For most businesses with an internet marketing strategy, landing pages play a significant part in pushing traffic through the conversion funnel. But are you really making the most out of your landing pages? If you aren’t implementing some of today’s best practices, then you’re missing out on a chance to maximize your return.
Give These 4 Techniques a Try
The challenge of designing and optimizing a high returning landing page is vastly underrated. Until you’ve actually tried it yourself, it’s impossible to fully respect all of the small details that must be fleshed out.
The good news is that you can learn a lot by studying your contemporaries and what they’re doing. And if you really look closely, you’ll notice that many of the most successful landing pages are relying on techniques like these:
1. Autoplay Background Videos
As you know, internet content is becoming increasingly visual. This has led to the rise of video content and savvy businesses are leveraging new techniques to enhance the efficacy of their landing pages.
One such technique is the use of autoplay background videos, such as in this example from Walabot. The value of autoplay background videos is that the visitor doesn’t have to take any sort of action to be exposed to the video – it begins rolling as soon as they land on the page.
2. Minimalist Conversion Forms
If you’re still using four or five field conversion forms on your landing pages, then you’re way behind the times. In case you haven’t noticed, opt-in forms are getting sleeker and sleeker as time passes. In fact, many of today’s best opt-in forms simply feature one field.
Minimalist conversion forms work because they reduce friction. A visitor is much more willing to provide their email address and click the “submit” button than they are to fill out four or five different pieces of information – some of which they may consider private.
3. Robust Search and Filter Boxes
While some landing pages are focused on generating leads in the form of collecting emails, there are other purposes. Some landing pages merely serve as launching points that direct visitors to other sales pages. In these instances, it’s imperative that you do everything possible to direct visitors to the most appropriate page for their needs. This is often done through the use of highly functional search and filter boxes.
Whereas you want opt-in forms to be tight and concise, search forms should be detailed to provide visitors with very precise information. Take this Scottsdale real estate search page from The Kay-Grant Group as an example. Notice the search box in the upper left-hand side of the page and how it asks for specific inputs while at the same time allowing users multiple ways of searching for homes for sale in Arizona. This is an example of a highly effective search and filter box used appropriately in a landing page setting.
4. Parallax Storytelling
Storytelling has always been a big part of landing page design, but the use of parallax design features has made it even more important. With parallax design, you can include lots of information on a single page without overcrowding it with content. Here’s an effective example from Urban Walks. Notice how the depth and scrolling keep you engaged throughout the entirety of the story.
Set Yourself Up for Success
There’s a ton of work that goes into actually procuring landing page traffic. So, once you get visitors to a landing page, the last thing you can afford is to lose them with an ineffective message. While landing page best practices are very fluid, you can bet these techniques will be valuable and effective in 2017 and beyond.
Check them out and see what you think.