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. How Does It Work? Essentials About The Conversion PathCustomer'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: Clear and plain design. There should be no extra elements of the landing page, and the user's attention should not be distracted by a bright background or a colorful photo. The design can help the client to glance over the page, creating a system of visual priorities – from the title to the order button. Call-to-action. It can be placed as a headline, a caption on a picture, or an order button with encouraging text. It must inspire customers to take some action, for example, to leave their emails. Descriptive text. It can outline the main benefits of the product or the essence of your offer. You need to show what the person will get after completing the action: clients will be contacted or enabled to download something, or will receive a notification via email. Image. It can be a photo of the product, service, or just a happy customer. If you offer some information or subscription to a digest – it is best to portray a screenshot of the product. Order form. In our experience, short forms that consist of 3–4 fields can provide you with quality-generated leads. Of course, you can use more fields, but that might bore the customer. Order button. This is one of the most important elements of a landing page. Its color, text and location largely determine the conversion from visitors to buyers. How To Design A Product Landing Page: All You Have To Know About This ProcessWhile 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. Make it simple. When creating a landing page, one common mistake is that people think the more complex the design is, the better it will catch the visitor's attention. Therefore, we advise you not to make a very sprawling and overly colorful site because “less is better”. Add a clear call to action. A great design must be paired with a clear-cut and powerful CTA. It refers to what you want the customer to do on your landing page. Highlight essential words. Most businesses explain what their service or product landing page is all about. If they don't use video content, they entice customers with words and sentences. Make it responsive. In today's digital age, you can't target only desktop users. Make sure your landing page is friendly. After all, people now spend more time on the phone, so being mobile-friendly now is vital. Use your own photos. Applying real images helps build trust with your customers. Remember that a significant portion of potential clients are skeptical about whether you are legitimate. Ask what's needed. By using an awesome landing page, you can discover new information about potential customers and your current market. It provides you with an opportunity to collect quality leads and update your database. Limit the number of links. There is always a debate about whether to include links to a company's social media on a landing page. One side argues that it's a good idea for a landing page because visitors can learn more about your company. The other side believes that links, except CTAs, can only be a distraction and make customers forget about the landing page’s purpose. Make the degreasing process easier. Let's be honest, when we look at a company's best landing page design, we tend to skim more than read the entire page. Our clients do the same, so we recommend making the page minimalistic and simple. Include trust indicators. Any transaction made online can cause everyone to feel hesitant. Consumers just want the transaction to be safe, without fraud or problems. We recommend applying user-generated content (UGC), or content based on verified data, to build trust. What design elements and tactics help to convert visitors into leads?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. Master the art of follow-up. How long will it take your sales team to establish lead follow-up? And when your salespeople run follow-up after registering a lead, what do they tell potential customers? The art of follow-up can both increase and decrease your conversion rate. Don’t skip this step, and reach out to your leads effectively with personalized messages instead of general texts. Minimize the funnel. If you want to improve your lead conversion rate and have more success, consider optimizing your funnel first. Clearly define what user pains need to be solved. Interviews and surveys can help you understand how customers currently fix these problems. Do they encounter any difficulties and inconveniences with your service, and particularly with your landing page? Automate promotional campaigns. Another tactic you can try when optimizing your conversion rate is to collect customer emails in a form on your landing page and then launch personalized campaigns. Segmenting your leads and then sending relevant emails to each group to address their needs and pain points is a great way to educate, grow and convert customers. Be as sincere as possible. Another tactic you can try when optimizing your lead conversion rate is to make your brand image as reliable and trustworthy as possible. So, your target audience knows that your company is close to them and understands their problems. Landing Page Design Best Practices From Wow-How ExpertsOur 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. Step 1. Preparation: How The Perfect Landing Page Should Look LikeIn 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. Step 2. Target Audience And User Portraits In Landing Page MarketingImpression 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. Step 3. The Informational Structure Of The Successful Landing Page – Building It According To Behavioral ScenariosWhen 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. Step 4. Create A Good Paper Landing Page Prototype 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 positioning of the unique selling proposition. Menu, the location of buttons. The format and placement of forms (open and closed type). The order of blocks on the landing page. Step 5. Interactive landing page prototype 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). Step 6. Technical testing of the finished page 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. A Few More Secrets from Wow-How Experts On How To Come Up With The Perfect Landing Page Design 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. Wrapping UpYou 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!
