If you are looking to increase leads or boost sales, a compelling landing page can work wonders for your business. As per
Hubspot, a company that has 30 or more landing pages will go on to multiply its leads by seven times, compared to a company that has ten or fewer pages.
A landing page is a standalone webpage designed for targeting a particular search term or supporting a certain marketing campaign. When you attract users through organic or paid search, they “land” on these pages.
The purpose of a landing page is to elicit a specific response from a user through a call-to-action (CTA) – such as, subscribing to a newsletter and making a purchase. So, how to create compelling user pages that maximise conversions? Here is what you need to do.
1. Focus On a Clean Design
Your page design – feel and look – plays a pivotal role in its conversion rate. See to it that it is extremely easy for the visitor to convert. This is only possible when all the elements in your landing page are focused on a single conversion objective, whether it is downloading an eBook, signing up for a newsletter, making a purchase, or filling a form.
Place colours strategically while keeping human psychology in mind and add eye-catching images. This can especially work out well if you own a restaurant where tempting images can tempt the readers to order food. Tourism is another sector that can benefit from this strategy.
2. Make the Most Out Of Your Headers
Everyone uses header, but not many businesses use it effectively. A compelling landing page boasts a strong offer – one that is clear and concise to the reader, especially the impatient online visitors. Thus, you have to promote your offer’s value through headings and subheadings. At this point, you must add the key words and phrases that elicit a positive response. Studies show that words such as “Free” and “Fast” increases conversion. Do you want to know more about these words? Contact us right now, so we can share these words with you.
3. Prioritise Benefits over Features
While writing sales copy, don’t get too technical with features. Instead, describe how your product or service benefits the end-user. Remember, features are the elements of a product/service, whereas benefits explain how that feature adds value to a user’s journey. Perfecting the art of writing a product’s benefit is essential for any landing page. If you need inspiration, look no further than the smartphone giant, Apple. When the iPod was released, it came with 1GB of storage. Instead of marketing it, Apple added the tagline “1,000 songs in your pocket” – something users could visualise.
4. Optimise For the Mobile
Gone are the days when desktop users were your biggest target audience. Today, there are more users on mobile devices. Therefore, it is necessary to create a landing page that users can navigate easily on mobile devices. Studies show that implementing this strategy can increase your conversions by
twice. Check for yourself and make sure that your page loads fast and feels ultra-clickable.
5. Work On Shorter Forms
As a business owner or online marketer, you may get over-ambitious and try to collect as much as data as you can. However, a high-quality landing page is one where users don’t have to go through an endless list of textboxes. Ensure that only the most essential form fields remain and remove the other ones. When users see too many fields, they are unlikely to fill out the form. In case you need more information, you can consider using your thank you page to collect it.
6. Run A/B Tests and Usability Tests
No one gets their landing page right in the first attempt. There is always some room for improvement. Hence, post-launch testing is integral for creating the most compelling landing page.
After your landing page is launched, track the outcomes via analytics tools, such as
Google Analytics, Adobe Analytics, or Hotjar. These tools help you get important insights related to user behaviour, which can lead you to enhance your strategy.
For evaluating minor changes, like colour, imagery, and web copy, you can use A/B testing, whereas usability testing can be used for prototyping and testing bigger changes. Regardless of which approach you choose, the key is to monitor, iterate, and test your landing pages.
Do you want to create compelling pages for your business? Contact us for a free consultation, so our experts can design one that increases conversions in no time.
