How Do They Help?
Landing page audits help make sure the front page of your business is selling as effectively as possible. But the way to generate leads for sales is slightly different than the way you’d set up an e-commerce category and landing page.
One big reason for this is that, without a list of products to sell in your store, everything else on your page becomes the product instead. And that makes things like personas and customer journeys extremely important. Plus, if your lead generation results in something more demanding of the customer’s time, such as a demo, you’ll want to be careful that you’re attracting the right health consumer.
4 Essential Elements of a Landing Page Audit
These elements are similar to my recommendations for an e-commerce landing page audit, with a few key differences. This is intentional in my effort to simplify things, but also to help you see these strategies from different perspectives–and perspective can be everything in this business. Before I jump into the four elements though, let’s talk about lead generation. The goal of lead generation is to prime customers for a product or service you offer. In all of the elements below, this should remain your focus.
1. The Offer
A lead generation offer isn’t so much a coupon as it is an opportunity. For a health brand, this might take the shape of a free trial, consultation, ebook, or even a webinar. Whatever it is, your offer should lead your landing page and require user information to gain access.
Depending on your business, this might be something as simple as an email or as complex as a questionnaire that gives you enough information to determine the value of the lead. Keeping your customer acquisition cost in mind, remember that it can be important to make sure you capture the right leads for your product or service.
2. The Call to Action
The form you use to generate leads will compose a huge part of your call to action. While the CTA itself is just a button, the form provides a reason for users to click that button. If you plan on using a form, make sure it isn’t too complicated. As a rule of thumb, the more information you request, the stronger the asset you’re providing needs to be.
For example–you might expect a user to complete four fields for a one-page download, but a full questionnaire could be a more reasonable request in return for a free trial.
3. Building Trust of Landing Page
Some of how you build trust with lead generations might be through testimonials and client reviews. The extra element to consider here though is a short line about how you might be using the data you retrieve. A quick, “We promise not to share your data with anyone” could go a long way in making your prospective customers feel more comfortable bout entering their information.
You might also consider a trust badge, such as a third-party endorsement by a known company–like the Better Business Bureau.
4. Monitoring Flow
The flow of a landing page is what brings all of these elements together. Your page should be easy to navigate, quick to load, and have a logical flow. A logical flow helps guide users’ attention to the right areas of your site–that is, the areas of your site that you want them to focus on. You can measure metrics too, to get a better understanding of what elements users interact with the most. Or you might consider using a product that allows you to test the user experience.
The most important thing to ensure about the flow of your page is that it isn’t interfering with the work the other three elements are trying to do. Flow should help these elements, not disrupt them.
Establishing the right landing page and linking them to the right offers–especially when you’re advertising those offers across the internet–can help increase your conversion of health consumers and make sure your efforts are paying out in the long run.