Define Your Goals For Conversion
You should never start building a page without knowing who you are building it for and what you hope to get out of it.
- Are you trying to gather leads?
- Are you selling a product?
- Are you asking people to register for a webinar?
All of these goals require very different content. For instance, selling a product might require a video or photo gallery showcasing the product being used, and a simple button that carries you through to a shopping cart process.
Once you know what your goals are, you can choose an appropriate type of landing page, of which there are 2 main candidates; Click-Through, and Lead Generation (also referred to as Lead Gen or Lead Capture pages).
Click-Through Landing Pages
Click-through landing pages (as the name implies) has the goal of persuading the visitor to click through to another page. Typically used in e-commerce funnels, they describe a product or offer in sufficient detail, in order to “warm up” a visitor to the point where they are closer to making a purchasing decision.
All too often traffic is directed at shopping cart or registration pages. Failure to adequately inform your visitors about your product or offering before visiting these pages will lead to poor conversion.
An ad typically won’t provide sufficient information for someone to make a purchasing decision. This is where the click-through page comes in. Now that your visitor has been educated about the value of your product, it’s ok to send them to your shopping cart or registration page.
Conversions will be much higher, as they have been “warmed up” by the details you provided on your click-through landing page.
Lead Generation Landing Pages
Lead generation pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to, and connect with, the prospect at a later date.
As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data. There are many uses for lead gen landing pages, some example uses and/or items given to the user in exchange for personal data are:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- Notification of a future product launch
The length of your form and the level of personal data requested can have a direct impact on conversion. Try to ask for the absolute minimum amount of information that will enable you to market to your prospects effectively. For instance, don’t ask for a phone or fax number if you only need to contact them via email.