Holidays are knocking at the door, with all their fuss and joy. But not so fast, marketers and internet business owners! It’s time for rolling all the sweepstakes and season’s promotions, and for building some dedicated landing pages on your website to bring the magic to the world. Today we’ll discuss the ins and outs of creating great landing page forms that will rock visitor-to-lead conversions.
The core element of your landing page is the form itself. Your visitors use it to gain access to your offer in exchange to some actionable information they can insert in a few keyboard hits. You convert traffic into leads for your business, gain newsletter subscribers and a flow of valuable prospects that you can further nurture to the point of closing sales.
The actual scenario in most cases is slightly different. Visitors land on your page from an outside source that gives too few information about your business (e. g. a Google ad), so they are quite disoriented and unsure whether they’ve come in the right place. Far from having the inner drive of submitting a lengthy form, or getting directly in touch with you. How to overcome the psychological obstacles and screen out the tire kickers, to reach more conversions on your landing page?
The first takeaway: minimize friction.
Your landing page should transmit one key message – that your visitor is one step away from the benefits you advertised. Put yourself in the visitor’s shoes and reassure him that he’s come to the right place. Make it easy to understand what your landing page is about and what’s in there for him. Remove all unnecessary distractions that can stand in the way, like excessive linking or parasite messages.
A lightweight form should be the only call-to-action on your landing page. Make sure you replace the Submit text with an action-based phrase that tells exactly what will be achieved after filling in the form, and reduces friction: Confirm subscription, Order now, Download.
Second principle of success: don’t move too fast.
Ask people for as little effort as you can. There’s a natural reluctance over giving away personal information, which isn’t easy to overcome. Keep a balance between the details you are asking for and the weight of your offer. If you are just taking newsletter subscribers, an Email field would be enough, while if there’s a more consistent gain you can go ahead and elaborate your requests.
The journey of your lead is just beginning on the landing page. With 123ContactForm you can take care of it further on: send an autoresponse email to the person who submitted the form, alert the team member who is in charge of it, add the prospect to a mailing list or CRM like SalesForce or iContact, and give your marketing campaigns a head start.
Do you have landing page stories to tell? We would be delighted to hear! Share your thoughts with us in the comments section below.