Goals of a Landing Page

Many marketers make the mistake of assuming that a conversion is the main goal of an effective landing page. But attracting and capturing qualified leads is an easier and more important goal. Because you can always "sell" to visitors later. Grabbing their contact details ensures you have captured them at the height of their interest.

So the main goals of a landing page are:
1) To Attract Prospects (primary goal) - grab email address and/or phone number

2) To Produce Conversions (secondary goal)

Features of an Effective Landing Page:

The ingredients for an effective landing page include:
1) Reinforced Ad Message
2) Punchy Headings
3) Short Paragraphs
4) Enticing Copy
5) Few Distractions
6) Value Proposition
7) Compelling Images
8) Little or No Navigation
9) Calls to Action
10) Few choices
11) Simple Language and Concepts
12) Important Content "Above the Fold"
13) Testimonials
14) Establish Visitor Trust
15) Foolproof Conversion Process
16) Test, Tweak and Test Again

When it comes to encouraging your visitors to take the action you want them to take, focus on one primary action per screen. Do not stuff too many products onto one screen. Make your call-to-action button clearly visible without having to scroll, do not bury it under pages of information. Consider using tabs or a pop-up box to consolidate information.

Taking Prospects by the Hand such like when visitors are on your landing page, you need to make it easy and painless for them to take the next steps. In a virtual sense, you need to take them by the hand and lead them through the process. How do you do that? Tell visitors why they should purchase from you. According to the Marketing Experiments Journal the "Clarity of your value proposition is the most important factor in determining whether a customer buys from you or not."

Tracking and Tweaking is key such like PPC campaigns, you have so much more control than you do with SEO campaigns. Because you have nearly full control over how your listing appears, what keywords trigger it, where on the page it appears, how much you pay per lead and what page your ad links to.

If you want your campaign to succeed, you can not have a "set and forget" mentality many advertisers have. PPC campaigns require constant tracking and tweaking. Later in this course we discuss ways of testing your landing pages and ads to consistently improve your conversions.

Source from SitePro Newsletter.