Revised and updated October 31, 2020
It’s often said you only get one chance to make a great first impression, and that holds true for your company website. The visual appearance and written copy on your sign-up and landing pages must be compelling enough to grab a visitor’s attention and convince them to take the next step in their relationship with your brand.
That can be easier said than done, so to help, we asked 16 members of Young Entrepreneur Council the following question:
In your opinion, what’s one best practice for optimizing sign-up and landing pages on a company website, and why?
1. Simplify your form fields
Ask for simple and concrete information. Complicated, complex forms can cause customers to get tired and decide to leave before completing them. It is important to offer as much comfort as possible in this aspect, requesting only elementary information for registration. This way it will make it easier for the person to continue surfing the web without problems. —Kevin Leyes, Leyes Media & Team Leyes, by Leyes Enterprises
2. Focus on your CTA
An essential component of any landing page is its call-to-action (CTA). If your CTA fails to provoke action in your users, then it’s useless. The entire point of a CTA is to encourage users to click through to give their information. So, make sure your CTAs are optimized for your audience so they produce conversions and boost sales. —Stephanie Wells, Formidable Forms
3. Create an exit intent pop-up
It’s essential to target abandoning visitors. The whole point of a sign-up or landing page is to encourage people to give their contact info. If they try to leave without doing so, you need to try one last time. An exit intent pop-up can help capture visitors who will never come back to your site. It’s a simple way to create a little FOMO in people so they sign up. —Thomas Griffin, OptinMonster
4. Include social proof
Including social proof on your landing page is a good way to get more sign-ups. Reviews, testimonials, and information about who is already using your product or service can have a powerful effect on getting someone to take action. Combined with other basic factors, such as professional design and a clear call-to-action, social proof can make a big difference. —Kalin Kassabov, ProTexting
5. Create interactive experiences
I recommend that you add interactive content to your landing page. Encourage visitors to engage with the content, quiz, or game, and at the end, encourage them to subscribe. This strategy will help you get people invested in what you’ve created, which will encourage them to subscribe so they can see more relevant and entertaining content. —John Turner, SeedProd LLC
6. Offer gated content
Create fantastic gated content. It doesn’t matter how well-designed your landing page is if the actual piece of content you’re offering is obviously not valuable. Create in-depth white papers, templates, and guides that are clearly unique and of value to your audience, and the copy and design of the landing page becomes less important. —Kelsey Raymond, Influence & Co.
7. Run A/B tests
A/B testing is an excellent way to optimize your sign-up forms and landing pages. I like this strategy because if you’re regularly reviewing your analytics, you can make educated guesses about changes that will provoke a positive response in the form of more sales and conversions. You can run multiple A/B tests and truly refine the performance for specific pages and campaigns. —John Brackett, Smash Balloon LLC
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8. Make your page mobile-friendly
One best practice for optimizing sign-up and landing pages on a company website is to make them mobile-friendly. Most landing pages are done for a desktop, but metrics show that more than half of the users will visit a sign-up page from a mobile device. It’s important to think about mobile first when assembling or designing a landing page. —Alfredo Atanacio, Uassist.ME
9. Personalize the experience
The best practice for optimizing your landing page is to use personalization. Not every landing page will appeal to every user and that’s fine. Instead of putting out a landing page that targets everyone who lands on your website, create specific instances of your page that appeal to specific users based on the products they browsed on your storefront or the content they read on your blog. —Chris Christoff, MonsterInsights
10. Offer one-click sign-up
Implement a one-click sign-up process. Services like Google OpenID make it super easy to join a free plan or a trial period. The best converting sign-up form is the one that takes the least effort from your leads. —Mario Peshev, DevriX
11. Deliver a clear, precise message
Make your message clear and precise. We tend to make our landing pages beautiful with CTA buttons, excellent photos and videos, and good content—but how clear is your message? How effective is your message for your audience to understand and then to do whatever your main goal is? If your ideas are scattered and content is overwhelming, then you fail and your efforts are wasted! —Daisy Jing, Banish
12. Keep user attention focused on one objective
Manage the “attention ratio.” This is a landing page principle that so many marketing experts overlook. To optimize your landing page for conversion, you need to keep a user’s attention focused on a singular objective. Every goal has a dedicated campaign. Every campaign has a dedicated landing page. Every landing page should have only one call-to-action and place to click to. Keep it simple! —Ryan Meghdies, Tastic Marketing Inc.
13. Hone in on the benefits
Make your headline benefit-oriented. Nobody wants to be asked to sign up for anything out of the goodness of their hearts. Instead, show them what they have to gain. Offer a free trial, a steep discount, or a freebie. Let them know that by signing up or registering, they can solve a problem that they’re facing or get one step closer to a solution. —Amine Rahal, IronMonk Solutions
14. Know the psychological need you’re fulfilling
Understand your customers and the deeper psychological needs you’re fulfilling. Deliver clear, concise, and compelling messaging with strong visuals that touch the heart and mind of your customers and convince them to take action. —Kevin Getch, Webfor
15. Mix and match the best-performing elements
There is no need to reinvent the wheel! Start with all the standard elements of personalization, clear and easy calls-to-action and the rest is optimizing. Split test several iterations of your page to see which elements perform the best for your brand. Mix and match these elements to “land” on the versions that capture the most lightning in a bottle using the scientific method. —Reuben Yonatan, SaasList
16. Be consistent
Be consistent across your advertising pipeline. It’s important that the message that is reflected in your ads is the same message that is found on the landing page. Often people make the mistake of changing too much during an A/B test. The result is a mismatch between the initial expectation of the customer and the delivered result. —Nicole Munoz, Nicole Munoz Consulting, Inc.
RELATED: Conversion Rate Optimization 101
Originally published at All Business