The landing page has a primary role in the attraction of new leads to your business and increasing the chances of conversion of leads to clients. Any landing page has a direct sales copy that is there to entice the visitors to make further action. These are accessed when a visitor clicks on a sales advertisement, a social media campaign, a search engine marketing campaign, or another type of ad, and are usually static pages that attract the visitors to inquire about a particular product/service.
But did you know that the way you design the landing page is directly influenced by the number of leads and the conversion to paying clients? Well if you did, good for you, and if you didn’t, here are five essential things you need to look out for when designing an incredibly successful landing page.
Skip the navigation (where possible)
Any type of scrolling can only distract the visitor. They may scroll down and skip over the important data you want to share with them. So keep this in mind when designing your next landing page.
If there is no navigation bar, what you see is what you get, so this increases the chances for a visitor to take further action and fill out the form/click on the CTA button. In the case of having to put a navigation bar, put the CTA button near the fold, so the visitor will be tempted to click on it, even if they scroll down the page.
Bold CTA button
The engagement with the call-to-action (CTA) button is what you are after with the landing page. It is the portal through which the visitor becomes a lead and your business is on a course of gaining a potential customer.
The CTA button should always be in a prominent position, be pretty big in size and should have a “loud” color, so it stands out and is easily noticeable and easily clickable. If the page is larger and the visitors need to scroll down to get more info, it is smart to put the CTA button near the fold, or you can make it floating, so it will always be visible and easily accessible.
No, not for when something falls on the floor. The 5-second rule means that any visitor should be able to identify the purpose of the landing page. This is best done with an appropriate photo/image/graphic that best describes the product/service offered. Where applicable, a nice video explaining the product/service can be also inserted.
Simple words, persuasive copy, easily readable fonts, and a clear CTA is a recipe what has been proved time and time again to be most successful. Note that the images should be there, but not to distract people, but only to supplement the good copy and CTA button.
People tend to believe other people who have used your product/service. When designing the landing page, you should consider adding social proof as a way to increase the conversion of visitors to leads and then to customers.
The social proof should be inconspicuous, but still be there, as it is human nature to do as many others have done before. Social proof can be in the form of an expert’s opinion, milestones, influencer marketing, testimonials, a brand ambassador or something similar.
Follow-up is indispensable
The moment when a visitor will click on the CTA button or fill out the form, depending on your landing page, is the moment when the battle is only half finished. The visitor interaction should be followed by a thank-you page or a thank-you email.
By showing your gratitude for the visitor’s action and thanking then, you show that the business you run is serious and at the same time, you can use the thank-you page as an additional info/ads page. Also, you give importance to the visit and increase the conversion rate.
There are no universal designs that can work out for all businesses. That is why we have created this list with only the essentials every landing page designer should know. But, when designing a landing page for an exact product/service, you need to try out a lot of ideas, test them out and see what works best for you. Best of luck in your designing endeavors!