Optimize Your "Landing Page" for Conversion
Once a Publisher refers an internet surfer to your website, it's up to you to convince that prospective registrant to take action.
Your "landing page" is the first page that an end-user will see after he clicks-thru from your banner to your website. A poorly designed or ineffectively written landing page will lower your conversion rate.
Successful landing pages reinforce compelling reasons to take action – and then make it as easy as possible to act. To maximize conversion:
- Summarize the urgent need to act: With compelling imagery and as few sentences as possible, convince the first-time visitor to your website why he must act right now.
- Streamline your registration form: Cut-out all of the "nice to have" and "maybe we'll use" information." Instead, ask prospective registrants for as little information as is necessarily. For example, a zip code can be used in place of city and state. Only ask for the information you need to achieve your objectives.
- Link to a "Privacy Policy": Whenever you ask for contact information, encourage potential registrants to feel safe.
- Test multiple landing pages: Deploy the version of your landing page with the best conversion rate.
- Trigger an exit pop-up for end-users that abandon your registration form: If a prospective registrant navigates away from your form without completing the registration, you've got nothing to lose by appealing to them one more time. So, trigger an exit pop-up ad that says something like, "WAIT! Before you go..."
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