A landing page is also sometimes called a "squeeze page", because it aims to squeeze as much relevant information from the visitor as possible.
The primary reason for building the landing pages on your website is not just to promote a product (like in the case of pay per click) but also to provide valuable content and increase brand awareness and visibility with a user friendly interface.
You need to avoid knee jerk reactions while doing this kind of change.
You should create a few drafts before reaching the final result as more than 50% changes can affect results positively or negatively.
Here are a few tips which will help you in designing and creating a high converting landing page.
You need to focus on the benefits of your product or service as you don't want to create content that is not directly related to your campaign objective. You can make use of the 'features/benefits' formula where features are converted into tangible benefits for the viewer. This will increase user's engagement and interaction with the content of your site. You also have to keep in mind that by focusing too much on features you might fail on "conversion rate optimisation". So it's better if you split up your page into sections where each section will focus on a particular feature.
Let's take an example:
If we want to promote a product having features such as "Easy To Use", "Reliable" and "Affordable" it's better to split them up into their respective benefits for users like :-
"Easiest Way To Do Online Shopping"
"Always Available, Always Reliable And Always Affordable!"
Benefits are always positive words/phrases which creates instant value in the eyes of the visitor. Features are generally described using negative adjectives where you have to break down the negative word/phrase used while describing features by mentioning its benefits .
For Example: Instead of saying that your product is "Not X", it's better to say that your product is "X Without The Hassle!"
You need to keep in mind that you don't want the visitor to spend more than a few seconds on this page and still you have make sure that he/she should become an email subscriber or lead.
So, a "call to action" plays a major role on your landing pages which means how well visitors interact with your landing page . You can use various methods such as text links, buttons, images or forms depending upon the post you are building.
If you are selling something then use the CTA button like a BUY NOW or ORDER NOW . If you're a blogger then you can use CTA buttons like SUBSCRIBE which pops up as soon as a visitor lands upon your landing page.
You should avoid creating separate sections for features or benefits and instead focus on single-task conversion through your landing pages. A better way is to include multiple CTAs (Call To Actions) within the content of a landing page so that all conversion methods are there on the same page itself.
It's also necessary to keep in mind that you don't want visitors to scroll down the whole page, because it might interrupt the conversion process . So, make sure that when a visitor gets onto the bottom section of your landing page, he/she can't go down any further than that.
Instead, you could consider providing links to other pages which might contain much more information than the present page.
You can make use of online tools like Optimizely which allow you to run A/B split tests on your landing pages and quickly find out what works best for your visitors and drive higher conversions from it.
You need to check the performance of your landing page in terms of conversion rate (for example, if you get 10% conversion rate from one headline on one landing page then how will you get a better conversion rate). Hence split testing is an essential part where you will have to compare different variations of content against each other until you are able to derive maximum results using that specific version.
Where you can offer a free download on your landing page which will subsequently encourage the user to subscribe or buy something from your site . I always prefer using this method as it generates productive results and does not require any latest design/code skills.
But if you are good at coding then building full blown landing pages is more than welcome, but remember that it's better to keep these landing pages simple so that visitors don't get distracted or feel confused while reading them.
The biggest mistake most people make on their landing pages is forgetting to mention what value they are offering to users . They only list out features (what a product or service does) of that product.
Most people fail to understand the fact that without knowing what value your landing page is offering, there is no way that visitors will be convinced to sign up for your list when they visit your landing page. So, you need to clearly mention the actionable benefits and value proposition on landing pages .
For example: 'Join Our Exclusive Email List With Amazing Content And Get More Leads Every Month'.
In this case, you are actually convincing them what benefit they will get once they subscribe to your email list.
Your headline should clearly describe all the benefits which a user can get whenever he/she signs up through your form (there should be a 'sign up' form on your landing page). You need to make sure that the headline of your landing page contains a value proposition which should be relevant and attractive for the visitors .
Social proof is basically an expression of formally accumulated approval from users/customers who have used your product or service before and are satisfied with it. With social proof, you can increase trust among new customers and enhance credibility for potential leads . Examples of social proof include testimonials, numbers like having thousands of people joining your email list or followers growing gradually after conducting an online course, etc. The more data/proof you have in front of someone will automatically boost their confidence level in dealing with you without any doubts.
There is no limit to perfection. You need to keep on improving and testing your landing pages for better results. It does not matter how good your design is, how professional it looks or whether people are filling in the form of a landing page or not because that's not the real test of your landing page .
The only way to know if you're doing well with that particular landing page is by checking its conversion rate (i.e., how many people have signed up after visiting a specific landing page). If there isn't any positive change in your targeted goal then it means you need to make some changes which will eventually produce better results from where you can get higher conversions.
It's very important to know your target audience before you start building a landing page of your own . This will help you test out different concepts until you can find the one that works, matching their needs and expectations.
If you fail to do so, then there is no point in even starting with building a landing page because those visitors who don't belong to your targeted audience will give negative feedback which eventually leads to poor conversions (unsubscribed).
So it's better to narrow down on goals, set realistic targets for yourself and then work on achieving them. And if something doesn't work well, try making changes instead of giving up without testing!
So, here are some 'don't dos' which you should try avoiding at the very beginning:
If you have any questions or queries regarding this article then feel free to ask them below. Also don't forget to share this post with your friends on twitter/facebook and help them in building a better landing page for their website/business.