A well-optimised landing page can boost conversion rates by up to 220%. Creating the perfect landing page is essential for turning visitors into paying customers. But what exactly is a landing page and how do you create one that drives results? Let’s take a look.
Before we get into how to create the perfect landing page, it’s important to understand what we mean by a landing page.
Landing pages are standalone web pages created for a specific purpose. It’s where users 'land' after clicking a link in an email or on a paid advert. They differ from the typical pages on a website as they serve a short-term goal and don’t usually sit in the main navigation.
Landing pages are a pivotal part of a marketing campaign and can be a highly-effective tool for driving users towards a certain action. So, how do you create the perfect landing page? Here are a few top tips:
Your landing page should be created with one clear goal in mind, whether that be encouraging users to sign up to a newsletter or making a purchase. It’s important to stick to one offer per landing page, as pages with multiple offers can distract users and reduce conversions by up to 266%.
Once you have defined the aim of the page, it’s easier to align it with your goal so it can serve its purpose more effectively.
Headlines are the first thing a visitor will see, so yours needs to capture their attention, clearly communicate the offer, and resonate with the user. It’s important to avoid using jargon or being vague. Keep it simple and to the point so customers know exactly what they're getting.
A strong headline should keep your visitor on the page and make them want to learn more about what you’re offering.
Users should be able to read the content on the page without feeling overwhelmed by clutter. Keep the page clean and well-organised to enhance the user’s experience and guide them toward the desired action. Additionally, it’s important to be consistent with your design - use the same fonts, colours, and style throughout to prevent the page from looking messy.
Whilst it’s important to keep things simple, you still need to ensure the page is engaging for the user. Consider adding a few high-quality images or a short video to keep the page interesting.
Landing pages are designed to nudge users into taking action but they shouldn’t be too pushy or overly salesy as this can deter conversions. Focus on demonstrating to the user how what you’re offering will solve their problem and add value to their life.
Your CTA (call to action) should stand out from the rest of the page and effectively coax visitors into taking the final step.
Here are some CTA best practices:
User-generated content is a powerful tool. It’s not uncommon for users to hesitate before offering their details or making a purchase, but testimonials and reviews can help reassure the user that your business is worth their time and money.
Your page needs to adapt to any screen size as users may be using a variety of device types. If your page isn’t responsive, it could lose usability and visual appeal. This can drive potential customers away.
It’s important to know what’s working and what’s not to maximise conversions. One of the best ways to do this is by conducting an A/B test. This involves creating two versions of the same page but making some slight adjustments to see what works best for your audience. This could be the colour of your CTA button, a headline, or different visual elements. In doing this, you can ensure your landing page is performing to its highest potential.
Creating a landing page that successfully converts users takes time and careful planning. By establishing a clear goal, crafting compelling headlines and copy, ensuring the page is simple but appealing, having an enticing CTA, using a responsive design, and testing and optimising as you go, you can produce a landing page that delivers lasting results.
If you’d like expert help producing an effective landing page, get in touch with us today!
