Landing pages have been serving the digital fraternity since ages. Whether there is a launch of a new product or a feature that needs to be brought into the limelight, marketers have always set up a landing page to boost the conversion rate.
A landing page is a marketing tool that has only one goal: to gain leads or conversions. Therefore, the landing page design needs to be different from other web pages.
Why are Landing Pages Important?
It is a page that is designed especially for a marketing campaign. All those pages on which you and on after clicking links on other online platforms are also landing pages. Digital marketers put their entire efforts into designing these pages. The more effective the page, the more leads it will generate. It will not be correct if we say that the success of entire ad campaigns rely on the effectiveness of these pages.
Moreover, a landing page is the final destination of a potential prospect. It needs to be designed keeping in mind that it can make or break your campaigns success. It needs to describe the offerings but keeping the brief at the same time. According to a study, businesses see a 55% increase in the conversion rate when they increase the landing pages from 10 to 15.
A landing made needs to be optimized if you want it to be a lead-generating machine. We are living in a digital era where our competition is just a click away. Therefore, when designing the landing page, you need to take care of many aspects that give your page an appeal that ensures conversions.
In this article, we will discuss all the techniques you can use to generate a lead-generating landing page, so stay tuned and read till the end!
The Basic Structure of a Landing Page
Before getting started, you should know the basic anatomy of a landing page as it is crucial to set up the page accordingly. Be it any type of a landing page it has some core elements that adds to its credibility.
A Unique USP
ALWAYS REMEMBER, UNIQUENESS IS THE KEY TO WINNING CUSTOMERS!
There are thousands of businesses out there that offer the same services as you. If you want to dominate the market, then you need to figure out that one unique point that no one else offers. Otherwise, you will not be able to gather a consumer base. Why would anyone buy from you when there are already credible options available in the market?
Innovation is the only marketing tactic that will do wonders for your business. Therefore, you need to develop the idea that sets your campaign apart from the rest of the competition. You need to convince the audience that your product is unique and brings something new to the table.
You need to communicate your unique selling point on your landing page. We recommend using it as your headline to catch the viewers’ attention because many people just read the headline and skim through the content. According to David Ogilvy, one of the greatest copywriters of the twentieth century:
ON AVERAGE, FIVE TIMES AS MANY PEOPLE READ THE HEADLINE AS READ THE BODY COPY. WHEN YOU HAVE WRITTEN YOUR HEADLINE, YOU HAVE SPENT EIGHTY CENTS OUT OF YOUR DOLLAR.
Another thing that needs to be considered is that your consumers’ needs should drive your USP. Make sure that your unique offerings should align with your target audience. Otherwise, your efforts will go in vain.
A Hero Image for the Win!
IMAGES ARE LIKE SUPERHEROES IN DIGITAL; THEY ALWAYS SAVE THE DAY!
Visual appeal is the most crucial element to make any of your digital assets irresistible. Without design, shapes, and color, things look dull and boring. According to the stats published in the book Management Decision by Satyendra Singh, people make up their minds within 90 seconds of their initial interaction with products or websites. About 62% to 90% of the assessment is based on color alone.
IMAGES HOOK THE EYES THAT FALL UPON THE PAGE, AND THERE IS NO OTHER WAY AROUND IT.
No matter how appealing the copy is and how irresistible your offerings are, if your landing page is missing a banner image, then chances are people will ignore it. Image is the very first thing a viewer will see. Therefore, make sure your landing page has one. Our brain is functioned to process visuals faster than words. According to a study, the human brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual.
IN MARKETING, BENEFITS WILL ALWAYS OUTWEIGH THE OFFERINGS!
The buying process always starts from the need of a consumer. The customers are not searching for your offerings; instead, they are more interested in a solution that can fulfill their needs. As they say:
DON’T SELL THE MATTRESS; SELL A GOOD NIGHT’S SLEEP.
While there is no harm in mentioning the feature of your product as well but we recommend that you lead with the benefits, and here are the reasons why we think so:
- Most of your users are ordinary people, and there is a fair chance that they might be unaware of the actual feature of that feature. For example, you have come up with a technology that provides cyber protection. Now, if you market that tech feature without the benefit, people will never get the idea of the usage of the technology.
- Users are always concerned about their benefit. If you are unable to communicate the benefit your offerings will provide, your potential prospects might look somewhere else for a possible solution. As a digital marketer, you need to adopt the ‘You’ attitude and convince the consumers by fulfilling their needs.
- Your majority of traffic comes from online searches on Google and other search engines. As mentioned earlier, consumers are looking up online for a solution and not a feature. Therefore, it is also beneficial from the SEO point of view that you use the terms on your landing page that can drive more traffic.
Moreover, headlines are not enough; you will also need strong copies that can communicate the product benefits in a creative way. Remember, a creative copy will hook out conversions from the deep and wide web.
