When you start developing your landing page, consider the following questions…
1. What is the objective?
What might users do if they arrived at your homepage in an ideal world? Would they make a purchase? Do you have to fill out a form? Do you want to subscribe to a newsletter? Do you want to get an eBook? Toss their piano down, grab a harmonica, and perform a nice blues riff? Setting goals is the initial stage in any approach. (Until you can monitor conversions, you must first define them.)
2.Against whom am I up?
In essence, it boils down to three questions: who do I see myself fighting with, how’s it that they winning, and how can I replicate their achievement? Because copying is the highest form of flattery, if your rivals are doing something effective, you should be doing the same. They’ll appreciate it (albeit that isn’t a guarantee…)!
3.Who is my target market?
But what are their objectives, aspirations, & dreams? As ridiculous as that may sound, it is true to a certain extent: the better you know your customer, the better you can respond to their desires and requirements. It will be impossible to produce convincing content in the voice of the client unless you know who your ideal customers are. So go ahead and get in your car.
4.What brought them to my landing page?
Consider tailoring your message to your users’ origins — a different meaning may be acceptable for people who got at your landing page via Google vs Twitter or Facebook. And there is no doubting that companies with much more landing pages (30+) generate 7x more leads than those with only a few. In an ideal world, each ad group would have its landing page, but that’s a big undertaking, so start small. Start with one custom landing page for each campaign, then expand as resources allow for individual ad groups.
How to Create Converting Landing Pages; Let’s talk about how to design excellent, convincing landing pages now that we’ve addressed the key pre-landing page questions. You may also listen to a podcast episode about this subject! Go to Episode 13 of the Goal Talk Podcast: The Physiology of a Revenue Homepage.
Excellent landing pages…are concise, succinct, & clean. A landing page includes all necessary information, but not so much that the user is overwhelmed (and so leaves). Only provide the information that will pique your audience’s attention (check out this post for some landing page inspiration).
Deliver high-quality information that instills trust.
We just spoke about how you don’t want to overwhelm visitors with information, but it doesn’t mean you should skimp on the material — on the contrary, give rich, relevant, and valuable content. Content that is confident and well-written creates trust.
Is it true that all roads lead to Rome? Great landing pages maintain track of all paths that go to and from their page. It’s critical to keep the number of exit points (in this example, hyperlinks) on your website to a minimum. The purpose is to direct visitors along a certain path, thus links that act as exit points from the funnel must be utilized rarely.
Make it simple for people to transition
The objective is to make the conversion as simple as possible for guests, with as little distance and as few impediments between point A and point B as feasible. The following step should be evident at all times. This method differs based on the type of conversion you want to achieve. Make the form enticing eye candy if it’s for the test section. Make a button that begs to be hit if it’s for downloads.
Have a perfect design
A homepage must have a simple, clean layout that answers all questions without provoking new models, which is where architecture comes into the equation.
Nothing should stand between the visitor and the conversion (i.e. no pop-ups!) Navigation should be apparent and easy, all needed information should be supplied, and nothing should stand between the visitor and the conversion (i.e. no pop-ups!). Users should be able to convert in one click if at all possible. Allow each extra click to weigh heavily on the mind as if it were a heart-throbbing under a floorboard.
There should be a clear call to action. The headline text and the button text (for instance, “submit” vs. “download your free marketing guide”) can both contain a call to action. There must be no doubt about what your visitors should do next – tell them exactly what you want them to do in big, bold writing. Changing the text on Kajabi’s button from “See Plans and Pricing” to “Get Started Today” increased conversions by 252%
Make headlines that stand out
The primary headline on most excellent landing pages confirms the offer, with a subhead for extra information or a value proposition (aka why your offer is awesome). “Free Facebook Marketing Ebook (title), Learn how to obtain more Facebook followers, likes, and engagement from our marketing gurus (sub heading)” may be an instance. In the samples below, you’ll find a variety of outstanding landing page headlines, some of which flip this so that the value proposition is the headline.
Include engaging text
To entice visitors, Kiss Metrics recommends employing special “hypnotic” terms. Using the word “you” in your writing makes it feel more personalized and enables for more intimate discussion. The term “imagine” allows readers to envision themselves using your goods, hence increasing desire. The term “because” is used to describe why visitors should do a certain action. On your landing page, use these mind-bending terms.
Make it all about the guest
Don’t bore the guest by speaking on oneself too much (this rule can apply to so many areas of life). Visitors, on the other hand, are unconcerned with your objectives or ambitions. They’re just interested in #1. Demonstrate what you’ll do for them as well as how you can make a difference in their lives. After all, we are selfish beings.
When possible, incorporate video into your presentation. Multimedia landing pages may make complicated items increasingly approachable while also entertaining your visitors.
Have a fantastic offer
The simplest strategy to increase conversions is to have a fantastic offer. Check to see whether your offer is appealing to people and if it is something they genuinely want. You’re ready to proceed once you’ve explained why your offer is so great.
At a glance, they’re simple to scan. It’s critical that your viewers can quickly grasp the substance of what you’re offering. Because you only have roughly 8 seconds to persuade consumers to stay on your website, your business model must be short and persuasive. When creating a landing page, make it very easy to scan by emphasizing your primary point in the title and adding more information with sub-headings and key points. To demonstrate data hierarchy, use typefaces and colors. Your website visitors are wild, anxious creatures hungry for a rapid meal, as Jakob Nielsen points out, therefore dish it up quickly!
Include photographs that are relevant and of good quality
Vibrant, eye-catching graphics make a website design more appealing and enhance the overall customer experience. Try including visual signals to direct the visitor to the next step. You may go for the apparent with pointers or go for something more subtle, like making a colorful button on the page’s center point.
Look stunning while maintaining a refined demeanor
Although appearances aren’t everything, they certainly play a role in landing page design. Why is it that a handsome man can get along with a lady who uses the same phrase to describe a less handsome man as a “creeper?” Regardless of whatever we educate our children, appearances have an impact on perception. The landing page must not be weird; instead, it should be really elegant. If the guest is a hot girl from a bar, you’ll want to impress her and take her home…. for a thrilling session of Scrabble!
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