Landing pages are an important aspect of every successful marketing campaign because they allow you to target specific clients with specific solutions to specific problems. If you are running a Web Design Agency you must be aware of how to make your landing pages converting.
Because users “land” on a variety of pages, it’s easy to get confused about what a landing page is. When we talk about landing pages, we’re referring to a page that is solely focused on a specific type of customer. In fact, it would be fantastic if we could develop a unique landing page for each individual user.
Your homepage may appear to be a landing page, but it isn’t; consumers arrive at your landing page in a variety of methods, including directly, via organic search, or via a backlink. In most cases, a landing page and creation is dedicated to a certain marketing campaign. It can be accessed by an email link, social media, or, most commonly, a PPC (Pay Per Click) advertisement.
Here are ten elements of landing pages that have been shown to convert:
Use A Single Call To Action (CTA)
Your potential clients must understand how to proceed with your product or service as soon as possible. Do they intend to sign up for a free trial? Are they subscribing to your e-newsletter? Are they making a purchase? Are they attempting to reach you? Make it clear what you want them to do.
According to the Hick-Hyman law of user experience, the more options you give a user, the less likely they are to make any decision at all; conversely, the fewer options you give them, the more likely they are to move on.
Give the user only one option: click or don’t click the button. Multiple alternatives will be outperformed by a single CTA.
Keep the Forms Simple
Frequently, the details of a potential customer will be required on your landing page. They could be opening an account, requesting a trial, or simply signing up for your newsletter.
By all means, ask for the potential customer’s email address if they’re signing up for a trial. You don’t need their phone number, mother’s name, street they grew up on, birthday, or any of the other information that’s used to profile individuals.
Keep your form as simple as possible, regardless of the goal. That means there should be as few fields as feasible. If you truly want it, provide the user with the choice to fill it out later, as part of an onboarding process, after they’ve already invested, rather than on the landing page.
Make the Headline Punchy and Attractive
The headline is the first thing a potential consumer sees on your landing page, so make it count. A half-dozen word is generally sufficient. Your goal is to keep it brief enough that the potential buyer reads it before realising it.
Frequently, you’ll want to add further information to the statement to clarify it. That’s good as a subheading after you’ve piqued their interest, but you must first pique their interest. The subheading “You’ll be eating roadrunner for dinner!” is best followed by the headline “Coyote Anvils.”
Your headline should be able to describe your product or service in 2–3 seconds.
Your Value Proposition Should be the Focal Point of your Content
What distinguishes your product or service? What sets it apart from the competition? If you’re unsure, spend some time researching businesses in your area.
Because you must put yourself in the shoes of your potential client while developing a value proposition, it might be one of the most difficult issues a company has. However, if you do it correctly, it will carry your marketing. You should look for advantages rather than features in your product or service.
Facts support value propositions the best. Proof of the “World’s Most Accurate Anvils” is as follows: “When employing our unique AccuAnvil, 9/10 coyotes indicated they were more likely to strike their target than themselves.”
Add Lists, Lists, and More Lists
You just have a few seconds to engage your potential customer, if that. A brilliant title is one approach to catch their attention, but you must hold their attention beyond the headline.
Bullet lists with short entries are a wonderful way to go. We don’t need to read to absorb the information in short-item lists because our eyes take in the entire line in one glance.
The longer you can keep someone on the page, the more likely they are to remain to browse, thus using lists to pull them down the page is a wonderful strategy.
Exploit the Zeigarnik Effect
People recall unfinished experiences better than completed ones, according to the Zeigarnik Effect. This is because if a task is marked as completed, it can be filed away as a memory, however, if it is marked as incomplete, it will remain in your mind.
This is advantageous for landing page designers because we can construct a scenario in which a potential customer begins an onboarding process and is aware that it hasn’t been finished — for example, they may need to validate their email address.
The lack of completion keeps the landing page, as well as the product or service, fresh in the mind of the potential consumer. So they’ll use that onboarding email when they see it.
A website can be created by anyone. It’s simple. As a result, potential customers may be hesitant to conduct business with you.
One approach to deal with this is to use some type of proof. This could take the shape of formal certifications, featured testimonies, or simply independent reviews. It rarely occurs to potential consumers that you are cherry-picking the testimonials and reviews you present, so it’s worth including them even if only a few of them are positive.
But be careful not to come out as arrogant. People will detect a rat if you just write 5* reviews; the 3* review may actually help you by making the 5*s seem more authentic.
Use Predictive Images
Potential clients lack imagination, lack all of the details, and unless your product or service is quite basic, may not completely comprehend what it accomplishes for them.
Make use of graphics to swiftly demonstrate what life may be like if they used your product or service. Create a pleasing image. If people recognise themselves in the image, they’ll give you more time to persuade them with further information.
What brought the potential buyer to your landing page? It was most likely through a PPC or, if you were lucky, an organic search link. They were in a certain state of mind, with a specific problem they intended to address, and they aren’t going to appreciate being sidetracked onto a different track of thought.
The tone, style, and value proposition of your ads must all be reflected on your landing page. The experience of a potential consumer with your company begins with the advertisement, not the landing page, therefore don’t break the magic. If your landing page doesn’t match your advertisement, you risk losing the potential consumer – and increasing your bounce rate in the process.
Remember that something in your advertisement drew the buyer in, therefore give them the same appealing attributes on your landing page.
Drop the Nav
The majority of websites feature a single main menu and a comprehensive footer containing connections to customer service, contact pages, and other resources. These are bad for a landing page since they divert people to other, less-targeted areas of your website.
Your landing page is a well-oiled salesperson. Your CTA should be the only link on the page.
It’s fine to preserve legal wording and even links to privacy rules if consumers are unlikely to click on them in the first place. You can also use your logo to link to your homepage. However, don’t include any navigation that promotes a click, or you’ll dilute all of your hard work.