In our last couple of articles on growth hacking, we talked about how to bring potential users and customers to your landing page, both through advertising and through ‘thought-leadership’ based content marketing. You should be monitoring both acquisition and conversion rates through each channel.
Conversion rates are not only impacted by which channels you use and what messages you display on said channels, but also your landing page, which is the first thing a potential user or customer will see when they come to your site.
Let’s step back for a second and look at what a landing page is. Back when the Internet was first popular (aka the olden days), websites had home pages. These would typically have a welcome message, and an index so you could navigate the site. Well, sort of navigate – these pages tended to be crowded, unclear, or very general introductions. Since then, websites have improved incrementally – home pages, which were essentially dead space, have turned into landing pages designed to help people take an intended set of first steps when they arrive to a page.
Your landing page is the top of your funnel. Once people arrive there, a good landing page should help a potential user or customer take the next step along your funnel, whether that means buying a product or giving you their email. That means your landing page must effectively pitch your product or service, and be compelling enough to convince users to convert.
This piece will introduce key elements of a landing page, as well as useful extra additions. It will then explain how to test different elements of your landing page to optimize conversion. Our next post will feature products to help you better test both your landing page and different elements of your website to improve conversion rates. As with all growth hacking, the point is to reach customer and users that will benefit from your product, and help them quickly understand and evaluate your offering.
(1) Essential Elements of a Landing Page
The most important feature of a landing page is focus. Your copywriting and design should encourage users to take a particular action. You only have a few minutes with each user, and it’s important that they’re able to quickly grasp what you want them to do and why it’s in their interest to do it. When they first come to your site, everything should be geared towards completing a single action – be ruthless and eliminate unnecessary distraction. If you want to provide more information, that can be given to users when they scroll down your page – after the fold.
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