You spent a lot of effort creating and testing elements on your email campaigns, websites or social media accounts in order to lead potential customers to your landing page. Once they’ve reached your landing page, are you 100% sure that the content of your page can turn these leads into buying customers?
A successful landing page isn’t one that’s just well-written with pretty pictures. Conversions must be factored in to gauge the success of a landing page.
If you’re having issues converting leads into loyal, happy buyers, try to follow the footsteps of those who have mastered crafting high-converting landing pages.
1. Aim for one Goal
Trying to get several things accomplished in a single landing page can make your message confusing. Stick to one goal, such as getting e-mail subscribers, directing them to your product page, introducing a new brand, acquiring user data, or other specific goals.
Before brainstorming ideas, writing copy, designing the look of a landing page, or creating videos, infographics and other media, it’s important that you’ve decided the goal of this particular landing page you’ll be working on. This is because the entire content production – from visual design to text – should focus on fulfilling this goal.
2. Talk to your audience
If you haven’t done market research yet, you should define your audience before creating a landing page. If you don’t, the language you used on the landing page may not be geared towards your target audience. A super-casual writing may be too informal for a business crowd, while formal writing may be too much for millennials. For a landing page to be effective, it must be able to talk to the audience appropriately.
Landing pages shouldn’t just be all about you and your business. You have to think about your audience and figure out what they’d want to get out of your page. Those who have researched their markets properly will have a better chance at creating a landing page that would speak to the intended audience directly.
3. Keep design simple, yet catchy
Now that you’ve made a solid plan, decided on a single goal, and identified your target market, you can now design your landing page based on these considerations. There are a few things you should take note when designing your landing page, including:
- Visually attractive – Make it modern, head-turning, and easy to read. Make backgrounds light and texts dark. Find something that would give your landing page a way to stand out from the rest.
- Match palettes with your website or company logo – Make the look of your landing page consistent with your company’s site design. Of course, you can adjust font size for easier reading.
- Remove the clutter – Ultimately, a landing page’s main role is to get conversions. Adding too much elements into the single page can distract visitors from your call-to-action.
4. Add as Much Media as Possible
Xerox has revealed that people are 80% more likely to read content with colorful visuals. This one is tricky because you’ll need a landing page with a clean, clutter-free and simple design. However, since your goal is to grab the attention of your leads within the first few minutes, you have to include photos, videos, infographics, or other media wherever appropriate.
A quick video can help visitors understand your company, what you’re offering, and how this product or service can be valuable to them. Create a video long enough to spare people who aren’t fans of reading from dealing with blocks of text. Make your message clear, concise, and interesting.
5. Make it Mobile-Friendly
People use their smartphones and tablets more often than their PCs. You should take this information into consideration and optimize your landing pages for mobile viewing. Adjust your fonts, screen size, navigational button and other design elements to become more responsive and readable even without zooming.
6. Don’t Ask for a Ton of User Info
When landing pages ask visitors for a ton of personal information, it’s the quickest way for them to get turned off and leave. ConversionXL explains that the more user info you ask visitors to submit, the less likely they’re going to convert. Give users an option to log-in via their Facebook, Twitter, Google, or other existing accounts. When designing your forms, make the process as quick as possible to ensure the interest of your leads remains.
7. Include Reviews or Testimonials
Consumers are more likely to trust a company or brand when they read reviews or testimonials from other people. If you can get real people with real reviews, you can create a video testimonial instead.
Another way to take advantage of modern word-of-mouth is to use surveys and feedback data. Social proofs enable you to emphasize the value of your product by stating things like “80% of internet marketer clients said their landing pages converted successfully with this software.”
Whenever you use reviews, testimonials or social proof, try to include people’s names, titles and company.
These 7 tips have been proven effective in creating high-converting landing pages. However, the success of your landing page would largely depend on the content, so make sure you provide valuable information, an irresistible offer, or a convincing message from start to finish. You’ll need a lot of testing and trial-and-errors in figuring out the best way to implement a landing page based on your company’s unique business requirements.