The purpose of a landing page is to convince visitors to take a specific action. This could be downloading an ebook, booking a meeting with your sales team, or purchasing a product. There are countless ways to go about this, some more effective than others.
Often, marketers fall into the same old routine when it comes to building their landing pages. A form here, an image there, and done. But after a while, this same type of landing page may not work on your audience. If this is the case for you, it's time to try something new to give your landing pages a boost and generate more leads.
1. Add in Video
Video has become increasingly popular in recent years, and that trend isn’t slowing down. Adding a video to your landing pages will engage visitors, especially those who prefer to take in information visually. It’ll also increase the average time visitors spend on your page and help boost your conversion rate.
Use HubSpot Video to add an engaging, informative video to your landing pages. Make sure the video is short enough to hold the viewer’s attention, but long enough to cover all the necessary details of your offer.
If the product you’re selling is you (e.g. coaching services, personal training, etc.) then a video of you explaining your offer and its value will help forge a personal connection with your prospects. When buyers feel like there’s a real person on the other side of the screen, rather than a faceless company, they’re more likely to buy.
Check out this article for more information on how you can use HubSpot Video in your Marketing Hub or Service Hub Professional or Enterprise account.
2. Use an Eye-Catching Template
One of the best ways to grab someone’s attention the second they land on your page is to use an eye-catching template. Get creative with colors, font styles, and content layouts to draw your reader’s attention and keep it.
Fortunately, you don’t need a dedicated designer or developer to create amazing landing pages in HubSpot. Head on over to the Marketplace in your Marketing Hub Professional/Enterprise or HubSpot CMS account by navigating to Marketing > Files and Templates > Marketplace.
There, you’ll find thousands of free and paid options for templates you can use to build a beautiful landing page today.
Want to learn more about how to use the Marketplace in HubSpot? Then head over to HubSpot Academy and watch this lesson for all the details.
3. Level up your CTAs
Is the CTA on your landing page as enticing as it could be? There are a few ways you can improve your call-to-action to encourage more people to click and convert.
First, is the language of your CTA clear and concise? If clicking your CTA takes the user to a sign-up form, it could read “Sign up here” or “Sign up today.” If your CTA takes them to a page where they can schedule a one-on-one meeting with you, it could read “Book a meeting with me” or something similar. Make sure users know exactly what will happen when they click your CTA.
Second, does your CTA stand out? Make sure your CTA uses a color that’s eye-catching and helps it pop from the rest of your landing page. Use your brand colors as a guideline, but don’t be afraid to go bold and use complementary colors to draw the user’s eye to your offer.
Finally, does your CTA encourage users to take action? The essential piece of a call-to-action is the action. Readers should feel compelled to take a specific action, such as “Download” or “Sign up” or “Click here.”
4. Streamline your Forms
Have you ever had an experience where you started to fill out a form on a website and gave up halfway through because it was too long or complicated?
Don’t create that same experience for your users. Your form should only be collecting the most absolutely necessary information, and nothing more. If your form is asking users to give their company’s name, size, industry, revenue, city, state, and so on, then ask yourself — do you really need all this information?
Avoid collecting data for data’s sake. Audit the forms on your landing pages and figure out what’s most essential to collect, and get rid of the rest. Make the process of filling out your forms as smooth and seamless as possible, and you’ll increase the chances of users actually completing your form.
Also ensure that the experience for users filling out your forms on mobile is equally seamless. Are you making mobile users type out too many fields on their phones? Try swapping a text field for a dropdown or radio select option which is easier to fill in on mobile devices. As more and more people are using their phones to make purchases, keep mobile optimization top of mind for your forms.
5. Experiment for Success
Different audiences behave differently, and something that works well for one group may not work for another.
To ensure your landing pages have the widest range of success with the greatest number of users, run experiments on your content. In HubSpot there are two options for page experimentation: classic A/B tests and adaptive tests. (Note: A/B tests require at least a Marketing Hub Professional account, and adaptive test are only available in Marketing Hub Enterprise.)
Try experimenting with the CTA, form, copy, layout, design, or media on your landing page. Run the experiment for a specific length of time, such as 4 weeks. At the end of the test, see which version performed best — you may be surprised by the results.
Keep testing and optimizing your landing pages over time, and use those learnings to improve the user experience and boost conversions.
If you want to learn more about how to run page experiments in HubSpot, check out this lesson from HubSpot Academy.
Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.
Originally published Sep 4, 2019 8:00:00 AM, updated September 03 2019