Why do people worry so much about building powerful landing pages?
Whether you are optimizing your website for the search engines or trying other marketing strategies like email lists, banner ads or affiliate marketing, the landing page is the first thing your target customers will find. As you know that the first impression is perhaps the last impression so your landing page is the prime object to engage your customers, prompt them to buy products and services, respond to call to action etc.
The equation is very simple, a strong customer centric and informative landing page generates more sales, while a weak one just increases the bounce rate when people will quickly leave your webpage and look for something better.
Now, the major concern is- how to create a great landing page? Unfortunately, there is no specific formula to accomplish this task. From look and feel to the approach to the audiences, there is no particular language or flow common to all landing pages. The top-notch marketing professionals structure the landing page with requisite elements and feel to convey the brand message to the section of buyers the brand or product line is trying to reach. However, almost all landing pages have the common goal to persuade the customers to take some actions. Herein I have tried my best to incorporate every bit of information that will help you to create compelling landing pages.
Essential Elements to Build High Conversion Landing Page
Before I mention some mandatory rules to follow for creating a successful landing page, it is worthy to take note of the basic components of a landing page. Depending on the purpose of creating landing pages, following are some essential elements every landing page must possess to increase lead generation and ensure maximum ROI.
Magnificent Headline with Subheading
The first element that the visitors on a page will notice is the headline with large font and vibrant color. Choose the words for the headline very carefully. It takes years for a writer to give impressive headline to the contents on a high conversion landing page. The headline must possess all of the following qualities:
- The headline should be well organized and nice
- It should appear interesting and useful to the readers
- It must clearly convey what the readers will find on the page
- It should be easy to understand
- The range of the headline should be anywhere between ten to twenty words
Often people ignore or skip the sub-headline. However, it is equally important to have a subheading. The subheading adds more information to support the main headline. The main purpose of adding a sub header is to compel the audiences to stay a bit longer to explore more information on the webpage.
The following example clearly illustrates what I am trying to explain.
Take a note of the headline on this high conversion landing page. It clearly states the content of the entire landing page with a simple to understand clear message. The subheadline also contains a message and information to support the main headline. It clearly states that the site is your destination to web design products and services.
Images and Infographics
It is boring to read too much of textual information. The impact of an image is 60,000 times faster and powerful on the visitors compared to normal text contents. If you research a bit with some banner ads, you will find the following characteristics and strategies including photos on the landing page.
- Large photos with high picture resolution bestows an impressive look to the entire webpage
- All images should be related to the product or services you are trying to sell on the page. Do not hesitate to post multiple photos of the product, its label and other similar stuff.
- Check the text adjacent to the images carefully. Some brief textual information related to the pictures can offer better understanding.
Many people are speculative about the infographics but they do influence the conversion rates. They are best at spreading information in a concise and interesting way. It takes some efforts to customize the infographic as per requirement but it is quite worthy to impact the customers. While designing an infographic for high conversion landing page, take note to make the contents clearly legible and present them in an organized way. I have seen several infographics with hazy texts with poor resolution and extremely smaller fonts. The customers may not take enough pains to read them and will bounce out quickly.
Body Copy with an Explanation
The written message for the customers is as important as the other elements. The writing part will be both informative and explanatory. The other elements only compliment the body copy. Make the body copy short but clear to understand easily. Give every bit of detail in the right sequence.
Value Proposition: Include a value proposition in the explanation part. The value proposition is the portion where you describe what is in store for the customers or how they will benefit from the product or service. A successful landing page must have a list of benefits or ‘why choose us’ points in bullets. This form of value proposition is easy to read quickly and take actions.
Sequential Flow: The explanation in texts must maintain a logical sequence with the other elements on the page to appear meaningful to the audiences. As the visitor starts seeing your landing page, he will be carried through a thinking process. The logical flow of the page will help to channelize the thoughts in persuasiveness to respond to the CTA. The common sequence in a best converting landing page contain an impressive headline with sub header to start. This is followed by the explanation, benefits, testimonials, contact information and finally the CTA invitation.
Genuine Customer Testimonials
If you have provided services or sold products to a large customer base, this should be an easy task. The testimonials build trust in the brand and influence the purchase decision. Gather testimonials with real photos of the customer. Ask them to submit a short description on how they were benefited after purchasing the product or service. If you can provide a contact number of the person, it is even better. About 10 to 12 testimonials are sufficient to make a high conversion landing page.
