9 Must-Know Tips & Tactics to Maximize Conversions and Revenue
By Dustin Briley
The struggle to generate leads is real.

Like, decaf coffee is terrible and should be avoided at all costs, real. Like, doing 21 shots of tequila on your 21st birthday will destroy you, real. Like, Rounders is the most underrated movie of the past 20 years, real (this is not up for debate).
The simple truth is that it can be really hard to generate solid leads. 

And zero leads, or very few unqualified ones, means zero revenue. Which eventually leads to living in a van down by the river (see: Matt Foley, motivational speaker). 

But there’s hope: landing pages.

The landing page is a proven tool for capturing valuable, qualified leads, and if you’ve used one for any amount of time, you know how effective they can be. 

But landing pages can always be improved so that they capture more leads. At the risk of being slightly insulting, your audience is like a fly in a constant state of motion. Improving your landing page is like using higher quality fly paper (I’m pretty sure that analogy works).

So how can you optimize your landing page, capture more leads, and ultimately drive more revenue? Here are 9 proven tactics. 

#1 - Know the Purpose of Your Page
Landing pages, by design, are meant to serve a singular purpose: getting people to take a specific action. 

Whether it’s downloading an eBook, signing up for a webinar, or booking a call, a landing page should have one, and only one, purpose.

Unfortunately, it’s easy to try to make a landing page do too much.

To find real success with a landing page, you’ll need to figure out the ONE thing you want people to do on the page, and then design the page to accomplish that purpose.

Therefore, the more time you spend planning out your page, the better the final build will be.

This requires the following:  
  •  Asking questions and doing a deep dive into who your audience is
  •  Figuring out your audience’s pain points 
  •  Determining what sort of offer will speak to those pain points 
  •  Listing any obstacles that will keep the prospect from taking the intended action 
Start with some general questions:
  •  What is the biggest struggle for my prospect?
  •  What does my prospect need to know about my solution?
  •  What will convince them to act?
  •  What appeals most to my target audience? Educational copy? Informational copy? Testimonials? Imagery? Videos? Giveaways? 
Answering these questions will let you frame out your page. You’ll develop the right kind of verbiage and determine the elements that will appeal most to your audience.

Then, you’ll need to anticipate objections. 

The best approach is to walk a mile in the shoes of your prospect. Not only will you own a new pair of shoes (to paraphrase Jack Handy), you’ll also understand more of what your potential customers want. 

What kinds of things would you want to know before you gave a company your information? 
  •  Do I trust this company or service?
  •  Does the offer/lead magnet solve a problem I have? 
  •  Is this truly valuable to me? 
  •  Where can I find answers to more questions I may have? 
Basically, in the early going, it's all about who your audience is and the hurdles you’ll need to clear to pull prospects into your sales funnel.

Investing the time up front will ensure a solid starting point. As we’ll show in a bit, this will help you build a more complete and more diverse approach to your landing pages later on.  

#2 - Create Your Landing Page Framework
At a minimum, your landing page needs to contain the following elements. 
A Clear, Compelling Headline
Your headline is what draws people into your landing page. It’s what compels them to keep reading and to eventually opt-in to your offer. This means that your headline needs to be both clear and compelling. The content of your offer should be immediately obvious, and the benefits of the offer should be compelling.

This classic headline from legendary marketer David Ogilvy is a great example: 
A Focus On Benefits
When it comes to your offer, don’t primarily focus on the nitty-gritty details. Rather, focus on how your offer will benefit the potential lead. Paint a picture of the good life for them. Convince them that you really can solve their pain points. 
An Attention-Grabbing Image
Humans are visual creatures, and our eyes always gravitate toward arresting imagery. Be sure to use compelling, attention-grabbing imagery in your offer. If you only have a wall of text, there’s a good chance people will bounce from your landing page pretty quickly. 
Fields For Contact Info
This is one of those obvious ones that has to be mentioned. If you’re going to get leads...you need the contact info of that lead. However, a common mistake is asking potential leads to fill in too many fields. Numerous studies have shown that reducing the number of required fields almost always increases the overall conversion rate. If all you need is the name and email address, don’t also ask for birthdate, favorite Bon Jovi song, and preferred gluten-free food.

