Construct a Landing Page that Converts
If you use AdWords, social media marketing or email automation, chances are you rely on landing pages to capture your customers’ attention.
Put simply, a landing page is a clean, goal-oriented page with a single purpose: to get your customer to convert. Whether that conversion is measured by them signing up to an email newsletter, requesting a call back or purchasing your core product, your landing page will be an uncluttered way to draw attention to this goal.
Here, we outline some of the key factors that go into designing a conversion-ready landing page.
Design a clear user experience
Unlike a homepage, or even a product category page, your landing page won’t advertise everything you have to offer. Chances are it won’t even direct your customer to another page on your site. All the information they need is right there, and they don’t have to do anything else to find out what they need.
Once the customer lands on the page, your intention should be made clear with an attention-grabbing headline and possibly a cover image. Signalling to the user exactly why they are on the page is the key to converting them – and ensures their attention is not lost along the way.
Illustrate your product with the power of video
If you’re trying to sell a product or service, think about showing what it can do with a well-produced video. Many SaaS companies (those who sell ‘software-as-a-service’) place their videos front-and-centre on their landing pages, to give the customer a quick and easy understanding on what they are singing up for. Users are much more likely to click play on a three-minute video than they are to read through a slab of text. Not to mention, Google loves rich media, so your video-optimised page will start to rise up in the search engine rankings.
Marketing integration is your key to success
This might sound obvious, but link your landing page to everything else in your marketing collateral. If you have multiple social media channels, track which ones are driving the most leads to the page with custom URLs. Likewise, your email newsletter is the perfect place to draw attention to your special offers – all your customer has to do is click through to your landing page for more information.
The landing page should be designed to fit many marketing goals into a simple sales funnel. Once they’ve clicked through from your Facebook page, if your customer wants to buy, all they have to do is click the call to action. They won’t be distracted by anything else. Their intentions will be made clear.
Selling to different markets? Try more landing pages
If you have the time and resources, think about developing separate landing pages for different demographics. Your market segments might respond differently to separate messages – for instance, an interior designer will use your website for a completely different reason than a homeowner. Then, link these landing pages back to your targeted social media posts and promotions to truly leverage the power of market segmentation.