Landing pages are an essential part of affiliate marketing. The landing page is the first page that your prospective customers see when they come to your site, so the page must load quickly and be eye-catching and attractive, otherwise you will lose those visitors. In addition, Google uses your bounce rate and the quality of your landing page as elements in the Quality Score calculation. If your landing page is poorly optimized, you could end up paying more per click in your AdWords campaigns.
What Makes a Good Landing Page?
To put it simply, a good landing page is one that works. Your definition of “works” will depend on what it is you are trying to achieve with your marketing campaign. Online marketing guru Seth Godin teaches that landing pages have five key purchases:
- Get the visitor to access other pages on your site
- Sell something
- Get permission to follow up via email, sms, etc.
- Encourage the visitor to refer a friend to your site
- Capture feedback
In the context of affiliate marketing, the first three purposes are usually the most important. If your visitor leaves your site without doing one of those three things, then your landing page has failed in its job.
Landing Page Optimization Tips
This handy checklist will help you to create a landing page that does its job effectively.
1. Keep it simple
Decide what you want the landing page to do, and set up the page so it does exactly that. Don’t waste time with additional calls to action such as initiating a live chat or sharing the page on Twitter if those things won’t bring the consumer closer to your conversion goal.
2. Optimize page loading times
Mobile phones and tablet PCs are increasingly becoming the platform of choice for accessing the Internet. This means you cannot guarantee that your users will be on a powerful desktop. Keep your pages small and don’t add too many images or too much complex code. Stay well away from anything that needs a plugin installed to view.
3. Have multiple landing pages
If you sell more than one product, create more than one landing page. Customize each landing page so that it focuses only on that product. The more information you cram onto one page, the bigger the chance of losing or confusing the visitor.
4. Give something of value to every visitor
No matter how persuasive your copy, the fact is that most of your visitors will not convert the first time they click your links. However, if you give them something – perhaps a free ebook or a short video tutorial, they will remember you, and it will be easier to convert them when they come to your page a second time.
5. Show and Tell
Text heavy landing pages aren’t particularly persuasive. Use charts, cartoons and simple illustrations to explain your points and help the visitor get an at-a-glance understanding of your message.
6. Provide testimonials
Testimonials help to build trust, and will make it easier for an on-the-fence consumer to make up their mind about buying your product.
7. Give clear calls to action
Litter calls to action throughout your pages. Don’t just have a single “buy now” button at the end. Some users will click your link fully intending to buy as soon as the page loads, others may convert after reading your list of features and benefits. Repeated calls to action will make it easier for them to do so.