If you’re feeling adventurous (in a lame, landing page sort of way), you can implement variations of these four elements. For example, you may include a sub-headline or video. Regardless of how you position your initial setup, these four items represent the core elements. 

#3 - Think About SEO
Conventional thinking about landing pages says that most users access landing pages from links via Facebook or Google ads. Turns out, conventional thinking is correct. 

However, organic search can play a big part in your landing page being found. 

Remember, even though you're stripping away a lot of the traditional elements of a web page, it's still a web page. 

For this reason, make smart use of keywords in your headlines and copy. 

Generally speaking, most landing pages are around 500 words. However, pages this short probably aren’t going to attract much organic traffic (it has to do with the Google algorithm - ask your parents about it).   

If you want your landing pages to rank for searches, consider creating longer ones with more content. Obviously, you don’t want to fill your page with fluff, but if you can create a page that, in and of itself adds value to the potential lead, you stand a chance of ranking in Google searches.  

When thinking about how long to make your landing page, it’s critical to remember your audience. If they’re going to be more hesitant to opt-in to your offer, adding additional information can ease their fears and overcome their objections. 

#4 - Use Reviews and Testimonials
Why does Amazon go to such lengths to get customers to leave reviews? Because they know that positive reviews build trust, and more trust equals more purchases.

The same goes for your page.

Reviews, testimonials, and FAQs give potential leads more context and confidence regarding your offer. They help overcome objections and ease potential fears.
#5 - Keep it Clean
This may seem like another no-brainer, but the number of landing pages that look like trashy tabloids makes this section necessary. And no, we don’t mean swearing and pictures of George Clooney after he just woke up, but you should avoid those too. 

We’re talking clutter.  

An overly cluttered landing page can create information overload for potential leads, which can result in them taking no action at all

Keep your landing page laser-focused.

While there may be variations on the core elements, like a video instead or a picture, the whole goal of your landing page is to keep a prospect engaged on a singular task. 

Fill out a form. 

Leave an email. 

Download an ebook. 

Don’t distract them with other shiny objects that outshine the primary purpose. 
  • Get rid of excess page navigation.
  •  Don’t use a 25-word headline when a 7-word one will do.  
  •  Don’t overdo the production value (too many photos, huge blocks of text, etc.).  
  •  Let your page breathe and welcome plenty of white space. 
  •  Check, double check, and triple check for spelling and grammar errors. 
That last one is vital.

Aside from the impression that an amateur completed your landing page, poor language skills are a massive turn-off. 

Whether it's to educate, sell, or sign up, the landing page’s purpose is to provide a focal point for a specific goal. A page full of distractions will muddy that goal, and a distracted lead is a lost lead. 
#6 - Don’t Be Afraid to Experiment
Once you’ve created a solid, technically sound landing page that has been proven to convert, you can begin to experiment a little bit. 

Utilize techniques that make your page more dynamic, without making it cumbersome.  

Things like: 
Exit Popups: Conversion popups that appear when a visitor attempts to leave a page (as opposed to the more annoying entry popup when a visitor first arrives).

Interactive Forms: Forms that offer a more immersive experience (think quizzes or high converting multi-step forms). 

Link to a Live Chat: Give a user an opportunity to engage directly from the landing page, then you'll know they're serious. 

Subdomains: Another level of internet address hierarchy, using these can kick your SEO up a notch (again, ask your parents). 

Video: Landing pages have been slow to adapt to the exploding online video craze, providing you an opportunity to be a trendsetter. 
Don't lose sight of the purpose of a landing page, and the simplicity it demands, so you'll want to avoid taking too many steps in the wrong direction. 

