Marketers create landing pages for multiple reasons. However, in the end, landing pages serve one purpose- to increase conversions. Indeed, it's every marketer's goal to create or optimize high-converting landing pages. While there are several technical aspects around designing a web page, designing an awesome landing page boils down to five critical rules. Here are 5 simple rules for creating a high-converting landing page.
While browsing the internet, we often want to purchase a product and gravitate to landing pages. However, as soon as we come across a crowded and confusing landing page, we immediately log off. "No one wants to read all that"- that's what we tell ourselves.
The same logic and processes hold for your clients. If your landing page is flooded with images, videos, text, and fonts, it confuses and frustrates the client. Rather than struggle to figure out the landing page, most clients close the page and find a competitor. In short, a good landing page is essential for a higher conversion rate.
Now that we've mentioned what customers don't want, what do they want? For this, we go with an old acronym- K.I.S.S. (Keep It Simple, Stupid). No matter what you are selling, it would be best to create a simple user experience on your landing page. Often, simplicity supports action; your landing page should help clients or leads take action. If the action increases your bounce rate, you need to remove the clutter and focus on directing the landing page visitor.
As the old saying goes, "Less is more." The page should focus on a single objective, and as such, it's crucial to remove any elements that draw attention away from the main objective. For example, suppose your page focuses on more than one action. In that case, it's better to create different landing pages with different actions or condense the selection options such that the client only focuses on one call-to-action (A).
Let's say you're trying to increase your subscriptions, offer free newsletters and market your consultancy services. At first glance, the immediate action may be to create three clickable buttons to redirect the clients to different pages for purchase.
Alternatively, you could create a list of each of your services as subscription packages. The packages could be as follows:
Then at the bottom of the listed services, your client can click on a "Confirm My Purchase" button and get redirected to a payment or registration page. Again, the goal is to reduce the processes, give your clients the options they need to decide, and take action.
However, compressing your objectives into simple graphics and making it easier for leads to select a subscription package is only part of the K.I.S.S. process. All your text, elements, highlighting, and font should draw the visitor to the action. It's best to retain a page with vertical flow and remove any elements on the left or right that distract the eye flow from the key button.
Also, avoid using off-page links, especially if they interrupt the lead's forward momentum. If your customers have to re-enter key details to complete an action, there's a high chance that they'll quit the process. Reducing the number of clicks and actions a client has to take increases conversions on your landing page.
A single CTA is a critical part of any landing page. There are three things to observe when creating a CTA.
Your CTA should always direct the visitor to take action, usually through clicking or sharing information. For example, it can be a button to confirm a subscription payment or submit details and a contact email address.
Popular CTAs include Sign Up, Download, Confirm Purchase, and Start Your 30-Day Free Trial. The contact theme with these CTAs is that they tell your visitor what they gain by clicking. For example, if you want to provide marketing information to your visitors, your CTA may be, "Download the Free Marketing E-Book."
If you have both free and purchasable services, you could have two CTAs next to each other. For example, "Try It For Free" and "Purchase Now."
Your CTA should also be clearly visible on the page. Usually, the CTA appears under ad copy, which explains the product or service being offered. The CTA should be in bold colors, or on a bold button, in a position that is immediately visible to visitors. It should also stand apart from the background and the surrounding text and images.
Using contrasting colors is a great way to help your CTA stand out. The size doesn't have to overwhelm the page or be invisible, but it needs to be in harmony with the white space around it. However, you don't have to find the right CTA right away. Test out the CTAs to see which one the visitors respond to the most. Test the colors, sizes, placement, and design until you find the best version for your landing page.
The use of visuals on websites heavily influences appearance, vision, and information flow. For example, one way to draw attention to a message is to highlight it. For example, the CTA button could have a different color from the background to help it stand out.
However, the colors you use on the entire landing page determine the outcome. Color blocking is a great way to separate elements on the landing page and direct visitor attention. The colors on your landing page should also be consistent with your brand and website.
Take time to review your color pallete and brand colors and determine the ideal choice for background colors, text blocks, CTAs, and color blocking. With a color pallete, you can create brand consistency with your visuals.
Colors are also a great way to separate the steps visitors should take on your landing page. The first section of the landing page can display the brand logo to stand out. The second portion could include an information collection form. And the final color block could hold the CTA in a contrasting color.
Social proof is a tactic most marketers use to increase conversion rates on their websites. E-commerce websites such as Amazon rely heavily on social proof to grow their business. In most cases, customers on Amazon read product reviews before purchasing a product.
Social proof is also excellent on landing pages because it shows clients that other customers trust your product. The new visitors on your landing page use social proof because it demonstrates correct behavior. In this case, the correct behavior is using your product or service.
There are many ways to include social proof on your landing page. For example, it could be from your customers through testimonials and case studies. Also, using experts, certifications, and celebrities to endorse a product is enough social proof in some industries.
You can also share social proof through crowds. For instance, "30,000+ people purchase Pudket every day" Sometimes, websites use friends as social proof. For example, "30+ Facebook friends subscribed for this newsletter."
While social proof is important, it is crucial to keep it simple to avoid cluttering your landing page. For example, if you create a landing page to increase traffic for your case studies, your social proof could also be about case studies. The text before the CTA could read as follows:
Learn More On Brand Marketing
How Swiggle.Com Added 20,000+ Subscribers in 60 days
If you are using expert endorsements, you can include the pictures and major achievements (such as the companies they founded or positions they hold), followed by a statement about your business, under the text:
"What Folks Say About Us"
Another popular way to include social proof is to include the logos of businesses you've worked with. Whichever social proof you use, remember to keep it simple, concise, and relevant to your objective for the landing page.
It's no longer a secret that consumers increasingly spend time on mobile devices. As such, you should optimize your landing page for mobile and tablet views to increase conversion. In addition, your landing page should be easy to view and access through a mobile device.
Users should also find it easy to scroll through the landing page with their hands and click on CTAs with their fingers without zooming in on features. It also helps to keep your CTAs brief so that they can fit in mobile phone screen views.
Also, test your landing page and ensure that the font is legible on mobile and the users have an easy time accessing your CTA as they scroll vertically.