Landing pages should be the most exciting program you work on. Where else can you experiment freely, test easily and achieve positive results so quickly?
Landing pages are far more than headline, sub-headline, bullets and hero shot. They’re the very first experience visitors have with your brand, and they are the most efficient way to boost leads and sales.
So, to kick off the new year, here are 10 fresh landing page ideas to energize your landing page efforts.
Optimize campaign pages separately from your organic, or website pages. It’s difficult to make a website an efficient conversion machine for a all your different sources of traffic.
Do your landing pages look like everyone else in your industry? If so, then how will you win a quality conversion? To compete, you can’t copy, you need to differentiate yourself with unique, engaging experiences.
We’ve talked a lot about innovation and iteration for testing, which is a great strategy for landing pages. Here’s another way to plan your landing page tests: use A/B testing to find your diamonds and multivariate testing (MVT) to polish them. You can get some big test wins quickly with A/B and then hone your results over time with MVT.
Think bigger than a landing page, smaller than a micro-site. A micro-page uses an interaction model (usually built in Flash) that allows users to tab through bits of information. These types of pages accomplish keeping the call to action or form on the page, while letting the user navigate through content. It stays conversion focused and gives the user information that might otherwise not fit on a landing page.
Micro-targeting, hyper-targeting, geo-targeting, behavioral targeting, re-targeting. 2010 may be the year of the landing page, but it’s also the year of targeting. Targeting on landing pages can be incredibly effective. (I am skeptical of targeting on the website, and actually think landing pages lend themselves to more effective targeting—but that’s another blog post for another day).
Visitors expect video. Enough said.
This is how your users find you. We live, work and play in our mobile environments and the trend is not going away anytime soon. Are you obliging your visitors by offering up device-optimized landing experiences?
If you are trying to grow your friends, fans and followers then you can design landing pages to help with that ‘soft’ conversion. Or put it on the thank you pages after you’ve captured the lead or sale as a post-conversion next step.
Don’t bore your visitors into leaving (they will land and leave in a split second). Engage your visitors with intriguing experiences & content that matches their intent. Use behavioral scoring and grading to assess your most engaged visitors and capitalize on this information with hyper-targeting and better media planning.
I don’t mean landing page optimization (“lpo”). I mean optimizing your people & your processes. Set up your landing page program to be your most efficient initiative with smart tools, smart people and the right internal support to make it happen.