Landing Page Tips Part 3

Advanced Landing Page Concepts

Last month we started going into detail on how landing pages should be designed from “above the fold” down.  Today we will dive into forms, which, in most cases, is the most central part of the landing page. 

Capturing Prospects

In almost every situation, even eCommerce, you want to encourage visitors to let you know who they are without any perceived obligation or hassle.  The number one way is put a form on the website in the above the fold section to get more information before they leave your site. 

With Commerce sites where you don’t want to totally distract them from shopping.  In this case a button above the fold that either opens up a form or jumps to the bottom of the page where a form is located is better.

Keep in mind the following points when adding a form:

• Value – The form must offer some sort of value to the landing page visitor such as a discount, instant price, or a free newsletter with tips..etc.
  
• Limit Fields – Don’t have a form with too many fields to fill out and be smart.  For example if it’s a newsletter just get their email (or they will not fill it out) or, if it’s pricing, consider address as one and a zip code vs street, street 2, city, state, zip which is not necessary.
  
• Don’t Give Away Information – If you are immediately offering valuable information such as pricing or instant help/tips make sure you capture all visitor information before this is released.
  
• Visitor Friendly – Make sure that the form is not only easy to use on a phone with fields that aren’t too tiny for fat fingers but it loads fast.  There are many form options you can integrate into your website that will slow it dramatically.  There also solutions that load super fast but we will go over that in another installment.