In the digital era, going online becomes an essential part of nowadays marketing strategy. Businesses start to reach out for new customers with social media, websites, and of course, online ads. And here’s is when a converting landing page comes into play.
What is Landing Page and Why Should I Use It?
A landing page is a separate web page created specifically for marketing purposes, for example, an ad campaign for limited-edition headphones. The traffic for landing pages often comes from paid search, social media ads, banner/display ads, and other more.
Why Don’t We Just Use the Homepage?
The landing page and homepage is different. The homepage shows relevant information with links to related content, it’s broad and often has many call-to-action (CTA).
Landing page, on the other hand, has one single goal which is to have the audiences perform a desired action such as signing up or buying things by clicking on the CTA. Often time, there’s only one CTA, which is highlighted for better visibility and increases the conversion.
To illustrate why the landing page is better for converting, imagine If you want a termite extermination service. You saw an ad about it and clicked it, arriving at a pest control homepage with a menu for different types of pests control here and there.
This means that you, as a potential customer need to spend time navigating around the site to find the termite extermination page.
Taking account of the time and hustle to find links, load pages, and find extra information (FAQs and contact info), users might leave the site earlier than you thought. It’s well known that the conversion rate is closely linked to the user experience. And, in this case, the user experience is disappointing.
However, the landing page is different. It contains all the information about a particular service. It includes highlights of the product or service, FAQ, contact info, and one CTA that allows users to take immediate action with just one single click. Users obtain all the information all-at-once, without any distraction.
How to Make an Ultra Converting Landing Page
Although the landing page is the secret to generate more leads and sales, but sadly, not every landing page is created equally. Some are good and some are bad. Below are some of the ideas that can enhance your landing page for better conversion.
Speed Up the Landing Page
It’s well known that people these days will not tolerate a slow loading site. The slower a web page, the lower the conversion rate with people leaving the site before the content is rendered.
Most landing pages don’t have too many contents such as images, videos, or scripts like your traditional website, thus making them easier to load faster. But what if your landing page is still taking enormous time to load? Well, don’t worry about that as here are some suggestions to help you optimized site speed.
- Video optimization – delete those unnecessary videos or use third-party services (YouTube for instance) for faster loading
- Image optimization – compress images or replace high-resolution photos with simple illustrations
- Remove unnecessary script – monitor the file size of the scripts and try to remove the ones that don’t do much on increasing leads and sales
- Use Accelerated Mobile Pages (AMP)
Here’s an article How to Speed Up a Website to Improve Website SEO for more actionable tips to decrease the webpages loading speed.
With over half of the website traffic coming from mobile users, it’s best to prepare a landing page that can easily navigate with different kinds of screen width. And this is the time when responsive design steps in.
Without a responsive design, mobile phone users will access your landing page which is created specifically for desktop. Your users will need to pinch and zoom to understand the landing page in which can be troublesome and cause frustration because of the bad user experience.
But with responsive design, people just need to scroll vertically to navigate around the site. They can focus on the content without disturb by the need to pinch and zoom. The positive experience will encourage users to stay on the site, making capturing leads and generating more sales easier than ever.
The minimal disturbance is important for a converting landing page as it helps people to focus on what you’re trying to persuade, in this case, clicking/filling the CTA.
Minimal distraction can be achieved by eliminating other links that don’t help in converting. Popups, excessive use of colors, and decorative images that interrupt the reading experience should be removed as well.
Focus on The Content
You need your audiences to focus on the content of the landing page. Minimal interruption alone is not enough if you are presenting a wall of texts to your audiences. Below are some tips for creating readable content for your users.
- Larger font size for the body (16px and above)
- A readable font like sans-serif and Oswald
- Use heading
- Don’t forget bullet points
- Keep it short and sweet, both sentence and paragraph
- Avoid big words
- Use color, UPPERCASE, bold in your text
- Use easy-to-understand image and video to make your message clearer
- Incorporate animation or transition, but not at the cost of sacrificing the site speed!
Above the Fold
Above the fold is the first part of the website people saw when the site is loaded. And if you haven’t noticed yet, that’s also the part where the CTA is located. That’s the place where you should place the CTA along with the most converting highlight of the marketing campaign.
