How to Optimize Landing Pages?

Creating a successful landing page isn't difficult, and you can easily experiment and learn as you go. First, decide on which page you'll use as the landing page for a specific campaign. You may very well have an existing Web page that you can use (one that's more specific than your homepage), but if you don't, consider publishing a new landing page. If that's the case, keep in mind these 6 best practices:

1. Include an image along with the offer for visual appeal.
2. Reduce or eliminate navigation to keep visitors focused on the goal and reduce distraction.
3. Keep the look and feel of your primary web site so consumers will immediately recognize your brand.
4. Don't forget a compelling call to action that should tie in to the offer. For example, the copy for travel offer above could have a call-to-action such as "Book Now," or "Save Money-Reserve Now."
5. Minimize data collection as much as possible to decrease abandonment. If you must collect additional information, try moving those fields to a form on a second page; the effect is that by the time visitors click through to this second page, they've already built some momentum in the conversion process and are less likely to bail out.
6. Whenever asking for personal information, include privacy and security statements to help establish trust.

Landing pages for lead-generation sites typically should focus on a single, specific goal: getting the user to register or submit a lead. These types of landing pages should have a minimum of unrelated navigation or content, and should present only relevant, reassuring messages that encourage visitors to immediately and efficiently take the next step in the registration process.

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