An efficient lead generation landing page is the Holy Grail of every marketer.
As online competition grows, the requirements for the efficiency and engagement ability of these landing pages are getting higher and higher.
This guide sets out to summarize all the best practices and most actionable trends to make your lead generation landing pages as efficient as possible!
What is a Lead Generation Landing Page?
A lead generation landing page is a page dedicated to collecting personal information and establishing the first contact point between your business and a potential customer.
A lead capture page serves to build your contact list and is the start of the conversion process that aims to turn visitors into leads. Once you collect your lead's contact information, you can nurture the prospect throughout the sales cycle.
Lead Generation Landing Page Best Practices
For a landing page to generate leads with efficiency, you need to make the experience as smooth and helpful as possible.
Use Clear, Convincing Copy
Good copy should be clear and straightforward, leaving little space for doubt. True, in some cases, the service or product requires a longer copy, but most of the time, you are likely to benefit from keeping things brief.
To write a good copy:
- Research your target audience (the language they use, the voice, their problems)
- Add an aspect of curiosity (Instead of “Join our Webinar on Chatbot Marketing” use “Join this webinar and how we used chatbots to increase our sales by 50%”)
- Get Feedback on your copy from people who don’t know your business (If they can’t answer what you do after reading your copy, it’s not working!)
Ensure Your Message is Consistent
One of the key reasons for using landing pages is to personalize for visitors and match their expectations to the dot.
A campaign cannot be built in isolation from your other marketing campaigns. Ensure your visitors that they have made the right decision by matching landing page copy and design of the source of your traffic, be it paid or organic.
If you are using many ads with different headlines, consider creating several page variations (or Dynamic Text Replacement) to ensure the message always matches. The impact on landing page conversion can be impressive lifting it by as much as 212%.
Keep the Important Stuff Above the Fold
“Above the fold” is an old expression referring to the upper half of the front page of a newspaper. Nowadays, it also refers to the part of the web or landing page visible before scrolling.
To make your lead generation landing page more effective keep your headline, sales copy, lead form, and CTA above the fold. Though be sure not to overcrowd the space. Focus only on what’s essential. In other words, make sure everything a potential lead needs is visible from the get-go.
Clear Call-to-Action that Stands Out
The call-to-action (CTA) is probably the most significant element on your landing page. Its sole purpose is to encourage conversion. Thus, your CTA needs not only to be clear (meaning-wise) but also eye-catching (visually).
Ensure the color and shape of your CTA button contrast with the other elements on the page. Also, that it's clear and straightforward what pushing the action button will accomplish (download, sign up, subscribe, etc.)
The most effective landing pages focus on a single conversion goal. Therefore, it's pertinent to minimize any other distractions that can take visitors' attention from that selected goal. There is no need for additional links such as site navigation or other calls to action.
Leverage Directional Cues
A landing page that fits all information above fold is a rare occurrence. Hence, visual indicators such as arrows or other shapes and animations that draw the eye down can prove to be very helpful. You can use similar tactics to draw attention to your CTA and make it stand out.
Present Your Product/Service in Action
If you want to make it easier for people to become your customers, presenting your product/service in context helps to set up the ground for necessity. It's also a very efficient way of showing the workings of your product, whether you use actionable images, videos, or other visuals. The best place to start is your hero image!
Only Ask for What you Need
Naturally, you want to collect as much lead data as possible to make subsequent nurturing more targeted. However, the number of information people are willing to offer depends on many factors such as:
- Are they acquainted with your brand already;
- Where in the buyer's journey are they;
- How much trust you have built so far.
Generally, new leads are unlikely to give you more than a name and email address without incentive. If you do need more information, though, consider using conversational landing page forms (chatbots) instead of traditional web forms. Prospects are likely to share more information in a conversation as experience is more natural and less demanding.
Use Social Proof
We live in the era of word-of-mount. The ease with which we can offer and seek out reviews makes online shopping more human, despite removing tangibility and face-to-face interactions from the shopping equation. If you are trying to attract new customers, do not underestimate the need to include and offer space to the voices of satisfied customers. Offering social proof, without forcing potential leads to investigate and look it up themselves, makes you seem more honest and authentic.
Efficient customer testimonials should feature names, photos, job titles, and companies, and be linked to the reviewers' social media profile or be backed by reliable social proof sources such as Capterra.
Maximize Page Speed
70% of consumers (Unbounce) say that loading time has an influence on their desire to purchase or interact with a brand. If your loading time on mobile is over 3 seconds, you are losing a huge number of customers without even realizing it.
Landing pages are supposed to be straightforward and to the point, don’t burden them with unnecessary graphics. Everything on your landing page needs to serve a clear purpose and must be optimized for Google’s speed recommendations.
Design for Every Device
When advertising online, part of your target customers is likely to view your campaign on a smartphone or tablet. People on the go might even be your main target. Whatever the case, you need to count on having less space to convey your message and an even stricter perception of speed.
Simply by ensuring that your lead generation landing page design is responsive and feels as natural on mobile as it feels on the desktop. This small precaution is likely to better your conversion rates without much effort. Adjust your layouts, shift your CTAs, shrink or remove images… Do what it takes to make the user experience as natural as possible for your target customers.
