Some marketers often question, "why make a Landing Page when you already have a Website?"
For starters, landing pages are simply a better way to attract quality users. They are easy on the eyes and offer a clear path to a single, targeted Call-to-Action. Using trend analysis, they offer solutions to problems that specific segments of the population need fixing. Most importantly, Landing Pages can be tested and adapted through marketing-proven A/B Testing.
A little bit of artistic vision helps to deliver an attractive and concise Landing Page, but realistically, it is very possible to craft a Landing Page that gets the job done through consistent A/B testing and adapting through feedback.
Follow these simple design practices and your Landing Page conversion will likely skyrocket.
According to most researchers, you have roughly 6 seconds before a visitor decides if they will stay on or leave your Landing Page. Therefore, a headline should take zero deciphering. Your message should focus on the needs and interests of your visitors. Turn their problem into a powerful headline. Show them what they will gain from your product/service. Visitors might not have been aware of their problem prior to seeing your ad. You need to show them what they are missing in a headline and offer them one solution with your CTA.
Your CTA is a simple command. Don’t add unnecessary words to your CTA. No adjectives, no adverbs, no conjunctions, no prepositions. Phrases like "Register Now", "Try Product Free" and "Subscribe Today" make for the ideal CTA.
To support a CTA you want to complement it with strong copy. Ideally that includes brief bullet points or short sentences. Just make sure to maintain a conversational tone that speaks to your target customer. Nobody wants to feel like they’re being sold to, so use lingo specific to the audience you’re trying to target to boost your marketing credibility.
Target Many Smaller Audiences
Using a Landing Page to target a general audience can be a complete waste of resources. It’s entirely too costly and borderline impossible to pin down the perfect solution for an entire population. With a general approach, you’ll hardly get traffic to your Landing Page, and if people show up, there’s a high chance this will completely disrupt your analytics.
It’s vital that you do your homework first and send different offers to match different segments of your target population who, based on data analysis, need your service. This way, you can gain a loyal following with a high probability of retention and consistent engagement. After all, it’s five times cheaper to retain customers than it is to gain new ones.
More is Always Better Than Less
Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, per a Hubspot report. If you follow the data, you’ll spend less money on guessing if certain messaging will hit and instead be able to uniquely advertise to more segmented audiences who are more likely to want what you have to offer.
Also, it’s crucial to match messaging on Social Advertisements and Landing Pages. After having their interest piqued by an advertisement, people don’t want to be blindsided with a completely different Headline, CTA and aesthetic when they arrive on a Landing Page. Stay consistent in messaging to help close more sales.
Make it POP
Make your CTA the center of attention. You want your CTA to be BIG, Bold and brief. It needs to stand out the most on the Landing Page. Everything else on the Landing Page should create a path towards your CTA. Utilizing "white space" is a great tactic to bring more attention to your CTA. Keeping space between different viewing points eases visitors’ eyes, making it easier to navigate the screen and focus on what is important. Likewise, a tried-and-true strategy to focus attention on a CTA is to use color contrast. CTAs commonly stand out, typically boxed in a color directly opposite of the rest of the page.
Use Media, But Be Cautious
The majority of people today are visual learners. Photos, videos, GIFs and music are proven to entice visitors to stay on Landing Pages as long as they’re relevant to the message and fit the overall aesthetic. According to a study by Eyeview, a provider of end-to-end video solutions, videos can increase conversion rates by up to 86%.
While media can be helpful, be cognizant of file sizes and loading speeds. While videos are the superior form of media, they can also slow down your page’s processing speed which can frustrate consumers. Research by Akamai shows that a 1 second delay in your site speed can result in a 7% reduction in conversions. With billions of options online, people don’t have time for slow speeds.
An additional warning: Avoid self-starting videos and music. These can interrupt viewers while trying to take in your Landing Page information.
Use Customer Testimonials. Testimonials carry a lot of weight in our increasingly review-driven society. People trust ordinary people more than they trust your company. When ordinary people use their personal time to review your product just to be helpful, visitors feel more empowered especially if the reviews are hosted by a third-party platform such as Google or Yelp. Ratings are okay, but testimonials reign supreme. Customer testimonials are considered one of the most effective content marketing tactics, identified by 89% of B2B marketers, per a content marketing trends report.
Test & Adapt
The most important part of a Landing Page is consistent Maintenance. Monitor your results and conduct A/B Testing with various Landing Page design, wording, and value propositions. A/B Testing removes guesswork, so you need to test everything happening on your page. It’s crucial that you pick up on your page’s trends, adapt or cut out what isn’t working and embrace what is working. Eventually, your Landing Page can be a well-oiled machine. It just takes vigilance.
Fun fact: President Obama’s campaign team raised an additional $60 million in revenue using Google’s free Website Optimizer to conduct A/B Testing.
The end game of a Landing Page is to increase conversions through your CTA. Make it easy for quality visitors to discover your CTA to later become quality users. Knowing this, your CTA must be seen. You want it to be as noticeable as possible. This means limiting distractions. This means making it visually OBVIOUS and making its message OBVIOUS.