Before you start creating and designing your landing pages, you must first think about who your audience is and what it is that you want to achieve. The answers you come up with will be your guide when it comes to designing your page.
Great landing pages are tailored to their audiences. The more personalized a landing page is, the better chance it will have of converting a user. By defining who your audience is, you will better understand how you should be speaking to them, what the page should look like, which devices will be used to access your landing page, and the personal desires of your user. For instance, if your product is aimed at senior citizens, you might wish to use a larger font size, have a prominent call-to-action that lies above the fold, and write in a style that appeals to them. This landing page would look very different from one designed for a millennial, who would probably access your page on a smartphone and be used to scrolling on a website.
If you’re using a landing page, the chances are you want to increase your website’s conversion rate. But what is a conversion for your site? Do you need a landing page:
Because a landing page is so specific to the goal that it is trying to achieve, each of these goals will result in a very different looking landing page.
This is the first and possibly the only thing visitors will read. The headline is where you win or lose them. The key here is to explain the benefit you are offering to users in a single sentence. Don’t talk about features, talk about what they can achieve thanks to your offering. Make it all about the user. You should spend as much time on this single element as you do creating the rest of the landing page. Why? Because research has shown that over 90% of users who read your headline will also read your CTA.
You could have the best landing page in the world, but if your offer sucks, users aren’t going to be converted. If your goal is to get new subscribers to your blog, you’ll probably want to give away something for free like an in-depth guide to your chosen topic. If you want people to sign up to your webinar, you’ll need to highlight why your webinar is so good. What is the user going to learn from you and how will it benefit them? This will be the second thing users will read, so make sure the copy for your offer follows on nicely from your title.
Some users won’t bother to read your headline. But if they see an image that they relate to, they maybepersuaded to give the landing page a second chance. Don’t just use any old stock image, however. Think of your image as a second headline. Make it powerful; make sure it shows off your product or offering and the benefit to the user if possible.
Do you know what’s better than images? Video! If a picture says a thousand words, how many words does a video say? Ten thousand? A million? However many it is, videos are a great way to increase conversion rates. In fact, research from Eye View Digital has shown that using video on landing pages can increase conversions by 86%.
These can be anything from testimonials and reviews to customer logos and Industry certifications. This is an especially important element if the goal of your landing page is to persuade users to buy a product. But even if you’re just trying to get more email sign ups, it is still a good idea to put trustindicators on yourlandingpage.
It’s no good having a landing page if users don’t know what to do on it. This is where your call-to-action (CTA) comes in. It should be clear, prominent and assertive. “Sign up here”, “Add to cart” and “Download now” are common calls-to-action that you will see across the web. As always though, your CTA should be tailored to your offering and your audience.
When’s the best time to get a user to convert? When they’ve already converted. This is the goal of a post-conversion landing page. Once they’ve clicked the call-to-action and filled in their information, follow them up with another offer. Maybe this is a product upsell or a request to become a newsletter subscriber. Whatever it is, there’s no better time to strike than while the iron is hot. (Note: SharpSpring makes this easy with landing page funnels – a series of pages served up in sequence.) If you don’t have an applicable post-conversion offer, consider a thank you instead.
If you’re looking for a sure-fire way to boost conversions, there are few methods better than inserting dynamic content into your landing page. Dynamic content is content that is personalized for a visitor using data you have already gathered about them. According to the Forrester report on Digital Experience Technology And Delivery Priorities, 2016, 68% of marketers and business professionals say that ‘delivering personalized experiences’ is their highest priority for web and
Dynamic content comes in all shapes and forms. Some Find out more about how you can insert dynamic content into your landing pages by reading our guide.
common examples are:
Also read: Digital and Social Media Marketing Strategy Trends to watch for in 2018
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