Creating Landing Pages That Capture More Leads
by Abe Cherian,

A landing page is just that, a page to jump to from email or advertisement with photos, ad copy, and prices. 

Knowing the difference between a static and dynamic landing page can dramatically increase your business potential to capture qualified leads.

Technically speaking, the landing page is the easiest to program and design because of it's single page use. There are two types; 1.) static landing page, 2.) dynamic landing page. The difference is the result!

Static Landing Page - one set of data performing one action.

Dynamic Landing Pages - unlimited data sets, copy, actions, and results.

The benefit of having a dynamic landing page is tracking the results and responses of your system. 

A visitor to your landing page must view the product in its own scale with colors, features, benefits, and any other vital components to convey trust to the user before moving to the next step. Put all of this together on your landing page, and you've increased your chances for a higher conversion rate.

Most advertisers who set their specified price on their landing pages may find the minimum price requirements get filtered our during the sales process. This is why it's recommended to use a price range instead of "one set price" per unit.

One technique that works well is to create an added value. For example; offer a 15% discount, free gift, additional product or service offer - buy one, get another at half price. However, in order to gain the user's trust, the page must have a clean and professional layout leading the way to make the purchase.

You see, for those individuals which land on your page must view your ad with a clear and concise vision that your product or service carries considerable weight. Otherwise, you'll have the potential to lose sales and most importantly capture leads. 

Landing pages are used for

- TV & Radio Advertising Campaigns
- Online Advertising Campaigns
- Search Engine Marketing 
- Business-to-Business
- Email Campaigns

What Elements Should Be on my Landing Page?

The most common practice for a lot of businesses today using landing pages is white papers and putting the form online. What's shocking, their tracking show that out of a 100 people that click over, only 6 fill out the form.

The key is to specifically dedicate 100% of your offer per product without navigation and place your logo or photo on the page - and nothing more. If you have multiple products, create separate landing pages for each product. Don't cram it all on one page. Write the headline, different interest levels into the copy, construct your form, and add photos.

IMPORTANT: If you have multiple products, talk about your other offers on the back end in your "thank you" email. 

There are basically two key mistakes that people make when designing their landing pages; a) adding clip art, b) using unusual font styles. Get rid of the clip art. Follow the 8-second rule to gain their trust. Use easy to read #12 type face fonts for your copy, and do not make your copy long. If it takes longer copy to say everything, then do so. Landing pages should not scroll into the distance. Try and keep your copy short and to the point

Lead generation - If your products are IT related, those people who specialize in this industry (techies) want a factual page instead of a hyped up page for B2B.

Measuring - You should track what you're getting now! In other words, what percentage filled out the form. The most effective is to put up two different landing pages for the same product. Send one page to half of the list, and the other page to the other half.

Generally speaking, designers don't know what is in a landing page. It takes a knowledgeable marketer to visualize the components. Once the ad copy has been finalized, then measure the effectiveness of different landing page design, copy, and features with the appropriate ads. Always know the variables you are testing before you begin an advertising campaign, have a clear idea of how you are going to measure the success, and always have a control group for comparison. With careful testing and analysis, site owners can create and maintain successful search advertising campaigns.

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