15 Feb 2018
They say that the first impression is enough to make or break a deal. Having said this, the way you present yourself on the internet does play a vital role in gaining the converts. So, the rule of a striking first impression is applicable to the online world as well, and the landing pages for products are no different. So, whether you want the person to subscribe an emailer, register for a service, or purchase a product, it is the landing page that does the selling for you. That is why it is essential to have a great landing page for a website, be it product promotion, subscription, or campaign.
A landing page is a crucial element of a website, when it comes to conversion. Most of the times, its design is specific to the campaign such that it delivers the exact message for a product or service. Hence, web designer knows that while designing a landing page, one should consider several elements and just not stick to great design or visuals. Only then will the conversion rate increase as expected.
Different designers have different perspectives when it comes to designing a landing page. But only few landing pages deliver great conversion rate. Our experts were able to study several such landing pages, read through tips from effective web designers, and were finally able to deduce some great tips on how to design a great landing page. These tips are explained as follows –
A persuasive landing page can grab the attention of the designers, compelling them towards complete conversion. And one such element that improve the persuasion index of the page is the design. Yes, the look and feel of the landing page, and its overall structure is going to impact the users and the resulting conversions. So, the primary objective your landing page should have is to deliver the message in an impactful manner such that it converts. And for that, a clean and structured design plays a key role.
An expert web designer will surely analyze a landing page for its design before suggesting changes. An effective landing page is the one that uses colors smartly, integrates eye-catching images, and uses striking buttons in solid colors for effective CTAs. Also, the placement of visuals is such that it aids the message conveyed, without masking it. So, clean design is important for creating a great landing page.
You may follow the step 1 and create landing pages that have clear designs, yet that will not work great if your website is cluttered with text, images, and other visuals. To avoid this, designers recommend minimalist designs. A minimalist design is the one that comes with a clean page that is clutter free, has clear navigation for the user to move through easily, and is devoid of annoying popups that block the screen. Minimalist designs are not devoid of content, but they have the right amount of content to compel the users to convert. Having said this, a minimalist design comprises a clear visual that is in line with the visitor’s vision. It has an easy scroll option, but not a lengthy one to reach the CTA button. It keeps a healthy mix of content and images such that the message is delivered clearly. And finally, it will have a section to highlight the offers, instead of using annoying popups.
Use of Header to broadcast offer
The header section of the website is the one that many visitors notice first. And if the header is populated by an offer, then the chances of conversion increase. Having said this, a good landing page should use header to deliver an offer with a strong message. It should make clear that what the offer is about, and there should be headlines and sub-headings below the header, may be in the imagery or banners, to promote the linked product or service. Most of the offers talk about the product, followed by a headline, and a sub-heading to detail the offer. A rule of thumb in the online world is that you only have less than 10 seconds to convince your user, so your offer should be striking enough to do so.
Use of reviews
When it comes to building trust with the users that visit the landing page, reviews often play a vital role. Reviews are like word-of-mouth from other visitors that reassure a person to buy a product or subscribe to the service. Even the use of social media tools such as like counters, endorsements, and others help in building trust, and thereby leads to good conversion.
Trust badges are as equivalent to reviews, and the ones given by reputed institutes, sites, or companies elevate the trust among visitors. This in turn drives conversion as these badges serve as endorsement.
The smartphone penetration is significant as handheld devices become faster and better with technology. Having said this, a major chunk of your online visitors is going to come from smartphone, so why have a landing page that is compatible with desktop browsers only? Responsive designs that adjust to any screen size are a new trend, and they will make your landing pages stand out, and lead to better conversion. They give the users the same look and feel across all the devices for a landing page. So, you need not need to worry about different platform-based communication strategies.
SEO and User-friendly
Not all the visitors come to the landing page from paid campaigns, so you need to keep the SEO value of the page in mind and accordingly devise strategies to create it. An SEO-friendly page has relevant content, loads faster, maintains a healthy mix of keywords, and is user-friendly. Having said this, it comes with short forms, precise messages, and great copies along with targeted content to make the right convert. This way, not just users but the search engines also find the landing pages friendly, and this improves its SERP ranking.