The internet offers huge potential to grow your business, giving you the ability to expand your audience worldwide through the magic of digital marketing campaigns.
However, competition is fierce. In order to stay on top of the game, you need to take advantage of the opportunities your website and other digital channels provide.
These opportunities include your business website’s landing pages. Whether you’re looking to increase sales, grow your email list or attract new customers, a landing page can come in quite handy.
This article looks into what landing pages are, what benefits they bring to your business and how to optimize them for better conversion through design.
What Is a Landing Page?
As opposed to a regular homepage, which is usually designed with multiple goals in mind – providing general information about a business, enticing the user to explore around the site, etc. – landing pages are specifically designed for ad campaigns.
A landing page is where users end up after clicking a link in an email, on ads from Google, or ads from social media platforms, for example. Its purpose is to attract as many visitors as possible and turn them into customers.
Why Do You Need A Landing Page?
A landing page is specifically designed with one goal in mind, which is to convert visitors into customers. Having a page entirely focused on accomplishing this single goal will ensure your website is more successful in achieving this goal. And that’s exactly why you need one.
Homepages are not really designed to increase conversion rates, but more to encourage the user to get acquainted with your company, get educated on your offerings, and explore the site.
Landing pages deliver the central message from your online ad or social media post and expand on it. They also contain other elements of user persuasion, such as user reviews, multimedia, client testimonials, and the obligatory CTA button that drives conversions.
In order to make your landing page work efficiently, its design needs to be spot-on. If you need help, you might want to talk to a Miami web design company.
With that being said, let’s take a look at some tips that will come in handy when designing your own landing page.
1. Be Mindful of Your Audience and Create Multiple Landing Pages
In order to increase conversions, instead of offering everyone the same experience, consider creating multiple landing pages. Each should cater to a specific segment of your audience.
For example, if you’re running a clothing business, you should consider creating different landing pages based on where your customers live, their gender, or their general fashion taste.
Having a landing page that promotes items such as boots or jackets for people living in colder parts of the world and having a different page that promotes t-shirts, tank tops, or shorts for people living in the warmer regions will increase conversion rates.
In fact, one study found that businesses with over 40 landing pages managed to generate twelve times more leads compared to ones that had between one and five landing pages.
2. Keep It Simple
Aim for a minimalist design and emphasize the product you’re trying to sell, its benefits, and the call to action.
Having too many things on the screen at the same time will do nothing but disperse the user’s attention all over the place and keep them from converting.
Also, keep in mind to choose large fonts. That will make content much more legible and readable and users will quickly get an understanding of what the landing page is all about.
3. Create Compelling Content
Your content should be easy to read, captivating, and quickly convince the user to buy the product or subscribe to your email list.
Similar to email newsletters, the text should be short, yet relevant, convincing and packed with information. So how do you do that? We’ll follow the step-by-step breakdown any good digital agency advises.
Let’s start with the headline. It’s the first thing the users are going to see when they enter your site. It needs to grab their attention and contain some of the most unique points about the product.
The most important thing, however, is that it should be perfectly aligned with the copy from your ad, social media post, or any other source leading to the page. Having conflicting copy will confuse the users and diminish their trust in your brand.
One way to do this is by letting your users know how they can benefit from using your product right off the bat. Be clear about your products or services.
Your subheading should be a continuation of the heading. Offer more in-detail information about your product and highlight more ways in which the user can benefit from it.
Or, if your goal is to collect email addresses, explain to your visitors what they can expect from you once they’ve given you their email.
Simply put, make sure that the headline and the subheading complement each other.
The call to action needs to encourage visitors to either purchase, sign-up, or fulfil whatever conversion goal you want them to achieve.
Make it stand out from the rest of the page. One way to do this is by coloring the CTA button differently than the rest of the page. The contrast in colors will grab attention.
Just keep in mind that the headline, subheading, and call to action need to correspond with each other. Think of it as splitting a message into three different parts, that when brought together, will reveal the full message you’re trying to send.
4. Speak in the Language Of The Customer
Speaking of creating compelling content, you should avoid appearing as that pushy salesman who constantly brags about the products he sells.
Chances are that we are all familiar with companies that just show off their products on their landing pages and tell people how impressive they are. And chances are that most of us leave the page as soon as we notice this.
Try to speak in the language of your customers by putting yourself in their shoes. Emphasize your product’s benefits, not on what you’re selling. Explain to your consumers how your products will make their lives better and help them solve their pain points.
You should strive to identify what your customers want and why then structure your offering so it directly appeals to their needs. That way, you’ll establish a sense of empathy with the users, making them more likely to convert.
However, keep in mind that finding the voice of your customers does not involve guesswork. The key thing here is to understand your customers and for that, you need market research.
Make sure to create surveys, take interviews of your customers, browse forums and review sites in order to get an idea of what people think about your products and how you can relate to them.
5. Make Use of Imagery
When trying to sell products on your landing page, make sure to use high-quality images that show the product from all angles.
People won’t be able to physically interact with your product, which makes the images you include all the more important. They will help users visualize how the product is like in real life.
Keep in mind that larger images tend to be more effective compared to smaller ones. In fact, the average perceived value of a product showcased in a larger image is often higher compared to one displayed on a smaller image.
These are the essential five best practices for designing a landing page that successfully converts leads and prospects.