As far as design elements go, your primary branding message needs to carry through. I recently loaded a landing page that looked completely different from the traditional website, and I thought I was in the wrong place. Make sure that for returning customers, the landing page has similar color schemes, logo positioning, and font choice that the customer is familiar with on your website.
If you’ve driven customers to this landing page, it is important to keep them moving through the funnel, without the options to detour. Therefore, make sure your traditional navigation tools are not visible. You don’t want someone accidentally falling out of the landing page, and continuing onto your traditional site instead. A landing page must be streamlined to heighten only the special deal it was written to promote, not act as a secondary website.
Excellent “Thank-You” pages are crucial to sharing. If your customer likes what you’re offering, and has provided you with contact information, there is a better chance for anyone to share your offer with others. Therefore, it is important that your “thank you” page easily allows for sharing. It is important to note that you don’t want customers to actually SHARE your thank you page. The last thing you want is for people to be able to go around your funnel.
One of the areas that many have trouble with is figuring out what to put on the form. We hear, “What should we ask for? How much is too much?” a lot. The answer is, the minimum you can to manage the level of communication you are looking for. For example, if you are targeting a specific demographic, you need to ask if the potential customer is a member of said demographic. If you are looking to get an email conversation going, asking the customer for the physical mailing address would fall into the “Too much” column. A landing page is great for finding future information, so as to better direct market to customers that have filled out information, but do not try to get every single item of information from one landing page.
Can you tie into your landing page permissions and API keys rather than filling out forms all the time? As a customer, if I have the ability to simply click, “Use Facebook Login” rather than filling out a long form, I’m going to take it every time. There’s a chance that later on, the customer may take away that permission, but that is irrelevant. Once you have the contact information in your database, you own it. Therefore, I strongly recommend using the Authentication from Facebook as an option to filling out form after form.
Don’t forget, after customers fills out the form, they are looking for excellent content. Content is still king! Landing pages that provide nothing but a form, or that do not provide the customer a benefit, will not collect customer information well, and can turn people away from your brand.