Landing Page Best Practices

Landing Page Best Practices for Financial Services

Landing pages for financial services are an efficient and effective way of providing value to visitors in exchange for their information. Once integrated with other digital marketing strategies, they give you the ability to increase conversion rates and funnel efficiency.

Here’s how you can optimize your landing page to convert more than the average two percent:

Understand Your Visitor’s Frame of Mind.

As a financial services marketer, you want meaningful conversions – not high bounce rates. This can only be done when you speak directly to your visitors, without judgement, but with an understanding and purpose.

Think from the perspective of your potential clients: what do they want? What

(What makes it better?)

For one thing, the image on the right serves a more important purpose than that of the previous one. It should come as no surprise that mature adults dominate the retirement market’s customers. A study by PwC reports that aging baby boomers are growing anxious about their financial welfare; that they are actively seeking advice.

As a financial services marketer, your goal should be to meet them halfway. By putting yourself in their shoes, you can make an effort to reduce their stress and try to support them. This is what makes this page more effective than the previous one. TD’s emphasis on “help”, with “helping you figure it out” in the message, and the “need help?” call extension, utilizes an opportunity to build a client satisfaction model.

Remember, because online services take way the real face-to-face interactions with customers, managing the customer service experience is that much more important when it comes to building your brand in the digital space.

In short, this landing page does everything that the first one does, but more importantly, it speaks directly to potential clients in a manner that

Consumers do online research and price comparisons, especially when the product or service belongs to a high involvement category such as those in financial services. These customers will trust you with their income and life savings; it’s only fair that you give them the best value-for-money.

You could use a more direct approach like this: Or you could not only target to price sensitive customers, but also justify why you offer the best value: See the difference?

The three bullet points offer a value proposition that will not only retain your visitors’ interest, but also prompt them to act on it.

And remember, just because your landing page doesn’t involve a “price”, doesn’t mean that this point does not apply. In this context, price has more to do with value-proposition than it does with numbers and figures.

And lastly, simplicity never hurts anyone.

This tip encapsulates everything we have discussed and more. This is an opportunity for you to use your newly acquired knowledge and analyze the two following examples:

1)

2) These two diametrically opposed landing pages in terms of design, strictly, give us a lot to talk about. Lets compare and