A/B Test & Update
No landing page has been created perfectly right off the bat. If you are after reaching the best landing page conversion rates possible, you must A/B test your chatbot strategy and your landing pages. When you do, always only change and test one element at a time. Otherwise, it might be hard to determine which change triggered the lower or higher conversion. For instance, in one set of tests, test different copies. Once done, you can test different CTA positions, etc. Test your choices before you commit to anything. Always make decisions based on data instead of a feeling.
How to Pick The Right Lead Generation Landing Page Builder?
Now that we have reviewed the best practices about how to create a lead generation landing page, let's take a look at the creation process.
These days, thanks to the variety of no-code tools, you can build a landing page fairly quickly.
There are plenty of landing page builder options, each with its unique strengths and weaknesses. Though there are certain features you should look for in any builder you decide to use:
1. Easy & Flexible Drag-and-Drop Interface
In order to be able to respond to the quickly changing demands of the market and whims of your target audience, being able to launch a campaign swiftly is a must. The best builders offer an intuitive visual interface that allows you to build, adjust or dismantle campaign pages within minutes, leveraging an easy-to-use no-code graphic interface.
The main point of a landing age is to generate as many leads as possible. Therefore, the builder you are using should seamlessly integrate with the CRM and other vital MarTech software you already use. Such integration will remove unnecessary friction and enable you to store and analyze data more efficiently.
3. Testing and Optimization
As mentioned in the list of best practices, testing and optimizing make up an internal part of lead generation landing page creation. Since it's virtually impossible to get the best conversion result on your first try, a good builder should easily enable you to test and observe customer behavior as well as optimize the landing page content on the go. The A/B testing can be done in the builder directly or via a third-party through an integration.
4. Analytics & Goal Tracking
Most builders on the market offer built-in analytics which allow you to review user data at a glance. The depth of the analytics varies from tool to tool, through the most robust analytics capabilities don't always equal the best solution. Decide which KPIs are most pertinent to your cause and check if your selected builder provides them or offers an integration that does.
Whether providing detailed reports, heat maps, or plain old page-views, analytics tools are key to keeping track of your goals.
Conversational Landing Pages over Traditional Landing Pages
There are two main types of landing pages:
- A static landing page is a lead generation landing page as you know it. It typically features a copy, form fields, and a call to action. It has the advantage of being familiar and well-tested.
- A conversational landing page is a new kind of lead generation landing page featuring a chatbot as the main way of conveying the copy, collecting data, and inciting conversion. You are likely to benefit from the novelty and interactivity of the conversational approach that actively engages all visitors from the get-go.
What are some of the major differences (and advantages) of using a conversation lead generation landing page instead of the traditional format?
Automatic Personalization with a Single Landing Page
With a conversational landing page, you don’t need to worry about creating several different landing pages for every type of potential client.
With a clever “Welcome” message and a few options, you can offer personalization from the first touchpoint. The more the user engages in the constant back and forth, the more customized the experience becomes. Leads that need more information can go down the more informative conversational path. On the other hand, those who are ready to act, do not need to be distracted by unnecessary content.
They can make the conversation as long or brief as they wish.
Active User Engagement
When a user lands on a traditional landing page, they take in the design, read the copy, watch the automatically activated video, hover over an image… However, they do not need to take any action (besides the CTA) to get what they need. Hence, many leave without ever making a single click.
If a chatbot is the only presence on the page, all user attention is focused on the conversation and what can come out of it.
Better yet, a conversational landing page requires participation in a quest for information turning the user from passive receiver to active participant — the person in control.
Why does it matter? Well, when users participate actively, they are forced to pay attention. More than usual. When we first started using full-page conversations to generate leads, our conversion rate tripled from one day to another.
Everything “Above the Fold”
On a classic landing page, you need to decide what goes above and below the fold. Chatbot lead generation page stirs up the status quo.
Sure, you still need to decide the first copy and actions to use to attract and engage your leads. However, the visitors never need to scroll down to get what they need. They need to act instead. Inquire. Decide.
Perfect for Mobile
Adjusting landing page design to a mobile screen is often a challenge as the limited space takes away the freedom to be creative.When you choose conversation for your lead generation landing page format, this problem dissolves. There is nothing that feels more natural on mobile than messaging. Texting has become second nature to consumers all over the world.
Many even feel more comfortable texting than calling.
Hence, when employing messaging as your communication format, you are inviting leads to stay in their comfort zones and explore in a manner native to the mobile interface.
Just because you choose conversation instead of a static landing page, it doesn't mean you need to limit yourself regarding the variety of rich media.
These days, chatbots are as versatile as any landing page, enabling you to use images, videos, GIFs, files, carousels, and other elements inside the conversation without any additional work.
Real-Time Data Collection
Lead generation landing pages help you collect the necessary data so you can kick off your nurture campaigns. The typical landing pages tend to use a single field or a web form to collect that data. The issue with web forms though is their wild unpopularity and the more fields they have the greater the chance they won't be completed.
Now chatbots resolve this dilemma, as asking for information as part of a conversation feels much less intrusive than asking users to fill in a form. Using a conversation to collect data also allows you to customize questions based on user answers. It also lets you export their answers in real-time (using integrations) without having to wait for the user to press “Submit.”
Creatin a Conventional Lead Generation Landing Page with Landbot
Landbot is a no-code chatbot builder with an option to create conversational landing pages. Its drag-and-drop interface makes the development easy and straightforward, putting non-tech marketers firmly in control.
If you are interested in increasing your website's user engagement and capturing more qualified leads, get started today!