Landing pages are exactly what the words mean - the place that users land on when they are coaxed into visiting your website. Needless to say, they’ve got to be impressive enough to hold their attention and make them want to probe further, stay around and buy.
Given the short attention span of today’s viewers, that does seem to be a rather tall order. Wait a bit though- creating that ‘compelling landing page’, which is going to generate leads and conversions, is doable.
To get customers, you need to know more about their buying patterns, their buying behaviour, what makes them tick and why they buy- Landing pages are a good place to start testing those parameters. A testable lead generation website consists of different elements, each of which has different functions:
For all this to happen, users have to be first convinced that they’d benefit if they stayed around and that’s why headlines are important. Even in a newspaper, it’s the headline that gets your attention first, so why should it be different for a landing page?
1. Why headlines are important
Effective headlines make a great first impression- that being so, they should be promising enough to make visitors sit up and take notice. Create at least three headlines and test them out to see which one is the best.
Headlines should be directed at the customers, be relevant, unambiguous and empathise with them.
2. Hero shot
When you want to buy a car, you can test drive it and see how you feel before taking a final decision whether to buy or not. That’s where the Internet sadly lags- customers don’t get to use the product, feel it and test it to see whether it fits the bill. In a sense, they’re buying blind. Your landing page should help them see what they are getting and understand the benefits of what is being offered with images. That’s what a Hero shot is- an image or images that help users envision the offer or product in its entirety.
Hero shots are powerful elements that convince users of your ability to offer something unique and value-add. Used correctly, images can be your landing pages’ best bet for success.
3. Data Collection
Data collection is invaluable, for it’s a way to get to know your customers intimately. However, there’s always this million-dollar question- “how much customer information is enough?” While getting comprehensive info about visitors helps you qualify prospects, the question begs- “How keen are visitors if filling up forms that detail customer information?”
Having to give out too much of info at one time drives users away since no one wants to enter or give away such a lot of information- they feel it’s intrusive and tiring and this isn’t acceptable. Hence landing pages should be easy to complete and not be a chore. If a visitor has to fill in a page of information before he gets access to a webinar or whitepaper, they’ll rather do without it.
It’s a vicious cycle- companies need customer information for targeting and personalisation, while customers are loath to give information at every turn. Striking a via media, landing pages could collect data at various stages of the buying cycle. That way, the customer doesn’t feel infringed and the company gets their data over time.
Being transparent about how you mean to strategise while you get customer information. That way, you don’t directly push them away and you get the job done, albeit a little slower.
4. CTA (Call-to-Action)
Now that you’ve managed to engage and interact with your visitors and explained your products and services to them, you’d need to turn those visitors into customers by getting them to buy.
CTA buttons get you conversions and are undoubtedly the most important element in your landing page. Designing the button well and writing good copy could get you more conversions. The CTA buttons should grab the visitor's attention by indicating what they’re in for once they click.
There are a few do's and don’ts for a great CTA button
5. Selling benefits
Remember, your landing pages act as a conduit between promotion and sale- a delicate act that requires a delicate balance. That means you have to promote your product by highlighting its usefulness to your target audience and how it will help them solve their problems. Convert the features into benefits that users can relate to- allow the features to support the benefits that it has for users. Don’t sell them the product- sell them the value-add that they’ll get.
6. Safety Net CTA
Oftentimes, you find that visitors still hesitate to buy- in all fairness, they’re still not convinced about the genuineness of your product and its capacity to perform. So let others do the talking for you if you want to catch them in your safety net.
Landing pages need to remain organised - As you test each element, keep track of it and find out what combination of elements works best for you. As these pages are going to evolve and change, you need to build a landing page that’s set up for testing.
I would suggest creating a website wireframe before building your lead generation page. To give you some help watch the following video tutorial:
Why not take a look at the infographic created by KISSmetrics for some more useful tips.
(Click to enlarge infographic)
Article created by: DCP London Website Design
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