A great landing page is essential for anyone who uses their website to sell products and/or services online. The landing page sets the pace for your entire user experience. It can mean the difference between a visitor clicking away from your website, or sticking around to see what you have to say. No pressure, right? Marketers and advertisers have spent quite a bit of time breaking down and analyzing what makes for a perfect landing page. Take a look at the 5 recommendations below:
Attention-Grabbing, Concise Headlines
Your headline is the first thing your visitors will notice, so you have to make it count. Just a few tweaks to a website headline can make a huge difference in the page’s performance. Much has been said about creating the perfect headline. Remember that headlines should be concise, and answer the question “What’s in it for me?” Copyblogger covers this topic quite well in their popular post entitled How to Write Headlines That Work. It’s a good idea to split test your own headlines to see which ones perform best for you.
The anonymity of the internet makes trust a bit hard to come by. However, people and organizations have created ways to establish trust, including guarantee seals, third party verifications (Verisign, Better Business Bureau, etc.), reviews, and testimonials. According to a study conducted by the Wall Street Journal last year, 92% of respondents said that they have more confidence in user-generated information found online than they do in information from a salesclerk or other source. As such, testimonials a very powerful tool for building your landing page’s trust.
A call-to-action is the answer to the question “What is the point of this?” A strong call-to-action will give your visitor a clear idea of the action they should take next. A call-to-action can take on different forms, including offering a free ebook for download, asking visitors to sign up for a webinar, asking for a petition signature, or offering a free trial. Just keep a few guidelines in mind when writing your call to action:
Make an effective case for why users should answer your call. Skype does this quite simply with their homepage, which says, “Wherever you are, wherever they are — Skype keeps you together.” You then see a picture of two people happily and expressively having a Skype chat on a laptop.
Incentives are a great way to get people to answer a call-to-action. You could say, “sign up for our newsletter,” but why not, “Sign up for our newsletter and receive a 10% discount on your next order?”
Make sure that your call is clearly tied to the overall purpose of your website. Make the call to action button clear and distinct, and never put it in a place where the user must search for it.
Use Relevant Multimedia
Pictures, slideshows, and video that are relevant to your landing page are good for driving user engagement. There is actually some psychology behind this. When it comes to pictures, our minds are wired for processing visual images. In fact about 50% of the human brain is involved in visual processing. Just think of all the pictures you see every day whether it be via social media, billboard ads, blogs, or magazine spreads. Video is a great communication tool because we’re designed to connect with other humans. The sound of a human voice, facial expressions, and body language all convey a message better than written words alone. When creating a video you don’t have to make a Hollywood production, but a short clip introducing your products or services can establish a sense of familiarity and put a visitor at ease.
Above the Fold
The most important elements of your page, such as a headline or registration form, should always be at the topmost part of the page where the user doesn’t have to scroll down to see. However, this doesn’t mean that you should try to stick a half dozen links, article previews, and lots of images above the fold. Prioritize what you want to appear at the top of the page that would make the user want to read on.
Building a great landing page is neither a mystery nor rocket science, but it does require some planning ahead. Start planning for your next successful landing page by following the recommendations outlined in this article.