That said, never shy away from the chance to make a page more appealing, especially if you have a firm grasp on your audience and know they’ll respond to it. 
#7 - Create Multiple Pages For Multiple Purposes
While you need to keep your individual landing pages simple and to the point, there’s no rule against the number of pages you can utilize. 

Yes, this involves creating multiple landing pages (which, by the way, is excellent for your SEO), but it also means maximizing the number of prospects you can reach and the opportunities you have to reach them.

Cause let’s be real, targeting folks in Texas requires a slightly different approach than your prospect pool in New York or California. 

Consider creating numerous pages, each with a slightly different focus: 
  •  A text focused version with a story to tell.
  •  A page that is visually appealing, with interactive features. 
  •  A pitch that relies on testimonials. 
  •  A setup directed at answering questions through an FAQ format. 
  •  A download (an ebook or whitepaper) in exchange for contact info. 
  •  An invitation to a webinar or access to an email course. 
  •  A chance to apply for a free trial or entry into a giveaway. 
  •  Seasonal pages that appeal to an individual's emotional connection to a particular time of year. 
  •  Highly specialized offers directed towards a group of influencers. 
The advantage of creating multiple landing pages is that you can test them against each other to see which ones perform best. For example, you may discover that story-based landing pages convert better than informational landing pages, or that pages with video tend to convert at a higher rate than those with only images.

You won’t know these things unless you create multiple landing pages.
#8 - Evaluate the Results and Update
Part of a successful landing page campaign requires staying ahead of trends and using techniques that will get the most from your audience.

Don’t be afraid to reevaluate your landing pages (and on a grander scale, your marketing as a whole) and make improvements where necessary. Do so on a fairly regular basis.

If a page isn’t converting as it should, figure out why and update it. Also be mindful that your Google ads and Facebook ads might be drawing in different crowds.

Part of a page's effectiveness stems from the person engaging with it. If you’ve developed a page for a specific audience, make sure it's finding that audience.

When the page does find its way to the right individual, you’ll want to keep them on it for as long as it takes to get the lead info your seeking.

A few tips for maintaining audience involvement, include: 
  •   Be Clear: It's not complicated. You want a lead. Make your offer or instructions, and the ultimate action required, as straightforward as possible to get that lead.
  •  Design a Cohesive Message: Part of that clarity means your landing page needs to present a cohesive message where every element pushes the user towards the required action. 
  •  Create Urgency and Scarcity: Your copy needs to reflect a real need to act now. Otherwise, your audience might miss out on a fantastic opportunity. Your page may also use elements to emphasize (perhaps a timer highlighting when a deal might end) that nothing lasts forever, most importantly the amazing solution you’re presenting to them. 
  •  Focus on the Solution: Although urgency and scarcity can get folks to hop to it, conveying a positive message will also move people to act. The prospect already knows they have a problem, that’s why they’re on your landing page. Therefore, focus on the solution your offer provides. 
Remember, just because you create a great landing page that proves effective, doesn’t mean it will remain that way. 

From the outset, ensure you have a plan in place and stick to it, while also leaving yourself room to enhance your material. The more you stay ahead of it, the fewer gaps you’ll have in your lead generation efforts. 
Don’t Overcomplicate Things
Landing page expert Avril Lavigne got it right when she lamented, “Why’d you have to go and make things so complicated?”

At the core, designing landing pages shouldn’t be complicated. Yes, there are numerous tactics and techniques that can maximize conversions and increase revenue, but don’t overthink things.

Ultimately, it’s all about solving problems. A potential lead has a problem, and your landing page offers a solution. So, yes, do everything you can to optimize your landing pages. But with every optimization, ask yourself, “Does this make the potential lead more likely to opt-in to my offer?”

Keep it simple. Your leads will thank you.  

© 2018 Briley Media | All Rights Reserved | 3225 McLeod Drive Las Vegas, NV 89121 | 1.888.508.6863 | Privacy Policy | Terms & Conditions