Growth Tactic #49: Simplify Your Landing Page

March 15, 2017

Who can afford to waste time online, wading through irrelevant details? It’s a good bet that you can’t, and neither can your site visitors. Spare them the effort and instead, let them see exactly what you have to offer, right up front. Learn more in our Growth Tactic #49, Simplify Your Landing Page, another winner in your 100-Day Digital Growth Plan.

OVERVIEW – Simplify Your Landing Page

When your message is clear and uncluttered, with a value proposition right up front, chances improve that you’ll attract the right kind of qualified leads and gain more conversions. Excess information can get in the way and demand too much of a time commitment from your visitors, so you lose them before they get to see how great your product is. How will you know which elements of your page are working and which aren’t? Invest some of your time to set up A/B tests for alternate landing pages. Read on for a step-by-step plan you can use to get started.

HOW-TO

STEP ONE: Look through some of the most popular tools for creating winning landing pages (see our Resources & Tools section, below). Choose the one that fits your needs most closely.

STEP TWO: Think it through first—what is your primary goal when visitors land on your site? Craft your page features to prompt the actions you need, whether activating a demo, signing up for a free trial or simply providing an email address.

STEP THREE: Using your choice of landing page creator, develop an alternate homepage and make sure there are some clear, easily measured distinctions between your A/B pages. Give the test plenty of time to run, in order to account for different traffic patterns (day of week, time of day, etc.). Evaluate the difference in response to the two pages, then decide which to keep. If you’re not sure, try yet another version, and keep your comparison trial running until you achieve your ideal landing page.

RESOURCES & TOOLS

We’re committed to providing a deep source of information and education for our community. Find more resources in our Learn page and visit us here again for the next 100-Day Digital Growth Plan Tactic! Then, contact us for more ideas on digital growth and your website.

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