anding pages are one of the best tools business owners can use to drive traffic to their website and entice customers to make a purchase. Creating a great landing page takes time and care, but the payoff is well with it. To create an amazing landing page, you need to know the purpose of one first. Landing pages are stand-alone web pages designed with a specific marketing goal in mind that users often reach from an email, ad, or social media post. Since these pages are designed to support your marketing goals, they are great increasing conversions and lowering cost per acquisition.
Here are some tips for taking your landing page to the next level.
Before You Get Started
When a user gets to your landing page, what action do you want them to take? Your goal could include having someone fill out a form for more information, make a purchase, download a white paper, sign up for a newsletter, or take a number of other actions. Another important thing is to consider your audience, and what will speak to their specific hopes, aspirations, and expectations. Understanding who your customers are will help you write more impactful copy to resonate with them.
Optimize Based on Median
Changing your copy depending on where users are coming from can be a good idea. Someone coming from a social media platform like Facebook or Instagram may connect with more casual messaging, while someone coming from an email may want to see something with a more professional tone or highlighting different benefits of your product or service. Studies have shown that businesses with more specialized landing pages convert up to 7x more than those who use a single one for all medians. Start with a single, generalized, landing page first, and as you identify different audience segments create more specific ones for each segment.
Limit Exit Points
When funneling traffic to a landing page, you want people to stay and read more about your product and ultimately take an action. Normally, including hyperlinks to other places on your site and helpful resources is a great idea, but when it comes to landing pages we recommend limiting it. Limiting hyperlinks decreases the chance of someone leaving the page without returning. Remember, the goal of your landing page is to funnel customers in, not lead them away.
Simplified navigation has become increasingly important to website design, because people are short on time and want to find the info they need quickly and without hassle. This is true for landing pages as well. In addition to easy navigation, you’ll want to put all important information “above the fold” of your website; or in the most visible spot before a user has to scroll. Be sure to only include imagery and information that will bring value to the user, and further inspire them to click.
Optimize for Mobile
It’s no secret that mobile users account for most website traffic these days, so your landing page needs to be optimized for smartphones and tablets. Non-mobile friendly web design is one of the top reasons for high bounce rates right now, and often results in users going to competitor sites for their purchases. Once your landing page has been developed, be sure to check it across multiple devices and browsers to ensure your users have an easy time getting the information that they need.
Ask for Vital Information
Let’s face it, most people don’t want to spend time filling out a long, multi-field form. Get the bare minimum information you need, to decrease the chances of user frustration and high bounce rates. If you do need more info, ask for it on the thank you page to avoid scaring your users off before taking the desired action.
Make it Visually Appealing
Your page should also be visually appealing for users with an intuitive design. Avoid long, wordy paragraphs and instead vie for short paragraphs with bold headers. When possible, use captivating imagery to drive your point home and guide the users eye along the page. Images are the first thing your users will notice, so make sure it sends a message fits well with your mission. Your page should stay on-brand with company colors, and use bright, complementary colors for important CTA’s.
Choose the Best Landing Page Builder
Using the best landing page tools or landing page builder is a good idea to make your life a lot easier. So what are the things you need to look for when choosing the best landing page builder?
- Optimized Templates
Using a landing page builder is easy to use, providing professional, optimized templates to attain your web and business goals. Choose one that offers professional landing page templates that are easy to edit with less editing, the better.
- Integrate A/B Testing
One of the best practices when it comes to landing page optimization is auditing with split testing. So it’s a smart idea to choose a landing page builder with integrated A/B testing to test if your efforts are effective.
- Multiple-user Accounts
If you have several teams that need to work on their department’s landing pages, choosing a landing page builder with multiple-user account feature is a good idea. In this way, your employees can access the builder anytime and anywhere using their credentials.
- Mobile Optimization
Find a reliable landing page builder provider that is intuitive. In this way, you don’t have to completely change the design your landing page just to be optimized for mobile devices.
- Bonus Features
Check out the following bonus features to find in a landing page builder:
Drag and drop editor that is simple and easy to use but with plenty of design capability.
Choose one that offers shortcuts and draft version to undo or redo, copy, paste, and delete.
Choose one with features that help improve conversions, such as countdown timers, icons and text, parallax images, and color-changing CTA buttons.
Select a builder with built-in website popups to increase opt-in rates.
When used correctly, a landing page is one of the best tools to drive conversions and help your brand reach its unique goals. Having a successful landing page may require some testing and adjustment of pictures and copy to see what resonates best with your audience, but in the end it’s worth the value it brings. When crafting your next landing page, be sure to keep these 7 things in mind to help satisfy customers.