Okay, so we may have taken a little creative license with the statistic in the headline, but proper landing page optimization can have a huge impact on your conversion rates. Your landing pages serve a purpose. They introduce your audience to special content, events, and opportunities. A good landing page must prove to a consumer that the content behind it is valuable and worthy of their email address.
From setting goals to creating interesting and valuable content, to the right design and promotion strategy—crafting a landing page that will engage and convert is a multi-step process.
Next week, on Thursday, April 28, we're hosting a WordStream and Wistia webinar where we'll go in-depth about the best practices for creating a landing page that converts.
Here's a preview of what you'll learn in the webinar.
Structuring the landing page
A great landing page has to have an organized structure with a goal in mind—making it easy and worthwhile for an audience member to become a lead. It should include:
- Minimal navigation: You want to keep folks on the landing page and signing up for your content, without making it easy for them to absentmindedly navigate around your website and forget about your offer.
- Strong and bright CTAs: Your calls to action should be clear, strong, and beautiful. They should pop and tell the viewer—here's why you came to this landing page. The CTA needs to be front and center without folks having to search for it.
- A simple form: This form has to be an easy ask. It can have a first and last name field, an email address field, and a couple of qualifying fields that relate to your business goals. They should be easy to fill out and not require a lot of thought from your audience.
- An explanation of what's beyond the gate: Your audience wants to know what they're signing up for—will this content give them value? How? You can relay this message using engaging video on your landing page. Add the video above the fold to quickly get your offer's value across to folks who come to your landing page. We'll talk more about this strategy during our webinar!
The content makes the landing page
Your landing page is nothing without the content it's promoting. Before you start building your page, ask yourself if your content is valuable for your audience and if it will help them through pain points. There are several types of content you can offer:
Webinars are a great opportunity to give your audience valuable information while inviting them to get to know your company and team members behind-the-scenes. You can use webinars to get out important stats, show the value in your product, and teach folks skills and best practices that can help them in their career.
The live Q&A delivers added value, since folks can ask questions that are specific to them and take that information back to their companies. Recorded webinars make for excellent gated content on your webinar landing page—these recordings are always relevant, evergreen content, that folks can refer back to at any time.
Adding video to your webinar landing page is a great way to drive registration numbers up while appealing to folks considering signing up. These webinar invite videos grow your email list while telling your viewers what to expect and how to prepare. Here's one we made for our upcoming webinar:
Video on a landing page can increase conversions by 80% or more, and webinar videos are super easy to make, low-risk, and high reward. They introduce the audience to the folks behind the scenes, help relay your brand's trust factor, and can catapult your registration numbers—populating your email list with informed members.
E-books and whitepapers
E-books and whitepapers are a great way to create marketing and sales enablement content to give out on a landing page. They can be excellent co-marketing pieces, and full of helpful information about your product and features, industry-specific tips, and how-tos.
Great e-book landing pages have a clear value proposition, showing the audience what they'll get for their email address, why it's important, and how it can help them in their careers. The page is simple with clear and large CTAs, includes an easy form, and gets rid of any unnecessary navigation.
Whether you're doing physical events or online get-togethers such as live-chats, you can use video to grow your registration count, therefore growing your leads. That human touch makes a big difference, makes folks feel like they already have an in with someone at the event, and creates a more personal invitation. You can use it to introduce your audience to speakers at the event, the space, and give an overview of what to expect.
We'll chat more about different types of content at our webinar next week!
Check out our landing page and register here!
About the author
Margot Mazur is the Community Manager at Wistia. She focuses on building strong business partnerships and successful communities, and she has a passion for connecting people to the resources they need to do their best work and be the best in their industry.
from Wordstream Blog Feed http://www.wordstream.com/blog/ws/2016/04/21/wordstream-wistia-landing-page-webinar