instead, I’ve assembled a list of things I think about when creating high conversion landing pages:
(1) Single Page – Everything your user needs to see, right there, above the scroll. Never make it a step form for lead gen. Registration is a different beast.
(2) Forms – Make sure the eye moves quickly downward (i.e., don’t put form text to the left of the box). There’s been a lot of study written about forms. Just make sure the user’s eyes don’t have to work to figure out what you’re asking them for. And, don’t add a lot of weird error checking here. Get the email address correct and move on.
(3) Fields – Limit the number of fields shown / required. Only collect what you NEED, not what all your sales people hope, wish and dream of at night. More fields or the expectation of more fields typically increase drop-off / abandonment.
(4) Big Buttons – Make the button simple, bright and easy to find (this plays into email marketing as well). Make the button action reflect the call-to-action. Don’t just make it “Submit.” Make it “Download Free Copy” or “Get Free White Paper.”
(5) Simple Messages – Do not include too many details that would detract the user from proceeding (e.g., don’t get caught up in limitations, complex value props, long sentences, long quotes, etc.). Big clear value props shown to the user in first person form.
(6) Add Aspirational Context – Show the user other organizations / logos / quotes that he or she wants to emulate. Make the user think: “Wow, Wal*Mart has world-class, cost-effective IT. I could use this to cut the costs my boss has requested.”
(7) Privacy – Couch any privacy concerns that a user may have. Give them the warm fuzzy – “We don’t spam. We respect your privacy. We won’t sell you out to our quasi-partners.” Oh, by the way, only do this if it’s true.
(8) Sharable – Add a widget from SocialTwist or Gigya that allows them to tell other friends. This should be shown on the download page as well (or if you initiate the download directly from this page – that’s good too)
(9) Show Pictures – Pictures that load fast are required (typically, changing pictures or some other motion will keep interest to finish the form). Some of this is demographic dependent. Younger people like changes, older people seem to like static. A lot depends on the digital native / immigrant notion of your target.
(10) Test, Test, Test – Make sure that you test the hell out of your campaigns. Learn from each iteration to tune the form for you audience. Every .01% counts in making your lead or customer acquisition cost go down.