1. How-To Guide
Landing Pages
Executive Summary
A landing page is a single webpage designed to increase your conversion rates and
generate leads. When a visitor clicks on a search engine result or online advertisement,
they are directed to a single webpage called a landing page. When a large amount of
targeted traffic visits your website, you can increase the probability of converting that
traffic into leads by using a landing page. The goal is to convert visitors into sales leads
using a lead form. A landing page ideally contains all the information necessary to help
qualify a visitor as a lead and includes some mechanism, such as a form, to capture their
contact information. A successful landing page targets a particular stream of online traffic.
Visitors can arrive by clicking on a search results list, online advertisement, email campaign
advertising, white paper, banner ads, etc. Due to the fact that visitation is targeted and
offers something valuable to the visitor, you can convert a higher percentage of your
website visitors into quality leads when you use a landing page.
This How-To Guide outlines different types of landing pages, how landing pages affect
conversion rates and lead generation, followed by a detailed action plan on how to create
and optimize your landing page.
Types of Landing Pages
Having provided the definition of a landing page, we’ll introduce two types of landing
pages: Reference and Transactional landing pages. You should choose the type that best
fits your organizations goals.
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2. How-To Guide
 Reference
o A reference landing page displays only pertinent information relevant to the
visitor.
o Reference landing pages can employ a variety of content types: text, images,
videos and links to other web pages.
 Transactional
o The goal is to have the visitor take a desired action (conversion).
o The content on the page persuades visitors to complete a transaction, often
filling out a form or a similar call to action on the page.
o Key contact information, such as phone number or email, is captured to add
the lead to a mailing or marketing list.
Advantages for Marketers
Conversion Rates and Lead Generation
Landing pages are one of the most important elements in lead generation, and they have
two main goals, both very important for marketers: conversion (as measured through
conversion rates) and lead generation. These two concepts are closely linked. The higher
the conversion rate for a landing page, the more leads you gain.
Comparing optimized landing pages to your home page as a place to guide your site
visitors, landing pages almost always enjoy better conversion rates. When you know that a
targeted stream of traffic is being led to your website, you can increase the conversion rate
of that traffic into quality leads by using an optimized landing page. Relevant, optimized
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3. How-To Guide
landing pages generate higher conversion rates which result in more leads whenever
someone clicks on your ads or opens your emails. By directing your visitors to landing
pages, you can capture more leads.
To ensure the highest possible conversion rates for your landing pages, pay attention to
these details:
 Headlines
o A captivating headline is the first thing visitors see.
o The biggest opportunity for higher conversion rates comes from well-written,
compelling landing page headlines.
 Call to Action
o Calls to action represent the second biggest opportunity for higher conversion
rates.
o A landing page provides the opportunity for just one conversion per visitor,
so your call to action needs to induce the visitor to provide you with the
visitor’s contact information and complete the desired transaction (sign up,
register, purchase, etc.).
 Content
o Have a lead paragraph that builds on your headline and describes your value
proposition and benefits.
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4. How-To Guide
o Provide content that keeps the visitor reading your content. The longer a
visitor stays on your landing page or website, the greater the chance they will
convert.
o Write your content to inform and persuade, recognizing that most visitors will
not have made a decision about completing a business transaction with you.
 Images
o Describing your strengths and advantages is important. Using images to do
this will increase your conversion rates.
 Professionalism
o Having a professional look helps convert significantly more of your website's
qualified visitors into new customers. Don’t skimp on website design, as your
design conveys the quality and professionalism of your organization.
o Carefully proofread all your web copy. Typos and grammatical errors will
lower your conversion rate.
Action Plan: Creating a Successful Landing Page
Here are the elements that distinguish a homepage from a landing page and generate
higher conversion rates and more sales qualified leads:
1. Value
o You have to convince visitors that you have the ideal product to address their
needs.
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5. How-To Guide
o Visitors will provide their contact information if they find value in your offer.
o Clearly articulate your value proposition; make sure that it positions and
differentiates your offer, products or company effectively so that the right
visitors to your landing page self-qualify and “opt-in” and the wrong ones
simply leave.
o Deliver what you promise.
2. Minimize Distractions
o Be simple, clear and concise.
o Focus on what your product or service does, not its features and
specifications.
o Do not include links.
o Provide exactly the information a visitor needs to take the next step with you,
no more or no less.
3. Headlines
o A proper headline is the first thing a visitor sees, so it must grab their
attention.
o It should stand alone in terms of conveying your value proposition.
o Clever and concise, with no grammatical errors here or anywhere throughout
the landing page.
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6. How-To Guide
4. Trust Indicators
o Include trust indicators like case studies, testimonials, accreditations and
certifications.
5. Limit Exit Points
o Keep visitors focused on your offer, not going elsewhere.
o Hide your website navigation bar to keep them on your landing page.
o In order to maximize conversions, avoid other ads or unrelated offers.
o Structure your landing page content to minimize the options to exit or click
back.
6. Call to Action
o Make it easy for visitors to understand what to do next.
o Consider using call to action buttons like “Download Now” or “Start Here”.
o Make call to actions easy to find and use, not hidden on the page.
o Repeat the call to action throughout and again at the end.
7. Images and Videos
o Use pictures and videos of your product or offer.
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7. How-To Guide
o Images should help explain, reveal or validate your offer.
o Make sure the images you use are high quality.
8. Above the Fold
o Place the Call to Action “above the fold” – visible without scrolling.
o Keep the amount of scrolling required to a minimum.
o Visitors have a short attention span, so put your offer or call to action in front
of them right away.
o Do not crowd your landing page content. Put lower priority information
below the fold.
o Keep your lead form short as well to increase your conversion rate.
9. Testing
o Your landing page can always benefit from testing and making the
appropriate improvements.
o The goal of testing is to make sure it’s easy to use, meets needs, delivers
what is promised and has minimum exit points.
o A/B Test: A/B Testing is when you test two elements against each other.
Once your have a winner you test that against another to get an even better
result. An example is testing two calls to action against each other. When
testing landing pages, compare conversion rates for each option.
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8. How-To Guide
o Multivariate: Multivariate testing considers different elements on the landing
page at the same time. For example, a multivariate test can test headlines,
call to action, images and videos at the same time to find the best
combination.
Now that you have a good understanding of the different types of landing pages and how
they affect conversion rates and lead generation, use our Lead Generation Maturity
Assessment to benchmark your organization’s lead generation program maturity. If you
don’t currently have landing pages set up, use our Marketing Automation Business Case
Template to help you get approval for a lead generation project.
Bottom Line
Landing pages are crucial in increasing conversion rates and generating leads. By
having a simple and easy to use landing page with minimal exit points, a catchy headline,
obvious call to action buttons and images or videos, you can successfully use your landing
page to generate leads and make sales. Remember the differences between a homepage
and a landing page, and test your landing page frequently to make improvements that
ensure your goals are being met.
© 2013 Demand Metric Research Corporation. All Rights Reserved.