A landing page that would attract prospects and convert them into buyers should incorporate two crucial elements – a tactically drafted sales pitch, and an eye-catching and easy-to-navigate design.
Although it may sound simple enough, it is tricky to balance both elements and optimise the landing page for more traffic, sales, and conversions.
So, is there a way to get sureshot success with landing pages in one go? What approach should a marketer take when creating a highly optimised landing page?
Let’s get your queries answered here in this blog –
Step one: Your Headline Should Be Catchy
Did you know that 8/10 will read your headline, but only 2/8 will read the rest of the content on the page?
Surprising, isn’t it?
The headline of the landing page is where the magic begins. It is essential to make the heading interesting, attractive, and click-worthy. The headline should able to grab the interest of the website visitors; take their attention to the products or services you are offering, and compel them to take the desired action.
To make the header compelling, state your value proposition clearly. An ideal headline should never exceed the limit of 10 words. Choose words that convey your message well without going over the board with it.
Step two: Focus on the Visuals
We all are aware of how crucial visual elements are in marketing.
In landing pages too, visual elements and graphics play an essential role in attracting visitors and enticing them to scroll through the entire page.
When choosing images to add on the landing page, select the ones that complement the design, content, and illustration. The image should be in sync with the products or services you are selling. However, give equal emphasis to UX as it will put more weightage to the whole page.
Step three: Outline the Features of Your Products and the Benefits it Offers
The main aim of any landing page is sales and conversion.
Once you have the visitors, your next concern should be how to keep them glued to the page. A persuasive copy that highlights the unique selling points of your offer is what you would need. Tell the visitors about your products in detail.
However, it is essential to understand that consumers prefer products that can resolve their issues. Only focusing on the specifications of your products will not compel your visitors to buy. Instead, show your consumers how your products can benefit them. Address their pain points, significant concerns and then present your product as a solution to their problems.
Step four: Add a Single but Focused Call To Action
CTA or Call-to-Action is one of those elements that can either make or break your landing page.
However, you need to know that randomly constructed CTAs placed at random places will not drive your visitors to take the intended action. Sometimes, marketers go over the board with CTA. They use multiple CTAs on a single landing page. Although it may work in some cases, multiple CTAs can actually reduce the effectiveness of the entire page.
Multiple CTAs will only confuse your visitors and repel them from taking any action. And yes, they will spend no time to leave your page. Instead, use only one strongly worded CTA. Your CTA should be in big fonts so as it is clearly visible. Ditch the cliched terms and use words that sound exciting and persuasive.
Always use a button when putting a CTA so that your visitors can easily move to the next step of the sales funnel; that is, the lead form. The colour scheme you use for your CTA also contributes to making it effective and clickable. Using contrasting colours have proven to be more attractive to the eyes. Not only it will draw the attention of your visitors, but it will also compel them to click it.
Step five: Add Testimonials to Establish Brand Visibility
Online recommendations and reviews influence the purchasing decision of buyers in today’s age. They don’t make a purchasing decision based on what you say about your product. Instead, they see what people say about the product.
Social proofs and testimonials are the best way to showcase what your existing users and clients are saying about. Putting it on your landing page will allow the buyers to make an informed decision.
When adding testimonials on your page, consider using reviews from real people that are relevant to your audience.
Adding pictures of people whose review you have added make it more real and trustworthy.
Step six: Offer Buyers the Assurance and Guarantee
Whether it be a free limited-period trial or guaranteed refund, it always works to compel visitors to take action. Landing pages with freebies or guaranteed offerings have higher CTRs than those pages without it. These elements also help in building the reliability and credibility of the brand. Once your audience knows that they will get a money-back or product replacement service, they will not hesitate to buy your products.
Step seven: Incorporate Story-telling
Storytelling is an art that has a high potential to turn leads into conversions. Instead of merely putting forth your products and offerings on your landing page, create a narrative to address the pain points of your consumers. Take them on an emotional ride while you cover the main objectives of the page. However, make sure your storytelling aligns well with the rest of the design.
Conclusion
There is no single or right approach to creating a high-converting landing page. However, the elements mentioned above are vital for optimising the pages and witness a notable difference in engagement and conversion rate.
If you need help for your digital marketing needs or have a question, I am here to help. You can reach out to me at rita@netplanetdigital.com.au.
