Landing pages are an important tool in a marketers’ arsenal. An effective landing page design guide can really create a difference in your business. It is very crucial to design a good landing page. There are certain elements which should be kept in mind while creating one. Before revealing the landing page tips, lets us analyze the different constituents that make up a landing page.
The following elements are some of the basic components of landing page design that are essential to your success:
Logo is the identity of your business. Users need to know with whom they are doing business with. They need to identify your site and your business. What better way than using a logo in your landing pages. Well, a good logo won’t make any sale but a poor one will definitely lose you one. A professional logo helps to build credibility. The most common place is in the upper right hand part of the page or in the upper left hand part of the page.
The next thing that straight catches your visitors’ eye is the headline. The headline should contain the gist of the content that delivered the visitor to your page. A great headline sums up the offers of a particular page as clearly and concisely as possible. It also answers the question “What will a converting visitor receive?”
C. Descriptive Copy:
It is the supporting copy for the headlines which describes your offers, what you do, and how your product will benefit them. Break large chunks of text into simple and succinct points. Do not overlook formatting. Decide upon whether you should use block text, bullet points, numbered points or a combination of both.
D. UVP or UCP:
UVP or UCP are the acronyms for Unique Value Proposition and Unique Campaign Proposition respectively. They basically define a USP or Unique Selling Proposition. Give a reason to your visitors why they should do business with you. What is so special in your business that sets you apart from your competitors? Give the answer to your readers when they ask “What’s In It for me?”. Mainly your USP is described in the headline and in the descriptive copy. Deliver it as soon as possible before your readers vamoose.
E. Product Description:
This is the main contextual part of your effective landing page design. It is used to support your copy and style for your page. It can either be a written text, images, videos, product description videos etc. Use it to engage your visitors with your product. Give them a small feel of the product and let them just see the benefits of it. You can also good quality graphics and presentations.
F. Lead-Capture/Conversion Form:
This is the point where you will be asking your visitor to for their name, email and some other information. Mainly there’s a quid pro quo here. Visitors provide their information in return for some freebie materials, thereby making them prospective sales leads.
G. Calls To Action:
The most important part of your landing page design is the use of call to action words or more commonly called as CTA. Landing pages are designed with an ultimate aim to direct the visitors to take some specific action. CTA is basically a statement or a copy that instructs the visitors to take that action. Basically, there are three CTA’s that are used in landing pages; hyperlinks, buttons or forms. It is very crucial that your CTA is obvious and is written in a way that describes users’ of what clicking on it will actually do. Instead of “Click here” or “Submit Here”, one can use “Get your 10$ coupon”. CTA should be made visible to readers as soon as they land on the page. The visitor should always know the next step that they must take.
H. Build Confidence:
A visitor will not buy your product or will not take your desired action unless he/she trusts or confide in you. There are a number of factors by which you can achieve that. Such include effective use of testimonials and customer reviews, gratification videos of your present and previous customers, third party validators such as media, reviews etc. Believe me confidence building can really affect your conversion ratio.
I. Window Shopping:
A major portion of internet users are window-shoppers. An effective landing page designer should even catch them and should try to convert them into prospective leads. The main idea is to capture the attention of someone who is interested but not ready to buy.
Here are some practices that we can do:
Include social sharing buttons and links:
Include social sharing buttons so that your readers remain in touch with you and future products which may entice them to buy in future.
Provide a way for them to be reminded at a predetermined time in future.
Provide free gifts, coupons and takeaways. Provide a link for this purpose.
Bookmark this page:
Allow your readers to bookmark your page.
Well, these were some of the basic practices one should perform while designing a landing page.
Let’s check out some tips and tricks:
1. Use Social Sharing Buttons:
Social sharing buttons enables the visitors to easily share your landing page with their friends and families on their social networks such as Facebook or LinkedIn. It widens the online presence of your landing page, thereby popularizing your online business.
2. Killer Headlines:
Most people quickly leave the landing page just after seeing their headlines. Be clear, concrete and concise while writing one. Be sure to match your headline with the rest of the content. Give a gist of what the page is all about and what reader may benefit from it. That’s it. Create a compelling headline that indirectly hints the reader to take some action.
3. Restrict Your Navigation:
You have brought your targeted traffic to your desired landing page design. Do not distract them by providing unnecessary navigational links. Limit the number of exits from your landing page so that your visitors are focused on filling out the form. Make them stay on your page.
4. Attractive Copy:
Create a fantastic product copy that easily describes your product. Your content in this part is very important. Write in a way in which user can easily understand what the page and product is all about, yet it should be powerful. Do not confuse them with your writing. Keep it simple and straightforward.
5. Eliminate Options:
This is the most common mistake made by most of the marketers. They provide a whole lot of options for their products and services. They think that the readers will be obligated to choose at least one of their offerings. This is the biggest mistake as this leads to “choice paralysis” or “analysis paralysis.” Multiple choices leads to confusion in readers’ mind and that’s the last thing that you should wish to do. Try to eliminate choices and make the conversion option easier.
6. Keep CTA above the fold:
Make it easier for the readers to take some options by installing CTA above the fold. People do not scroll on a landing page unless they are very, very intrigued. Keep it above the fold to make the conversion process easier and quicker. Repeat your CTA at regular intervals if your landing page is lengthy.
7. SEO for Landing Page:
Search engine optimize your landing page so that it is ranked by search engines. Use appropriate keywords for each of your landing page. Include these keywords in your page title, headers, and content to optimize it for search engines. Normal SEO techniques should be used in this case.
8. Keep it short:
As explained above, very highly intrigued users normally scroll down to take up some action. Therefore, keep your landing page short and straightforward.
9. Use Real, Happy People:
It is important to use testimonials in your effective landing page but it is more important to use really happy people in these testimonials. A smiling person’s face satisfied with your product is more effective than long pages of convincing content.
10. Avoid Mistakes:
Try to avoid some silly mistakes, typos and grammatical errors. Audiences are sincere and so should you. Such mistake causes the readers to lose interest in the page and hence reduces conversion.
11. Design Button Carefully:
Buttons are a very important component in a landing page design guide. Basically, they are the primary call to action elements. Pay attention to the size, color, look and placement of your buttons. Do not use the same, old, boring pattern. Instead, dare to be snappy but stick to your business.
12. Loading.. :
People are impatient. They simply cannot wait. It is therefore required to have a landing page which loads quickly. With slow speed, you can lose up to 7% of conversion. Use Google Page Speed Tools for suggestions to improve your page speed. You can also check out WordPress Cache Plugins to boost your loading time.
I have saved the most important one for the final showdown. Keep testing your landing pages with different designs, buttons, headlines, graphics etc. There are many “best practices” over the internet, but you can find your own combination only by testing. Improve your landing page efficiency with each modification. Different types of tests can be conducted on your landing page design guide. These are discussed at a later part of this guide.
Understanding, creating and testing are the three important steps to have an excellent landing page conversion.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.