A landing page is a web page that you create to capture the attention and interest of your potential customers. It's the first impression that you make on them, and it can determine whether they will take the next step in your sales funnel or not. How can you design a landing page that converts? Here are some tips to help you craft a compelling and effective landing page.
Before you start designing your landing page, you need to understand who your target audience is, what their pain points are, and what they are looking for. You can use tools like surveys, interviews, or analytics to gather insights about your audience. Then, you can use these insights to create a customer persona, a fictional representation of your ideal customer. A customer persona can help you tailor your landing page to your audience's needs, goals, and preferences.
Landing pages must be optimized with a cross-device strategy configured with different CTA's for those on a computer or a mobile device. My strategy is to provide as much relevant information up front while having a minimum of three call to action's on every landing page, one being a form field. Landing pages optimized for mobile devices should include a well structured navigation and search experience, as well as a phone number link allowing people to call in directly instead of searching around a site.
You can't bore your visitors to stay longer on your landing page. Here are the 4 'I's of building interest. 1. Intent - A clear understanding of what you wish to achieve from your landing page. Convey information? Gateway to explore more? Building first impression? your intent governs the experience. Enabling your desired outcome. 2. Inform - Present information with clarity and value for the viewer. Never confuse, never overburden, and avoid baits. 3. Inspire - Design a journey that nudges the viewer to stay longer, explore further, scroll deeper. 4. Interact - Make it a conversation. Allow moments of interaction. Provide choices, CTAs, and navigation control. Allowing them a sense of freedom, yet guiding their journey.
- research the pain points, desires, wants, language, etc your customer uses - always introduce a problem, people are wired to solve problems - understand how saturated or sophisticated your market is, if you sell pizza and you say "delicious pizza" you are not gonna sell much - follow a framework on each section (introduce outcome, proof, benefits, how it works, how it compares, etc) - remove distractions that take focus away from adding to cart and check-in out - always write in grade 5 or less copy and focus on benefits and outcomes instead of features - don't copy your competitors in your same niche - be mindful of space in terms of conversion many loads but running out of characters
Straight-forwardly highlight the significance of your product or service you sell to the customer. Do it in the most approachable manner, and use the most familiar to your customer triggers and wording. You need to aggregate all the possible pain points in very few aspects, but in the readable and understandable manner. This way you don't overload potential client with any needless distractors, so it is easier for them to navigate through your "offer" –?which is your landing –?and make the decision about any purchase. Being brief, exact and precise is not only helpful, but in fact is substantial. It both helps business-owners faster locate the target audience and also shows the respect to the potential customer.
2.6 seconds is what viewers spend scanning a page before focusing on a particular topic. That means a landing page needs to answer their what, when, why, how questions in that timeframe, leading to a strong solution for their pain point. To design such a page, preparation, research and defining the right persona is the key. I’d ask myself and my team, who is the person we’re trying to convert, why our product is the ultimate solution and how we can reach them on an emotional level?
Your headline is the most important element of your landing page, as it's the first thing that your visitors see and read. Your headline should capture your audience's attention, communicate your value proposition, and entice them to read more. A good headline should be clear, concise, and specific. It should also answer the question: "What's in it for me?" Avoid using vague or generic terms, and instead focus on the benefits and outcomes that your offer can provide.
Your landing page headline is the first thing visitors see, and it determines if they stay or leave. “Five times as many people read the headline as read the body copy.” Know Your Audience: Tailor your headline to the specific needs and desires of your target audience. Clear Offer: State plainly what you're offering. Highlight Uniqueness: Make your unique value proposition (UVP) clear in the headline. Keep It Short: Convey your message in as few words as possible. Test and Optimize: Use A/B testing to find the most effective headline. Rely on data. Align With Content: Ensure the headline accurately reflects the landing page content. Remember, the headline is your first sales pitch. Make it count.
To craft your headline, first know who you are crafting it for and why. According to science, we have a short attention span for things that don't directly speak to us. You have only 5 seconds to capture and retain my attention. How are you going to go about it? 1. Craft a Call Out - Make it very short, precise, catchy and straight to the point. 2. Write the body. This is a story explaining more about your product/service 3. Call to Action - This is where you tell people what you want them to do next. PS. Only direct your audience to one action in your copy and landing pages.
Before diving into copywriting, take the time to get to know your audience and really hear them out. Survey your ideal target audience by holding market research calls. Ask them about their pain points and challenges around what you're solving for them, and listen to the words they're using. Now when you start copywriting, use their language instead of technical, industry jargon. By creating copy around the words they said to you, your audience will make a real connection when they land on your website. Connections like these lead to sales, which is what makes a successful landing page experience for both you and your customers!
