Looking to convert more clients from your digital marketing? Have you checked your website traffic yet? Which % of website visitors become your client?
If the answer is “not enough”, you might need a high-converting landing page.
Your landing page must be designed according to your audience and consistent with your business goals. Before jumping into the deep, let’s understand what a landing page is.
What is a landing page?
A landing page is where a visitor “lands” after clicking on a link from an email or ads from a website or social media.
Landing pages are different from home pages, which are designed for exploration. The goal of landing pages is to convert visitors through a specific campaign. In short, landing pages are designed for conversion.
Your landing page needs to be designed specifically for one campaign, either to target a specific audience or promote a specific offer. Looking to design a website with landing pages? Check our portfolio to get some ideas.
Features of a successful landing page
What does make a landing page high converting? In this blog, we will talk about elements that affect user experience and conversion rate.
1) Eye-catching and relevant headline
First thing first! The first thing people read on a landing page is a headline.
According to Copyblogger, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”
That said, if your headline fails to grab attention, users won’t go through your landing page.
Your headline should address users’ pain points and uniquely showcase your offering. For instance, our website’s headline is “STAND OUT FROM THE DIGITAL CHAOS” (screenshot below). In the digital era, businesses want to make showcasing themselves distinctive. That’s what we offer in our website design and SEO service.
2) Visual hierarchy of content
Visual hierarchy impacts conversion rate and affects how users perceive information. With that in mind, landing page design is a lot about visual hierarchy.
Visual hierarchy varies according to each landing page’s primary objective. For instance, if your objective is newsletter sign-up, you need to focus on providing useful information on the landing page. And if your objective is lead generation, you need to highlight the benefits of your products, visual content, and CTA. Know more about lead generation with website.
Don’t forget to optimise your landing page for different devices, as visual hierarchy also varies according to devices.
3) Clarity of your value proposition
According to Taylor & Francis Online Journal (Written by Gitte Lindgaard, Gary Fernandes, Cathy Dudeck, and J. Brown), it only takes 0.05 seconds for users to form an opinion about your website.
A landing page that shows benefits instead of features tends to perform better. When users immediately grasp information about your services/products, they are more likely to go through your desired call to action.
Furthermore, it allows a logical flow of information instead of repeatedly going through the same content.
On the other hand, if your offerings are too concise, they will also fail to provide necessary information that increases trust and credibility. So, it is important to have balance!
4) Visual & interactive content
Images, videos, infographics, GIFs, and animation are all visual content. It helps users to understand the landing page effortlessly. Irrespective of your landing page, it is always advisable to have some visual content.
Few things to keep noted:
- Make sure your images, videos, and GIFs are unique.
- It should be relevant to your landing page.
- Must be interesting to your users and easy to share.
- Interactive content improves landing page performance and brand impressions. Animation is the best example of interactive content.
5) Effective call-to-action that generates an uninterrupted flow of leads
A call-to-action is a sentence on a website that tells the user to take action. It’s one of the most important parts of a landing page. It should be aligned with your brand identity. Depending on your objective, there are many types of Call-To-Actions.
For instance, if your landing page is to promote emergency plumbing services, your call-to-action should be in the form of a very visible “call now” button.
For most of the landing pages, it should be in the above-the-fold area. It is also better to have a scrolling call-to-action or contact us form.
6) Customer Reviews
Customer reviews are social proof that showcases your industry expertise. Good feedback from existing customers gives users a positive sense of your brand. Without social proof, it is difficult to establish trustworthiness.
Video testimonials are the most credible thing you can put on your landing page. Although, if it is not available for you, you should have a carousel of customer reviews with ratings like below.
A landing page is necessary to convert your branding and marketing efforts for a specific campaign into clients. Designing a high-converting landing page will also require A/B testing and content updates. If you need more clarification about the efficiency of your efforts, compare before and after implementing the above elements, then head over to Google Analytics. It gives comparison and behavioral analysis data of your website/ landing page. Looking to create one for your brand? Shoot an email at [email protected].