Customers arrive on a landing page through social media posts, paid advertisements, and various other content. If your landing page is ineffective, all the ad dollars and resources put towards getting these customers there was essentially a waste.
A quality landing page has the potential to increase leads, sales, and gain valuable information on potential customers. Creating highly effective landing pages can seem like a difficult task, as there’s no one-size-fits-all template, but there are a variety of landing page best practices. These combined with understanding your target audience and dedicated effort, building a high converting landing page will be much easier.
1. Focus on Responsive, Mobile-Friendly Designs
In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones. No matter the industry, it’s smart to make mobile design a priority. This means using: optimized images, shorter sentences, bullet points, headings, and subheadings. Mobile-optimized landing pages include a lot of white space and can be easy to read at a quick glance. Performance is also important, as conversions won’t be likely if page speed is low or chew up data.
Mobile-optimization also forces conciseness and high design focus. Screen space can’t be wasted on extra unimportant content or fluff. The message should be focused on the action you want the customer to take. The less-is-more design approach results in a more concise and engaging final project.
2. Have One Clear Call-To-Action
The call-to-action is the number one, most important element that should be included on every landing page, as it’s what turns visitors into real customers.
What should be focused on first is the text. Powerful, direct, and urgent language is key. What makes you unique and would create an emotional drive in customers? If possible try to communicate one or more of the following: they are getting something for free, they are getting something exclusive, you are solving their problem, or they have limited time to act.
Some other elements that increase the effectiveness of call-to-actions are contrasting colors, buttons instead of links, and ensuring its visibility. Most companies and sites have a set color scheme, which is great, but you don’t want your CTA to blend in. Make it stand out by using contrasting, yet visually appealing colors. It also doesn’t need to be at the bottom of the page. It should be placed where the user’s eye naturally goes. This is something that may require A/B testing.
3. Use Visuals
The brain processes images 60,000 times faster than text. Meaning that visitors are immediately affected by the images on the landing page. As pictures are selected and placed, remember that they should be relevant to products and services, and high quality.
If you’re selling a physical product, a high quality image should be displayed on the landing page. If you’re selling a service, the primary purpose of the image is to grab users’ attention and demonstrate relevance to them.
And since the images are the first thing the user processes, you want that impression to be a good one. It has the potential to shape the visitor’s impression of your brand before they even make it to the ad copy. Which is why this isn’t a great place to use stock photos or quick photoshop jobs. Marketers have the opportunity to give potential customers a visual understanding of what they stand to gain with their product or service, and set themselves apart from the competition.
4. Have User and Search Engine Friendly Formatting
Along with a mobile-friendly design and quality content, the page also needs to be formatted well, starting with a solid headline. It should compelling, something that will keep visitors reading. Touch on a main point that’s relevant to readers and hints that you have a solution to their problem. It’s also beneficial to use emotional power words. The most effective emotions to appeal to are anger, greed, and fear. “Stop getting ripped off!” “Free exclusive gift!” “Only 24 hours left!” are all possible headers appealing to these emotions.
After you’ve established a heading that meets all the criteria, break the rest of the content of the landing page into segments. Each segment should have a subheading of its own that makes sense. This way if a reader is skimming the page they can skip to the section they’re looking for or read what is most relevant for them. Not only are headings and subheadings helpful for visitors, it helps search engines as well. Landing pages can be more easily indexed by Google and other search engines when they’re logically structured.
5. Show You’re Reliable
High converting landing pages always contain an element of trust. Include various pieces of evidence that show you can be trusted and are a reliable company, since you’re most likely asking visitors to give up some kind of sensitive information. There are five types of evidence best used to show trustworthiness.
The first is high quality landing page copy. There should be absolutely no spelling or grammatical errors. This makes visitors wary because it seems unprofessional, gives the sense that the website was thrown together, and thus unreliable. There are many tools that can help with spelling, grammar, and guides for clear landing page copy.
Proof of expertise and experience is also essential for reliability. Things such as: established in 1995, over 50,000 satisfied customers, licensed in 50 states, officially certified, member of the local Chamber of Commerce, etc, all communicate an important message. It reassures potential customers that your company is experienced, qualified, and have taken the prerequisites to earn and deserve your trust.
Social proof, direct and indirect, is great evidence. Indirect includes social media follows, number of subscribers, likes, and shares. The more social engagement you have, the more trust you can earn. Indirect social proof can also be things like reported revenue, employee size, and other factors that bring your business clout. Direct social includes positive reviews, testimonials, and positive quotes from customers or influencers in your niche. It’s one person telling others “I had a good experience,” The simple truth is, trust begets trust.
Personal connection is next. Earn visitors trust by letting them get to know you and your business. This could be things such as a personal story, video, company bio, history, photos, etc. It helps when customers can put a name and face with who they’re doing business with.
Lastly, evidence of security is very important. Most IT and security software vendors will give badges to their customers. You should place those on landing pages to indicate to customers that you have taken steps to ensure they’re information is protected, especially when it comes to personal or financial data.
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