You click on the link of the advertisement and land on a page. The first scan through it decides if you want to stay or exit. If you come across a cluttered page, you would exit within seconds with a negative impression about the product and the brand. However, a well-designed page is worth more than just a glimpse to judge. Right?
Now the brand has the chance to play with persuasive skills to get the work done. The landing page is that first impression that makes or breaks the deal. Thus, a good landing page can make a difference from having zero to around 1000 leads or sales a day.
The landing page ensures your visitors take action no matter how good the product is. While it can be life-changing for your business, knowing what a good, persuasive landing page means is essential. When ideating a landing page, you need to consider particular elements. One of them is the web design of the page.
The web design would affect how visitors perceive your company, service, or product, thus influencing them to convert. You need a consistent layout that compliments the company's branding, therefore appealing to your visitors. First, create an outline of the information you want to focus on, then jot down the basics of the page.
What makes a landing page "great"?
You know how important a landing page can be to hit your target. But how do you know what a winning landing page looks like? How can you create a page that compels your visitors to convert? We have prepared a list of elements you need for a good web design.
A powerful copy.
The first step to creating something is ideation. You need to create an outline and note down what you want to focus on, what target you want to hit, and then the page.
Let us consider an example. Say you own an online book store. And you want to let people know that you are offering them a collection of ten mystery books at around $30. Your campaign should be a paid social media campaign focusing on Instagram, and the copy should read "10 mystery books for 30$". People should scan, know what they are signing up for, and then you can lead them well.
To create a targeted copy, take some time to research and understand your customers. The user who came to know about your company from a social media ad is not the same as the person who heard about you from word of mouth or a google search. When your users are scrolling through Instagram, they are not looking for a book to buy, unlike the one who's googling your site.
So, you need to make them believe that they should get into reading books and that this is an excellent way to start inculcating a new hobby. Prepare a copy that hooks them in and makes them curious about what's next.
Mention the solution.
Whatever you sell, let the users know what is there in it for them. How will your product or solution benefit them? The agenda of your landing page is to explain how your product or service can solve their problem. Treat it like a one-way conversation with your audience and empathize with them.
If you create a landing page for an online book store, help your users understand how reading a book every day helps them get a better perspective and how your offers can make it easier. Use compassionate language and be clear and concise. Even the words you use affect the conversion rate. Ask yourself questions as you step into your target customers' persona. As you answer these questions, you can start working on the CTA.
Think of a compelling CTA.
Your CTA decides your conversion rate. This is the final frontier that takes the person either to the payment gateway or leads them to submit the information. Ideally, you would need to have one CTA per page, and it must be marked with a submit button.
According to the study a CTA with a single link had a higher conversion rate, around 13%, about 2% more than that of a page with two or more links. As you scroll through the landing page, you come across call-to-actions to purchase a product, fill up some contact information, or download a piece of information.
You can make it feel more natural by adding a common question as an introduction. For that, you can focus on the list of your customers' pain points, including their time, energy, or money. Then you can introduce the final content with a CTA.
As you provide the solution for a common problem, your page can get deeper into the features, highlighting the social proofs or testimonials. But, what is a good CTA?
A good CTA includes words that create a sense of urgency. For example, get or give.
A good CTA builds trust. For example, consider the phrase "Let's see what we can offer instead."
Show them what they get after the deal. "A set of 10 mystery books at a price you can never imagine!"
Last but not least, make the design eye-catching so your users can not escape the bait.
A reminder about the design!
Say you are out for an evening walk and spot a new coffee shop. It looks fantastic, and you decide to give this a try. What would you do when you come across a dull ambiance as soon as you open the door? You would leave, right? But you were there for the coffee, so why do you care about the interior? Because it does matter! The design makes your content worth your users' time. If you want a chance, you need to keep them hooked.
Your landing page needs to be broken down into specific segments. You need to maintain a consistent layout and structure it accordingly. Your landing page requires a headline, offer copy, CTA, and social proof. Combining an excellent design with an attractive offer helps you convert users and make that campaign count.
Optimize your page for mobile.
Now, with around 49% of the world population being a part of the mobile internet phenomenon, you might be thinking it's bizarre to point that out to you. But, even after the statistics prove how important it is, many often overlook the fact.
Having your landing page optimized for mobile increases your chances of a successful landing page. However, you need to take care of the loading time too. According to Google, mobile landing pages usually load within five seconds or even less. So, if your page lags, it shows profound bounce rate implications.