Building a highly convertible Landing Page
If your landing page is not making the visitor do the desired action, there is no point of your landing page.
Landing pages are the entry points for your website or that section of the website which acts like the front end of any investment bank. If the front end of an investment bank cannot close the deal, the back end cannot do shit. In a inbound marketing funnel, landing pages help a lot to retain the customers to buy a product, fill a form, download the ebook or subscribe to a channel.
There have been brands who have got their initial customers only through kickass launch pages. Like, lets check the pre-launcher landing page for harrys which got 10,000 emails through a successful referral program.
I’m sure landing page was not the only thing which led to their virality but it played a very important role. I am going to discuss the elements required to make a highly convertible landing page.
I am going to discuss this pointers by referencing one of the landing pages I designed for a company through a tool called Unbounce. Having used unbounce extensively for two brands, the tool is really kickass in building customized landing pages.
- Page Structure — Structure is extremely important to a landing page. A form should be above the fold or in middle or down will have direct affect on your conversions. The best landing pages always have form right up above the fold with the headline & subtext to capture the attention of the visitor & not make him go down or bounce from the page. Also, the alignment of the text matters as it should visually look good & not only functional.
- Elements — Some of the best landing pages have these elements on their landing page: Headline, call to actions, features, credibility (Testimonials, if any) & a footer. Videos or the process can also be part of the page if required.
- CTA (Call to action) — Can’t stress the fact of why CTA is the most important element of any landing page. Make sure your landing page has 2–3 action buttons & every image is hyperlinked to take the visitor to your homepage . On the above landing page, I have two call to action buttons pushing the visitor to fill up the form. One is on the form & the other is on the footer again directing it to the form.
- Don’t bore with too much content— Content on the landing page has to be crisp & to the point. If the product/service you’re selling is not interesting, content will not help it sell. In the above landing page, content is focused towards the features of the data incubator which are again crisp enough to understand. Testimonials can be a lot shorter but its still better than writing “fake testimonials” which the user will know later.
- Product Features — Make sure you mention the top 4 features your product/service offers. Don’t overdo & explain 20 features there, only top 4 which your product gives the visitor. Use of icons makes it little more interactive to atleast get the user to read the features.
- Mobile Landing Page — More than 60% of the traffic comes from mobile to any landing page or website. Hence, the landing page has to be optimized keeping in mind the mobile users. It should be dynamic enough to cut down some elements in the mobile page. For example, you can reduce the sub-text to the headline & keep only one testimonial to the above landing page for mobile. Users will not waste time scrolling the landing page, also it will take more time to load with more elements resulting in a dropout.
- A/B Testing — Lot of landing page tools allow you to do A/B testing by changing one element & sending equal traffic to both the pages. A/B testing is important to understand what is working, what is not. For example, the headline of the landing page can be different in both the pages & you can see which page gave you the maximum conversions over a week.
- Use of Video — If the product is completely new to the market or it requires understanding more than content, an interactive video helps a lot on top of the fold of the page. Though use of video should be minimal as it increases page load time.
I know that the understanding of the page can be quite subjective but a clean page with a great design & structure will always give you the conversions than a shabby looking page.