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Elements of Landing Pages That Convert

A landing page is a special kind of site that is created for a specific task. If we talk about a landing page, then it is only one page. And its task is to make the visitor take the targeted action. Which one exactly depends on the idea of marketers, and it is not at all necessary that it will certainly be a purchase of goods and services. It is believed that the most important indicator of any selling site is conversion. This is the number of visitors who completed the target action (bought a product/service or filled out a feedback form), divided by the total number of visitors. In this article, you will find out about the elements of landing pages that convert. 

Content

The main task is for a person to leave a request or make a targeted action. This requires trust in the company, and your proposal must match its needs. These are two important factors to keep in mind when designing your landing page.

What content will help build trust in the company:

1. Company Information:

Achievements, what you are doing and why.

Facts.

Team.

2. Certificates and awards.

3. Reviews.

4. Answers to frequently asked questions.

5. List of clients and partners.

This information will reveal the product and offer:

Unique Selling Proposition (USP).

What tasks are you solving?

Cases, results, assortment.

The advantages of the company and the product, relative to competitors, for the consumer.

Prices, solutions, tariffs.

The algorithm, work process, stages of work.

We recommend creating and placing blocks in the following order:

USP

What tasks do you solve

Product Benefits

Projects, assortment, results

Capture form

Your clients, partners

How the product, process, stages, the algorithm works

Price, solutions, tariffs

Capture form

Certificates

Testimonials

Questions and answers

Capture form

Add Capture Shapes in 2-3 blocks.

Try to formulate the headlines in a non-trivial way. Not for the sake of creativity, but in order to interest the client and tell interesting facts through the headline. For example, not “Our projects”, but “We developed 59 logos”.

1. First screen.

USP is your unique proposition for consumers. 

Logo and description

Phone number and email

Callback button

Button on the capture form

Photography, illustration, video

Show off a product or service with a photo, video, or illustration.

2. Tasks

You need to get into the consumer’s needs. Therefore, describe the tasks so that they coincide with the client’s pain, and he understands that you can help him.

3. Product advantages

Formulate benefits based on the characteristics of competitive products and customer needs.

Write real and concrete benefits. “Quality product” is not an advantage. No one in their right mind would say that their product is bad. And based on this advantage, the way it is. Therefore, when you write such wording, you are putting your product on a par with the competition, which does not make you stand out at all.

4. Projects, assortment, results

Describe projects, show the assortment or tell about the results based on your advantages, USP and consumer needs.

Remember the holistic image. For example, in the results, you write that you have made 10 logo options, and in the benefits, write that the development time takes up to 2 weeks. It is more logical to indicate first the development period and then mention the number of options.

5. Call to action

Make a consumer-relevant offer and tell what happens next. “Leave a request” may not be enough. “Leave a request, and we will calculate the cost of the logo” – more specific and understandable.

Design the capture form so that it contains only the information you need. Do not ask for an email if you do not send letters.

The fewer the fields and the simpler they are, the higher the conversion rate to the application.

Try adding a ” What’s App” (or Viber) button instead of the usual form, or use them together. This can increase website conversion.

6. Clients and partners

If possible, post not only company logos, but also tell what you did for them.

7. How the product, process, stages, the algorithm works

Try to make it illustrative and understandable. Large chunks of text will not be read. But the process of work is of interest to many.

8. Price, solutions, tariffs

Describe the solutions to the problems that you mentioned at the beginning of the landing page, or describe the rates in detail and clearly.

9. Certificates and awards

Make signatures, reveal what this or that certificate means, for what and why you received awards.

10. Reviews

They still work. Submit real reviews without editing. Supplement the text with the author’s photograph, place a link on the website and make it so that the link opens in a new tab, and not in the same one. Use your best efforts to prove that the review is real.

Video reviews work better than text reviews. But since not everyone is ready to watch the video, add both options to the site.

11. FAQ or questions and answers

Expand questions that may arise. If there are statistics on what questions are often asked when communicating with a manager, use them. Start from the consumer’s position and try to understand what else he would like to know.

When you start receiving applications and communicating with clients, complete this block.

12. Capture form

Often, after a person has scrolled to the end of the landing page, he returns to the top to look again at the blocks that are important to him. But situations are quite real when everything is clear the first time, and he is ready to leave a request. Therefore, make a relevant and possibly even general proposal. For example, “Leave a request to discuss the problem.”

Add a photo of the manager to the side to add credibility to the company. Photos of people do it best.

13. Footer

This is the basement of the website. Duplicate the logo and description here. Add the details of the legal entity or individual entrepreneur so that advertising systems do not block ads.

Do not add links to social networks. If you are driving advertising traffic to a landing page, the last thing you need is for the person to leave the landing page and disappear. 

14. Design

The task of a good quality web design is to add convenience and functionality.

If you can, book a photo session, or use high-resolution photos with the right light, accents, horizon, etc.

Do not use standard pictures and typical illustrations. You will look like thousands of other websites and ruin the experience. If it is not possible to make a photo session, order 3D illustrations, pick something unique. You will have to make effort, but it will be worth it.

If the product cannot be photographed, order illustrations from the designer. Or use quality illustrations that are not boring.  

Use less text so you can read it accurately.

Most people perceive information visually. To replace text with graphic elements that tell the facts as well as the text.

Infographics are another design and communication tool. Use it to communicate the numbers and engage the consumer.

Give graphic emphasis to the information and needs. Do not make accents (sticks, circles, whatever), for the sake of being. Each element has a function. If not, the item can be deleted.

Use a maximum of 2 types of fonts. One for headings and quotes, the other for body copy.

Use the same font size for information. The headings have one, the subheadings have the second, the body text has the third, and the buttons have the fourth.

Try to standardise everything so that you have a common image. Fonts, sizes, angles, photos, pictures, illustrations, colours, graphic elements, etc. Remember your target audience and try to create a landing page for it. For example, what is more, suitable for it – bright or delicate colours, sharp or smoothed corners, fonts with or without serifs, etc.

Use images in JPEG or JPEG2000 format, not PNG. This will make the landing page load faster.

The text should be well readable. Check if this rule is followed everywhere.

Pay attention to the mobile versions of the site. Check how convenient it is to use.

15. Analytics

This is not the latest version of your landing page.

Be sure to connect Google Analytics, set up goals and events. So you can improve user interaction with the site, increase conversion and measure the effectiveness of advertising.

Study user sessions in the web viewer, analyse the scrolling and click map, assess the quality of traffic using tags and intermediate conversions.

Pay attention to the bounce rate. It shows how many visitors have been on the site for less than 15 seconds. This will help you optimise your ad and assess its relevance to your audience.

Conclusion

Current research shows that 75% of users judge your organisation by its website, with 94% of the design making the first impression. Equally important, 88% of users will not return to a website after the first negative impression.

Landing page creation is a whole science, but this task is not difficult to cope with if you have good specialists by your side.

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