One of the most important skills in affiliate marketing is designing a good landing page. When a visitor comes to your site, you have only a few seconds to convince them that they want to be there and that you have the information that they’re looking for. If your page loads slowly, looks ugly, or is difficult to navigate and understand then the visitor will move on and you’ve lost your chance to sell to them.
Landing page optimization is the art of ensuring that your page is well designed and that it does whatever it’s supposed to do. The page may be designed to funnel someone to sign up to your mailing list, get them to join your community, or try to close a sale on a project. Whatever it is you want to achieve, you need to make sure that your page works efficiently towards that goal without making the user feel like they’re being sold to.
The Number One Secret of Landing Page Optimization
In the ideal world, people would see your PPC ad, or search for your product on Google, and come straight to the page you have designated the landing page. Sadly (or perhaps, thankfully), that doesn’t always happen. Sometimes people email links to their friends, or a Google search throws up a deep link to your site instead of the page that you think of as the “front page” of your website.
Stop thinking of your landing page as the page that has the main sales pitch on it. Instead, think of the landing page as the one that your user sees first. That could be virtually any page on your website. This means that it’s important to optimize your entire site so that every page drives users towards your goal.
When you are designing your site, make sure that all of your calls to action appear above the fold. If you want people to provide their personal information, make the form short and easy to fill out, and state quite clearly what you will do with the information.
One of the most common mistakes that affiliates make is using eye-catching headlines and page titles, and then failing to follow through with the offer they’re advertising. This isn’t usually a case of deliberate deception, simply a failure in the way their programs are set up. If you use an XML feed to automate the addition of affiliate links to your site, make sure that you check the offers regularly. Users are not likely to trust you if you promote a free trial offer and they visit your merchant only to find that the offer has changed or, worse, expired.
Try to keep your pages clean and simple. A site that loads quickly and works well in any browser is more likely to impress visitors than a “multimedia experience” that will only work well if the visitor has a moder PC and a fast internet connection.
Finally, keep track of your conversion rates and re-visit your landing page design often. You should update your testimonials regularly, and consider re-designing your pages from time to time as trends change and your user’s taste evolves.