Seven Tips to Produce an Effective Landing Page
Wherever your digital marketing strategy begins, it ends at your landing page. Ushering your clients to a landing page is the most critical part of a long chain of events, and it’s where all of your success is determined. At CapSumo, we know how important it is to drive traffic to landing pages and capture data, but the landing page itself is what enables the whole process. Your landing page needs to appeal to your customer and accomplish the goals of your campaigns.
No matter why you’re driving traffic to your landing pages, there are certain ways to create a simple and irresistible page, providing your customers with an easy way to transact or interact with you.
Before you begin building a good landing page, you have to think about your purpose first. Remember that the aim of your landing page is to convert leads, but also consider a few questions:
- How will customers get to your landing page? Are they coming from social media, or have they been referred by word of mouth?
- Is the purpose of your page to inform, recruit, sell, or promote a product?
- What will your message look like?
At Capsumo, we have noticed 7 trends for more successful landing pages, and we believe these are the best ways to maximize your success when implementing conversion rate optimization to convert your leads into clients.
- The first thing you need is a great headline on your page that makes a clear statement to your audience. It needs to inform people why your product will solve a problem for them. Think about the benefits of your product or service, and write it into your page. Be honest with what your product offers, and if you can’t clearly tell what you’re offering in less than 10-20 words, you may need to use a sub-headline to explain further. If you offer a plethora of services, speak to your mission and what you can do for your clients when it is adopted.
- Visual aids need to build upon your message and explain your offer. Copy is important, but when combined with a clear image to build upon your call to action, your visitors will know right away what it is that you offer. The visuals on a page should express the importance of your product and provide ‘evidence’ to people why your service or product is valuable. Images should be large, high-quality photos that are not stock, and they also need to be attention-grabbing. Showcase your product directly on your landing page, and if you offer a service try to embody the results of your process in an image. Your image is going to make an impression on your brand, so think carefully when adding images to your page.
- Explain the benefits of your product, not the features. Your visitors are searching for expertise when they get to your page, and you need to give it to them in an easily-digestible way. You can work this explanation into your headline or you can weave it into other copy, but try to keep it as short and sweet as possible. Remember to maintain a focus on the benefits of your product all throughout. Consumers want to know why the product will help them more than what the product is made of. As a business owner, you might think it’s important to explain your product, but this is not the time to do that. If a customer is on your landing page, you can assume they know about your product at this point.
- Use the principles of pleasure and pain. People are inclined to avoid pain at all costs. If your business can help to ease the pain of a customer by solving a problem, they will be attracted to your product without even realizing it. Pain-avoidance headlines and copy are proven to work well. When crafting copy, explain how your product will save customers from pain. Will your customers miss out on a deal? Will they miss out on savings? Will they be left at a disadvantage by not using your product?
- Prove that your product or service is important. After making emotional pleas to your visitors, you need to back it up with some numbers. People love proof, and if you have room on your landing page it would be a good idea to include graphs, charts, statistics, or percentages that prove the value of your product. Again, these stats should cast light on the benefits of your products and not explain the features.
- If you lack statistics on the benefits of your product, offer a guarantee. Other than proof, people want assurance. Your guarantee does not need to be anything too restrictive – your guarantee does not need to be legally binding or anything too extreme. Happiness and satisfaction guarantees are effective, but you can also promise excellent customer service, or that a product will arrive on time. Even if your guarantee is nothing special, it still provides assurance to a customer that may be on the fence about using your service. Place your guarantee as close as possible to your call to action to further nudge your visitors to take action.
- Provide contact information on the page. It’s true that your visitors likely already know who you are and what you do if they’ve come to your landing page. However, in the event that they don’t take action, they will likely take note of your contact information and thus increase the chances of a conversion later down the road. Adding contact information to your landing page is another way to add credibility to your business.
While we specialize in capturing abandoned form data, we also know the amount of effort it takes to drive visitors to a landing page, and then have them take action as well. Just getting customers to a landing page is difficult enough, but even when they are on the landing page, it can still be an uphill battle to convert your prospects.
Luckily, CapSumo has solutions. CapSumo makes sure to capture the data that is input even if the form is not submitted. It also knows when the form has been submitted and whether to mark a lead as abandoned or converted. If you’re having troubles converting your visitors into clients, our tools to recover abandoned form data could be an opportunity to increase your conversion rates.
Please don’t hesitate to contact us with questions about improving your landing page or optimizing your website.