1. First Impressions Matter. Make sure your landing pages are instantly relevant to the search term.
2. Have an Offer. Your landing page only needs to convince the visitor to sign up for a free offer; it doesn't need to sell your company.
3. Remove The Site Navigation. Simpler pages usually work better for lead generation.
4. Use Graphics Wisely. Graphics are main thing that draws the eye — the right one can work wonders, the wrong one can distract from your conversion.
5. Make Your Content Scan-able. People don't read landing pages, they scan them.
6. Only Ask What You Really Need. Simple forms convert better, and you can always collect more during your lead nurturing process.
7. Capture Implicit Information. Use hidden fields and click paths to capture additional information about your leads.
8. Have Reasons to Give Valid Info. Don’t just give the offer to the prospect, email it to them — this ensures you get a valid email address.
9. Say Thank You. The confirmation page is a great opportunity to deepen the relationship by making another offer or asking more information.
10. Test… But Don't Over Test. Testing is a great way to optimize your pages, but don't over-test — A-B testing works great and most B2B companies don't have the volumes to support more sophisticated techniques like multivariate testing.
Some good Ebooks on Landing Pages are:
2008 Landing Pages Handbook from Marketing Sherpa
Don't Make Me Think! A Common Sense Approach to Web Usability by Steve Krug.
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