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"An Effective Landing Page That Converts Surfers - Who Else Wants It?"


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Sunday, February 14, 2010

It was an easy Sunday afternoon and I felt like I should read something to do with effective landing page. Actually I was first scanning through pages when I suddenly came across that title. After reading the article fully and understanding it, I concluded that any page of your website can be it.

So, what is a landing page also called a lead capturing page? It's where your surfers make a last stop. It is a page that generates income for you, gets your surfers subscribe something and finally it is the one where you do marketing for your services or products. This is where you convert your potential surfers to buyers.

Usually surfers are directed from external sources like from other websites or PPC [Pay Per Click] Ad to your effective landing page. The main goal of an effective landing page is to make surfers to buy a particular product or service you are recommending on your website or take some form of action.

Before writing your lead capturing pages, you should have a clear goal as to what you want your surfers to do once they have clicked it.When a surfer makes the desired action you are anticipating on your lead capturing page, then that is termed as a conversion.

There are three types of lead capturing pages.

The first type is the Reference Landing Page that delivers information that is relevant to surfers. It mainly gets traffic from Google AdWords.

The second type is Transactional landing Page which mainly seeks to persuade surfers to fill out a form. The objective of this form is to capture the information contacts of the surfers such as e-mail addresses, phone numbers and addresses. These contacts later on will be used to be in touch with surfers and eventually being in touch with them leads to sales.

Usually this page will withhold some content which prompts the surfers to fill a form in order to get it. It applies the principle of important but incomplete.

The third and last type is the Squeeze landing Page which is mostly used in direct marketing. It mainly targets and focuses on capturing information from the surfer. It has a very high conversion rate.

If you want your lead capturing pages to get high conversion rates, then aim at making them to be clear, easy to read and without distractions. If it distracts surfers, then it denies you the conversion rate. Make sure your effective landing pages don't trouble your surfers when loading. They should load quickly to avoid wasting surfer's time since internet is a fast world.

Use the same font colors and visual elements for your advertisement on your effective landing page. This assures your surfer that in deed she is on the correct lead capturing page that she had clicked. Underline links of your effective landing pages. Make your surfers understand what you are intending to tell them about that lead capturing page without confusing them.

If you find that the product logos and graphic images don't direct your surfer to the desired action you are anticipating, the best decision is to remove them. Avoid the number of clicks that a surfer has to make in order to be directed to your effective landing page. A single click on her mouse is convenient. The click should open a new window so that your site remains underneath.

Have a free gift on your lead capturing pages like an E-book that requires surfers contacts such as an E-mail address in order to down load it. You will use these contacts later on to follow them.Even although your surfer didn't make your anticipated action on the first time she clicked your website, she will eventually make it through your several follow ups.

My question now is: how do you measure a lead capturing page efficiency? That is simple. All you need to do is to measure its conversion rate [The percentage surfers who make your anticipated action]. If you will not measure it, then you will not really manage it. So make the tendency of measuring it.

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