On launching a campaign for an online course, we crafted the headline "Master Digital Marketing in 4 Weeks - Empower Your Career!" This headline directly addressed the potential customer's desire for career advancement while promising a tangible outcome within a set timeframe. The specific mention of a four-week completion time proved compelling, increasing our click-through rate by 27%.
Poser des questions engageantes ou susciter l’émotion est une bonne direction pour capter l’attention du public cible. Utiliser des mots clairs sans rentrer dans un jargon trop technique ou top éloigné du champs lexical de la cible. Dernier conseil : se poser la question de l’accroche et du visuel associé si c’est la cas pour jouer sur la complémentarité entre les deux.
A picture is worth a thousand words, and that's especially true for landing pages. A strong and relevant image can help you convey your message, create an emotional connection, and increase your credibility. A good image should match your headline, support your value proposition, and appeal to your audience's emotions. Avoid using stock photos or irrelevant images, and instead use high-quality and original images that showcase your product, service, or solution.
An impactful image is the silent storyteller of your landing page. It's not just a visual, it's an emotional trigger that can speak volumes.
Don’t let design dictate the quality and length of your copy. Make sure the design has an actual point and flow within the whole scheme of the landing page.
Careful selection and curation of visual imagery will compliment your landing page content and how your brand is perceived overall. It will rapidly connect & engage your intended audience before reading a single word of text on your page. The right style of imagery/ animation/ iconography or photography combined with the right colouring can speak volumes and evoke intended emotions. Remember, images serve a real purpose beyond filling space and adding colour. They powerfully make your words come to life - so choose carefully and make them count. Or don’t use them at all.
Já ouviu falar de "gatinhos mentais" na constru??o de um conteúdo vendedor? E antes que você ache que errei a palavra felina, já consegui chamar sua aten??o. :-) Você já deve ter ouvido falar sobre "gatilhos mentais", certo? E "gatinhos mentais", o que é isso? Enquanto os gatilhos s?o estímulos recebidos pelo nosso cérebro e que influenciam diretamente a nossa tomada de decis?o, podendo ativar lembran?as, esses estímulos também podem ser visuais, como uma imagem ou vídeo de um gatinho, por exemplo. Você precisa entender qual é esse "gatinho mental" que chama a aten??o do seu público. As imagens n?o podem ser apenas paisagens na constru??o da sua narrativa e precisam refor?ar sua mensagem.
Ummm…why wouldn’t you use a strong and relevant image? I have to use 125 characters, apparently otherwise this won’t publish.
Your copy is the text that you use to persuade your visitors to take action on your landing page. Your copy should be compelling and concise, as you only have a few seconds to convince your visitors to stay on your page and move forward in your sales funnel. A good copy should highlight the benefits and features of your offer, address the pain points and objections of your audience, and create a sense of urgency and scarcity. Avoid using jargon or technical terms, and instead use simple and conversational language.
Cut the buzzwords and catchy saas phrases to a minimum. Many websites today look and feel the same, and all say the same nothing. Make yours stand out, by doing things differently..
Good copy is great but it’s useless without a smooth and captivating user-experience. What I see way too often is long walls of text that are hard to follow, poorly formatted and rarely give a short overview of the product, service or offering. Time is a precious commodity and in todays world, it’s important to strike a balance between captivating copy and a quick, easy to digest pitch, presented in a user friendly way and, without the user even scrolling once. Above the fold real estate is precious and many people rarely venture below unless your hook is on point.
While involved in a project for a health supplement, we used the copy "Unlock the Power of Nature: Elevate Your Wellbeing Today." Each benefit was underscored succinctly with bullet points like, "Boosted Immunity," "All-Natural Ingredients," and "Feel More Energized." The simple, benefit-focused language helped increase our conversion rate by 18% within the first month post-launch.
A abertura do texto deve transmitir de maneira consisa e cativante o leitor. Come?ar com um texto que instigue o leitor a seguir a diante é fundamental para o sucesso do artigo.
No hay nada mejor que conectar desde la emoción, si lo que estás escribiendo no te emociona a ti, no te convence y no lo crees, entonces nadie más lo hará. - Muestra testimonios - Desarrolla un hilo conductor para que guíes a las personas a una acción - Identifica palabras clave que repitas en los textos para recordatorios de la audiencia - Lenguaje coloquial, entendible, sencillo, humano
Your call to action (CTA) is the button or link that you use to tell your visitors what you want them to do on your landing page. Your CTA should be clear and visible, as it's the final step that your visitors need to take to convert. A good CTA should use action-oriented and persuasive words, such as "Get started", "Sign up", or "Download". It should also stand out from the rest of your page, using contrast, color, or size. Avoid using vague or passive words, such as "Submit", "Learn more", or "Continue".
