How to Create Landing Pages That Convert

Thursday 17th, December 2015

A first impression gives the best impression.

This is particularly true in Online marketing.

A landing page is the first interaction that visitors have with your business. Typically people arrive at your landing pages through ads (Google text ads/ Display ads) which are a part of your promotion campaigns to achieve a desired conversion, say e-mail subscription or a purchase. They help generate leads, improve engagement and produce actionable results. Hence it is essential to optimize the landing pages since they are the hub of your lead generation efforts.

Before you start creating a landing page, you need to figure out some things:

1. What is the objective? You need to set the goal i.e what would the visitors do on the page? Why are you creating the landing page? What is the ultimate goal? The first step to this activity would be to determine the goals that you want to achieve. It can be an E-mail subscription, making a purchase or downloading an e-book. You need to define the conversions to track them.

2. Who is the target audience? You need to know to whom the product is targeted at and does it satisfy the potential customer’s needs. If you want to write a compelling copy to attract your ideal customer, you need to have a clear idea about who they are and what they require.

3. How will they arrive at my landing page? Ideally you need to create a separate landing page for each ad campaign you run. Your traffic can come from Google, Facebook or any other social media platform. A different message for visitors from different traffic sources is desirable. It gives a customized landing page experience and has the potential for great conversions. Additionally it also gives you an idea of the effectiveness of the marketing campaign through the conversion data.

Creating The Landing Page

USP In A Crisp Headline:

The one thing that sets you apart from other competitors is your Unique Selling Proposition (USP). This is something you have which your competitors don’t. The page that you create should communicate your message immediately and obviously.

Make sure that the phrase used in the ad is included in the headline of the landing page. Your USP is what attracts the visitor. If it’s not presented well, your page will have a high bounce rate forcing you to re-work your strategy.

Include A Classy Picture Or Video:

People are lazy. They don’t prefer to read blocks of text about your product. You’ll have to make them read your text by including visual elements, say a picture or video.

Choose relevant, highly appealing pictures to provide a visual flair to your page. Images communicate ideas much better than plain text.

Take a look at the landing page of SAS business analytics:

picture_sas

There is a single line value proposition for its Hadoop product. No other distraction. The picture they’ve used does the job of capturing the attention of the viewer and it works perfectly.

Some important tips while choosing pictures-

  • Pictures should be fairly large.

  • They should be relevant to your business. If you’re providing a service, the goal should be to grab attention and establish a connection with your offering.

  • If you’re selling a product, you need to do the obvious by including a classy picture of your product with an attractive value proposition.

  • Pictures should be original and of high quality. Never go for stock images or pictures from the Internet. You don’t want to be sued for copyright infringement now, do you? Instead, you can go for royalty-free images from vendors or use a plug-in to source images from hosting sites such as Flickr and Imgur.

Shutterstock sells images for all your needs. No wonder their page has a splendid visual appeal.

shutterstock

Fotolia is also an image provider that sells royalty-free images for a subscription fee. You can choose a wide variety of high quality images across categories.

fotolia

A Strong Call-To-Action:

Your CTA is arguably the most important element in the landing page.

It is and should be the center of attraction.

People often make the mistake of including more than one call-to-action in the landing page. It is a marketing faux pas. The primary goal of a landing page is to make the visitors take a specific action. So there cannot be any other distraction that might otherwise divert the attention of the viewer.

Studies indicate that the aesthetics of your CTA button, say color of the button or the text used, makes the difference.

ConversionXL does a detailed study on the colors that convert.

Your conversion goal can be a sign up, free trial or a purchase. Whatever the case may be, you need to make sure that your call to action is not crowded by other content – It needs to stand out. Provide a reasonable buffer from the page text so that it draws the maximum attention.

Take a look at Zoho’s CRM landing page-

zoho_cta

There are no distractions in the page and the call to action is the single point of attention. It cleverly masks the play button of the video, which can be quite distracting, to give more prominence to the CTA.

You can go for multiple landing pages to test the effectiveness of your CTA. It’s really important to have the perfect page for the success of your ad campaigns.

Make A Clear List Of Benefits:

Your headline should grab the attention of visitors. Page content should retain the viewers.

Listing down the benefits is the second part of your landing page’s USP. Your benefits should further the viewer engagement and need to sell them on your desired action.

Always think as a customer – What is the product? Why should I care ? How will this help me?

Your page should have an answer for these questions.

Take a look at Shutterstock:

benefits_shutter

Their value proposition is clear, and to the point.

Instead of plain text, the benefits are mentioned in a tab-like formation. It gives a visual flow to the text and it is easy to read.

You have little time to impress your visitors. Even less to make them read your text. So keep your copy short and present the content in the form of pointers.

Include A Symbol Of Trust:

Let’s face it. When it comes to an unbiased source, you’re not exactly the right person to rely on. Your landing page traffic knows this. They would rather trust their social media peers or a respected authority for taking a decision.

Here are some things that you can do:

  • Testimonials: To build a trust factor, you can add testimonials from your previous customers who have used your product and appreciated your service. Getting a positive word-of-mouth publicity from a reliable source can be very persuasive for someone who’s hesitant on using your service.

  • Influencer Comments: Similarly you can create an impression of social media interactions. Facebook and Twitter comments about your business from influencers are a good choice to display on your page.

  • Endorsements: You can display the logos of your high profile customers. This proves your authenticity and increases your reputation.

Crazy Egg gets a lot of things right. Take a look:

crazy_egg

They have mentioned all the major companies using their product. Additionally they’ve mentioned the number of businesses they’re working with. A landing page visitor will be compelled to try their product just by looking at their portfolio.

You can also add 3rd party trust indicators and security certifications to prove your authenticity. You need to make the viewers believe that you’re the real deal.

Bottomline

Building a landing page is not easy. This is the place where all your efforts are put to test. The process of creating the perfect landing page is never finished and there is always a scope for improvement.

So don’t stop experimenting. Always do the A/B testing and get an in-depth analysis of each version of the page before deciding on one.

Tell us what has worked for you. Have any tips or suggestions? Let us know in the comments.

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