How To Create A Convincing Landing Page In 2020? If you need more leads or want to increase sales in 2020, you will need attractive and convincing landing pages more than ever. According to a Hubspot study, businesses with more than 30 landing pages generate 7 times more potential customers than companies with less than 10 landing pages.
A landing page is a page created to promote a particular operation or to solve issues related to specific search queries. It is on it that users “land” after users click on a link in the search results, email, or advertisement.
As a rule, landings motivate users to fulfill a specific call to action – for example, make a purchase, subscribe to an email newsletter or leave a contact.
But how to create a high conversion landing page without resorting to manipulative ways or “dark patterns”? The answer is a combination of clear focus, convincing text, thoughtful design, and relentless testing. Therefore, before you open the constructor and start developing the landing page, we suggest you read this guide, which begins with the definition of a value proposition.
1. Define your value proposition
When a user reaches on your landing page, there is only seconds time for you to convert them. This means that the first step in creating any convincing landing is the precise wording of the offer or value proposition.
Start with the most straightforward possible description of what you are offering. This description should consist of two parts: what your product solves the problem/benefits and how you achieve it.
For example, a Skype value proposition looks like this:
“Skype helps you stay connected. Conversations. Chat Collaboration.”
The first part of the offer talks about what benefits the service brings, and the second part explains how it is provided.
However, be careful: general phrases quickly discount a value proposition. For example, call your product “the best in its genre” or “friendly and affordable.” Any company could say so about its offer.
To avoid this mistake, ask yourself how absurd the opposite would sound. For example, if your title looks like this:
“We offer high-quality products at an affordable price.”
That different option looks just ridiculous:
“We offer terrible quality products with an astronomical margin.”
Thus, it turns out that your value statement asserts the obvious.
However, on the other hand, if you wrote:
“We offer handmade products for the discerning customer.”
The opposite statement would be equally true:
“We offer factory-made products for bulk sale.”
There is no rule prescribing that your value proposition should be expressed in one phrase. Make a list of all the benefits, and then describe your offer’s characteristics (options).
2. Define your call to action
Each landing page needs clear calls to action. Therefore, before proceeding to their creation, you should ask yourself: “What actions do I want to get from visitors?”
To support your audience’s interest and increase your chances of conversion, do not give in to the desire to add too many calls to action on the page. For example, if, in addition to calling “Download trial version”, you also ask users to subscribe to your page on social networks, this will simply serve as a distraction.
Nevertheless, placing a secondary call to action on a landing is often quite advisable. If you did everything right, then your landing page will convince many. Many, but not all: there will be those who are not ready to close the deal right now. And instead of just abandoning them, offer them a secondary appeal requiring less determination.
For example, if your main call to action is to get a consultation or download a demo, the secondary call to action can be reduced to a request to subscribe to the newsletter.
To ensure that this secondary call to action does not distract from the implementation of the main conversion task, make sure that it is not too noticeable. This condition can be fulfilled by placing it below the main one or even fulfilling it in the form of a pop-up window activated by the exit intention ( exit pop-ups ). Be careful: some users react exceptionally negatively to pop-ups, so do not forget about testing.
Finally, think about how to encourage your landing page visitors to complete the call to action. Perhaps you could offer a free e-book or a discount (the so-called lead magnet ). Sometimes, something completely inconspicuous can become an impetus that prompts people to decide right now and not put it off for another day.
Of course, the gift will not make any difference if other landing page elements will not attract, but repel visitors.
3. Understand and forestall user objections
Do you know what makes users leave your page? Could it be paid delivery or privacy issues? Or do your prices seem excessively high when compared to competitors?
If you cannot easily compile a list of objections that visitors to the landing page may have, you need a survey to determine what they consider to be obstacles to their conversion.
Do not worry that such a study will take you a lot of time or will be expensive. All you need is one question that pops up on the page if visitors leave your landing page without performing any actions, for example:
“You are already leaving … We would be interested to know why?”
Then you can show visitors a list of possible answers to choose from or offer them a free-response form.
Once you know the reasons why the users are inactive, you can start to solve the known problems.
Ideally, this means eliminating any barriers to conversion, such as a lack of free delivery or a vague wording of the money-back guarantee. It is always better to consider and neutralize an objection than to ignore it simply.
For example, marketers at McDonald’s know that many critically-minded consumers claim that the chicken in this corporation’s food comes from the least preferred parts of poultry. Instead of ignoring these problems, representatives of a chain of fast-food restaurants solve emerging issues directly on their website:
However, another consideration should be taken into account when solving user problems – you need to make sure that you contact them at the right time and in the right way.
A great example of such treatment is the assurance of privacy policies and security measures. People don’t worry about such things while they simply study your landing page – they begin to worry about their safety when they are going to provide you with an email address. This is why it is so crucial that visitors pay attention to ensuring data protection and privacy while they fill out the lead form. Usually, people are not inclined to look for answers to questions that concern them on the visited site – they just immediately begin to assume the worst.
