The need for a landing page or fully-fledged website now arises for every entrepreneur who starts promoting a business online. Landing goal is a quick sale, so subconscious motives, emotions, and consumer confidence are of great importance. It is essential to genuinely feel what your target audience needs to create a landing page that will adequately cope with its task.
To find out how cost-effective your site is, you need to know the conversion rate. You can count it by finding out the ratio of the number of site visitors to the number of people who performed a user action, such as placing a checkout or subscribing. There are many ways to increase conversion, but the main ones are the marketing part, web resource design, graphic designing, content, cause trust nuances, and technical requirements. Optimize them all to make your site more revenue.
Marketing Techniques To Design Landing Pages
Before you begin to develop the site, you must determine why it is needed and how you can achieve the most effective results. Since the landing pages are significantly different from full-fledged multi-page sites, the first thing you need to pay attention to when creating them is the marketing component. During the design web resource, pay special attention to the creation target. Let’s discuss a few initial conditions, without which the effectiveness of the business card site will be extremely low.
- Marketing analysis. Before you begin work on the creation of the site, conduct a marketing analysis. Thus, you will find out how competitive your offer is, what demand is for it, who your competitors and target audience are.
- Reasonable price. If you offer a product or service at an unreasonably high price, they are unlikely to be bought. The price increase is possible within normal limits, but only with a justification of the reasons why you have more than competitors.
- Clear and strong offer. Offer is what you propose. The proposal should be short, simple, and clear, promising benefits and containing a key request. You must prescribe your offer in the main header of the landing page.
- Properly managed advertising campaign. Your advertisements should be sharpened for the planned target audience.
Your ultimate web solution must meet three parameters, such as specifics, uniqueness, and great value.
1. Focus on Specifics
The visitor must have a clear idea of the goods or services that you offer. If the landing page sells robot vacuum cleaners, you do not need to write that your customers can also buy fantastic irons. All text and advertising messages should call for the performance of the target action only for one product. When you design a landing page pay attention to the value and size of your promotional offers — for example, a specific discount amount, a free electronic version, etc.
2. What Can You Offer in Addition?
In cases where you offer standard products, and there are enough competitors in your niche, it is much more challenging to sell. Therefore, to increase sales to find the unique advantages of the product is extremely difficult. In this case, pay special attention to the offer, services, and information about the seller. Stand out promotions for customers, discounts, bonuses. Take care of visitors by offering them free assembly, delivery, online advice, and technical support. Present an inexpensive companion product. Do it in such a way that it would be slightly costly for you, but for clients, it is a weighty reason to contact you.
If you are announcing a stock or a sale, then be sure to visually show the visitors what benefit they will receive in monetary terms. If you offer some gift, for example, a free ebook, complimentary service, etc., then it is also worth justifying the value of the offer. For example, to tell how much useful information is in the book and what problems it will solve.
Tell the visitors why they would like to choose you. Remember that sample formulation and plagiarism do not sell.
If you provide visitors with a free sample of your products, you can get more contact information from users. Offer small bonuses for registration or email. You can use this data for further marketing strategies and sales.
3. Why You?
Identify the problem with which the visitor comes to you and offer a solution with the help of your product or service. What benefits will the client get from working with you? You should not focus on the cost and quality of the goods, but on whether it helps to solve the problem of the visitor.
For example, you sell real estate services. A person acquires your services not to purchase a concrete box at a bargain price, but to obtain housing. The person needs a home to go there to relax after a hard day’s work. To relax, an individual needs a sense of security, reliability, and comfort. Consequently, the client comes to you for finding these sensations, and not for the standard purchase of the real estate. Focus on what you can give a sense of reliability and comfort. Thus, you additionally add specifics to your proposal.
Directly about Design of the Landing Page
Web page design must entirely be based on the goals with which you create the site. When switching to a web resource, visitors should have a feeling that they are in the right place. You can ensure this by the consistency of the design landing page, i.e., the need to match the design of your landing page with the design of your ad. To do this, you need to duplicate the colors, images, icons, titles, fonts of your ad on your landing page.
The visual hierarchy is one of the most important principles of web design — the order in which the human eye perceives information on your page. With the help of a well-established visual hierarchy, you can direct the attention of visitors to the essential information.
Logo and Corporate Identity
Logo and slogan are the main elements that distinguish your company from many others. In addition to being an integral part of a business card, they can also tell about you. For example, if you offer legal services, you are unlikely to use a flower-shaped logo. Similarly, the agency for organizing holidays is unlikely to fit the logo with Themis.
When you are creating a company logo use established symbols associated with some spheres of activity, the same goes for slogans. You can try to use some online services, for example, Logaster brand builder. Just enter a company name and you will receive a lot of design variants to choose from.