The way you reveal the contact information means a lot to your customers. I have seen several impressive landing pages with physical business address, phone number, and email id. You can go a bit extra on this by adding a Chat Window. Some websites provide immediate chat message as you land on the page. Even if you do not scroll down the page, the chat will be accessible instantly. The customers may want to take some time before a direct communication or have some query in the mind. To address these needs, you must provide a simple contact form.
Dynamic Call to Action with a Guarantee
The CTA is the most important element on the page but often comes at the last. The main aim of leveraging long efforts on designing your landing page is to influence to audience to hit the CTA buttons. First, you need to use a CTA button with a powerful message inviting the customers to take the action. The button should have a solid contrast color to the rest of the page. Some influencing CTA messages include ‘Get Started Here’, ‘Try Our Free Trial’, ‘Get a Demo’ etc. Some landing pages are too long. The CTA buttons on such landing pages appear at frequent intervals in case the visitors are not interested to read any further and may like to subscribe or purchase at this point.
Placing a note of ‘Guarantee’ bestows reliability among the customers. Depending on the type of products or services you are trying to sell, the word of guarantee can vary. If you are not intending to place ‘Money Back Guarantee’ or similar offer, at least try to include a ‘100% Spam-free Guarantee’ for the convenience of the visitors who want to subscribe to newsletters. If you can add a message or few lines to support the guarantee, it will be even better.
Best Practices to Follow for Improving the Landing Page
- Do Not Drive Traffic from Promotional Campaigns to Home Page: The purpose of creating a home page on the website and a landing page from ad campaigns is completely different. There is a lot of information on the home page of the website probably about a range of products and services. The purpose is mainly to spread information about the products and services. The landing page is designed particularly with the sales perspective in mind. Here you want to convert the visitors into buyers.
- Make Your Page Contents Clear and Contextual: According to Marketing Mojo, you have about 4 seconds to grab attention of the audiences when they reach your landing page. The best converting landing page should address every possible question in the mind of the visitor. Give complete information but do not make the page lengthy. You must accord value the time of your audiences. Make the forms as simple as possible asking for minimal information. This takes less time and prompts the visitors to take actions.
- Keep the Page Simple, Organized and Clutter-free: The page should appear neatly organized and very simple to understand. If there are vibrant background colors, shorter text fonts and facts presented in disorganized manner, it will create confusion and destroy your purpose. Everything should be soothing to the eyes with easy to find call to action buttons and forms.
- Check the Form for Technical Issues: If there are problems with the links, forms and other elements, the visitors will leave the page. Keep testing the links, page loading speed and other aspects. Do not place too many navigation links and other unnecessary elements. They will make your page lengthy and take more time to load.
- Use Colors and Contrasts Wisely: Your landing page must be comfortable to look. The customers may need some time to go through the contents. If the page has poor resolution, vibrant background color or small font texts, it can be tough to read the entire page. Choose very light shade for the background. Depending on your logo color or other preferences, you can choose some solid colors for the CTA buttons, borders and other parts. If you have some other colors on the page, try to use a different one for the CTA buttons for great visibility.
Testing Your Landing Page
There is virtually no end to testing your landing pages. The more you test; the better is the scope of improvisation to increase the influence on the buyers to take actions. What should you test and why? Here are some aspects to follow while testing.
- A/B Testing: This form of testing involves checking the same page with entirely same contents but a single change at an instance. When you compare the results with page A with B there should be only one difference at a time. For instance, you may change the headline, color or anything else.
- Multivariate Testing: When you compare two pages with several changes at the same time, it is called multivariate testing. You can have different combinations; change the color of the call to action buttons and other elements to see the results.
The page elements you need to check and test over and again include Page and Form Layouts, Call-to-action, Headline and Subheading, Visual Media (videos, photos and infographics), Length of the page, and the Text content in the body.
The landing page has a great impact on your business. This is the place where your target audience ends up with the decisions. The decision-making involves actions like buying products and services, subscribing to newsletters, clicking on other links etc. To be more precise, you make money on your landing page.
There are plenty of tried and tested rules to build an influencing landing page for optimal conversion. However, the rules are never the same for two landing pages from different business niches or websites. Building successful landing page is a continual process as you keep on improving the elements and contents with passing time. Even if you have completed building your landing page with all necessary elements, do make some extra efforts to implement A/B testing on the landing page to raise the scope of further improvisation.