Landing pages are very helpful for the visitors and are highly ranked by the companies as they can drive targeted traffic to their websites. They can easily become high-converting machines… if you know how to do them properly. It has been estimated that a website can increase its leads with more than 50 % by simply increasing the number of its landing pages and thus result in lead generation. The average conversation rate for the various businesses varies from 2.5 to 6 percent, which means that there is still more that we can do to get a better conversion rate.
Landing page definition
A landing page is any page on the website which visitors reach coming from an external traffic source. The dedicated stand-alone landing pages are the ones that are designed with a certain goal in mind and an idea for call to action. These pages are built to drive targeted traffic, they take visitors to specific content that your prospects need. The visitors come to the page after clicking on an ad or link.
Thus, how to design landing pages that address the needs of your visitors and engage them in opting your offers?
The landing page is a page which has a very specific objective – to get your visitors take action. Since landing pages are focused on a single goal, they usually don’t have the normal elements the rest of your site has such as navigational header, sidebar, or footer. That is so as you do not wish your visitors to have distractions, as well as no choice but to convert or click the back button.
When shall you use landing pages? There are two types of landing pages. The click-through landing pages have the aim to make the visitor click on a link or a button. The lead generation pages have the goal to get the visitor fill out a form.
5 Landing Page Design Tips for Complete Beginners
I do a lot of coaching and many people send me the landing pages that they have made. I am able to take out the biggest issues that I see and take the most successes that I see from my landing pages and combine them.
My collection here presents the 5 landing page design tips that are really working very well.
What you offer with your landing page design?
The first and very important landing page design tip to mention is the actual offer. A high quality offer that you make is what is important here. You need to provide high quality offer that will genially help and people will tell pretty quick. If you create them an E-book, or a training, or a little documentary or PDF – it is just not exciting enough for them. Instead, make something enticing, do a research – it will cost you extra efforts but you will make this really work. Thus, make a very good offer and get a happy audience. If you do that, you can generate 200 000 visitors a month without ads.
Your main aim is to figure out an interesting enough offer, so that it can be worth exchanging for personal information. Among the popular offers in landing pages are the comprehensive guides in e-book formats, various e-courses, benchmark reports and information on recent industry trends and facts, newsletters with exclusive content, online workshops, coupon codes, free trial sign-ups.
Is your landing page message simple? Is your definition clear?
The second landing page design tip on the list is the simplicity. When you want to get the user’s email address, write a short note of ten words and that’s it, do not explain everything on this box. The main idea is to get the email address and people do not make a big research when they subscribe for something. Later, if they are not happy, they just unsubscribe and that’s it.
In other words, it is not such a big deal, you are not selling them anything yet, you just need their contact details that you will use later to sell things. Make a pretty simple form, good looking and nicely branded, may be with a bonus included, and the email addresses will follow.
You need an outstanding offer, thus write an engaging copy that addresses the problem of the visitors. The words used should explain the offer but in terms of the befits that the visitors will get.
How do you present your offer on the landing page?
The third landing page design tip is how you word your message. You need to identify the audience, then identify their problem and find them an easy solution. Make it simple again – the solution is free, click this button and you get it. The goal of this page is not to sell anything, the goal of the page is to capture an email and save it to our data base and for doing that we have succeeded.
The landing page has to come with a structure including a headline, sub-headlines and body. The headline should be catchy and effective and should present your point in a clear manner. The headline should present your offer and show the benefit to the visitor. Whenever possible, the headline on the ad and on your page should be the same, so that the visitors can understand that they are at the right place, as soon as they reach the landing page.
Once the attention is grabbed with the clear headline, it is time for the sub headlines. They help the visitor see the entire picture and focus on the information one needs. Then comes the role of the body copy, which should naturally answer the questions that the visitors might have in connection with the offer, its features and benefits. The body copy should include supporting arguments and a closing argument.
The landing page should always provide comprehensive but not overwhelming information on the benefits and features of the product or service that you offer. When clicking on your ad, visitors do not wish to start a course, download a book or share personal details They want a solution for a current need.
Will people get what they expect from your landing page design?
The fourth landing page design tip is that you have to pre-qualify your traffic. Let’s say we are running a Facebook ad and it is sending people to a landing page they have to type their email addresses. People that are clicking on the add, need to basically expect exactly this when they get there. The ad is written in such a way, it is branded in such a way, and this landing page is pretty much exactly what they expect to see. They expected to see this background, to get an offer for a free bonus and to put their email address together.
In other words, we want to qualify them ahead of time, so that when they click and come to this page, they expect exactly this. Think about visual branding, wording, layout, colors, etc…. The landing page design should match the related promotional creative to the best possible level.
The form of the landing page should be easy to read and understand, without too many fields. The many fields feel like as too much trouble to go through. That is why simplify the form as much as possible. However, you should add supportive and hero images, as well as add trust elements like client testimonials and client logos, media mentions, third-party security certifications and trust badges.
After that add a Thank You page, to show good manners and confirm that you have received the information sent. On this page you can also explain the visitor how he will get access to the offer or you can even provide a bonus. You can also add secondary calls-to-action buttons and social media sharing buttons. This is the moment when you can take the change to further engage with the visitors of your landing page.
Does your landing page design include an easy to spot call to action button?
The fifth landing page design tip is the big bold and colorful call to action button – what you should try to do? You want this to really stand up, their eyes to naturally go there, and just to want to click it. It should be above the fold, they should not scroll down to find it. The thing to note here is the mobile and the desktop traffic. You need to have it above the fold both on the desktop and on the mobile and it should be very easy to click on. An open rate of 5o% and above is considered good open rate.
By capturing the email, you keep the conversion rate going on and on a later stage you get the chance to offer in exchange for the email address you provide. The landing page also captures leads. The qualified leads are the goal of the landing pages, which differ from the leads that come from the typical website contact form. The offer on the landing page is tailor-made for a certain target audience, which is interested in the topic discussed and the solution or product offered by your company.
The main aim of the landing page is to generating leads, thus the more focus on the call the action, the better for achieving higher conversion rates.
How to monitor and measure the success of your landing page?
Now it is the moment to find out how to optimize your landing page for higher conversion rates by segmenting the traffic and creating effective A/B tests. The aim of these tests is to generate more than 30% more leads for the business to business sites and more than 20% more leads for the ecommerce sites.
You should also note that the loading time has a direct effect on your conversion rate. Thus, invest in high speed hosting, and keep the needless clutter off your site. Further, make sure the most important parts of the page load first, and that the page doesn’t suddenly reorganize itself when images finish loading.
Invest in responsive design – the percentage of the web traffic on smartphones and tablets grows rapidly. A landing page with a responsive design will look perfect on every device – the text and the images will be clearly visible without side-scrolling and the buttons will be large enough to be pressed with a finger. If you do not have responsive design on your landing page, you will lose as much as 15 percent of your traffic.
If your aim is a higher conversion rate, remember to put the user first – focus on the user’s unique problem, help them solve it, and give them the exact information they need to be comfortable and go with the purchase.