A landing page is a distinct web page designed to persuade users to take a certain action.
Think about your blog’s home page. You might list your most recent blog entries, link to your “about me” page, include an email opt-in form, and more on your homepage. Visitors to your website have a variety of options from which to choose on this page.
A landing page’s construction can seem simple at first. You don’t need to be a developer to publish anything decent when using a drag and drop builder (like Unbounce), and you can do it in a matter of hours.
In spite of this, it is not advised to enter blindly. Here are some best practices that have been repeatedly shown to increase conversion rates and lower cost-per-acquisition to give you a head start.
The first guideline of best practices for landing pages is that they are a place to start as you build your best landing page. The next step is to experiment and let the users pick which page, in their opinion, would convert the best.
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Consider using a template
Everyone aspires to be unique. However, beginning from a template and modifying it to meet your brand will provide spectacular results if you’re just getting started (or just have limited programming resources). Numerous professionally designed landing pages are offered for sale on websites like ThemeForest. Hundreds of conversion-focused landing page templates created with these best practices are also available from Unbounce.
Test and update your landing pages
Best practices are crucial, but the best approach to make sure you’re converting as much as possible is via A/B testing your landing pages.
Have a feeling that your headline with a problem isn’t getting the job done? Want to arrange the questions on your form differently? Is your supervisor adamant that your CTA button be pink fluorescent?
Try it out before you commit, and base judgments on facts rather than feelings.
Design for the right device
A sizable portion of people participate in many campaigns by using their smartphones to browse. (You might even be aiming at on-the-go individuals.) Screens will be less interactive, load times will be slow, and screens will be smaller as a result.
None of these characteristics will improve your mobile conversion rates, so create a landing page that is mobile-responsive and adjusts to various devices to ensure better performance. Layouts can be changed, CTAs can be highlighted, and pictures can be reduced in size or eliminated altogether.
Keep it fast
70% of consumers acknowledge that page load speed affects their decision to purchase, according to the best website designing company in Delhi. You will lose a lot of potential consumers if it takes your pages more than three seconds to load on a mobile device.
Use clear, compelling copy
Good copy shouldn’t even sound like copy. It should be unambiguous and simple. It ought to be just as readable as the cereal box back. Even if some products necessitate longer material (and, thus, longer landing pages), the majority profit from keeping things brief. Consider fewer paragraphs and more lists with bullets.
Include (authentic) social proof
The majority of your visitors are astute enough to avoid common marketing jargon. (Unless you have something truly unique to say, they have heard it all before.) Including the opinions of pleased customers and community members can give your claims an air of credibility that even the best copy will lack, regardless of how amazing you think your product is.
Positive feedback from Jane Doe, Anonymous, and Satisfied Customer won’t persuade anyone, though. By adding personal information, such as complete names, job titles, residences, dates of purchases, biographical information, photos, or even video, you may humanize these testimonials.
Remove navigation and other distractions
Reduce distractions that can send visitors elsewhere on a landing page by concentrating on one conversion goal. The temptation to incorporate further calls to action, site navigation, or even connections back to your homepage on your landing page should be resisted. Your landing page will function most effectively on its own.
Show your product/service in action
It is easier for visitors to picture themselves as your customers when your product or service is shown in a realistic setting. It works well as a shorthand for describing how your good or service operates. Visuals may help you grab and hold their attention, whether you employ still photos, step-by-step animations, or example films. An excellent location to do this is in your hero picture section.
Use directional cues to direct the eye
Since it’s uncommon for a landing page to be so brief that nothing displays below the fold, it’s a good idea to include visual cues that direct the attention downward. These cues may take the form of arrows or other literal pointers as well as other shapes, images, animations, or even language that encourage users to scroll and read.
Prospects should be guided to your call to action using similar directional cues. To make the CTA stand out from the rest of the content, use strong, contrasting colors and a shape that is simple to recognize (buttons should look like buttons). To bring even more attention to it, you can add arrows, animations, or even images of people pointing.
Keep the action above the fold
The top half of a newspaper’s front page is referred to as “above the fold.” However, it now more frequently refers to what may be seen on a screen before scrolling down. In either case, its valuable real estate, so take advantage of it to the fullest.
Place your title, unique selling proposition, and most crucially, your call to action above the fold to maintain maximum visibility. Make sure everything a visitor needs is visible right away, but don’t cram more information onto the screen than you absolutely need to—too much above the fold can make it difficult to see your CTA.
Ensure your messaging matches your ads
To make sure you’re delivering them to a page that meets their expectations, employing landing pages is essential in the first place. By matching your landing page language (and style) to the search or social advertisements you’re running, you can ensure that visitors have made a “good click” and that you’re getting the message through.