Design landing page should match your corporate identity. Through the colors and fonts, the user identifies you from the first seconds. Remember the Starbucks corporate identity. It would be strange if Starbucks launched a landing page in red and black tones, changing the white-green palette. The conversion of such a page would be weirding. The page would cause dissonance and mistrust among visitors.
Landings usually consist of semantic groups that make up the structure of the site. Such blocks are convenient because everyone answers one specific question, such as information about your offer, the cost of goods/services, your contact details, etc. The essence of the grouping is to arrange similar elements (according to their purpose or visualization) next to each other, which allows reducing the cognitive load on the visitor.
Landing combines text and graphics. It is in this format that it is easier for the visitor to perceive information. For a potential client to understand the benefits of your product well, place it in a bulleted list with icons. For example, like this:
Working with Forms and Target Buttons
Several design landing page tricks will help you draw attention to the buttons of the target action.
- Size. The larger the item, the more critical it seems. The size of each element should be related to what will present on the screen, page, or section of it.
- Colour. You should choose the colors of the site, given their psychological impact. For example, shades of green and pastel colors are suitable for a web resource of a medical institution, but red and purple will cause only a rejection.
- Contrast. The most effective is the color that contrasts with the rest of the page. Contrasting elements attract attention.
The choice of colors and the contrasts variety is of crucial importance in the design landing page, so it is better to entrust this to specialists. You can use ready-made solutions of a modern website builder with templates or trust in professional designers. You are well versed in how to conduct business, but only an experienced specialist has high-quality and in-depth knowledge about usability, harmony, color effects on conversion, and other intricacies. Entrust the creation of a landing page to professionals – the result will pay for itself.
To draw the user’s attention to the buttons of the target action, use the graphic indexes. Use arrows, dotted lines, pointed block design to subconsciously force the visitor to scroll the page to the end and move on to the buttons of target actions.
Highlight the blocks and fill it in a separate color and classic fonts. The form for filling in the data should differ in color from the background and neighborhoods so that it will be noticed and not confused with other elements of the landing page. Artistic fonts are suitable for logos only. It is better to impose the rest of the text with standard fonts with a large enough size so that it is easy for the visitor to read.
Reduce the number of call-to-action buttons (CTA) to 1-2. Do not load the visitor with endless ‘order,’ ‘register,’ etc. A large number of CTA buttons create the effect of obtrusiveness and pairing. Place the button at the beginning and the end of the landing page. It’s enough.
Content Role in Landing Page Design
There are rules of form and content. In our case, this is design and content. Without diminishing the influence of design, it is necessary to recognize that, first of all, the content can convince a potential client precisely. Not only the text in its pure form, but also video, infographics, photos with explanations. Your total amount of sales depend on how you present your product or service.
Illustrations and images play a primary role in the design landing page. Exceptions are only goods that are not yet known to the market. However, most of the textual component of the landing will be the description of the product. Tell us about your product or service is not dull and as much as possible from profitable parties. In aggregate, high-quality photos and the correct description of the goods raise the conversion of such sites at times.
Based on this, we can conclude that offer and data units take the central roles in selling a product through a landing page. Bring the main propose on the first screen. Hook the site visitor in the first three seconds. Exactly so much time is needed to make a decision – to stay on your site or should you close it soon. Let’s consider several recommendations regarding the creation and work with the data that you post on the landing page.
Undoubted Importance of the Offer
The first thing that strikes the visitor landing page is the title. It should be made in a beautiful large print, while its content is crucial. The essence of the title is an offer or a unique selling proposition. What makes you different from competitors? What value will your customer get? The answer to these questions and gives the offer clear, concise, convincing. Remember the rule of the first few seconds? According to the results of numerous studies, it takes so long for Internet users to decide whether to stay on the page or leave.
In the best case, the visitor should be interested in your offer and purchase the goods. Therefore, our first goal is to make the user scroll the landing page to the end.
Determine the Direction of the Text Content
Landing must contain a unique selling proposition – an individual characteristic of the product, based on which an overall promotion strategy is built. Therefore, all the text that will be contained on the pages should explain the uniqueness of your product or service.
It is essential to explain to the consumer how your product or service is useful for him. To increase the conversion of landing, you need to concentrate on the benefits for the client. For example, you sell air conditioners with built-in filters. What is the benefit for the consumers? In that, they can not open the window and do not let the street noise into the apartment, but still get clean air. So by analogy, you can disassemble any benefits of goods and services.
Try to improve the page on the method of Steve Krug. Remove 50% of the content and reread it. If the meaning of the content remains the same, remove another half of what’s left. Achieve maximum simplicity and clarity of information. American web usability specialist Steve Krug advises simplifying the interaction between the user and the site.
