Are your landing pages converting?

A landing page is any web page that a visitor can arrive at or “land” on.

Landing pages are essential tools for generating new leads and have huge potential if they are optimised correctly. They are the heart and the soul of an inbound marketer’s lead generation efforts. However many marketers lose half of their visitors immediately because landing pages are boring and doesn’t grab a user's attention.

A good landing page will target specific suitable audiences, it will offer users something valuable and convert a higher percentage into leads. With a single focus on converting visitors into leads, landing pages are all about positive ROI (Return On Investment).

Here are the main key points for creating a successful landing page and a great infographic from pardot.com that will help you to achieve better results:

• Design and layout – make sure to choose the right branding, colours and style. Ensure that the message you are sending is clearly visible. All the call to action forms should be very simple and easy to complete and remove all unnecessary navigation otherwise it might take the visitor away easily.

• Form essentials – make sure to use the fields only for the most necessary information, such as name, surname and email. And choose to send the offer via email rather than redirecting to another page, as it helps with building future relationships with a user.

• Provide value – ask yourself these key questions: Is the offer relevant? Valuable? Timely? Do not forget to reward your visitor.

• Analyse and revise – tracking usage statistics and adjusting strategy are important keys to achieving landing page success.