There are few things that will impact your user’s first impression more than your campaigns landing page. So a question every marketer should be asking is what makes a landing page great?
Beyond a simple design and a clear call to action, landing pages need to carefully combine persuasive content with attractive offers a do it all within a “visually pleasing” design.
What are landing pages?
Before we dive into how to optimize a landing page, it’s important to understand their purpose and how they fit into your overall site.
Traditionally landing pages are focused on achieving one single objective; they provide your users with highly specific information and push them towards conversion. Depending on your goals, a conversion might be immediate, part of a sales funnel, or more gradual through lead generation.
Creating a perfect landing page won’t be easy, but we’ve put together a quick guide to get you started with some of the basic tools you’ll need to start improving your site.
1. Use Strong Headlines
Good landing pages use language that converts, and that all begins with a strong headline. Your headline needs match and build on the promises made in the link that brought the visitor to your landing page, without being complex or vague.
It’s important to craft your headline according to your audience’s level of sophistication. A good rule to follow is to use your headline to make a clear promise, and then explain the mechanism of delivery in the page’s subtext.
2 .Bold Call to Action
Excluding your page’s headline, the call to action (CTA) will be the most important element of your landing page. With the exception of e-commerce landing pages, a good CTA should be designed to convert, rather than direct users further into the conversion funnel.
You’ll find that minor changes to both your headline and CTA can have a big impact your conversion rate. These two elements undergo a lot of testing in landing page optimization; things to consider when testing your CTA include:
- Buttons: Test variations in size, colour, wording and placement. The wording of your CTA should be relevant to the offer and convey value.
- Registration Form: Keep forms as simple as possible. Only ask for information you actually need as the more fields a visitor needs to complete the less likely they are to convert.
3. Be Clear on Value
When it comes to landing pages, you will convert more visitors if your value proposition is stated clearly. Use bold statements and don’t be afraid to highlight value multiple times within the pages subheadings, captions and bullet points.
Show credibility by being as specific as possible – if what you are offering can save your audience time or money, state how much.
Focus on writing your copy in the second person, using ‘You and Your’ and eliminating We, Our and Your Company’s Name wherever possible.
And above all else, be honest with your customers.
4. Keep you landing page clean and get rid of unnecessary elements
Your landing page does not need to mirror your website, so when your designing a new one start by eliminating all distracting elements. Don’t be afraid to get rid of navigation links, sidebars and footers.
Ideally the only navigation options readily available should be a Submit button, for capturing user details, and an opt-out link for users not interested in your offer. Both the Submit button and the opt-out link should redirect to an appropriate page on your company’s website.
5. Use a Guiding Layout
The sole purpose of your landing page is always to convert your visitor; whether that be into a lead or customer. With that in mind, the way you layout your page should guide your visitor towards your call to action.
You can have the perfect copy, but if the layout of your landing page is confusing to users it’s not going to convert. When designing landing pages, you’ll have more freedom than similar style print ads, but that doesn’t mean you can ignore best practise. You need to be mindful of how people like to read and structure your page to match these habits.
While working on your landing page, it’s important to remember that there are very few ‘perfect’ landing pages. Those few pages that are perfect, resulted from months (in some cases years) of extensive testing.
That same level of discipline and rigour should be applied to your own landing pages. Always be prepared to adjust and tweak page elements, you never know when a simply change could bring about big improvements.
Do you have any experience optimizing landing pages on your site? Be sure to share your thoughts in the comments below.