August 27th, 2013
Conversion Rate Optimization
Imagine your best friend is throwing an amazing party with flamenco dancers, punch bowls, and water fountains flowing with streams of diamonds (sounds amazing right?). You are ecstatic about the offer to join in the festivities and head over to his new pad for some party action. You get there and… you can’t find the door. There are no signs for the door. There are no directions on how to find the entrance. And worse, there is no proof that this is even the right house! No partying for you. Don’t you wish your friend had made it easier for you to figure out where to go and how to get in on this once-in-a-lifetime opportunity?
Now let’s put this into World-Wide-Web context. Your company develops the most amazing product in the world that will benefit 100% of businesses that use it (hypothetically). You have the inner workings of this product dialed in and you are ready to deliver it to the world. So how are you going to get people to buy this product with the same type of excitement that comes with waterfalls of diamonds?
Simple. A well-crafted landing page that describes product details and benefits, builds trust, and encourages visitors with effective calls-to-action.
A landing page is any page on a website that traffic is directed to after clicking a campaign-specific link, paid advertisement, social advertisement, or organic search result listing. Landing pages are vital to the success of any online marketing strategy.
Below is a HootSuite landing page that serves as an example of a well-structured landing page. I’ll refer to it when discussing the anatomy of a landing page:
To be transparent, there isn’t one set way to design or structure a landing page for success. Every customer is different and so is every product and service. For that reason, each landing page needs to be assessed, designed, and structured with the customer in mind.
Below are six elements that should be combined to make the anatomy of the perfect landing page.
The main headline of your landing page is one of the most important features. It needs to grab the attention of the visitor by being bold and standing out in design. It also needs to bridge the gap between the potential customer coming to your site and the product being offered. This is one of the first opportunities you have to get them in your sales funnel.
Tip: Keep it short and sweet. Generally under one sentence max!
The subheading needs to be positioned directly below the main headline and serves as a hook to lure in potential customers. If hooked, they will want to continue reading further to better understand your product and thus move further down the sales funnel.
Tip: The subheading should be kept to 1-2 sentences and be formatted as a statement.
The features of your product are the engine that drives your potential customers to buy. These features should be concise, factual, and to the point. They directly support the headline and subheading and solve the problems that exist among potential customers.
Tip: Use bullet points to make it easier for the customer to understand what they are getting when purchasing the product.
Customers want to see what they are buying. End of story. Whether it is an actual product shot or a visual that represents the product, it needs to be of high quality and authentic. Generic photos are no good as many people are intuitive enough to know they are stock. Video can be even more powerful on landing pages than photos. Videos do require more resources to create but we highly recommend them on more complex products that require a higher level of user understanding to see the value.
Tip: Using video on landing pages can increase conversions by 20% or more according to certain case studies.
The point of all landing pages is to get the potential customer to take an action at that moment in time. There are two main types of calls-to-action on most landing pages.
All landing pages should generally have a main call-to-action headline that is easy to understand and supports the messaging delivered by all other page elements. Both the call-to-action headline and call-to-action button should directly state what you want the potential customer to do. Phrases like “Sign Up Now,” “Buy Now,” “Instant Access Today,” or similar universal call-to-action phrases are most successful. Keep it simple.
Tip: If you do use more than one call-to-action, make sure it is done so the potential customer doesn’t get confused. Varying the button color is a great way to accomplish this.
Every business understands the value of trust in all customer relationships. Clients buy from businesses they trust. This trust can be conveyed in a number of ways, but the most popular forms of trust building on landing pages are as follows:
Tip: Adding trust symbols can increase your conversion rate by up to 32% as shown by some reports.
As stated, the anatomy of every landing page is slightly different. The perfect combination for one business could be the exact opposite of what works for another. Through better customer understanding, you are able to craft an amazing landing page that will convert more leads and drive in more customers on a consistent basis.
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