When building a PPC campaign, finding the right set of keywords and targeting right set of people is very demanding. All this is done to make the user click on your ad and ultimately redirecting the user to your website’s landing page. Therefore, it is very important to know how to create a successful landing page.
When it comes to building a landing page, design is everything. As a webmaster you have very little time to impress your user by your landing page’s design and key components . So, it should be clear to potential leads what you are selling from the moment they get to the page.
Most people believe that aesthetics is the easy part of creating a landing page. But in reality, a poorly designed page has been known to kill conversion rates. Your design will make it easy for people to understand your landing page and convert.
These steps will guide you through designing a successful landing page that converts.
The use of good quality images and videos can show the benefits of your offering. Images and video should have a direct purpose on your page rather than just filling space. It lets potential leads put themselves in the actual situation of your product or services. For example: if a hotel resort puts images of white sands and people relaxing by the beach, it will let people imagine themselves in this situation instead of just reading about it.
Also, display pictures of happy people to make the page welcoming to visitors. It will make your landing page warm and personal. Designers we can use emotions to make potential leads feel a certain way. Displaying a smiling face puts them in a comfortable and positive mood which has a positive impact on the conversion.
An example of a contrasting color is having a bright orange button on a dark blue background. People will be naturally attracted to this difference. Use this in your design to highlight the sections of your page that you want to be seen.
The heading, the caption, the form and the CTA should be the most prominent on your landing page. With contrasting colors and good use of white space it’s easier to potential leads to digest the information and convert. One thing to avoid is packing too much information on one page. This is a mistake that many marketers do.
Your CTA button is ultimately the most important feature of your landing page. The entire goal of the landing page is to get people to see that button so they take action on your page. The effectiveness of your CTA button can be instantly changed with eye catching design or a great placement.
A couple of design tips: bold the font and make the button quite large.
Generally, place your CTA button on the top part of your page for it to be seen directly without scrolling down. The more specific and clear your button is, the higher conversion rates will be.
Visitors will ask themselves “what exactly am I going to get from this relationship?” Potential leads need to know that your product offering meet their needs. Present your benefits in a clear and simple way that makes them curious for more information. It’s best to present these benefits briefly. This will let potential leads to easily skim through and see if it’s the right product for them or not.
Your goal is to provide potential leads with an easy path to conversion. So you need to provide users with only one action that they can take. This means removing any navigation bars, footers, or outside links that drive attention away from your CTA. Having multiple things on your page for leads to click on, is a huge distraction from your CTA and your main goal. So get rid of the other distractions and keep them focused.
Headings and sub-headings are crucial for a landing page as they hook in potential leads. To explain additional benefits or selling points, use bold headings to attract their attention. Break information down into small digestible segments. With small sections and large headings it would be easier for people to skim the information and really digest what you are saying. Near the bottom of your page you should have a bold statement that should reaffirm your value proposition. This is your last chance to tell potential leads that your offer is the right choice.
As a visitor there is nothing more frustrating than a huge complicated form. Think simple when thinking of designing your form. You want to make it easy for people to enter on your entry form. A recent study done by Hubspot shows that if you reduce the form fields from 4 to 3 it increases conversion rates. Also, avoid too many dropdown menus. When creating a sign-up form, keep your main objectives in mind. Only ask potential leads for information that is necessary to achieve those objectives.
The loading speed of the landing page is the most important factor to be taken into consideration. 40% of users abandon the page if it doesn’t load within 3 seconds. Even though your landing page is very effective at turning prospects into customers, it’s unlikely to generate a positive return if only half of your audience can see it. Spend more time on improving the loading speed of your page before you launch.
Another important component is compatibility. Make sure your landing page is responsive and opens on all kind of devices and browsers.
Designing a landing page is more challenging that it seems. For it to be profitable and effective, the design of your page is as important as the actual content. Potential leads need to easily read that information and understand the message that you’re trying to convey.
Improve your landing page by following the above steps and you’ll be totally satisfied with your conversion rates.
And How To Increase Conversion On Your Website after you have a successful landing page.
We all have faced this challenge when we have visitors on our site but still the conversion rate is very low as compared to the traffic we are getting.
This is the bottleneck for every site owner who is promoting their services or selling products online. There are some common terms that we hear frequently such as landing page or sales funnel or conversion rate, but many of us aren’t still clear how to use these terms for our own benefit.
Let’s talk about some methods that we can try to increase conversion on your website or in simple words convert our customers into visitors.
It’s human tendency that before purchasing anything we love to try and test it. It’s not an easy task to reach out to your customers pocket directly by just debriefing your product or service in words, you have to have them use it first without asking them to pay for it (trial period).
Make sure you are not asking them to register their credit card details before offering them the trial version as according to a study, asking for customer’s personal information drops your sign up rate by 93.27%.
A piece of research from Totango clears it all
Let them come back for more after their trial period ends, and be legit. If your product or service helped them in any way, they’ll buy it for sure.
People generally like to follow the herd, if they’ll see that everybody is buying it, they’re more likely to do so as well.
Show Testimonials on your homepage or products/service page to make them feel safe about your business. Let them know it through user rating or positive reviews or feedback your previous clients gave you in form of testimonial.
If you can bag a testimonial from a well-known face, do so (perhaps by giving free samples to industry bloggers). But if not, even a gleaming review from an average John will still leave a positive impact.
The last few years have seen the adoption of live chat by both companies and consumers expand exponentially.
The main reason behind customer’s loving live chat is because they get answers immediately without waiting in a cue or for a mail revert.
Companies also liking live chat feature so much as stated by Virgin Atlantic “one live chat agent can typically do the work of about 15 customer specialists who are handling emails and calls” and carries importance because you can actually intervene before a confused customer leaves your website.
Many times you must have seen a pop up as soon as you have decided to leave the site, those pop-ups are known as Exit Overlays. On majority, you’ve been annoyed by them (I’ve been there). Chances also are, that – on occasion – you’ve been fascinated by the message displayed and, consequently, have converted (I’ve been there too).
The notorious reputation these pop-ups hold clarifies that many site owners are afraid to use them straight away. They’re missing out, though, because the data shows that they do work. Not every time, obviously, but tests by Rooster found that found that implementing an exit overlay “saved” 7.16% of their visitors.
There are some tools that can help you in creating an exciting exit overlay for your website. Few of them are,
Whatever marketing vertical you are from, competitors are always there to provide better than you and that actually divert your traffic to your competitor’s website.
Prevent this by creating comparison chart or page or some tool that can calculate savings for your consumer if they use your product/service instead of going to your competitor.
Remember do not show how bad or worse your competitor’s products/services are but show how much better your products/services as compared to your competitor. That will trigger a sense of trust in your customer.
Take a look at this example:
Don’t forget, that search engines can’t usually “read” the content of images. A comparison chart like this one should always be accompanied by an optimized blog post that makes full use of the image’s ALT tag.
Try and implement these things onto your website and you’ll get the results for sure, I cannot say you’ll see massive changes as soon as you’ll implement them but try them and twist them according to your customer’s need.
Hope you enjoyed the blog post.
And if you haven’t read about content marketing trends of 2017, read here.
Or check out how WordPress is going to change in 2017.