We can all agree that the main purpose of a successful landing page is to increase your conversion rate and make your visitors choose you and your product/service over everybody else’s. But how exactly do you do that?
To make your landing page really work for you, you need to take into account a multitude of factors. Even when you have a solid body of knowledge there’s always some changes and tweaks to be made.
Let’s take a look at some of the most important factors you should pay attention to when designing the perfect landing page.
Before you even start conceptualizing your landing page, you should do some market research. This will create a good basis to build on.
Determine the outcome of any visit to your landing page.
- What do you want a visitor to do in the end?
- Do you want them to buy your product or join your mailing list?
- Would you prefer that they sign up for a newsletter or hire your service?
The first step of any job is to define a clear goal, and then find the means to achieve it.
Be aware of who your competitors are and how successful they are at what they do. If their business is flourishing, try to catch a glimpse of their work and copy their strategy. Learn from others, whoever they may be, especially if they are more successful than you.
Try to understand what drives your target audience, what interests and inspires them. Getting into their heads won’t be easy, but you need to guess what their wishes are, so you could offer them what they need.
Adjust the message
You need to consider all the channels where you can find your potential visitors. Once you have figured that out, adapt your message especially for that channel and for that specific audience. Your message to Facebook users might not convert as well compared to the message you write for visitors coming from Google.
If need be, create several landing pages, and do some split testing. It would be worth the trouble.
Creating the landing page
A high-quality and purposeful landing page is a combination of good content, appropriate images and numerous small things that influence the overall effect of the landing page. Here is what you need to pay attention to:
Headline, as the most important part, must be concise, eye-catching and offering a solution to a problem. Take care of the subheadings too, as they will give the visitor a reason to keep on reading, not just to have a quick look.
As brain is quicker at processing images than words, consider adding a photo or a video to represent the visual center of your landing page. Good videos are there not only for fun, but also to bring products or services closer to the viewers.
You should always stress the main benefits of your product or service. Visitors have to know what use they will have of it and how it will solve their problem. Visitors are your potential clients, and fulfilling your clients’ needs is your primary task.
Be clear, tell the visitors exactly what you want them to do (order, submit or download), and make that message visible and in bold. You would be surprised how many people do something just because it is written on the page.
Landing page colors
The impact colors can have on people should not be disregarded. Don’t underestimate the energy and feelings some colors can provoke in your visitors and make that energy work for you. You could easily improve your conversion rate simply by choosing the right colors.
It is important not to mess up with the background color, as it could interfere with the text. If you decide to use a dark color, make sure the text is written in a color that contrasts well with the background. Then again, you can just opt for a simple white background.
In general, it isn’t advisable to have a bunch of links on your landing page because they can distract the visitor from your main goal. If you still decide you need them, try with the most usual color, blue. Of course, if blue doesn’t get along with rest of the colors, switch to the one that does.
Most experts believe that this color can really make visitors do what they are suggested or it can completely turn them away. Each color is a symbol of a feeling, so it would be wise to explore what each one of them represents to the visitors.
Conversion rate issue
In the end, what you really want is to increase your conversion rate as much as you can, that’s what it is all about, right?
The acronym stands for “Keep It Simple, Stupid.” In other words, people lose their attention very quickly, so prolonged speeches won’t keep them interested. Say exactly what you want and be fast.
More precisely, make your headline in bold, use a couple of bullet points to introduce benefits of your product, put in something visual and a call-to-action button, of course. And that’s it.
Change in call-to-action style
Sometimes, words that are supposed to work just don’t work. If you’re not getting the desired results, change the message. Even the word “free” doesn’t always do the magic.
Make your message more personal with the right words for your landing page. A/B testing should be your main tool. It’s very important to experiment and see what works.
When it comes to designing a perfect landing page there are no fixed rules.
The key is to constantly try out new things and different versions of landing pages with changed variables. Some of them will work, some won’t. Just keep a log of what does work and be prepared to work diligently on correcting the ones that don’t.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
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