Landing Page Optimization, Search Engine Optimization, Social Media, Web Marketing

Landing Page Confusion

Most people are clear on the definition of a landing page.   A landing page is just a page on your website where you are driving traffic to, typically from an ad campaign. The whole point of the page is to get new visitors to complete some specific action on the page, such as begin a free trial or even buy a product. The more you test and improve on the page, the more likely visitors to the page are to complete the desired action. So what is the confusion?

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Landing Page Optimization, Search Engine Optimization, Social Media, Web Marketing

Online Sales Leads

Is your business struggling to generate online sales leads? It is common knowledge that generating sales leads online can be more effective than traditional methods, not to mention more cost-effective. Given the current economy, businesses are looking to the internet in order to cut marketing costs.  We are going to take a look at different methods of lead generation and how your company might use them.

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Landing Page Optimization

The Use of Forms on Landing Pages

Three factors that influence form completion on landing pages:

  • Form Length – One of the major deterrents to completing a transaction online is a form that is overwhelmingly long. If you can’t see all the required fields in one screen, it is definitely too long. Businesses will often ask the sales team what information they want from new leads, and the sales team will send back a wish list. Brutally edit your list of required information down to only what is absolutely necessary.
  • Information Requested – Avoid requesting inappropriately personal information or confusing potential clients with requests for technical information. If someone wants to signup for your e-mail list, do you really need their birth date? Unless you are explicitly advertising your free birthday giveaway, the answer is probably no. If you are soliciting quotes for stump grinding, don’t expect the customer to go out in the yard and count all their stumps and measure them. Just ask for their phone number and address and call them to set up an appointment.
  • Handling of Long Forms – Sometimes it is necessary to collect a lot of information from a customer. Usually, this is only for higher priced items or specialized services where the provider is not local. Take, for example, ordering a customized luxury vehicle from a dealership and having it shipped to your local area. It is best to break down long forms into smaller pieces. Again, the idea is to try and fit all the fields on one screen if at all possible. Typically it is a good strategy to have a very short form that leads to one or more longer forms. This allows potential clients to enter the process gradually and without being overwhelmed. Be sure and let the user know what stage of the process they are in as they progress!

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