If you’re reading this blog, you’re probably as obsessed with landing pages and conversion rates as we are.
And you’re probably looking for some great learning material.
We’ve assembled some of the best landing page optimization articles from the brightest minds in the business.
The Nuts & Bolts
Unbounce blogger Joanna Wiebe outlines some scenario-specific copywriting templates to help you boost your conversions. Make a promise, show a comparison, and highlight your value prop. Here’s how to do it well.
Don’t believe everything you hear — to be a smart marketer, you need to approach your strategy with a highly skeptical eye. For instance, you don’t want your copy to be too concise. And do your due diligence before promoting your customer testimonials — always check with your clients first.
Conversions are the bread and butter of Internet marketing. That’s why you need to devote substantial attention to your landing page calls to action. You can never be too sure when your prospects are ready to take chances — so make sure that your landing pages provide enough structure to help them out.
Thank you to Oli Gardner at Unbounce for compiling this 14-chapter mega-guide.
Brian Massey, author of Your Customer Creation Equation discusses how and why to create a landing page — backwards.
Chris Goward of Wider Funnel talks about the key design elements that determine whether a landing page converts or flops.
For Start Ups
Smashing Magazine writer Simon Schmid explains that successful landing pages should be memorable, viral, and desirable. Instead of just introducing your prospects to your brand, you really need to win them over by forming a powerful emotional connection.
Make your page a game, ensure that the content is shareable, and tease users with exclusivity or mystery. In the end, remember that you need more than buzz for your product to be successful, so make sure that your product stacks up to your customers’ expectations.
Wondering how to acquire customers before your product has even launched? This Quora thread provides plenty of inspiration to get started.
Analytics & Testing
Unbounce writer Angela Stringfellow will show you how to set up goals and dashboards in Google Analytics to accurately measure your landing page’s performance.
Everything on your landing page is a definable element. Make sure that you set up your landing page tests to collect the information that your business needs.
These are the most basic metrics you should be watching: conversion rates, homepage abandonment rates, and costs per sale.
This infographic from Ion Interactive breaks it down beautifully. The metrics that you should care about most are bounce rate, exit rate, click through rate, conversion rate, and segversion rate.
Deciding what to test can feel like a tough process. But once you’ve tested the low-hanging fruit, it’s time to focus on the subtleties. Here are 3: the placement of your calls-to-action, your button copy, and the amount of information on your landing page.
When you’re ready to take your analysis to the next level: change over time, comparisons between offers, and integration with your business’s bottom line.
17. 7 Time-Saving Google Analytics Custom Reports Who the heck has all that time to track that data? Here are 7 reports that you can easily set up in Google Analytics. You’ll never feel buried in data again.
Kikolani’s Kristi Hines explains why these Facebook landing page examples work so well.
These Quora users share what it takes to create an exceptionally kick-ass landing page. What’s most important is that you focus on both the sign-up and the share. Target a specific niche so that you can build strong relationships and get your target customers really excites.
This quickie from Bryan Eisenberg teaches an incredibly important lesson about Landing Page Optimization — in about 60 seconds.
For the CrazyEgg readers who can’t get enough visual inspiration…
Search Engine Watch writer Erez Barak explains how to combine form with function. Examples and explanations included!
Let’s end this post with a laugh. Here’s what you should never, ever do.
What are some of your favorite posts? Let’s hear your thoughts in the comments below.