Every visitor coming from a campaign should only land on a specifically designed landing page for that campaign. Landing pages can be the most conversion-centric pages of a website. These pages will determine whether visitor will buy your product or lose their interest in it. The purpose of a landing page could be to get a click-through, capture email, show specific information related to a campaign or any other value proposition.
But, not all landing pages are created equal. Every landing page should be customized to serve a unique purpose. So, without a further ado, let’s jump to the tips & tricks for an effective landing page.
1.Create Single Call to Action
Landing page should be designed with a single focal point. And, the call-to-action (CTA) is the most important element of a landing page. The purpose might be the sale of your product or to get a Facebook like or to participate in your contest or to getting your visitor to sign up and join your email list. But, designing your landing page for multiple purposes is a recipe for disaster. If you want people to take the desired action, you should focus on a single message and a prominent call to action button.
A good landing page can help you in converting your visitor straight away. You have already spent a good amount in acquiring this user, now a perfect landing page is what you need to close the sale.
2. Don’t Give Too Many Choices
It’s a fact that too many choices confuse people. Always be specific about your offering. A good landing page asks for a definitive action. If you want them to subscribe to your email list, ask them to do that only, and your call to action button should be clear and unambiguous. For example, if you are offering a free eBook then your call-to-action text should say “Download For Free,” rather than random text like “Go” or “Subscribe.”
3. Use High Contrast Colors
Color and contrast are very important in a landing page. They play a major role in grabbing a user’s attention. Stick with the principle of minimalist web design ‘Less is more.” Instead of using multiple colors, use two or three contrasting colors. Apple’s website is a good example of using contrasting colors. The contrast of black and white makes it easy on eyes and is instantly noticeable.
Another good example is Coco Cola; the brand has been using effective combo of red and white for more than a century.
Always include the logo of your company or brand on your landing page. It will help improve brand recall.
4. Keep it Clean & Simple
Follow the KISS rule and keep your Squeeze page (a page used to capture visitor information) simple. A simple squeeze page can get your more conversions because it’s easy to scan and quick to consume.
Also, leave some white space on both the sides to give it a clean look. The main purpose of your landing page is to encourage your visitor to take the desired action. A cluttered page can prove an obstacle in this path and can distract your visitors.
5. Use Attention Grabbing Headlines
The headline of the page should command attention and entice the user to keep reading. Your headline should be able to arouse an emotion in the reader. Also, it should be self-explanatory, so that people will get an idea of what they are about to get on that page. To craft a highly converting headline, use words that create urgency. Try out what works best for you. Different types of headlines yield different results.
6. Create High Quality Content
A compelling copy is half the work done in influencing a buyer’s decision. Try to persuade and Not to sell. Use action-oriented words to create a value proposition. Tell them about all the features in your product but also tell them what’s in it for them. It’s important to balance it out by explaining your product features and how it will benefit your users. But don’t lose your focus. Writing a compelling copy is an art; use short sentences and strong verbs.
7. Build Trust
Trust plays a key role in driving conversions. Earn your visitors trust by showing them a number. This can be done by including a number of how many people have already purchased your product or subscribed to your list, by adding testimonials and reviews. Rather than using stock photos, use real name and photos to land authenticity to your testimonials. If possible, ask your big clients to write a testimonial as it’ll instantly increase your credibility.
Adding social proof such as tweets, press coverage or quotes from customers who have tried and appreciated your product or service, is a good way to increase your visitor’s confidence and earn his trust.
8. Your Form Should be of Right Length
“It’s not rocket science; the fewer questions you ask, the greater your form-fill rate will be.”
The larger the number of fields in a landing page form, the lesser the chances of it getting converted. Every one wants to collect as much information as possible in their lead-capture forms, but it’ll only deter your visitors. So, keep your form as concise as possible. For example, if you have no intention to send them anything through post, don’t ask for their postal address.
Your sign-up form should be intensive or extensive depending on the quantity or quality of leads you want to collect. If you want to get too many leads, reduce the number of fields or information from the sign-up form or make some fields optional. But, if you want a lot of personal information about your prospects to build your database then make sure you do a lot of research in what to ask your customers. Adopt the best practices to know which fields to retain and which to omit. But don’t make it too lengthy or else you’ll risk losing them.
9. Create Multiple Landing Pages
If you’re expecting traffic from too many sources like search, affiliates, banners, social media etc. then design a unique landing page for each of these sources. Stats say, those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. Your landing page should be designed in such a manner that it always conveys a clear message to each and every visitor.
10. Keep Your Call to Action Button at a Prominent Place
Your call to action button should be above the fold so that it can be seen easily. If you have a long landing page than you should repeatedly use your call-to-action to entice your readers to take the desired action. Creating a high contrast between the call to action and its surrounding will assert its dominance.
Never have your users to look for one. Provide them with all the details they’ll need to perform that action. For example, if you want your user to call you provide them the required code.
11. Make Your Landing Page Mobile and Tablet Ready
As per research, in 2013, 15% of online retail sales will come from mobile and tablet devices. By 2017 this number will rise to 25%.The numbers of people who uses mobile and tablets are continuously increasing. So, it’s vital to design a responsive landing page that will look proper and professional not only on monitor, but on all the devices it’s being viewed on. Otherwise, you will lose a significant amount of conversions due to this reason.
12. Include Videos For Better Engagement
As per stats, “adding a video to a landing page can increase conversions by 80%.” It’s a proven fact that people like watching videos over reading text. Videos can lower the bounce rate, giving you more time to convert them into a lead and increasing conversions and purchases. They are also good in providing a clear cut direction to what you want your users to do next and there are less chances of distraction. A nicely crafted video can increase your brand’s credibility.
13. Use Images Cleverly
Human beings have a tendency to get fascinated by good looking people and things. Images can distract the visitors from your brand’s offering, but when used cleverly they can do the talking for you. For example, adding images of people that are directly looking at your call to action button can increase your landing page conversion rate very easily and quickly.
14. Give Them a Reason to Take Action
Offer them something which is valuable for them like your newsletter, free service, eBook, etc. to prompt them to take the desired action. The page should clearly explain the benefit of your product/service. Instead of pitching your product or service directly tell them how it’s going to benefit them.
Optimizing your top landing pages is as important as your home page. Web visitors don’t always come through your home page. Do a proper research on the layout & type of content that helps in optimizing a landing page for better conversion.
And, once you have designed a killer landing page, your work doesn’t end there. You need to constantly analyse and monitor its performance, and find ways to improve conversions.