Why do some companies work better or sell more than others?
As you browse the internet, you come across a lot of websites related to the product you search.
You search for one product but instead get lost in the website. That’s when landing pages come into role.
WHAT IS A LANDING PAGE?
In easy words, a landing page is the single page (unlike website) you ‘land on’ after clicking a link. A landing page could be almost anything: your home page, a blog post, a product centric page, a lead generation page etc. However the main purpose of a landing page is to convert traffic from an online marketing campaign.
While websites offer every detail about your brand, landing pages help in converting one product/service at a time.
Anyone can build a landing page. But how can you make one that sells?
I’ve shared 10 tips to consider in this blog for you to build a perfect landing page.
1. Define your Goal. Decide the Flow.
First things first. You need to be very clear about your goal of creating any landing page. Understand your purpose. You might want people to:
- Make a purchase
- Become a lead by submitting a form
- Reach out to you for feedback/review
- Subscribe to a newsletter or email list
- Register for an event
All of these goals individually direct your audience towards becoming a paying customer. And that’s the ultimate objective of any landing page.
Now when you know what information you wish to collect, decide on how you want people to experience your landing page. Simply put, decide on the flow of your page keeping in mind what feels appealing & relevant to your audience. Understand the customer psychology and create a flow.
2. Make use of Clever Copywriting
Great copywriting leads to conversions. Your message should be clear and direct. It should be smooth enough to convince your web visitor that you’re reasonable & up to snuff. Keep in mind the 4 C’s of Copywriting: Clear, Concise, Compelling & Credible. Make your point quickly without adding words that don’t add to anything.
3. Provide Social Proof of Your work
People trust people. If you want people to trust you, you need to prove it to them. A landing page that converts must include customer testimonials. Just like your offline customers, your online audience wants to feel welcomed. When they visit your page, you want to usher them in and make them trust you. Show them you know what you’re doing and people have gotten exponential results because of you.
4. Keep it Simple
Treat your landing page as one product store. Be specific. Have one offer? Keep it that way. Your offer should make life easier instead of confusing the visitor with multiple options. It leads to lesser conversions. Each campaign you run should have its own landing page. So, Limit the decisions to make on the page and collect data easier.
5. Make them scroll “Past the Fold’.
An ideal landing page should not be overloaded with unnecessary information/options. Limit the scrolling length. Above the Fold Content or the content users see at first should be concise much like a good page story. It is the key to draw potential customers. A short and sweet landing page is a preferred visitors choice and also looks compelling. However, long form sales pages work in some cases especially when running paid campaigns.
6. Use shorter Forms
Avoid unnecessary clutter. Only ask for what is needed that matches with your offering. Make the data collection process easier for your audience. Long forms have a lower tendency to get filled. While short forms work better for minor tasks, it’s easy to fill and eliminates a lot of friction.
7. Provide Benefits
The content on your landing page should and must highlight the Unique Value Proposition (UVP) which essentially should be clear and convincing. A bullet-point format works best for listing them. They act as concise descriptions and make your offering stand out. It shouldn’t either be long or too short: 5-7 points can do the needful. State the value hierarchy with strongest benefit first and weakest benefit last.
8. Design your Landing Page Effectively
The UX of your landing page plays a very important role in making your visitors take any action. An effective visual appearance enables them to process and interpret meaning from what they see. Provide alluring imagery and use high-quality shots. Visual prompts help in conveying information to your visitors in the right way. So make sure it is designed in a way that creates a bridge between your brand and the offer and creates a trustworthy identity.
9. Stick to a simple Layout
Layout matters. A simple minimalist design looks less clustered and more attractive. It should be consistent on every front including a clear headline, sub headline, the body copy and CTA. A clean, simple design with plenty of white space keeps people on your product while also decreases the page loading time. This makes the landing page light and helps users focus on what action needs to be taken.
10. Mobile Optimized
This is the most important point to consider after completing your landing page. An expanded reach is only possible if your page adheres to mobile first principles. Your landing page should have a responsive design compatible with mobile and other devices to increase the conversion rate. It should look equally appealing on the mobile, load quickly and be extremely clickable.
Landing Page Tools
Landing pages can be made via various tools available on the internet. Choosing the correct tool helps in actively capturing the available leads.
Few of the landing page tools are
Sometimes all you need is one powerful Landing page, which can drive traffic to your website, and give you enough leads to cover all your costs, and find you profits. This was the strategy that we used for our client Jyoti Kheria, Founder of The Journal Store.
There isn’t any hard and fast rule to create a high-performing landing page. The techniques might work in some cases while backfire in another.
One can always start with laid fundamental principles.
These are the few tactics that have proved efficient for years irrespective of the changing trends.
A good way to understand what works for your business is to be sure to A/B Test everything you do. Don’t go overboard with testing though. Start off with little changes like changing colours or even a new headline, hook for your page.
These practices might help you start off better and you can expect to see an increase in conversions.
Let us know if there’s any feature of a landing page that you feel converts the most!