27 Feb 9 Landing Page Guidelines for High Conversion Rate
Businesses are continuing to increasingly realize how their success is incumbent on a strong online presence. Customers are flooded with more options than they ever had before in human history. This makes it vital for businesses to quickly and effectively provide the solutions to consumers in order to stand out from the plethora of other similar content out there. One of the best ways to do this is to create landing pages. We will illustrate to you how landing pages can turn the tide in the favor of your company in this article and provide you with 9 essential guidelines to design a landing page.
What is a landing page?
A landing page is the first page that the potential customer is directed to once they click on an advertisement. Or simply, the page where the visitor “lands”. Very often, many businesses make the mistake of directing the viewer to the homepage which can turn out to be a grave mistake as we will explain to you. The distinguishing element of landing pages is the Call-to-Action (CTA), which intends to provoke an immediate response from the visitor and provide a very particular exit from the page. Landing pages are often tailored to a specific marketing campaign you are running and a particular stream of traffic for example from an email campaign. This allows you to immediately reaffirm the expectations of the visitor.
Why are landing pages important?
Once you have put in all that time, thinking power, energy, and money to create the perfect advertisement for your business which would instantly grab the attention of the viewer, it is vital to guide the user towards what you exactly want them to do. This is where landing pages step in. They boost your conversion rate.
Landing pages make it easier for you to reach out and connect to different types of consumers. A good homepage is necessary for many purposes. But one thing that you can’t rely on your homepage for is to uniquely and personally connect with the different categories of visitors. For example, if you are a party and wedding organizers there are two very distinct target customers for you. Using two landing pages you can avoid the hassle of creating two different websites to cater to both their needs as well as save the potential customers from finding their way through the labyrinth your website may be; Having to look too hard for what they need on a website deters most visitors. To avoid this calamity, recognize and harness the potential benefits of landing pages.
Effective Guidelines to Create a Landing Page
A good landing page should clearly lead the visitor to help accomplish the business’ goal. Hence, simplicity is the key element of a landing page. The number of exits from the web page should be restricted to avoid leaving the user befuddled or getting distracted. There should be few buttons on the landing page which are highlighted to draw clear attention to them restricting the available exits which the visitor may have such as menus and links.
Once the user has landed on your page, you need to quickly and powerfully reinforce the original idea which you had sold to them. Most viewers leave a website if they cant find relevant information during the first gaze. Hence, you should use strong headlines which directly address their concerns.
An essential and extremely useful feature of landing pages is contact forms. Contact forms should ideally be placed about halfway down the page since most users these days are deterred by forms if that’s the first item they see on a page unless they had already decided to buy your product. An advantage of placing forms on the landing page rather than after the transaction is complete is that you have the user’s peaked interest. The questions for the forms should be limited and carefully selected after discussion with the sales team to attain the most valuable answers. The information acquired is vital to understand and analyze the demographics and needs of the audience.
Customer reviews have quickly gained a permanent position on landing pages. They allow you to connect with the traffic and earn valuable insight into the pros and cons of your business. Furthermore, they make your business more trustworthy to the traffic since relatable and real people are taking the time out to stand by your firm. People listen to and learn from the experience of others. By incentivizing reviews through various schemes such as a discount on next visit the reviews also offer an opportunity for your firm to garner loyalty.
Strong visual elements such as videos and images can boost conversions by up to 80%. People find images and videos easier to access than text. Hence, graphics sustain the interest of the reader and keep them scrolling down the page. Often a thoughtful video or image can reach deep down in our hearts and trigger a relatable emotional response. The familiarity and the bond is vital to convert the traffic you have attracted. However, the videos and images should maintain the theme you have selected for your advertisement campaign and reaffirm your message; they should not distract the viewer from your company’s primary goal.
Ideal Web Copy
The significance of a strong web copy for the landing page cannot be overstated. It should reaffirm your company’s governing ideology, yet the primary focus should remain on the consumers’ take away. Once you have gained the attention of the viewer by providing a solution now you need to tell them exactly what the benefits of this solution are. The web copy should maintain a simplistic writing style which everyone can understand, be relatable and friendly. Yet maintain a degree of sincerity and professionality which is necessary for the viewer to trust you. Moreover, the web copy should be purely original and creative to distinguish itself from the overabundance of firms online.
Social Media Links
Adding links for the viewer to be able to follow you on Facebook, LinkedIn, and other social networking sites without exiting the landing page is beneficial on many levels. It allows your firm to increase its social media presence while also creating a friendly atmosphere on the landing page. This increases engagement and stimulates the incoming traffic.
We mentioned the Call-To-Action, earlier. Let’s take a look at what this incorporates. The CTA should be as short and strong as possible. It should start with a verb that compels the user to act. However, it is also in balance with a no-obligation clause which reduces the risk that the user is taking. A distinct button should follow immediately after the CTA so the user can follow you. For example, “Subscribe now for free” or “Download Premium Now for a 50% lifetime discount or check out the Free Trial”.
Until now we have focused mainly on fulfilling the user’s needs. However, an equally significant aspect of a successful landing page is to show to the user why you best meet their needs. We started this article by outlining the need to distinguish your firm from the competition. You need to clearly explain to the user what your goal is and how you will achieve it. And you must clearly highlight the uniqueness of the service you provide.