Landing’s texts should be pure and concentrated informative. Make sure that the visitor catches the essence without even reading.
Errors and typos immediately spoil the reputation of the company. If you write the text yourself, give it to the editor. Perhaps literacy is okay with you, but sometimes you may not notice small errors in large volumes of information.
If You Add Video
The first thing you need to pay attention to is autoplay. It must be disabled. Let the users choose whether they want to watch the video or not. If the video starts to play against one’s will, and even with a loud sound, visitors will close the page and will not enter it again.
Videos must end with a call to target action. At the end of the video about your product, do not forget to voice your offer and call-to-action again.
Importance of Content Credibility for Designing Landing Page
There are millions of sites on the Internet. The reliability of some of them is beyond doubt. For example, if we are talking about Macy’s online store or the BBC news portal. But how many times in search of a specific product or service have you come across companies that you have never heard of before? And how many times have you wondered – is it safe to deal with them?
In most cases, you made a decision, relying solely on the company’s website as such. You did not call friends or read reviews on other sites. In the end, viewing the site, you either closed it in search of another resource or decided to purchase a product or order a service.
We omit details about usability, ease of accessibility, page load times, calls for action, and much other essential information. They quickly become secondary when you neglect the main thing – the fact that the site should inspire confidence.
Post Real Information Only
Choose your best works and make a gallery of them to show your clients. You will need high-quality photos in high resolution. Portfolio in the eyes of visitors is also proof that you are a real-life company, not fraudsters. Find the opportunity to make your photos of your office, staff, production, gym, club, etc. – this will increase the visitor confidence in you and make your landing page unique.
Facts should also be handled with care. Internet users unconsciously read unjustified statements as falsity and manipulation. Therefore, unreasonable promises to kill land landing conversion.
An example of the correct handling of information is Apple’s advertising campaigns, which are built on clear evidence.
If possible, instead of extra words, take a photo, a video with your product in action. Finally, post your customer reviews.
Pay Attention to Reviews
People in most cases are looking for feedback on products or services, brands, or companies. The search for recommendations from other consumers is one of the links in the chain leading to making a purchasing decision.
Placing consumer feedback about you or your product right on the landing page reduces this chain and quickly brings the customer to the acquisition. However, remember that if people see that your feedback is fake, their confidence in you will be lost drastically. Try to get feedback from real buyers.
If you have known customers, mention them on the page – this is a compelling social proof, credible, and motivated to buy a product. ‘If they choose successful and famous, then it is worth it.’
Provide Detailed Contact Information
Use Google Maps to show where you locate. If you have an office, place an exact location in the footer of the landing page. So users can find a short route and a convenient way to travel. They also make sure that your company exists.
Tell about payment and delivery. For any product landing, a block of information on delivery and payment is required. It is essential for the buyer to clearly understand how to pay for the goods and how long the package will go to him. If this information is not available or it is incomplete, there is a risk of losing the client.
Buyers want to be sure that if they get the goods of poor quality, they will be able to return the money. Tell them about the guarantees and conditions of return, so that they decide to buy.
Technical Points for Landing Page Design
If the choice of marketing strategies, design, and content of the site is entirely up to you, then IT specialists are already involved in the development of the landing page. You can make recommendations regarding the creation of a brand book or express your opinion about text and media content. However, with the technical part of the question, you will be more difficult because current trends in web design dictate their own rules.
For landing page converts, it is necessary that the web project meets the following technical criteria:
- Adaptability. The adaptive site is beautiful and convenient for all devices equally. Landing traffic can come from any device, do not lose a client because of an inconvenient website.
- Minimal SEO optimization. If you want to receive traffic not only from contextual advertising but also engine search, spend a minimal SEO-optimization landing page. Identify the correct title, URL, and description for search queries.
- Site speed. Users do not like to wait a long time, so ensure fast landing. Reduce the number of large media files and plugins, or use the progress bar so that the visitor can see how much time is left to wait.
To Be or Not to Be?
Arguing about the design landing page can be infinitely long. Some experts say that the development of the site should be entrusted to professionals. Others recommend the use of online builders. If you are ready to spend money and time on specialists, then you can turn to freelancers or IT companies. If you want to get a good result with minimal resources, it makes sense to use the website builder with templates.
The advantage of working with specialists is that they will help you to realize any of your ideas. However, the problem may be in price. It makes sense to turn to programmers if you plan to implement a third-party plugin on the landing page that needs to be developed in advance.
Online website builders save a lot of time. Most of the providers of such services have already thought up the design and simplified the editing process before drag-and-drop. Thus, you can fully control the design landing page and save on resources.
In any case, it is you who best know the specifics of your business and have complete information about resources. Use the tips in this article to create a high conversion landing page!