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You've worked on your product or service, and now it's time to get prospects interested in your offer. What do you focus on to increase the odds of them taking the desired action? An effective landing page.
That said, creating a landing page design that converts isn't a guessing game. You've got your work cut out for you. This guide brings tips to keep in mind if you're to take the performance of your landing page to the next level.
A landing page isn't the place to be all verbose and descriptive. It should immediately communicate the value of your product or service. This is often referred to as the "value proposition."
Say, you're selling a productivity app. A good example of a value proposition that can drive conversion action is "Boost your productivity by 30% in just 7 days." This message clearly communicates the benefit. The user may very likely engage.
To win at value proposition:
People inherently care about what they'll get from your product or service, not what features you have. Go with: "Complete tasks 2x faster with this productivity app" instead of "Our app has timers and task lists."
Vague promises like "Increase your productivity" don't resonate as much as specific claims like "Boost your productivity by 30% in just 7 days." Hit the nail on the head to make your value proposition more credible and actionable.
What keeps your audience up at night? You've got to figure that out and address it directly. If they struggle with managing their time, a value proposition like "Stop juggling deadlines. Our app helps you prioritize and finish work on time" speaks directly to their pain point. This can make it harder for them to ignore.
A solid value proposition can not only convince but also bring in a steady stream of new customers to your business. In that case, you should have your critical business infrastructure working at it's most optimal to accommodate them.
If this is something your business could use, take the time to know more at WPG Consulting or any other experienced IT service provider with a name in the game. These experts can help make sure your business is ready to give your customers a seamless, reliable, and exceptional experience every time they interact with your brand.
Users may not always have the time or the patience to fill out too many details on your landing page. Far from that, they may not be comfortable sharing too much information with you. That's why you need to keep your forms short and only ask for essential information.
For example, instead of asking for full contact details, just request an email address for a newsletter subscription. If it's a webinar registration form, ask only for the user's name and email.
If, for some reason, you need more information, you need to assure your visitors that your platform has up to par security measures to protect whatever they share with you, be it personal information number, credit card details, etc.
In that case, you'll do well to get the input of experts well-versed in protecting security architectures for businesses like yours. Take your time to know more about XL.net or any other IT service provider that is up to the task when it comes to matters of security. These experts can put in place a strong cybersecurity protocol that inspires customer confidence when it comes to sharing their precious information with you.
Your headline and subheadline can be the difference between a winning landing page and one that tanks. That said, go for a headline that grabs and holds attention while summarizing the main benefit. The subheadline can then provide additional context or details.
For example:
Headline: "Transform Your Business with AI-Powered Insights"
Subheadline: "Discover actionable data insights that drive growth and efficiency."
The headline works because it doesn't shy away from promising a transformation using cutting-edge AI. This captures the reader's interest by suggesting a competitive edge.
The subheadline then follows by grounding that promise in practical terms. It explains how actionable insights can directly drive growth and efficiency. This makes it clear what benefits await the reader.
A landing page with proper visuals has a chance at a higher conversion rate compared to one that's seemingly haphazard or disorganized. That said, go for high-quality images, videos, or graphics. But even as you aim for quality, don't leave your brand behind. Make sure the graphics are in alignment.
Also, a good practice is to reduce distractions as much as possible so the design remains clean and focused. Avoid clutter, unnecessary links, or too many calls-to-action (CTAs).
Your headlines and subheadlines may draw potential customers in, but do you know what can actually trigger them to make a decision, be it to buy, subscribe or even book a call? The CTA. Safe to say, your whole landing page leads to this moment.
Go for a CTA that's clear, compelling, and easy to find. That said, go for a color that contrasts with the landing page copy so the customers can't miss it. When it comes to word choice, give them the next step you'd like them to take.
You could go with "Get Started Now", "Claim Your Free Trial Today", or any other that matches with the desired action. Incorporate elements of urgency while at it to motivate users to act quickly. Phrases like "Limited Time Offer," "Only 50 Spots Left," or "Act Now Before It's Too Late" create a sense of FOMO (fear of missing out).
But while triggering the FOMO, ensure that whatever the landing page and the CTA promise, your product or service can deliver. Otherwise, you risk not only confusing but also alienating your customers.
If your ad speaks of "10% off your first purchase," the landing page should prominently display this offer. When the user clicks on a social media ad promoting a discount on a new smartphone. The landing page reiterates the discount offer and highlights the phone's features. This increases the likelihood of a purchase.
In 2023, there were 313% more visits to websites on mobile than to desktop. While this is not indicative of exclusive mobile browsing, it still shows that more and more people are accessing the internet from their phones. Your landing page should reflect this user engagement reality.
First, ensure that it's responsive and performs just as well on mobile devices as it does on computers and tablets. Go for large buttons, readable fonts, and simplified layouts to take mobile user interactions to the next level.
While at it, ensure the website loads fast enough, as one with slow loading times can lead to higher bounce rates. Optimizing your images is a good first stop. Reduce their sizes to open the door for faster load times and seamless user experience.
You should also opt for browser caching. This stores parts of your webpage locally on users' devices, allowing for quicker load times on repeat visits and reducing server strain.
Also, opt for fewer scripts. This often translates to less code to process, leading to faster page rendering and a more responsive landing page.
There's no better way to get customers on board than to show them that their peers are in, too, and have loved the experience. That's why your landing page should include testimonials, reviews, case studies, or even trust badges. But why are these important?
For starters, credibility social proof shows that real people have used and benefited from your product or service. For example, displaying glowing testimonials with names and photos makes the praise feel real. This can help reduce skepticism and build trust.
Apart from that, there's also reduced decision anxiety. More often than not, users seek reassurance. Seeing the positivity in your reviews or hearing success stories from others who have already bought into your product or service can reduce doubt.
Testimonials and case studies also allow prospects to see themselves in the experiences of others. If a testimonial highlights how someone similar to them overcame a challenge using your product, it creates an emotional connection and strengthens the desire to engage with your offering. To well display reviews in your store, you should use Ryviu app which allows you to collect and manage reviews to increase conversion rate and boost sales.
You should have your landing page in different versions to identify what works best. Focus on isolating a single element (e.g., headline, CTA button color, or image) to ensure you accurately measure its impact. For example, if you're testing CTAs, compare "Get Started Now" vs. "Start Your Free Trial Today" while keeping all other elements constant. This approach helps you pinpoint exactly what drives better results.
But before you start the test, you've got to define what success means to you. What landing page metric are you tracking? Is it higher click-through rates? Increased form submissions? Longer time spent on the page? Use tools like Google Analytics or specialized A/B testing platforms to track these landing page metrics and make data-driven decisions based on the outcomes.
Also, avoid jumping into conclusions too quickly. Ensure your test runs long enough to gather sufficient data concerning the landing page conversion rate, specially if your traffic is low. A statistically significant result means the difference in performance isn’t due to chance. This can give you confidence in implementing the winning variation.
Getting the performance of your landing page to its best can open the door to massive success of your marketing campaigns and by extension, your business. This guide has introduced you to tips on how to create one that works. Use them.
Pair a great landing page with a website or platforms that promises customers a thoughtful and secure experience and you'll increase the odds of not just attracting but also keeping them loyal and coming back for more.
