5 elements of great landing pages
Why use landing pages
In today’s digital age, landing pages have become essential for any successful online marketing campaign. The landing page is the first thing customers see in a campaign. Therefore it’s a critical part of the user experience. For some buyers, it’s the start of their purchase journey with a brand. A landing page can make or break a sale if they have never bought from your company. That’s why having a well-designed landing page that guides users through to the primary objective is crucial. The page should direct visitors to take a specific action, such as going to the main website, filling out a form, downloading a free resource, or purchasing a product or service.
Any page on a website is technically where visitors land and can be a landing page. However, the key difference is that a landing page has just one explicit action for visitors to take. For example, a website’s homepage might have several hyperlinks to other pages because it serves as the primary entry point to a website. In comparison, a landing page only has one link, the ‘call to action’. A successful landing page happens once visitors take the desired action, a process known as ‘conversion’. In addition, landing pages in online advertising campaigns, such as Google AdWords, social media ads, or email marketing, usually only promote one service or product. So to create a landing page that increases conversion rates, follow these three best practices so they don’t click away once they’re on the page.
1. Ensure that the landing page headline is clear and compelling
The headline is the first thing visitors see when they land on a page. Therefore, it should be clear and compelling enough to grab their attention. Make sure it also stands out visually, whether in a larger font or different colour so that visitors can see it at one glance.
Here are four valuable tips to keep in mind when writing a landing page headline:
- Benefits first. The headline should communicate a product’s or service’s benefits to the visitor. Use language that speaks to their pain points or desires, highlighting the value your service or product can offer them.
- Short and sweet. A lengthy headline can overwhelm and confuse readers. So keep the headline short and sweet, ideally between 10 and 20 words.
- Be specific. Avoid vague and generic headlines that don’t offer any concrete information. Instead, be clear and use numbers, statistics, or other data points to make the point.
- Use active language. Use active language that engages the reader and encourages them to take action. For example, “Get your free ebook now” is more compelling than “Free ebook available for download.”
Remember that the headline is the first thing visitors will see when they land on a page, so make it clear, concise, and benefits-focused. By following these tips, you can create a headline that captures visitors’ attention and encourages them to take action.
2. Keep it simple
The goal is to convert visitors into customers so they follow through on the desired outcome. Therefore, a landing page should be minimalistic, or visitors can get overwhelmed. Use a clean layout, limited colour palette, and high-quality images that support your message. A prominent call-to-action (CTA) button will direct visitors to take action.
Here are some tips to ensure that the page has a clear call to action:
- Use contrasting colours: Choose a colour for the CTA button that stands out from the rest of the page. A colour contrasting with the background will make the button more visible and draw the visitor’s attention.
- Make it prominent: The CTA button should be prominent and easy to find. It should be large enough to catch the visitor’s eye but not so large that it distracts the visitors from your main message.
- Use clear and concise language: The CTA button should use clear and concise language that communicates what the visitor can expect when they click the button. Use action-oriented language such as “Download Now” or “Get Started” to encourage the visitor to take action.
- Place it above the fold: Place the CTA button above the fold, which means it is visible without the visitor having to scroll down the page. This ensures the button is visible when the visitor lands on the page.
- Use video marketing: Adding a video to a landing page can help make it more interactive and increase conversion rates. Find out more here on tips for effective video marketing.
By following these tips, you can ensure that the landing page has a clear call to action. This increases conversions and makes a landing page more effective.
3. Constantly use A/B testing to ensure the landing page for any new campaign converts
A/B testing (split testing) compares two versions of a web page, email, or other digital content to determine which performs better. The goal of A/B testing is to improve the effectiveness of a website or digital marketing campaign by identifying which version of the content achieves the desired outcomes.
In an A/B test, two different versions of the content are created, with one or more variables changed in one version compared to the other. For example, one landing page version might have a blue call to action(CTA) button while the other has a green one. Visitors are randomly assigned to one of the two versions, and their behaviour is tracked to determine which version performs better. A/B testing allows marketers and website owners to make data-driven decisions about optimising their content writing for better results. For example, testing different landing page versions will enable them to identify the most effective design, messaging, and CTA to improve conversions and drive better results.
Use A/B testing to compare headlines and see which performs best regarding conversions. Similarly, it is recommended to test different versions of the CTA button to see which performs best in conversions.
As a marketer, always use A/B testing to ensure the landing page is effective. As market campaigns change, the message and CTA should also change. Therefore, one of the best practices to remember is always to carry out A/B testing for the landing page before starting a campaign.
Design effective landing pages
In our digital age, online shopping is now so convenient. With just a few clicks, visitors can add to their cart or fill out a form with little to no effort. But just as quickly, they can click away from a landing page if they feel it’s not worth their time. Therefore, a well-designed landing page that follows best practices is a worthy investment to achieve marketing goals faster.