Four things you need to consider when optimising your landing pages

1. focus on the recognition value

Humans are creatures of habit - above all because we use less energy when we do what we are used to. So make it easy for visitors to your landing page and retain the basic structure of your website.

 

Visitors who jump off your website or a blog article and land on the landing page won't have to reorient themselves. The logo is in the same place, the colours are the same and the layout of the images or videos is also familiar.

 

In this way, you create the ideal conditions for visitors to concentrate on the content of the page.

2. offer only one exit

Your landing pages should be optimised so that the only (successful) outcome is the completion of the form. The only other option should be to close the page in the browser. In other words, you can put as much information on the page as you like - as long as it serves to describe the offer.

 

Additional information, links or menus should be avoided at all costs. The purpose of a landing page is to convert visitors into leads. If you provide other information in addition to the important information, how are interested parties supposed to find the right exit?

 

In fact, it could lead to visitors jumping from page to page and, in the best case, becoming a lead on another landing page. In the worst case, they forget why they landed on your site in the first place and leave without having registered.

 

(With the exception of the link to the legal notice, which should not be missing on any of your pages).

3. show visitors what they will get

On the one hand, you should describe in the text on your landing page what a prospective customer can expect after filling out the form. In addition, you should also show what benefit they will receive in return - even if it's just the cover image of an e-book or white paper.

 

In addition, you can of course include a few images as a slider on the page or even a short excerpt from a video - something visual that contains a preview of the content and thus increases the curiosity or interest of the visitor.

4 Don't ask for too much - but don't ask for too little either

There is no official rule as to how much information you should ask for in return for which offer. But you should consider the following aspects:

 

• What funnel stage are the visitors at?
• How much effort did you have to put into creating the content?
• Is it more or less clear to the visitor how much effort you have put into the production?

 

Having to fill in 27 fields for a simple checklist would be a bit crass here and you would find it very difficult to collect leads at the ToFu level. The likelihood is that there is a similar list elsewhere for which you don't have to disclose so much.

 

Conversely, only the email field for a 20-minute video would be too little. On the one hand, this could give the impression that the video is not of good quality and, on the other, you would then have a lot of leads coming into your nurturing routes and receiving offers that they are not yet ready for.