A landing page has to be made into an effective tool, one that creates a fine balance between promoting products to encourage a sale and being promotional. Put it simply, a landing page is a vital component for every site that helps in converting visitors into leads.
Unfortunately, landing pages are most likely overshadowed by a website’s homepage. That’s because, for many years, website owners have focused more on driving traffic to their site without considering how visitors came to a site and where they should be directed to the next. However, with a landing page, you can tell your visitors – what you want them to do and how?
Let’s take a look at some best practices that you should follow for creating a landing page design that converts:
The Key Elements of a Landing Page
There are a few key elements that you shouldn’t miss to have on your website such as:
- A headline;
- A sub-headline (this is optional);
- A brief description on what you’re offering;
- Include at least one image of your product or a short video;
- Add proof elements like customer reviews, testimonials etc. (this is optional);
- Lastly, make sure to add a form to collect information. In case you’re not adding a form to the landing page design, then use a solid call-to-action (CTA) button to tell users where they should head to next.
Landing Page Must-Have Single Focused Message
Avoid over-boarding your landing pages with too much information. Rather focus on designing a landing page that makes it easy for visitors to understand: what the page is about and what they should do. And so, make sure to add the only required amount of text, images, links etc.
Try to create a landing page design that makes your brand message as clear as possible for the users visiting your page.
For example, Salesforce has an excellent landing page that focuses on a single goal: that is to enable you to “watch a demo of their products”.
Highlight Benefits of a Product, Not Features
One of the most viable ways to increase your landing page conversion rate is to ensure that your design focus on highlighting product benefits rather than its features. While selling the benefits of a product, you’re still describing its features except that you do it a manner that it meliorate the customer’s situation.
Remember, promoting benefits of a product can give you a hard time compared to promoting the characteristics of a product. That’s because in order to promote benefits you’ll have to first identify the problems that your target audience is facing. And then, you need to determine how your products will resolve those problems.
Just keep in mind to avoid any jargons (such as technical details or any other) for your product in your landing page design.
Now let’s look at an example that helps to demonstrate how you should highlight your product benefits instead of the features. Let’s say you want to create a landing page that sells a book (to improve search engine ranking), which possesses the following features:
- It has more than 100 pages of information.
- It will let you know how to rank higher in a search engine.
Let’s talk about the benefits of why you should purchase this book:
The book provides information to produce more targeted leads for a company website.
Add Compelling Visuals
Adding visually appealing visuals (like images, videos or graphics) helps in capturing the attention of visitors instantly. Moreover, visuals help to communicate ideas in a better and easier manner compared to text.
Are you selling some trending products? Well, then you should include the picture of those products on your landing page. This will result in encouraging your product sale. You can even test the effectiveness of your product images. Your site visitors may respond to the colors instead of text, or they may prefer watching a video than an image.
Running A/B Tests helps to identify what works for you. You could run A/B test to see if slight changes to the call-to-action boost conversions, or whether using a different color scheme lessens your bounce rate and so on.
For example, a university website performed A/B tests and discovered that one version of its landing page earned more form submissions in the morning, while its second version – with a headline in the navigation bar and different layout – received more submissions in the afternoon.
Involve Social Proof
Let’s face it, to most of your site visitors you aren’t a reliable source. But adding a social proof on your landing page can increase trust among your visitors. In fact, according to an online survey, adding a trust symbol (such as social proof) boosts conversions of a landing page by 42%.
Social signals let other users know about the product on your landing page that people have viewed and/or bought. You can add social proof in the form of testimonials, reviews, key phrases etc.
For example: in the Basecamp landing page (as shown in the screenshot below), you can see that the social proof is highlighted in two different ways: one is highlighted as a part of the headline, and the second one includes customer testimonials.
By giving the social proof of your past success on your landing page, you are actually proving your authenticity and reliability in the market you are operating. If you can do this right then get ready to receives good chunk of traffic.
Another great tip for your landing page would be to a small video on the page. This can either be in the form of animation, a small presentation or an actual video of you telling your customers about your accomplishments and glories in the past.
The above discussed key factors will give you a basic understanding of creating a landing page design that converts. In essence, just focus on adding the right elements, focus on a single objective, highlight product benefits, and add visuals that appeal.
Mike Swan is a WordPress web developer by profession. He loves to share his ideas and thoughts on converting HTML to WordPress theme services and web design trends. When he is not on work he loves to do swimming.