Tips to create a lead gen landing page

‘My page is getting massive amounts of traffic but I have very low conversion rates.’ – Does this touch a chord?

The root cause of this problem is often the landing page. You may wonder that you’ve done everything right – an appealing design, good product images and CTA’s where relevant; but what is going wrong? Did you know there’s a clear difference between a landing page intended to lead your customer towards purchase & between a landing page intended for lead generation? Generating a lead via filling up a form on your landing page is the beginning of a conversation with a potential customer. Get your landing page for lead generation right and get your customer into your funnel with these simple & easy tips.

1. Landing page design:

The best landing page designs for lead generation give importance to messaging and designs which have maximum weightage on conversions. A good design has the potential of taking your audience to the lead generation form as intended. A lead generation landing page design should:

1. Entice your lead to register or download (in case of an offering) immediately. 

2. Landing page style should be consistent with your brand.

3. Add a lot of white space as per the golden rule of design. 

4. Make your background uncluttered, without distractions so your videos, CTAs, forms and images are clearly visible.

5. The text should be easily readable with headlines given prominence.

6. Curtail or break long texts by adding H2s, bullet points, CTAs and images.

2. Give importance to your CTAs:

Yes. That all important CTA is what will start drawing a lead into your funnel. There are various types of CATs you could have on your landing page based on the nature of your business. Some of them are:

1. Newsletter subscription

2. A registration form

3. Free trials for a product you offer

4. Asking for a callback/query

For example:

3. What’s in a form?

Have you filled out a form on a landing page and gotten bored with the myriad details you had to enter? Yes, the length of the form does matter. It would be ideal to keep your forms short and collect information to the point. Adding fields such as company address, type of profession, income levels etc. only serves to lengthen the form. Here’s how you can create the right forms.

1. Ask for the minimum information

2. Minimize writing by adding buttons & checkboxes

3. Keep your product benefits as the focus

4. Optimize your forms for mobile view

For example:

4. Conduct an A/B test on your forms or landing pages

If you have an old version of your landing page and are seeking to create a new version, it would be prudent to run an A/B test on the page. An A/B test will help you:

1. Identify any flaws on the new landing page

2. Comparison between both pages

3. Importantly, form performance between the old & new forms

Some of the traffic will go to the old page & some of it will go to the new landing page. Once you get access to the detailed performance report which will show you the effectiveness of both pages.

5. Are you paying attention to your conversion funnel?

A conversion funnel is a step-by-step process where people will land on your page and a minuscule percentage will end up completing the goal. You can apply the funnel to create a relevant conversion funnel through your channels of acquisition to your landing page. For instance:

1. An ad campaign using targeted keyword(s) on your landing page.

2. Offering a free ebook in return for an email id.

3. An FB advertisement targeted to a set of users who get to your landing page.

If you are applying the funnel approach, ensure that your marketing message is the same across all levels of the funnel.

For example:

6. Create content resources specific to your audience

There may be many landing pages that appeal to you, but those that have quality content specific to their target audience are the best performing pages. In order to achieve this goal, you should create quality & easy-to-understand content that is in sync with your landing page. This content denotes your services and highlights your authority in your chosen area. Some resources could be:

1. Infographics

2. E-books

3. Videos

4. Articles

5. Guides

Is this really effective? Well, you tell us because you are currently reading a ‘resource’!

7. Experiment more by creating separate landing pages for each audience segment

So, if you have services or products that cater to a diverse audience in terms of demographics, how do you then get them all onto your landing page? You definitely should NOT believe that a single landing page is enough for each of your audience categories. Create separate landing pages specific to each audience segment. For example: If you have a product that appeals to senior citizens & young adults, create two landing pages that talk only to them in the required tonality.

8. Add proof elements

Why would someone give you the information you are seeking? If you are unable to get leads to fill your form, it could be for lack of proof elements. For example; a link to a privacy policy, add security seals in case of sensitive information required and most important are social proof from real time users. And ask for proof directly relating to your product and the solution they obtained with your product.

9. Add rich media where required

Too much content is boring. Some of the best lead generation landing page examples are where the landing page is eye-catching and interesting with rich media such as a GIF or a relevant product or service video. Ensure that your rich media blends seamlessly with your landing page.

10. Thank your customers/leads

What happens after your customers fill up the form? Add a ‘thank you’ page which tells them that you are grateful they filled the form. You can use this page to encourage them to learn more about your product or service by guiding them onwards to your website.

For example:

11. Content is still the king

Needless to say, keep your content crisp, to the point and AVOID JARGON. Too much content or too confusing content will lead your potential leads to bounce out of your page. Your content or copy should nudge your leads to take the desired action. Write copies that are targeted towards your audience type, make them feel that you understand their pain point(s).

12. Optimize for mobile

As per Hitwise, 60% of all online searches are performed on mobile devices. So, if your landing page is not optimized for mobile users, then you stand to lose out on a huge chunk of your audience. A mobile lead generation landing page will help draw your target audience into the fold and get you the much-required leads. 

Bonus tip

The key to a successful landing page for lead generation is to understand how your users behave. Despite following all of the tips above, if you aren’t driving leads then you need to dig in deeper to understand more about your audience behavior. How can you do this?

Add a heatmap tool to your landing page. The job of the tool is to identify the level of interactions by users on a single web page. With a good heat map tool, you can effectively ‘see’ where your potential leads click, scroll and hover. Here is a suggested heatmap software you could choose.

You could also implement a session recording tool to see the path your customers are treading on. With such a tool you could record your landing page browsing sessions in real time and can watch them later. You will gain an understanding of how customers interact with your website/landing pages. You can see from where they drop out, get bored or even encounter a bug. Here is a suggested tool for recording user behavior on your page.