Author: Bob Feb 02, 2023 12 min read
The landing page is the backbone for lead generation and an effective channel for those who want to attract more clients. It usually consists of a few elements, such as a call-to-action, an offer description, a form to fill out and a checkout button. A perfect landing page fulfills its main task – attracts quality prospects. An interesting fact is that having 10-12 landing pages increases the number of leads by up to 55%.
In this article, we will tell you about all the properties of landing pages, as well as explain how to create them correctly so that potential customers will convert into leads.
Customer’s attention is short-lived: they can close your page in search of new information after the first few seconds if they do not expect to find anything useful or interesting. So, you have to be sophisticated to keep the potential client engaged.
The successful landing page adjusts to such impatient human behavior. The main elements of attention-grabbing and easy-for-perception structure are the following:
While what we are interested in may be different, there are general design principles that are structured to hook any page visitor. Below, we will cover various landing page design basics that will help increase conversions.
We believe that you’ve worked tirelessly to create quality content, an attractive design and menus that make navigation easy. Unfortunately, even if you do everything right, you may be disappointed by a low lead conversion rate. This can happen to any good landing page, regardless of the industry or product it represents. If you’re familiar with this issue firsthand, here are 5 ways to optimize this metric.
Lead conversion is a set of measures for turning potential customers into real buyers. It includes various marketing methods that make people want to purchase your products or services.
Our Wow-How experts have selected for you the top 5 tips for creating the perfect landing page. These points will help you understand the principle, as well as simplify the process of preparing for implementation.
In marketing terms, an effective landing page contains macro- and micro-objectives that are ergonomically integrated into the structure and logic of the site and contain conversion triggers.
An example of usage of these triggers is giving preference to definite colors, placing buttons of specific sizes, writing persuasive texts, etc. For example, a “common” effective trigger is socially validated reviews, which steadily increase conversions on the page.
User context is data about the target audience. The more understanding you have about their needs, pains and behavior patterns, the more relevant you can adjust the presentation of information on your site.
Micro and macro conversions will move people smoothly down the funnel. If users aren’t ready to buy a product, it doesn’t mean they aren’t keen to leave their email and other contact information.
Impression of the brand, the desire to buy, the ease of this conversion and the overall opinion – everything depends on the convenience of the landing page. So, foremost, we should consider the needs of a potential client and the problems that the customer wants to solve. To understand these pain points, you need to make a portrait of the target audience. It usually has a core — the most frequent customers who order regularly and bring profit.
Important: Basically, to cover different segments of customers, it is better to allocate numerous portraits of buyer personas.
When you understand who your customers are, you can think about how they will behave. This is where a mental map can help. Mind mapping allows modeling different behavioral scenarios that will give the business conversions, while the users will get a convenient way to get what they want.
Think over future pages and their interaction: what they should be like, where the users will go from, and in what sequence they need the information to achieve macro-conversion. Make a list of micro conversions with which you can lead customers to purchase if they are not ready to buy immediately.
Unfortunately, many people ignore this step, although it is better to give it your attention. A paper interface sketch is the most cost-effective and quickest way to think through the nuances and not waste your time on technicians, as well as money, on real prototypes. This stage lays the foundation of behavioral factors:
The final stage of basic landing page UX design is the creation of an interactive prototype, in other words, the digitization of what you drew on paper with a pencil in the previous stage.
The prototype of a page is a rather broad notion, it can look like a simple sketch, like a block diagram with pictures, or as a live interactive image with clickable elements. So, prototypes can be roughly classified by the way they are made (analog, i.e., on paper, or digital), by the level of detail and by UX (traditional, i.e., as an image, or interactive).
Even the most promising CRO hypotheses are absolutely useless if the landing page won’t open in certain browsers or look crooked on mobile. That’s why basic technical hygiene comes first.
A QA engineer can start checking the landing with the help of auxiliary tools or perform a visual check of the layout. Images, pictures, photos, icons and logos should not be washed out. As a rule, how crisp the graphic elements of a landing page look can be seen with the naked eye. To check the color, style and font size you should always look at the code on the web page and compare it to what is used in the layout.
Often, businesses don’t understand the customer problems they intend to solve, which influences the lack of sales. Clients have countless difficulties and needs, so they want to spend money on fixing them. You just have to be there, stand out from the crowd and persuade people to buy.
Selling everything to everyone doesn’t work for a long time. Target narrow customer groups and be specific about what you’re good at. Tell consumers what a great specialist or company you are, and you will get one step closer to the conversion. By choosing a narrow niche for solving one issue, you will look like a professional in your business, and that will increase credibility and sales.
You need to understand for which customers you are developing the leading page. Learn who your consumers are and what they want, and discover how they decide on a product in your niche. Answer the question: “Why did they choose you?” Always try to put yourself in the customer’s shoes.
Now you can understand the reasons and motives why they buy, and what criteria and features they pay attention to. Thus, you’ll realize what texts to write, what pictures to use and therefore how to convert customers.
Focus groups, surveys of potential clients, and all the other sorts of research are better than nothing. But it isn’t enough, as you also need to keep track of the market situation and your competitors. This is because surveys help you know what your customers want, but they don’t show what’s going to happen in your industry.
You must remember that no one landing page design is right for every business. Sometimes the audience prefers a page with plenty of links and some like sites with numerous videos and product photos.
Creating a landing page looks easy on paper, but requires strategic planning on your part. Although, after reviewing the landing page design principles above, now you have an idea of what an effective page consists of. Hope, our expertise inspired you to create something breathtaking for your business!