Strong Landing Pages

Every offer that you create should have its own unique landing page that's focused around giving the reader a succinct explanation of what it is and why they would find it useful as well as a mechanism for them to input their contact information.

These pages can often enable you to gather a few more fields than a form that you've placed within content as the person visiting the page usually has more willingness to hand over contact information. Here's a snippet of one of my landing pages (for my growth hacking ebook):

Within the page, I give a brief overview of what's contained within the ebook, what you'll get from it, who it's aimed at and some recognition that it's received (i.e. sites it has been featured on).

The call to action is also very simple, as you just need to click the "Download for Free" button and a small popup will appear asking you to type in your email (as shown below).

Keeping things as simple as possible is essential for ensuring your conversion rates remain high. I often test out multiple variations of my landing pages to see which work best and seed traffic with some paid social ads to begin with just to get some early data.

I'd strongly recommend testing on a small selection of your pages before broadening the test. On the flipside, I'd make sure that you test anything out on a large enough sample size before you make a site-wide change; running tests in stages is the easiest way to make this work.

One of my favourite examples of a great landing page is on Intercom's website.

Here's a breakdown of what I think is great about it:

• Clear and concise value proposition above the fold.
• Trust being built through customer testimonials.
• Preview of what the content of the ebook looks like.
• Simple data capture form.
• Minimalist design that reduces any other distractions on the page.