Is there a magic formula for a landing page? Does the perfect design exist; the one that will have your visitors converting every time?
Well, not exactly.
There are however some best practices to get you off to a great start. From there on testing is key. Test, test and test again to see what works with your visitors.
A landing page is created with a specific purpose: conversion. This could mean getting visitors to sign up for an e-book or newsletter. It could be for the direct sale of a specific product. Gathering emails as future leads may be what you are after.
Unlike a home page, a landing page is not simply where a visitor lands. It is there to direct potential customers to a specific action. With this in mind, everything on the page must contribute to this purpose.
So how do you design a page that will have your customers signing up?
Don’t give your visitor mixed messages or confuse them with many options. Your page design should be clean and uncluttered. The call to action should be clear. Limit your links so you don’t distract your visitor.
If you are using a form, ask your potential customer for only the essentials and key contact details. A lengthy form may be irritating and require too much effort, and could result in abandonment.
Information should be easy to find. If you want to provide additional information, keep it below the fold.
Bullet points. White space. Big Font. Minimal Text.
These should be clear and concise. They should be interesting and relate to specific information in the text. It’s the first thing your visitor will see and you want to hook their attention instantly.
Research tells us you only have 8 seconds to grab the attention of your reader. Let your heading clearly communicate what you offering. Your sub-heading can provide more information about why it is so amazing. Your headline and page must deliver to your visitor exactly what your ad copy promises. This is important for maintaining the relevance from the ad your visitor has clicked on, to the landing page they’re being taken to. This will also help with any paid digital marketing you are running, whether it’s Facebook or Google. By ensuring that they are consistent you will improve your quality score and reduce your cost per click. It will also help to attract real leads; qualified customers that are looking for your actual product or service.
Your call to action must be obvious. It must tell your visitor exactly what they should do. Make your copy compelling, and test to see what works best. When Mozilla Firefox changed their copy from “Try Firefox 3” to “Download Now – Free” it resulted in 500 more downloads during their test.
It should be evident that the button is clickable, and that it should be clicked. The colours chosen should make the call to action pop out.
People like to know that others think you are great. They like to be reassured that you can be trusted. Providing subliminal cues can inspire confidence in your visitor and convince them it is safe to transact with you. This can take a number of forms.
Third party trust and security verification provide signals that you are a legitimate business. Better Business Bureau or VeriSign are examples. Testimonials and reviews from satisfied users are convincing. Usage statistics or the logos of companies that use your product or services are encouraging. Even adding your own badges with messages such as “Guaranteed Best Service” will work.
And don’t forget the fundamentals. Your grammar must be impeccable. There cannot be even a single spelling mistake. How wud u rate this infamation if it came like this?
Your choice of colour can make a big difference to the success of your landing page. Different colours evoke different responses. They will set the mood of your landing page, and they could influence the actions of your user.
Blue is said to convey trust and security. Green is associated with growth and wealth. Orange is an aggressive, attention-grabber. Black says sleek and sophisticated. The “psychology of colour” is not cut and dried, however. The subjective experiences, culture and background of the viewer will have a greater influence on their perception of a colour than an “inherent” quality of the colour. What is important is that the colours you choose are consistent with the mood and image you are portraying. Make sure that key information stands out for your potential customer. Your call to action must be visible and compelling.
Even the best landing page can fail if the basics are not taken care of. The speed of your site is vitally important. As little as a 1 second delay in the loading of a page can reduce your conversion rate by 3.5%. People want instant results and they are not prepared to wait.
Your landing page must also be fully compatible for mobile use. Make sure your call to action button is clearly visible and scales well for a mobile user. Up to 50% of Google searches are now done on mobile devices.
There may not be a production-line magic formula to pop out high-converting landing pages, but you can still create the perfect page. Start with the best practices and then keep on testing and tweaking till you get it just right.
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