Landing Pages are one of those web page types that can become the real workhorse of your online advertising efforts. Here's just a few easy ways to increase conversion rates of your landing pages so this workhorse becomes the star of the show.
1. Test, Test, Test - The 3 Keys to Landing Page Success
Before we get into the really juicy stuff, I want to remind you to test your landing pages--and test often.
It's as easy as identifying testing goals. Then coming up with two identical landing pages and changing just one thing about them—preferably the call-to-action. This split-cell test (or A/B Test) is a statistically valid way of testing a change in your strategy and knowing (not guessing) how much better (or worse) it works.
2. Add ToolTips to Form Fields
Every fill out a form yourself and wonder, "Why do they need to know that about me?!" Research has shown (and our gut feeling says they're right) that privacy online is more critical to users than ever before. Allowing landing page visitors to roll-over a "?" icon to display a small ToolTip explaining why they are being asked that question and how that information is going to be used will drastically increase conversion rates.
If you need a little technical help with ToolTips, consult the JDM Labs Codex. There's a post in there all about ToolTips. Feel free to steal.
3. Less is Definitely More
For God's sake, keep any lead forms minimal. Ask yourself what information is really critical and what is 'nice to know'. Eliminate any field that is not critical.
As a rule of thumb, JDM recommends keeping your form fields down to 5 questions: First Name, Last Name, Email Address, Phone Number, and one qualification question such as a Title/Role drop-down.
4. Helpful Form Validation
5. Get Above the Fold
Try to put your call to action well-above the fold. Also, try to keep your form either on the top-right or only partially below the fold.
Stay tuned to JDM's Big Marketing Ideas blog for more Landing Page best practices. If you have any ideas or questions, feel free to comment them below.