What is important about CTA –?and oftentimes counterintuitive to many – there're cannot be too many CTAs on the one's page. Be precise, but persistent too. Though your landing visitors actually might need your product, it is your job to navigate them into purchase decision. Create about 3-4 CTAs per 1 webpage, and arrange them accordingly to the different trigger points. Don't put together your CTAs, but insert them as much as you can, while balancing the value of your landing for the customer.
CTA are intended to drive engagement and conversion. By providing a clear direction, it helps convert passive viewers into active participants or customers. It essentially bridges the gap between content consumption and user action. CTA always depends on the audience capture time and their responses to the hook line or image response metric.
I usually ask myself and the team - if there was only 1 CTA, where would I put it and what would it be? Imposing such constraints helps focus our efforts to what is really necessary to drive our intended action by the audience. The next step is even more important - where will this page lead to?
Make sure the perceived effort and required commitment is low: discover, download now, continue… use to perform well. Take a look into the main cognitive biases and psychological principles as scarcity, social influence or reciprocity to outperform your competitors through effective CTAs.
I optimised a landing page for a subscription service by introducing a CTA button that read "Join the Movement - Start Your Free Trial." Placed above the fold and contrasting sharply in colour against the page background, the CTA led to a 33% improvement in conversions compared to the previous iteration which simply read "Subscribe Now."
Your landing page is not a one-time project, but a continuous process of improvement. You need to test and optimize your landing page to ensure that it performs well and achieves your goals. You can use tools like A/B testing, heatmaps, or analytics to measure and compare different versions of your landing page. Then, you can use the data and feedback to make changes and enhancements to your landing page. Avoid making assumptions or guesses, and instead use evidence and results.
My role in an e-commerce venture demonstrated the importance of iterative A/B testing. Through systematic variations–testing one element at a time, from headline to imagery to button size–we achieved a finely-tuned landing page. Our conversion rates climbed steadily, with the final iteration achieving a remarkable 56% improvement from our original design.
Rotinas de CRO s?o essenciais para o sucesso de uma LP. Os benefícios s?o: - Aumento nas Taxas de Convers?o - Melhoria na Experiência do Usuário - Redu??o do Custo de Aquisi??o de Clientes (CAC) - Entendimento Mais Profundo do Público-Alvo - Maior Confiabilidade nos Dados
Have a checklist to ensure your landing pages are ready to go live. Evaluate basis parameters like mobile readability, hi res images, optimal load times, etc. I look at MS Clarity and Google Analytics for insights on user behaviour. No clicks on a section? Revise the content. High bounce rate? Bridge the gap between messaging on the ad and landing page. Low scroll percentage? Make your content engaging. Analyze, hypothesize, iterate!
In my experience you can help with a test and optimize your landing page in order to ensure that it performs well and achieves your goals. Finally get feedback from other people
? Optimize your landing page for mobile devices, as most web traffic now comes from mobile. ? Ensure a seamless experience across all screen sizes. ? Use A/B testing to experiment with different elements and see what works best. ? Continuously track and analyze results to make improvements over time. This will help you get the required conversion quicker because you will know what to focus on.
Landing page is a mix of many elements playing at once on the consumer mind for it to work right. Technical and Creative aspects both need to be taken care of. Optimised image for different devices and easy to load not too content heavy, avoid a lot of animation and effects for faster loading time consider lowest speed internet in your geography it should load. Smart copy with Appealing images clarity of image rich quality and choice of colors of CTA button for clear visibility. Position of the button at a spot where it is easy to tap while using the phone with one hand. Make it user friendly the lesser clicks it takes for consumers to shop the better is conversion
The most important thing for a landing page aimed at conversions is to lose clutter. Following the KISS (Keep it Simple Stupid) template works every time. Avoid over complex jargons and technical language. speak in a layman term or something that your audience will understand. Clear communication and a simple CTA will get the job done!
Check and re-check your words!? Be clear, straight forwarded and transparent to avoid second thoughts and lack of confidence from your audience. Nowadays, there are so many traps and schemes online, and you do not want your work to be jeopardized by this landscape.
One often overlooked element is the loading speed of your landing page. In a project I supervised, reducing the load time from 5 seconds to 2 seconds by optimising images and streamlining code led to a 10% improvement in bounce rate. Moreover, ensuring the landing page is mobile-responsive is crucial as over 50% of web traffic now comes from mobile devices. A mobile-first approach helped us cater to a broader audience and significantly increase our reach and customer acquisition.
Considering mobile adaptability is crucial, especially if we're talking about shopping experiences. Significant part of the purchasing happens online via smartphones, so your landing has to be user-friendly both for the computer and for the phone devices.