Having formulated a value proposition and call to action and considering possible objections, you have done hard work to appeal to potential customers’ logical thinking. Now it’s time to provide them with positive emotions.
4. Emphasize your personality
The main part of the decision to act in people is carried out at a subconscious level. In fact, according to a report published in Behavior and Information Technology magazine, visitors form an initial 50-millisecond impression of a site/landing page. The rest of the article says that this impression lasts for a long time because of the halo effect.
In other words, your landing page’s branding and design play a huge role in shaping the opinions of users about your value proposition, despite the absence of a causal relationship between the offer and layout.
What does this mean in practice?
This means that you must clearly understand what kind of sensation you want to cause visitors to your landing page, and then – make sure that the page design really serves this purpose.
Decide your emotional message
A good starting point is to shortlist words that describe the impressions you would like to bring to your visitors.
The list will probably include universal concepts, for example, “reliability.” However, everything will depend on your audience and the specific marketing offer.
As soon as you have your list of impression words, and your designer implements it in the landing project, the next step will be testing.
Aesthetics Landing Testing
If you doubt between several options for a landing page, then a simple preference test will give you excellent results for the final design choice. For example, you can ask the focus group which of your landing projects they consider more attractive:
Aesthetics are not the only considerations to keep in mind when it comes to design. In turn, you need to make sure that your visual hierarchy is also adequate for the conversion task facing you.
5. Build a visual hierarchy for your landing page
Having an apparent visual authority on your landing page ensures that users see relevant information and are not distracted by irrelevant or secondary content.
Get answers to your questions at the right time
The first step in creating a hierarchy is to ensure that you present adequate information to the user at the right landing point. To do this, you need to step in the shoes of people viewing your landing page.
Of course, you cannot know this for sure, since all people are different. Even usability testing gives only a conditional representation, but on its basis, it is quite realistic to make a reasonable generalization.
Generally, when viewing a landing page, the user subconsciously asks himself a series of questions in approximately the following order:
- What does this page offer me? (Value Proposal)
- How will this help me? (Benefits)
- How does this offer work? (Features)
- Why should I trust this brand? (Reviews)
- What should I do next? (Call to action)
Therefore, your visual page hierarchy must reflect – at least to some extent – the order in which the user asks himself (and you) these questions.
For example, a typical landing page hierarchy looks something like this:
However, the correct arrangement of content on the page is only half the success in creating a clear visual hierarchy. The second task is to ensure that users pay attention to the essential elements of the landing.
You can draw attention to the essential elements of a page in various ways, including – but not limited to – the following:
- Empty space
However, probably the most effective method will be to minimize distractions on the page.
Simplify the Landing Interface
Regarding each element of the landing, ask yourself 3 questions in turn:
1. Can I remove this item? If I remove it, what will be the consequences? Will these consequences be more devastating than the increase in cognitive load caused by unnecessary elements? If not, you should remove the item in question.
2. If you think that the content is too valuable for the user or helps to carry out the conversion, the next question you need to ask yourself is: can I hide this element? Can I place it on a subpage, under a tab or in a vertical container with collapsible tags (the so-called “accordion”)?
This approach works well for secondary content, which, although useful for some users who want to get more detailed information, is not of interest to most visitors to the landing page.
3. Finally, if you cannot hide certain content or element, ask yourself if it can be reduced? For example, people may want to know about your return policy, but this information is not as important as a description of the features or benefits of your product? It makes sense to weaken it to make it less noticeable visually.
This simple technique, combined with similar web optimization methods, will allow you to design a landing with a clear visual hierarchy that draws the user’s attention to the most important elements, such as a title or calls to action. However, to make sure that everything is done correctly, you must conduct tests.
Test the created visual hierarchy
Fortunately, there is a quick and inexpensive way to check if users are paying attention to your landing page’s main elements. This method is called the “five-second test.”
As the name implies, this test includes a page demonstration for five seconds, followed by a survey of the test takers which landing page elements they remembered.
The Usability Hub cloud service makes it easy to run five-second tests.
Paying attention to what the user remembers and the order in which he names the elements, you can better understand how effectively your hierarchy draws attention to the most important landing page elements.
6. Monitoring, iteration, and testing
No designer will convince you on the first try. There is always room for improvement, so post-launch testing is a necessary step in the life of every new page.
After you create a landing page, you should carefully monitor its statistics. You need to monitor the behavior of users on your page, their progress on the funnel, and analytics of traffic sources. UTM tags will clearly show you which keywords or advertisements or banners led to the conversion.
Remember that the initial creation of a page in the designer, on your own or in the agency, even in accordance with all the recommendations, is only the first step on the path to conversion. Further and main work is reduced to continuous optimization, consisting of monitoring, iteration and testing. This is the only way to ensure the long-term success of any landing page, even the simplest and most ordinary.
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