Are you trying to build a lead generation landing page, but are worried that you’ll get it wrong and your conversion rate will be poor? Don’t worry we are here to help and by the end of this article you’ll learn the top rules that should be followed to end up with a healthy conversion rate.
The sole purpose of a lead generation page is to capture the email of the prospect so that you can send them marketing messages repeatedly. You can even make use of a targeted marketing campaign to send email messages that will receive a high response rate. However, here are the top design elements that you need to consider when creating your next lead generation landing page.
Remove all distractions
The only point of a lead generation page is to capture the email address, which means there is no need to have any page design elements that do not contribute to this goal. In fact you’ll find that that it all boils down to having a good quality capture form and a pleasant looking background – that’s it! You could include a bit of copywriting to sell the merits of becoming an email subscriber as that gives them an incentive to bother signing up.
Some marketers make the mistake of adding page elements like videos, distracting pictures, polls, social media buttons and a whole bunch of other distracting things. The email is one of the most important assets that an online business has. You might have heard of the saying: “the money is in the list”, well that couldn’t be more true. Therefore, you should focus on getting new subscribers rather than other less important goals.
Collect minimal information
There is an argument to be made that all you should really ask for is the email of the prospect as that is all you need to generate the new lead. Online users have short attention spans and therefore they will not look forward to filling out a long email capture form.
You could ask for the name or another piece of vital information that helps you segment your list. If possible have a drop down menu or multiple choice questions as these are easier to complete for the end user.
Once you have established trust and value for the user then you can ask for further information to get a better understanding of what the users wants. Furthermore, it will help with the creation of acquiring targeted marketing campaigns.
Call to action
You need to actually ask users to sign up to the email newsletter using a call to action. You cannot expect people to work it out for themselves or leave things up to ambiguity. It has been proven that a well-executed call to action has the power to greatly increase the conversion rate.
Furthermore, the call to action should include the benefits of why you might want to sign up. For instance, if you are selling weight loss products, then you could explain that the weight loss journey time could be drastically decreased.
The call to action should also physically point in the direction of the lead capture form. For instance, if the form is to the right of the CTA, then say something along the lines of, “look to the right where you can submit your email and get access to regular updates”. You can make it catchier, but you get the idea.
Don’t be surprised that a CTA can double and even triple your conversion rate. Make it stand out using clever font colors and sizes so that it is the first thing that the user will notice once they land on the lead generation page.
The combination of techniques used in this article will point you in the right direction when creating your next lead generation page. The idea is to obtain as many new email subscribers with a given amount of traffic. This is especially important for smaller businesses that do not have a big budget to spend on marketing to acquire new traffic.
However, don’t stop with the design ideas suggested here. Do your own experimentation and you’ll notice that you can be very creative with how you can generate the maximum conversion rate possible.
Nicholas is a growth marketing consultant and the founder of Earnworthy and Landing Page School. He specializes in landing page design, testing, and optimization.