Call To Action (CTA) Above the Fold
A CTA should encourage people to take the desired action, whether it’s to sign up for a webinar or buying software. On a website, an effective CTA should consist of engaging visual design, prompt, and user-friendly interface.
The visual of a CTA can come in the form of colors, shapes, fonts, and other elements. One thing to keep in mind when designing the CTA is to have it stand out from the rest but at the same time make people have the urge to take the action.
To give an example, use an orange or orange-magenta gradient button on a website consisting mainly of blue and white to make it more noticeable. And, a bold sans-serif font alongside the button to ensure the users saw the desired text.
Prompting texts, on the other hand, can be anything from catchy phrases to a lead magnet (e.g. free video course) or even the unique highlights of the offered goods (e.g. free shipping with no minimum spend).
Incorporating different use of heading, font, bullet points, and color and make the text stood out. For example, reserve the H1 heading for the main highlight for the product and bullet point for other benefits.
Another important factor that determines how good is a CTA is how easy for users to take action. Picture yourself having to fill in your first name, last name, address, email, and phone number just to sign up for a newsletter. Will you be annoyed?
If yes, you can imagine how low the conversion rate because of the bad user experience. So, simplify the whole process to make your users at ease is a must for a good CTA and converting landing page.
Benefits Over Features
Prioritize what users can benefit from the product than the features of the product is what copywriters learn at their very first lessons. People buy a service or product is to expect benefits or solutions from it, which motivates people to spend their hard-earn money on it.
Helping people to visualize the outcome of using the items/services (benefits and solutions) by stating them is better than explaining the reasons behind the outcomes (features).
So, instead of saying this drawing marker is made out of alcohol, try this marker will blend effortlessly without soaking up the paper.
This’s because not everyone understands why the marker needs to be alcohol-based. But they do know that blending like a pro is the benefit and not soaking up the paper is the solution to the thin drawing paper.
Social proofs described a phenomenon where people tend to copy the action of the mass majority. It uses the influences of others to help an individual to make decisions.
By having other people that been through similar situations, audiences can relate more to them. And putting themselves in the same situation in the hope of getting the same outcome. For example, customer testimonials and reviews.
Another type of influence is experts in the related field by promotes the brand’s credibility and quality. This convinces customers that the product can help them reach the desired result and it’s safe to use because of the credential of respective parties.
The Last Confirmation
When your audience manages to reach the bottom of the page after all the highlights, benefits, and social proof, a portion of their brain is starting to consider clicking on the CTA. Now what you need to do is to present the CTA in front of them.
One thing for sure is to not repeating the text and heading above the fold in this section. Your potential customers already saw it, they need something new to convince them even more.
Some other tricks you can use are the Fear Of Missing Out (FOMO) and provide a guarantee for your customers. FOMO includes the use of countdown or maybe a simple counter that shows how many products left. It makes people believe that they have less time to think and causing them to act faster.
Meanwhile, the guarantee is to make sure people will not be risking themselves in any of the unwanted outcomes (product not working and losing money, etc.). This includes anything from 30 days money-back guarantee to free return within 14 days.
Frequently Asked Question (FAQs)
FAQs should be included so people can get extra information about the product that doesn’t make it to the other section of the landing page. So that users will understand the product or service better.
It’s usually located at the bottom of the page. If you have too many FAQs, you can use dropdown for each question and answer so the landing page won’t be too cramped.
Live Chat and Contact Information
If people interested in the product but having doubts before buying it, they can enquire via live chat and contact information. In some landing page, you can see the contact information at the top of the header or even the bottom of the footer.
Most live chat widgets are sticky and will be on the bottom of the screen regardless of how much the users scroll. Just make sure that there’s no chat window pop up during in the middle of reading to ensure no interruption.
A/B testing your landing page by comparing two versions of it with different prompts in CTA. By A/B testing, you can measure how long the users stay on the website, what is the conversion rate and so on.
A landing page is essential for every ad or marketing campaign. Regardless of the size of the businesses, you can see a huge difference between no or underperform landing page and a good, converting landing page.