Trust and credibility are crucial on your home page. But a landing page has a different set of challenges.
Many B2B sites have a big bold and beautiful call to action placed well above the fold at the top of your screen. But most fail to sell the prospect on why they should sign up or take action. You need to entice the visitor by telling them exactly what is in it for them, build trust by giving them cold hard facts, include specific numbers and include testimonials from happy buyers. Don’t ever include other offers or ads on your landing page you don’t want to distract your audience nor do you want to lose trust by appearing scrappy or spammy.
You want your landing page to be streamlined and to capture the the prospect’s important information quickly. But be careful about asking your prospects too much too soon. If requesting lots of information care make your prospects nervous and scare them away. If your require detail information break your lead capture into sections capturing portions as you go. Start with minimal contact information such as a email address and name and ask for more details as you build the relationship.
Almost every landing page should include some photos with people that will connect with your prospects.
Photos improve conversion rates online because prospects relate to the people in the photo. When using photos, you can get more conversions using these techniques:
Try images of real people who resemble the average customer.
Make sure they portray a happy positive emotion.
Use images that are looking in the right direction at the call to action.
Don’t amputate! Prospects get agitated by photos that appear to amputate body parts.
Finally the most important part of developing a landing page is to test and test again. Only your vistors and prospects can tell you accurately what is the best combination on your landing page.
Jun 30th by admin
