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Greatest Practices for Touchdown Pages: Methods to Optimize Your Net Pages for Increased Conversion

 Registration and Landing Pages

Revised and updated on October 31, 2020

It is often said that you only have one chance to make a great first impression, and that goes for your company website too. The visual appearance and written copy on your sign up and landing pages need to be convincing enough to grab a visitor's attention and convince them to take the next step in their relationship with your brand.

That is easier said than done. To help, we asked 16 members of the Young Entrepreneur Council the following question:

What do you think is a best practice for optimizing the login and landing pages on a company website, and why?

1. Simplify your form fields

Ask for simple and specific information. Complicated, complex forms can cause customers to tire and decide to leave before filling out. It is important to be as comfortable as possible in this regard and to only request basic information for registration. That way, it becomes easier for the person to keep surfing the Internet without any problems. – Kevin Leyes, Leyes Media & Team Leyes, of Leyes Enterprises

2. Focus on your CTA

An essential part of every landing page is its call-to-action (CTA). If your CTA doesn't take any action on your users, it's useless. The whole point of a CTA is to encourage users to click through to provide their information. So make sure that your CTAs are optimized for your audience so that they can get conversions and increase sales. -Stephanie Wells, Formidable Forms

3. Create an Exit Intent Popup

It is important to target abandoned visitors. The point of a login or landing page is to encourage users to provide their contact information. If they try to leave without doing this, you'll have to try one last time. An exit intent pop-up window can help capture visitors who never return to your website. It's an easy way to put a little FOMO in people for them to sign in. – Thomas Griffin, OptinMonster

4. Include social evidence

Adding social evidence to your landing page is a great way to get more signups. Reviews, testimonials, and information about who is already using your product or service can have a powerful impact on someone taking action. When combined with other fundamental factors like professional design and a clear call to action, social evidence can make a world of difference. —Kalin Kassabov, ProTexting

5. Create interactive experiences

I recommend that you add interactive content to your landing page. Encourage visitors to engage with the content, quiz, or game, and at the end, encourage them to sign up. This strategy helps you invest people in what you've created and encourages them to sign up so they can see more relevant and fun content. – John Turner, SeedProd LLC

6. Offering gated content

Create fantastic gated content. It doesn't matter how well designed your landing page is if the actual content you are offering is obviously not valuable. Create in-depth white papers, templates, and guides that are clearly unique and of value to your audience. The copy and design of the landing page become less important. – Kelsey Raymond, Influence & Co.

7. Perform A / B tests

A / B tests are a great way to tweak your registration forms and landing pages. I like this strategy because by regularly reviewing your analytics, you can make educated guesses about changes that will generate a positive response in the form of more sales and conversions. You can run multiple A / B tests and really fine-tune the performance for specific pages and campaigns. – John Brackett, Smash Balloon LLC

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8. Make your site mobile-friendly

A proven way to optimize the login and landing pages on a corporate website is to make them mobile-friendly. Most landing pages are created for a desktop, but metrics show that more than half of users visit a login page from a mobile device. It is important to think about mobile devices first when putting together or designing a landing page. – Alfredo Atanacio, Uassist.ME

9. Personalize the experience

The best way to optimize your landing page is to use personalization. Not every landing page will appeal to every user, and that's fine. Instead of creating a landing page aimed at everyone who lands on your website, create specific instances of your page that target specific users based on the products they browsed on your storefront or the content they were in Read your blog. – Chris Christoff, MonsterInsights

10. Offer registration with one click

Implement a login process with one click. With services like Google OpenID, it's easy to join a free plan or trial. The best sign up form for conversion is the one that takes the least amount of effort from your leads. – Mario Peshev, DevriX

11. Deliver a clear, concise message

Make your message clear and precise. We tend to make our landing pages beautiful with CTA buttons, great photos and videos, and good content – but how clear is your message? How effective is your message for your audience in understanding and then doing whatever your main goal is? If your ideas are scattered and the content is overwhelming, you will fail and your efforts will be wasted! -Daisy Jing, Banish

12. Focus the user's attention on a target

Manage the "attention ratio". This is a landing page principle that so many marketers overlook. To optimize your landing page for conversion, you need to focus a user's attention on a single goal. Each goal has its own campaign. Each campaign has its own landing page. Each landing page should only have a call-to-action and a place to click. Keep it simple – Ryan Meghdies, Tastic Marketing Inc.

13. Learn more about the benefits

Make your headline performance-oriented. Nobody wants to be asked to sign up for something for good reason. Instead, show them what to win. Offer a free trial, high discount, or giveaway. Let them know that signing in or registering can solve a problem or get one step closer to a solution. —Amine Rahal, IronMonk Solutions

14. Do you know the psychological need that you are fulfilling

Understand your customers and the deeper psychological needs they meet. Deliver clear, concise, and compelling messages with strong visuals that touch the hearts and minds of your customers and move them to action. – Kevin Getch, Webfor

15. Combine the most powerful elements

The wheel doesn't have to be reinvented! Start with all of the standard elements of personalization, clear and simple calls-to-action, and the rest will be tweaked. Split up multiple iterations of your page to determine which elements are best for your brand. Combine these elements to land on the versions that capture the most lightning in a bottle using the scientific method. – Ruben Yonatan, SaasList

16. Be consistent

Be consistent in your advertising pipeline. It is important that the message that appears in your ads is the same one that is found on the landing page. Often times, people make the mistake of changing too much during an A / B test. The result is a mismatch between the customer's original expectation and the result delivered. – Nicole Munoz, Nicole Munoz Consulting, Inc.

RELATED: Conversion Rate Optimization 101

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