Creating an effective landing page is one of the most important things you can do in online marketing. Regardless of how good your offer is and how good your PPC ads might be, your business will not realize maximum benefits from online marketing until you’ve established a really good landing page. Your landing page is the vehicle which will convert leads into paying customers, and that is the bottom line for any business. Here’s how you can make your landing page as effective as possible, and how you can make it the cornerstone of your whole digital marketing strategy.
Whether your landing page drives a high number of conversions or not, will depend in large part on its look and feel, as well as its overall structure. The whole objective of any landing page is to make it very easy for a potential customer to be converted, and that means all the individual components of your landing page should be working in unison toward conversion. Some ways you can accomplish this design start with clever use of eye-catching images and colors. Make sure there is a good contrast between the color of your buttons and the background, so that they stand out very well. You should also experiment with the placement and the size of your buttons, so as to achieve the most optimal appearance and appeal for them.
Less is more
You’re much better off keeping your landing pages as clean as possible, so as to emphasize those points which you do want to get across to your users. You definitely want to provide all the information a potential customer might need, but don’t put any other distractions on the page to detract from it. All the most crucial information should be contained at eye level on the first page of your screen, with secondary information provided on the lower part of the screen where a user can scroll to. You may also want to include a short video which will provide users all the information they need, because this will engage them longer, and make it more likely that they are converted.
Make use of headings and subheadings
Headings and subheadings stand out among all the other text on your landing page, so these should be used to best advantage. That means they should contain information on why your offer is valuable to the user, and why it’s better than your competitors’ offer. Ideally, you should use your heading to confirm an offer made to your user, while using the subheadings to further explain that offer, or to share your unique selling proposition. However you choose to do it, make sure that your offer is worth pursuing on the part of the user, so include whatever information is necessary in your headings and subheadings to get their attention and drive the point home.
Make use of trust signals
Trust signals are indications to a user that your brand is trustworthy, and that your products will indeed solve their problems. There are several trust signal forms you can use, for instance testimonials, ‘like’ counters, and the logos of well-known brands which you’re associated with. Any kind of endorsements or awards which you have received can also be forms of trust signals, and all of these provide solid reasons why a customer should purchase your product or service. All of them serve as endorsements of your company, and provide reasons for customers to choose you, as opposed to a competitor.
Keep your landing page forms short
You might be tempted as a marketer to try and collect as much information as possible about your users, so as to refine your marketing strategies and approaches. While this is indeed a laudable intent, your landing page is not the place to try and collect all this extra information. Chances are, when a user is confronted by a long form asking for a ton of information, they’ll just abandon the page entirely and go somewhere else. A much better approach is to include as few forms as possible on your landing page, and to make them as short as possible.
The more fields of data which you ask a user to supply, the more likely it is that the user won’t fill out any of them, and will be scurrying to another website. If your conversion strategy includes using any kind of form, keep it as short as possible and ask for only essential information. You’ll always have the opportunity to gain additional information once a lead converts into a customer.
Make sure your landing page is mobile-friendly
This almost doesn’t even need to be said, since mobile device usage has already become more popular than desktop Internet surfing. Still, it’s worth remembering that a mobile-friendly landing page statistically generates twice as many conversions as one which has not been optimized for mobile devices. Your landing page should look just as good on a mobile device as it does on a full-size desktop, and should be just as fast loading and just as easy to navigate. If you have any doubts about how friendly your landing page is to mobile devices, just scroll through your own landing page yourself, and see whether or not the experience leaves you frustrated or fulfilled.
Customize your landing page to a specific audience
If you have only a single landing page to display to potential customers, it’s a good idea to tailor that landing page to the specific audience which is visiting. For instance, you may have a number of visitors referred to your landing page from Twitter or Facebook, and you may also have a large number of users who found your landing page by following the hyperlink in your newsletter. Personalizing any online experience is always much more effective than conveying a general message to users, and that’s why it’s to your advantage to do a little customizing. Better still, you could develop several landing pages, each of which is customized to the specific type of user which came from one of several referring locations. By personalizing the experience for your incoming traffic, you should have a much better chance of achieving a conversion than you would with a generalized experience.
By following some of the above recommendations, you should be able to produce a landing page which achieves the kind of results you’ve been hoping for with conversions. Keep your landing page free of distractions, make sure there is good contrast for your important buttons, customize the experience to your specific audience, and try to build in as many trust signals as possible without cluttering up your landing page. Add in some colorful and well-organized design, and your landing page should serve as a beacon to all Internet users searching for your products or services.