In my last post I highlighted some tools that make it easy to carry out content experiments on your WordPress site in order to improve your conversion rates. Another proven way to encourage your readers and visitors to complete a certain goal of your choosing is to add a landing page to your website.
These landing pages are focused on one objective, which is usually converting a visitor into a lead or customer. The outcomes can be further defined as signing up to a mailing list, downloading a file, registering for an event, making a purchase, or booking your services.
In today’s post we will share with you some tools for creating landing pages and adding them to your WordPress website, in order to help you better promote your products, services, or anything else you are offering your readers.
Tell Me More About Landing Pages
As we just learned, a landing page is a page on a website that typically exists for one reason: to get readers to perform a certain action. This action is usually related to converting a visitor into a customer, or a sales prospect and moving them along the sales funnel on your site.
The intended action or goal could include getting them to make a purchase of a product or service, or having them enter their details for further correspondence.
Visitors can either arrive at, or land on, these pages directly from the search engines, by following a link on an external website such as a social network, or by clicking on a link on another part of your website. There really is no hard and fast rule as to how visitors should land on your sales page, but once they do arrive, the main and perhaps only goal should be to get them to complete an action you defined before you created the page.
As these pages have one goal, they tend to have a different design and appearance to the rest of your website. A landing page on a WordPress website might not include any of the sidebar content such as widgets and links to other posts, or a comment form, or any other distracting elements commonly found on a blog. As the goal is to get the user to complete a specific action, anything that can distract them, even the site logo or navigation menu is typically removed from the page.
So now that you have a good idea of what a landing page is, and how it can be used to increase the conversion rate on your WordPress website, here are some options for easily creating one.
The free Impact plugin allows you to create a new template for your WordPress site without having to change your theme. The page templates you can create can be used for a number of purposes, such as a thank you page, a product page, and of course a landing page or squeeze page.
Once you’ve created your template, it can be applied to any of your posts or pages, changing their look, and giving them an appearance that is independent of the WordPress theme you have installed and activated on your site.
For those that want to create a clutter free user experience, through the settings of Impact the widget areas can be disabled for the landing pages. However, if you feel a well-placed widget will help increase conversion rates, the five widget areas can be enabled as you see fit.
As you get pretty much free reign over how your landing page will look with this plugin, it’s worth remembering that it is down to your to make sure they look good and lead to increased conversion when using Impact.
In our last post on improving your conversion rates in WordPress we looked at a free plugin called WordPress Calls to Action that helps you generate and test the calls to actions you use on your website.
Those calls to action could be displayed anywhere on your site, and amongst their uses could be to send visitors to a landing page on your website. So in order to offer a full set of tools for improving your conversion rates, the developer of the Calls to Action plugin has also created a free tool called WordPress Landing Pages which contains everything you need to start creating a selection of these lead generation pages on your site.
As well as creating the landing pages, this plugin allows you to run A/B split tests on them to find out what is working and what isn’t, helping you to optimize your pages for maximum conversions.
This free plugin includes a visual editor for creating your landing pages, making it a suitable choice for those who don’t want to pay a developer to build them a new landing page or create one themselves from scratch.
If you want a fool proof way to create professional looking landing pages for your WordPress site, then OptimizePress is the tool for you.
While the first version was a theme, the second release is also available as a plugin. This means you can use it with your existing theme and just create a new design for your landing pages, leaving the rest of your content as it is.
OptimizePress includes a wizard which allows you to get started without any real experience of using the tool. There is also an impressive amount of templates included which suit a number of purposes, from promoting online courses and webinars, generating leads for your business, registering newsletter subscribers, or selling products to name just a few. The templates can all be modified so you really get an unlimited amount of options for building the best sales page to match your offer.
If you want the best and don’t mind paying a one-time fee for it, OptimizePress should be at the top of your shopping list.
LeadPages isn’t cheap but it does a good job of justifying its monthly fees thanks to all the features that are on offer. Once you are signed up you can use this service on any number of sites you own, to create as many landing pages as you need.
The developers of LeadPages aim to have you ready with your first landing page in just five minutes thanks in part to their easy to use interface and large selection of templates at your disposal.
Pretty much any type of promotional page can be created with LeadPages and the templates you get access to. This includes launching soon pages, pre-cart pages, interview series pages, thank you pages, and of course the more traditional sales and landing pages.
Although this isn’t a WordPress specific service, the pages you create with LeadPages can be deployed to your WordPress site with the click of a button. They can also be inserted into your Facebook pages for converting your social media followers into leads or customers.
If you need a professional option, or you just want to make sure your products, services, and the other opportunities you are offering your visitors are as popular as they should be, then LeadPages is well worth investigating further.
PT Instant is another premium option that is currently available for a one-time fee for use on an unlimited number of websites that you own. Like OptimizePress, this landing page builder for WordPress is a plugin so it can be used in conjunction with your theme of choice, without making any changes to that theme and the rest of the content on your website.
Whatever your goals are, whether they are selling a product, promoting a service, or growing your mailing list, you should be able to craft the perfect landing page for your needs using this tool. To get a better idea of what you can do with this plugin, you can check out the types of pages that can be made with PT Instant on their demo pages.
If you want to be able to make those long letter marketing sales pages that contain all the tricks in the book to increase conversions, plus a whole lot more, then PT Instant could be a good choice for you.
These are just a few of the many landing page builder options available to WordPress users. Many themes now come with a landing page template amongst their page templates, so if you aren’t ready to pick up a new tool, your existing theme could be a good place to start.
However, if you are ready to start experimenting with your content, tweaking your designs, and testing your copy, then using one of the stand-alone landing page tools featured here can set you on your way to improved conversions, increased sales, and greater profits.