A landing page’s objective is to nurture potential customers who aren’t yet prepared to make a purchase and to show how your business offers a special benefit in that field. Such a page is essential if you want to increase customer satisfaction, increase sales of your product or service, and attract new clients swiftly with tempting offers.
You’ll discover the essential elements of a fantastic B2C and B2B landing page in this article and how to include them into your content to boost conversions.
How do landing pages work?
A landing page is a single web page that has been designed with a specific goal in mind. You may install tracking settings on a landing page to monitor user activity. Most landing pages serve one of the following five objectives:
- Encourage a visitor to click (to go to another page, on your site or someone else’s).
- Get a visitor to make a purchase.
- Encourage a visitor to give his/her permission for you to follow up (by email, phone, etc.).
- Get a visitor to tell a friend about your products/services.
- Get a visitor to learn something, or leave feedback. This might include posting a comment or rating your products or services.
Potential customers are expressing interest in the particular value proposition or product when they click on your landing page via organic search, PPC advertisements, social media ads, or promotional emails. However, a landing page alone won’t be sufficient to encourage a purchase.
You may arrange the information in certain ways to promote conversions and ultimately purchases. Here are five best practices to follow in order to create landing pages that draw in more visitors and amplify their interest signals.
Create the perfect headline.
Your landing page’s title is the first thing a user sees, and the majority of visitors will read it before skimming the text. Therefore, it’s crucial to craft catchy headlines.
To do that, stay away from headlines that are unclear or inaccurately summarize your content. First and foremost, make sure your material is presented in an interesting, succinct, and eye-catching manner. Second, make sure the benefits of your offer are clearly stated in the headline. Users will be more likely to stay on the page and respond to the call to action if this happens.
Thirdly, remember that an optimized page title (which incorporates a keyword you are pursuing) may also assist in improving your search engine rating (check out this guide to YouTube SEO and ranking for tips). A keyword-optimized landing page that is indexed on your website makes it more visible for that specific query.
For a smooth user experience, make sure your landing page’s title always corresponds with the headline of your email, advertisement, SEO content, etc.
For instance, if your advertisement is for “boutique stores San Francisco,” your landing page’s title should include the phrase “boutique stores San Francisco” and be complemented by relevant info.
Create unique landing pages for each running ad.
The content a user clicks on must closely correspond to the title and body copy on your landing page. It is described as “[…] matching the header of your landing page with the headline of the ad or piece of marketing the visitor clicked” and is known as a “message match.”
An excellent user experience includes message matching. Furthermore, referring customers to your homepage or a different product page from your promotional pages won’t enable that message to match up correctly because most B2C businesses produce and distribute a lot of material across several categories and product kinds.
For example, if you send an email promoting area events, including one in which they would be particularly interested, he or she will click on your CTA button to purchase tickets for that performance. The consumer will likely be rather irritated if you direct him or her to your website’s homepage instead of the artist’s ticket page, which has promotional information for baseball tickets.
Even if the concert tickets are still available, the consumer can feel confused or upset and decide not to buy any more. Any campaign you conduct should send clients to a specific landing page whose title and content correspond to your advertisement or email promotional language in order to address this problem.
Use Images Carefully
When information is presented alongside pertinent imagery, 65% of individuals remember it, compared to only 10% of those who merely hear it. As a result, it’s important to include an image that shows a person utilizing your product or service or that shows the visitor what they will get if they convert on your landing page.
But take caution. Always use graphics to increase conversions rather than divert site visitors. Your photos should not only be motivational, distinctive, and arresting, but they should also be strategically placed to move the reader to take action. If you’d like to take that way, a brief instructional film can also assist increase conversion rates. Additionally, it’s simple to create excellent movies without paying a specialist because of the tools and software that are readily available nowadays.
Remember that utilizing pictures of individuals might be particularly challenging. The subject(s) in these kinds of pictures should be looking in the direction of the call to action button. Based on the direction the infant is facing, have a look at the eye tracking survey below.
Craft Engaging CTAs
The most crucial element of any landing page is your call-to-action (CTA) button since it’s how new leads are added to your database. Without this button, you won’t attract prospective new consumers, which diminishes the significance of the remaining material and graphics on your website. Your conversion rate may go up by tens or even hundreds of percentage points when you use great CTAs, which have three essential components.
You must convince visitors to click on the CTA button because they must feel obligated to do so. Focus on interesting, individualized text instead of dull or unclear content like “submit” or “get started,” such as “Send me the eBook” or “Get my free trial.” Make it very apparent to the user what they will receive if they click the button.
Your button’s CTA color should contrast with the items around it to get the most attention possible. To determine which colors are most effective for your company, do A/B testing. It’s crucial to avoid making assumptions based on “best practices” that could not apply to you because preferences can frequently differ by industry and persona. In light of this, it is generally advised to select colors for your CTA button that contrast with the color of your website and any items on it that are on the left side of the color wheel shown below (green, blue, and purple).
Don’t make your forms too complicated
Your conversion rates may be doomed by a badly designed lead capture form. In order to claim an offer, prospects don’t want to spend a lot of time disclosing a lot of personal information. Don’t ask for more information than you really need; consumers often voluntarily provide more information after they sign up as clients.
Split testing, often known as A/B testing, compares two landing pages to evaluate which works better for your campaigns. This can help with form design as it demonstrates how much data a consumer is prepared to provide. Too many fields may discourage users. To make your landing pages more effective, use A/B testing toolbox.