How To Make Your Landing Page a Success
Why You Need a Landing Page
Businesses that have a website should have a landing page because they encourage users to take an action, such as get a free trial, book a demo, sign up for a newsletter, call for a quote, sign up for an email list, or download a case study or white paper. The list is endless what you can offer to increase conversions for your business. Landing pages exist with the sole purpose to drive a certain action.
Facts To Know Before Designing a Landing Page
When someone spends 15 minutes on a website, 67% of them would rather keep reading from a website that has an attractive easy to navigate design rather than a plain page. In 2021 most users spent about 54 seconds on a page. And, if your website does not have a good user experience, 90% of visitors will leave and visit a competitor.
57 3.1% of web designers believe that a non-responsive design is a top reason why visitors leave a website. (GoodFirms, 2021)
When asked what visual elements they value on a company website, 40% of consumers said images, 39% said color, and 21% said video. (Top Design Firms, 2021)
Nielsen Norman Group reports, "Web users spend 80% of their time viewing the left half of the page and 20% viewing the right half. Adhering to design conventions will help maximize users’ efficiency and company profits."
This indicates that your landing pages need to be able to load quickly, without any delays. Your heatmaps are telling you that there is a lot of activity at the top of the page; this means that people are looking for something specific and expect to find it right away. Change your words and your introduction so that people can immediately find what they're looking for when they land on your page.
How To Arrange My Landing Page
When it comes to your website's landing page, the way you arrange your content can make all the difference. By structuring your information in a hierarchy, you can ensure that each section of your page serves a specific purpose, and that your visitors can easily find the information they're looking for.
Arranging your content in a hierarchy also allows you to control the flow of information on your page. You can start with the most important information and then provide additional details later on. This is especially helpful when you're trying to capture your visitor's attention quickly.
Remember the inverted pyramid style we learned in school, where we start with the most newsworthy details and then provide additional supporting details? This older traditional method doesn't mean it's the only way to do things.
In fact, depending on what you're trying to achieve, you may want to consider shaking things up and presenting your information in a different order.
Different audiences require different types of information. While the inverted pyramid may work well for some, it does not fit the needs of today's more discerning audience. The main issue with this approach is that it gives away all the valuable information upfront, leaving nothing to encourage the reader to keep going.
A better approach is to provide enough substance to hook the reader and make them want to read further or make a decision. Each landing page can present information in a way that flows naturally from one idea to another, so the reader can make a decision proceed.
As customers travel through your website, they should be presented with a strategic storyline that fits their needs and tells a story that speaks to them on a personal level. This is what we call "conversion storytelling."
By using this principle, we can create landing pages that flow naturally from one point to the next, based on the customer's psychographic profile. In other words, we can customize the experience to fit each individual customer's needs. As a result, they are more likely to convert and become lifelong fans of your brand.
What make a great landing page?
A clean Interface, customer focused headline simple graphics and short paragraphs to communicate benefits, and a concise Call to Action (CTA)
In this example below we see clear messaging stating the topic and and immediate call to action. Yes, it's that simple. The images on the left lend credibilty to the topic with the names and titles of the speakers of the webinar.
Here's another example of a landing page that is addresses a problem and a need in a simple bold format. Less is more. Once they click the "Try it Now" button, another page should come up with an offer, a download or a link that goes directly to your website.
You can also use a squeeze page which is another type of landing page designed to capture opt-in email addresses from potential subscribers prior to the action of receiving the information. The call to action here is immediate and wastes no time to get the conversion it is looking for by using "Watch Now."
Above we see a simple message that anyone in sales would find helpful. The visuals are bold and get straight to the point. It mentions a problem and a fast way to learn how to solve the problem. The page would convert to an email form for sign up to access the information.
If you identified a problem and have a product that solves it, you have half the work done.
This example above has an email signup form within the landing page. It's easier to convert someone for a free trial than converting them to pay. The offer has a time limit for a free trial and discount to make the conversion as timely as possible. Adding more text in your messaging makes it for a powerful copywriting punch maximizes free-trial registrations.
Any landing page can use an email form on the same page. It's a matter of choice and how your sales funnel is designed.
Get yout goals in order and what you what to accomplish.
Determine what your customers have problems with and attack the objections with a snappy and punchy headline.
Clear concise "Call to Actions" that convince and convert.
Optimize your landing pages.
Do you need help with landing page copy and design? Fill out this form by clicking the green button and use code "land2022-8" for 20% discount on your first landing page project.