In marketing context, we usually come across a common terminology known as “landing pages”. So what do they actually do and what is the motive behind designing landing pages?
Landing page is that page where your users land when searching for relevant products/services that you have in your website’s database. This is a standalone page separate from your main website. In general, landing pages are created to accelerate the conversion rates, and to get visitors to take a particular action on the page.
So how do they do it?
When designing a landing page, try to put your focus on four fundamental aspects –
1. Work on the “engaging” part of your landing page
That said, your landing page should be able to talk with your users in an engaging tone. Just imagine you want to subscribe to a business; what would be that first thing that you would like to see before you subscribe? – of course, a well designed landing page that looks professional! Landing pages are all about gaining email subscribers, getting customers to take your service and ultimately, contributing to business sales.
2. Use creative visual elements
When you have a particular objective, all your visual elements such as color, themes, structure, etc should work in one direction to get your customers click to that CTA button that you have incorporated into your landing page. You have to put yourself in the visitor’s shoes to take a glimpse of how would someone react when they land to your website landing page.
3. Don’t repeat the same mistake that others might be doing
Most people make a common mistake of asking the visitors to fill ten different pieces of information in order to subscribe to their services or download an ebook (depending upon what your objective would be at any given time), which isn’t a good idea at all. No user would like to fill a lengthy form, just to get your service when there are many others in competition. Instead, it would be better if you get them to fill their name and email, as it would be rather easy for them.
4. Focus on what your customers want and not what you want
It is pretty common to get across landing pages that define more about their company’s products and not about what value they add to a customer. Let me make it more precise – a customer should know the worth he gets by subscribing to your business or downloading your ebook. Your visitors may have a hard time availing your service if you aren’t able to properly communicate with them about their interests.
Finally, you will be able to see your conversion rates increasing by following the above mentioned four principles…Now let’s get ahead to the nitty gritty about what factors to include in and what to leave out.
A successful landing page should have the below mentioned six elements:
- A headline and sub-headings
- A quick description describing your services
- One or more than one image/video
- A short information form
- CTA button
Well… they all are pretty good things to get in your website, but is there anything that shouldn’t fill in the space on your landing page? Obviously, the navigation links that you sometimes give to help users get more information. Instead of doing good to your users, they are simply creating a hurdle by distracting them off from getting in the motive of your landing page. Aside from this, avoid redundant text, a number of CTA buttons, and anything else that doesn’t go well with your objective.
Remember to keep your idea clear and focus on it rather than adding in so many things at the same time and making it all look too bulky for your visitors.