It is often the case that landing pages are not given much time by companies operating in the online space, even though they play a very important role. With the right design and layout, they can generate a sufficient number and rate of conversions. Landing pages are a useful tool for any business, as online marketing is a broad concept that encompasses many activities.
Landing pages must be aesthetically pleasing, because, if a page is aesthetically pleasing, it will also contribute greatly to an increase in conversion rates. However, beyond this, it is the landing page’s job to generate conversions by getting users to subscribe to an event, to the site’s newsletters, or to become active visitors to the site.
A website’s conversion rate will increase if the landing page can reach more people and get them to convert.
You can even think of a landing page as a poster, which, if interesting and eye-catching enough, people will continue to explore and not stop at the landing page but visit your website.
The role of these small posters is to showcase your product or service in a short, but all the more attention-grabbing way. But to drive the right conversions, it’s important to use best practices, which I’ll share with you now.
Here are some tips on how to develop a successful landing page that can lead to conversions.
It’s always important to keep in mind that you need to have a clear outline of what your landing page should look like and what goals and results you expect from it. It’s important to plan it out and be thoughtful about its design. When creating the outline, it’s not the content that matters, but rather the look and feel of it. It’s important to dot the i’s and cross the t’s, what you want to put on it, and in what order.
Once the structure is complete and logical, you can start to plan the content, which you can of course modify as you go along.
When designing the outline, it is important to know exactly what the purpose of your landing page is. What you want it to achieve. I am thinking here of:
- Subscribing to a newsletter
- Subscribe to social media platforms
- Subscribing to email lists
2. Attention-grabbing headline
If your landing page title is boring and meaningless, don’t expect high conversions. However, if the title is creative and generates curiosity in your readers, I guarantee you should expect high conversion rates.
Based on experience, graphics and colors can sometimes be more eye-catching than the headline itself, but if the headline is creative enough, that’s when conversions will increase. The headline should always be the biggest on the landing page, it should be in a prominent place and it should be easy to read. These are the basic rules.
The headline must give you an idea of what the landing page itself is about, but also what the website itself is about, and where the landing page takes you. It is important to encourage the reader to stay on the page, not to go back.
3. Supporting the headline with text and graphics
Of course, this is the part where the headline is explained. The visitor can get more information, which can be enhanced with a picture or graphic element to further enhance the user experience, not to mention the conversion rate. It is important to provide the user with relevant information and make him or her move to our website after the landing page, where conversions are generated.
The landing page must be concise and reflect the unique value that not only the landing page but also the website itself provides to the visitor. After all, as marketers, we know that higher conversions can only be achieved through a unique value proposition. However, you have about 8 seconds to convince the visitor that they can get real value here. This should not be forgotten either.
Many times we can believe a fellow human being who has been to the website before, made a purchase, and had a positive experience. It can therefore be beneficial to include some reviews from previous visitors on the landing page, as testimonials from previous customers can result in up to 62% more revenue. Of course, this isn’t possible for all landing pages, but if you build this into the design, it will show up in the conversion rate.
Also, it’s not just previous users that can give you credibility, but logos of companies you’ve worked with before. Display them on your landing page to achieve higher conversions.
5. Use of CTA
Use as many CTA tools as possible on the landing page. For example, if you create buttons on it such as “I’m in” or “Sign up” you will get more conversions straight away. These buttons are for the convenience of your site visitors. It will take you a few seconds to create these buttons and your conversions will increase in a few seconds.
Offer a discount or a free trial to those who click and complete the above buttons. However, these fillable forms should not be long enough if you ask for their email address, last name, and first name.
6. Use compelling images
As users do not have the opportunity to touch and look at products in the online space, images of the product must build trust and desire for the product. It can be said that 92.6% of shoppers believe that photos are the most influential in determining whether or not a product will be purchased.
It is also important that the landing page should include at least one ‘to scale’ image of the product. You’ve probably ordered something that looked completely different in person than in the picture. That’s why it’s important to always include pictures that won’t fool your customers.
7. Get rid of distractions
As landing pages are usually focused on one conversion goal only, you should eliminate any other factors that do not contribute to that conversion goal. It will confuse visitors and result in fewer conversions if you don’t eliminate these secondary factors. Don’t use unnecessary links, excessive CTAs and links to the home page can sometimes be confusing.
Plus, it’s good to know that distractions can often slow down your site. And no one likes slow-loading pages, so it’s a good idea to avoid anything unnecessary that slows down your website.
These tips and tricks may vary depending on what you are advertising through your landing page. These rules are not set in stone, so as long as you see that visitors are attracted to your landing page, and there are conversions with it, then don’t stop doing it. It doesn’t take a lot of time to set up, but it’s all the more purposeful and can contribute to an increase in conversion rates very nicely.
Many businesses overlook the role of landing pages, even though they are very much needed. They can also serve as a first impression. People don’t always have time to browse through your entire website offering. However, if you can get them interested in your landing page, they are more likely to return to your website, where they will hopefully generate conversions and satisfied users. Go for it, good luck to you!