WORD OF MOUTH IS THE BEST AND FREE MARKETING THAT CAN HELP YOU GAIN CREDIBILITY!
It is the best thing to back your claims through social proof. There is no doubt that the online world has eased many problems for the consumers where they can shop whatever they want to, from a tiepin to a house; everything is available online.
However, one thing that a consumer looks for is a credible vendor because of the scams that have been happening lately. Therefore, your landing page must build trust among the target audience.
Your claims are just hollow words if you are not able to back them up by proof. In your case, you can use celebrity endorsements to add trust and credibility to your ad campaign. If you don’t have the budget, then customer feedback, word of mouth, and influencer marketing are some other ways to add credibility to your landing page.
Social proof is a crucial aspect of a landing page and adds a ton of credibility to a marketing campaign. The following are some examples of social proof that you can add to your page:
- Customer review
- Case studies linked to your product
- Video interview
- Social media influencers’ endorsements
We don’t recommend using fake reviews because it can permanently damage the credibility of your brand. Digital has made the consumer more informed; therefore, consumers can easily catch any sort of fraud that they encounter online. And once your credibility becomes questionable, there is no coming back; especially, if you are an online vendor.
The digital world has evolved to a point where there are millions of devices with different dimensions. A good landing page is one that is optimized for every device. According to a survey, 80% of the entire web traffic comes from mobile phones. That is why your landing page needs to function perfectly on a mobile; otherwise, you can potentially lose 80% of your consumers.
According to research conducted by Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. Therefore, optimization is not a choice but a necessity.
A Robust Call to Action
A landing page without a goal will always fail; therefore, your page needs to be focused on a single goal; otherwise, trust us, it will land nothing but failure.
CTAs act as lead magnets and ensure conversions. It can be a click-through button or an entire form to extract information. Undoubtedly, it is the most crucial aspect of the landing page that will decide the effectiveness of the entire ad campaign.
For your clear understanding, here are 3 rule of thumbs for creating an attractive call to actions:
- Always avoid using generic terms like Click Here, Click now, etc. try to be more specific. Be creative with your words because it will elevate the effectiveness.
- Keep the entire form concise; people don’t have all day to fill it. Only ask for the information that is absolutely necessary.
- Always conduct testing to determine the effectiveness of different CTAs.
Tips To Elevate Your Landing Page Design
Keep It Simple and Concise
Less is more, so always keep your landing page short and to the point. Thanks to fast broadband speeds, the attention span of humans have shrunk dramatically. According to a study conducted by Microsoft, the average human being now has an attention span of eight seconds. Therefore, it is best that you keep your landing page brief so that it doesn’t test the patience of the viewer.
Add Video for the Charm
We always say:
VIDEO DELIVERS WHERE WORDS FAIL!
An animated explainer video can elevate the effectiveness of your brand by many folds. Furthermore, by adding an explainer video, you will explain the features to your target audience better.
The Internet is full of marketing campaigns looking to attract the consumers to their products; be a little different because to be the best, you need to do what others don’t. Adding a video to your landing page will give it a competitive edge over the competition as people love consuming video content online.
Conduct A/B Testing
A/B testing is the only way to determine the effectiveness of a landing page. It is a testing technique in which two different ad variants are tested to determine which one is performing better and generating more conversions.
Moreover, it can also help you identify weak spots in your landing page so that you can improvise it.
Don’t Miss the Critical Elements
Creating a brief landing page doesn’t mean missing out on some of the basic elements that are crucial for generating a conversion. We have discussed the main elements of a landing page in detail, so make sure you include each and every one of those on your page. Be simple but significant!
Always Follow the Z-pattern Layout
The Z-pattern layout is the design that traces the movement of the eyes. In other words, it is the way the human eye sees any page. Therefore, it is crucial that you place your utmost important elements on the top left to increase the effectiveness of the page.
Incorporate Your CTA into Your Headline
The majority of your viewers will only read the headline and skip the entire text, so why not make it the most hooking part of your page? Matching your call to action with your headline will make your page more relevant and effective.
Only Ask For Relevant Information
We understand that client information is important to connect with potential customers. Still, the fact is that people are sceptical about sharing their personal information online because they want to get scammed. Therefore, we recommend asking for the information that you really need.
For example, if you are running a digital campaign, asking for an email will do to take a follow-up.
As a digital marketer, you need to sell the sizzle and not the steak itself! If you need to design a lead-generating landing page, you need to tell the customers their benefits rather than flexing your product features. As they say, the mattress doest sell; a good night’s sleep does!
Your audience will only click if your landing page is convincing enough. Every click matters; therefore, you need to optimize your page from every possible aspect. The above-mentioned information will help you come up with unique and creative ideas to create highly effective landing pages. However, always conduct research before moving to the design stage because it is crucial to understand your consumer before you come up with a way to attract them.
Published by Tahha Ashraf