Alanding page is a web page that offers visitors a specific offer or calls to action. Unlike a website, it does not have an information architecture that is designed to give visitors a sense of direction and navigation, other than the specific call to action it is trying to drive.
Landing pages are typically used in marketing campaigns for lead generation purposes or for quick conversion initiatives. They usually appear at the top of an online search engine result page, before content from the website itself starts appearing in the search results. For example, if you're looking up information about anti-ageing treatments on Google and find your email address below an ad for "anti-ageing treatments" from a particular clinic, that might be considered a landing page.
Two primary reasons landing pages are great for increasing conversions:
They have a focused CTA
They’re targeted to a detailed group
As I just stated, landing pages crush typical pages because they’re 100% focused on a single CTA.
Yet, that’s not the only reason that landing pages convert super well.
They likewise convert because you can target them for a particular team, type of client, or offer.
Plan Essential Landing Page Elements
After planning the goal, message, and keywords for your landing page, it’s time to start thinking about the different elements you’ll use to lead the reader to take action.
Here are some essential design elements every landing page should have:
This is the first thing users will see, so it should clearly state what the users will get from your page.
Use subheadings to support the statement in your headline and draw the reader’s eye down the page and keep them engaged.
Our brains process images faster than text, so pictures are a must-have. Keep your landing page pictures relevant to your product, eye-catching, and high-quality.
Pain Points :
As we mentioned earlier, you need to speak to your reader’s fears so you can offer a solution. Illustrate a pain point your reader might be experiencing, then explain how your product or service provides the answer to that pain.
Contact Methods :
To show that your company is legit, provide a way for readers to get in touch with questions and concerns. For this, you could use a simple contact form or offer a live chat service.
No matter what type of guarantee you offer, it helps people feel safe and reassured. Choose a guarantee relevant to your business and position it close to your call to action (CTA).
Your CTA is the most powerful element on your page. Choose a big button in a contrasting colour to draw attention and use persuasive copy to spur readers into action.
To create a landing page that converts, you should always focus on solving the user’s problems.
The same law applies to SEO and landing page conversion rates. Focus on user intent
Start thinking about what are your target users’ deepest pain points that you are trying to solve. Remember, landing pages are designed to address these specific problems, and every single campaign should have its own landing page.
This is the most important factor that affects whether the landing page converts or not. If the user is searching for a landing page tool, you should provide them with a landing page tool or provide them with a list of the best landing page tools.
If they are seeking information about vitamin D, then provide the information they are looking for.
Use simple landing pages without too much fluff or unnecessary elements. By leaving space and minimalism, you can make your value proposition even more effective.
When designing your landing page, you must critically question every single element and its existent. Are those really necessary to be on the landing page?
In order to maximise your conversion rate, you simply need to pay focus on the usability and accessibility of the landing page. Most often the biggest problem with landing pages is their speed. Nobody wants to waste their time on a page that keeps loading and loading. This is also a big factor in SEO rankings and Google prioritises landing page loading time a lot. When creating landing pages, you also need to think about how it works with different browsers and devices. Often landing page creators build landing pages with desktop user experience in their mind, but most of your website visitors are probably mobile users.Another major point is the above-the-fold content. Do not fill the whole view with huge images or navigation bars, since by removing the navigation bar you can gain a HUGE conversion rate increasement.
Solve the problem immediately!
People are busy and bored of websites that don’t provide things they went to look for. Optimise your above-the-fold content in a way that makes sense of what you are offering. We often recommend thinking that your grandma would understand what is the value offered when she lands on your landing page.
Do not hide the main value proposition points at the bottom of the page. Make sure the first impact is effective and appealing.
Use Social proof
Every single successful website uses social proof as one of its main conversion optimisation strategies. Social proof is not a magical silver bullet that is going to solve all of your conversion rate problems, but it definitely is an element that helps to build trust in the user’s mind.Once you realise that most of the successful landing pages use social proof, this is something you definitely don’t want to miss out on. It is also worth noting that most of the social proof tools offer a free trial, so it is completely risk-free to test out how much social proof can affect your conversion rate.
If a website visitor, for some reason, wants to leave your website, he/she is going to do it. In case you don’t have an exit pop up tool on your website, you might lose the visitor forever! However, if you give him/her a chance to opt-in as an email subscriber, you have a chance to gain a valuable lead.
Most often exit-intent pop-ups are used by offering something so valuable that users don’t want to leave without. This could be a free PDF guide, an e-book, or a free course that provides valuable information.
If your landing page itself is providing a lot of value, the user has a reason to land on your landing page. If you also manage to create a proper exit-intent hook, you could easily convert people who would anyway exit your website. There is nothing to lose.