Important Tips To Help You Create An Effective Landing Page
Landing pages play a crucial role in SEO and are essential to the most effective digital marketing campaigns. If you want your business to grow online, you need to know how to create high-converting landing pages that turn browsers into buyers (or hot leads).
But how do you do that!?
It can seem overwhelming, but don’t worry; we’ll break it down for you. You’ll learn the essential elements of a high-converting landing page and how to create one from scratch.
Things we will discuss in this article:
- What is a landing page?
- Consider this before you begin.
- Decide what tool to use.
- Know who you are targeting.
- Match your ad concept with the landing page
- Create your landing page
- Create killer text+images
- The landing page includes a strong CTA
- Eliminate distractions
- Show them what they will get
- Include positive comments from other users
- Create a sense of urgency
- Consider mobile
- Ask for the minimum required information
- Additional landing page design considerations
- Monitor the entry and exit of people
- Optimize based on your data
- Create an A/B test
What is a landing page?
For example, a landing page is a page people land on when they click on an ad or a link in an email sent for a marketing campaign. This can be any page on your site specifically designed to convert your visitors into paying customers or leads. These pages are usually for a specific product/service but can be used for e-books, PDF files, or other valuable content that people can sign up for in exchange for their email.
On average, the landing page converts about 10%. For every 100 visitors, an average marketer loses 90 sales. Let us show you how to set up and optimize your page and avoid problems properly. Creating a well-designed and optimized landing page can significantly increase your conversion rate, sales, and, ultimately, your bottom line!
Consider this before you begin.
Here are some things you should ideally consider before creating your landing page…
Decide what tool to use.
There are many landing page tools and resources like ConvertKit, Unbounce, and LeadPagfor; There are even tons of landing page plugins for WordPress! So the first step is to decide which tool to use based on your budget and requirements.
Know who you are targeting.
Who gets on your page? Fully understand these people’s pain points and address them in your landing page copy (text). Be clear about what problem your product solves for your customers and bring it up on your page. An excellent reader that connects with the intended audience can make conversions easier and faster.
Match your ad concept with the landing page
Make sure your ad copy matches your landing page. That way, people don’t get confused by different messages. This is especially important if you have multiple offers at once. If your ad says one thing, but the landing page says something else, you end up confusing your customers, which can lead to a drop in conversion rates.
Create your landing page.
Now that these initial considerations are well taken care of, it’s time to create a high-converting landing page that converts at the highest level. Are you ready?
Create killer text+images
Landing pages need the correct text and visuals to have the most impact.
Text is king
You want to make sure your page shares the benefits of your product/service. A method (problem + solution) works well here. State their issues and pain points and how your product solves them! Explain this transformation to your prospect and get them excited about it.
Use white space
Break your content into readable sections or paragraphs with pleasing images and plenty of white space. High-contrast colors like black, white, and red work well together. Don’t overwhelm them with too much information or too many things to look at…
Apply the KISS principle
That’s right, keep it simple. Kiss. Provide only the information needed to sell. Less is more. Anything else could distract or confuse the customer and keep them from purchasing.
The landing page includes a strong CTA.
Ensure you include a CTA (call to action) button that takes people to a place where they can immediately purchase your product or service (like sending them directly to the shopping cart). Make sure it appears at the top of the page.
For example, having two buttons at the top of the landing page, one that says “Buy Now” and the other that says “Reserve Demo.” These are contradictory messages! You want the prospect to take a specific action on the page, so ensure you have one clear goal and no other competing CTAs.
Eliminate distractions
You want to remove any distractions or possible options for your visitor. Unlike regular website pages, even a traditional navigation menu at the top can distract a customer from purchasing. The goal is to get them to focus on the offer and, ultimately, the investment.
This also includes focusing on a single offer on each landing page. If there are competing deals and products, it will simply confuse the visitor and possibly lead to them clicking away from your page (and losing the sale).
Show them what they will get.
People like to see what they will get. Don’t forget to use images or videos to show what customers will receive. This encourages them to buy. For example, if the PDF is being emailed to them, show the PDF image (faded if necessary) on the devices you expect them to download. This gives the customer a clear vision of what to expect in return.
If you’re selling something a little more intangible, explain the process or what it involves (at least).
Include positive comments from other users.
Credibility and trust are significant, especially when people are considering parting with their hard-earned cash. Suppose you can include favorable reviews, testimonials, how many happy customers you have, or even how many followers you have on your social accounts (if it’s significant enough), etc. Increase your chances of conversion.
Create a sense of urgency.
People have FOMO (fear of missing out). If you introduce a countdown timer or tell someone it’s a limited-time offer, they’ll immediately feel shortchanged and encourage a sense of urgency. This is a great strategy to get people to buy now instead of waiting for a later date to complete the purchase.
Consider mobile
Don’t forget the golden rule for landing pages: make sure they look great on any device, especially mobile! You might even want to consider a mobile-first design or a different version of your landing page built specifically for mobile devices. According to Oberlo, as of May 2022, nearly 60% of all web traffic was on mobile phones.
Ask for the minimum required information.
People today care about their privacy, and rightly so. The more personal information you request, the less likely you will buy from your customers. For example, you probably only need the name and email address fields on the signup page for a PDF or e-book. However, you may need their address and phone number for products and services. Depending on the product/service you offer, rely on logic.
Additional landing page design considerations
Now that you’ve finished creating your landing page, you should consider the following:
Monitor the entry and exit of people
Track how many people land on your page, how many people convert to clicks (e.g., add to cart), and ultimately how many people convert to sales. Using this information, you can make changes and optimizations to your process, including your landing page content and layout…
Optimize based on your data.
Take the data you’ve tracked and monitored and make changes based on the information it provides. For example, if you see not many people adding to the shopping cart, you might decide to work on the landing page in the text area to better speak to your ideal customer. Or maybe if your ad isn’t getting many clicks, you need to create more rich ad content to drive traffic to your landing page. Use data to make informed decisions, and then A/B test your changes…
Create an A/B test
Before making immediate changes to your landing page, we recommend A/B testing them. This lets data and conversion numbers tell you whether your proposed changes are reasonable. You want to be able to back up your theory with real numbers. Sometimes, your changes can even lower your conversion rate, so keep an eye on those numbers!
Several A/B landing page testing tools exist, but we recommend the Google Optimize tool. It’s free; online tutorials show you how to use it properly.
Creating a landing page should always be a well-thought-out process. Doing it right takes time and effort. However, your business will grow tremendously when done directly and reap the benefits over time!