The concept of a landing page is simple; it is a static, separate page designed to direct visitors towards a particular course of action. The desired action can be, for example, purchasing a product, registering on a mailing list or visiting other pages that explain the proposal in more detail. But all landing pages should have in common is a narrow feature.
The limited purpose of these pages may make you think that creating a landing page is simple. However, since these pages are one way to grab and pay attention to the first visitor, the landing page needs to be carefully designed. Visitors will return the page as quickly as they came if you get the wrong template. So here are ten tips to help you create convertible landing pages.
Set one goal
Before you start designing your landing page, you need to have one goal in mind. And then every element on the page has to play its part in achieving the goal. In other words, it is best to avoid content or design features that may distract the user from performing the desired action. And the message must not be diluted by many choices, leaving visitors hesitant and undecided.
Design your landing page layout
The landing page only needs to contain a few elements to be compelling enough to get results. So to keep your landing pages clean and targeted, it’s best to design your content before you start working on the page. The first element you need is short to be an interesting title. Then it would be best if you had a short, brisk description of your offer along with all the relevant images that reinforce your message. Finally, you need a compelling call to action and a lead capture or sales order form that is easy to fill out.
Keep content limited
It only takes people a few seconds to decide if they want to hang out on the landing page to learn more or to end the page and look elsewhere. So it’s best to avoid using complicated language or lengthy descriptions on your landing pages. Instead, use plain language and keep the sentences short and brazen. And if long descriptions can’t be avoided, separate the text with subheadings or use bullets.
Get the main message above the fold
Visitors to the landing page must understand the benefits of the offer as soon as they arrive. So the most important information should be placed at the top of the page. It is also best that the call to action is visible above the fold. You can then get more information, which expands as needed in the snapshot at the top of the page. You may have multiple call-to-action down the page along the temptation for visitors to scroll down the content, so they don’t have to scroll back up to perform the desired action.
Use images and media to your advantage
Everything must have a landing page purpose. So images should be seen as a tool that encourages results, and not just beautiful images to enhance the visual appeal of a page. People absorb the meaning of visuals much faster than words. So you can use images to enhance the appeal of the offer. Or you can use the video to explain a complex product or reinforce a sales message.
Limit exit options
You want people to take the action you want, not to disturb themselves, and to stray to see another part of your website. So unlike other pages on your site, landing pages should have little or no chances to exit except following a call to action. For example, you might want to delete social sharing buttons. Hide the navigation bar on the home page. It is also recommended that you do not have external links that direct the visitor to an alternative site.
You have one landing page for each campaign
Landing pages are typically used in conjunction with social media or cost-per-click (CPC) advertising campaigns. CPC and social media ad campaigns are typically special. So it’s best to have specific landing pages for each campaign and each source of traffic. If you use campaign-specific landing pages, you can customize the content of each page based on what your ads offer. Then your landing pages are more compelling because the user naturally moves from the ad that first interests him to a squeeze page that converts them.
Offer something valuable
Whether you’ve asked people to share their money or their email address, you have to offer something valuable in return. So make sure your content clarifies what the user gets from following a call-to-action. For example, a free e-book or a special discount can be used to entice people to subscribe to a mailing list. Or, if you sell a product, its benefits must be clear from the content of the landing page.
Use compelling calls to action
An invitation to action is probably the most important element of your landing page. After all, if visitors don’t click on that button or follow that link, your landing page hasn’t reached its goal. So make sure the CTAs are easy to find and contain text so people want to do the things they want. For example, use contrasting colors for CTA. And use short, commanding sentences that tell users what to do next.
Test and refine
Of course, there are different ways to format landing pages for your different campaigns. Some of your ideas work, and others don’t. So the best way to hone your landing page to perfection is to perform A / B testing and track the results on each page. Once you’ve found the perfect landing page format for your offer, you can recycle that format for use in similar campaigns. But keep in mind that the landing page can almost always be improved. So continue cleaning and continue A / B testing.
The above may seem like a lot to keep in mind when designing a simple landing page. But if you get the elements above correctly, it can significantly improve your conversion rates. So keep it simple, take your message to the top of the page and use clear prompts. And don’t forget to continue testing and refining A / B in your landing page plans.