If you want more leads or customers, you must create optimised landing pages. They are an integral part of moving prospects along your sales funnel.
In this post I’ll look at six fundamental tips to follow throughout your travel landing pages.
Where do you see landing pages? Usually on checkout pages when you are ready to purchase. Or when you click on PPC ads. But they are also a key component, higher up the funnel, where you are trying to convert visitors into leads.
For example, you’re an inbound tour operator for trips to Sri Lanka. You may offer a call-to-action button on your itinerary pages that encourages visitors to download a short ebook of Sinhalese phrases.
The call-to-action takes the visitor to the landing page with a form. How you choose to organise this page is going to have a large bearing on the likeliness of the visitor completing it. At this stage of the funnel you really want to improve your visitor to lead conversion rate. After all, the traveller is most likely only researching their trip at this stage – you want to make a connection with them before they click away. You’ve drawn interest with your attractive content offer. Let’s not lose them with a poorly designed landing page.
1. Give the landing page a title, description, and layout that clearly and quickly explains the value of your offer; include a strong incentive for users to take an action to download or sign up for your offer.
2. Remove any distracting clutter, even navigation links. You want visitors focused on one thing: filling out your form.
3. Social sharing links, while technically a distraction, do serve your cause by allowing users to spread the word about your offer to their social network. Include social sharing links to maximise exposure for your offers.
4. Strike a balance in the structure of the form. Keep it short and nonintrusive from a user’s perspective, but capture enough information to make the lead useful to you for follow-up.
5. Keep users engaged. After they’ve completed the form, direct them to a thank-you page or send an auto-response that suggests other offers they might find interesting or next steps they can take.
6. Track, measure, and analyse your conversion rates regularly. Use what you learn to improve your landing pages and improve your conversion rates.
If you can get these basics right you will go a long way to improving the number of leads your site receives. And if you’d like to take the optimisation a step further download our landing page ebook - it’s 21 pages long and full of tips.
Don’t forget the other stages of the engagement funnel. How effective was your call-to-action in the first place? How useful and relevant is the content offer you are sending the visitor? What are you doing in terms of lead nurturing?