Landing pages gather attention, we all know that they need to be aesthetically pleasing. But beyond the design, how can we be sure that a landing page is doing what it was created for? How can we optimize it to actually perform in the conversions department? In this blog we’ll talk about the importance of a landing page and the steps to create an effective one that will boost your business.
What is a landing page?
The duty of a landing page in the grand scheme of an eCommerce campaign is to create conversions that ultimately lead to reaching marketing goals. This page can be any part of the site that as long as it is created for a particular sale, product, campaign etc. More often than not, it is seen that the landing page is a separate entity but it can also be the site’s home page.
Despite a home page being able to double as a landing page, it may get confusing for people visiting the site. This all boils down to how people are finding the page in the first page and how they get to it.
Many consumers end up on an eCommerce website through social media, Google Adwords, word of mouth, or just showing up organically in search results. There are dozens of ways to be found by users; it is essential to make sure they land in a place with the potential to convert them into customers.
Benefits of a Landing page:
Each page on a website has its own purpose. Essentially it comes to informing whoever has come to the site and converting them into someone who wants to spend time browsing what there is to offer. This is why building an effective landing page is so crucial to the whole process.
1. Good for SEO
Landing pages are often made to focus on a specific set of terms. Using repetition and highlighting important keywords creates a higher chance at organic SEO. Hand in hand with this concept, these keywords can also be used for Google Adwords promotions among other paid SEO advertising methods. By moving the landing page up in ranking it ensures that more individuals interact with the promotion, sale, or product intended.
2. Promotion of a Sale
Since a landing page is created to focus on one promotion, product or sale, it exists to get one message across. This makes sure that the navigation is clear and the page is laid out properly to isolate and track the success of the product, keywords, or other measurement goals. In addition, it moves one specific goal to the front for a higher conversion.
3. Making the buying/converting process easier
By creating a landing page with easy navigation from start to finish, a funnel is created that helps users by assuming the next step in the process. The call to action must be strong and the design has to be clean and well built for this to happen.
7 Tips for a High Converting Landing Page
1. Choose a Proper Landing Page builder
The place to start is with a landing page builder that can be trusted. Every site has its rights and wrongs- what is important is that the builder works with the goals that are set out. If this is the first time, a templated landing page is a great place to start. The templates are equipped with drag and drop elements that will make the process more seamless and leave the page looking great.
2. Value Proposition (Emphasis on the Value)
The dictionary definition of value proposition reads as “an innovation, service, or feature intended to make a company or product attractive to customers.” This becomes the place where customers are evaluating their decisions: the why.
This is why the benefits of the product or service being offered should be clearly outlined. As the “why” is being answered, many companies choose to include a bulleted list of these. A good way to keep the list organized and to the point is to keep it consumer centric. It is easy to accidentally get lost trying to weave in the company or other goals in mind, but this section should stick to the benefits through the eyes of the consumer in order to ensure the highest conversions.
3. Keep it Simple!
Although there may be a lot to share about the company or the offerings, keeping it simple is the way to go with landing pages. It is key to keep a clean page with a well designed layout and a clear call to action for the user. When there is a lot of content on the page, many people will not read through all the information. Keeping the text limited ensures that only the most crucial information that will lead to a conversion is kept on the page and actually read.
4. Social Proof
- Social proof is a great way to build trust and make sure that your brand is recognized as a legitimate business. Here are three ways to build social proof
- Make sure you have real testimonials. This is the place to use reviews from those who are the most relevant to the target audience. Although celebrities and experts are great, no one builds trust better than those that people can relate to.
Use pictures as much as possible. Making sure that the testimonials have photos attached make sure that trust is built and that people have visual proof of validity.
- Testimonials should be as specific as possible. Although a great review about the general company helps with reputation and brand exposure, keeping testimonials specific ensures that potential customers know that a purchase was actually made. Real data, numbers, and specific applications of a product or service is the best way to make this possible.
5. Include a Sales Pitch
According to Cisco, approximately 80% of global internet traffic is actually consumed through video. Having a sales pitch on the page is an effective way to drive home the message in a quick and concise way (best to keep it to 30 seconds to 2 minutes).
6. Keep it to One Page
By removing navigational elements, it creates less confusion and makes sure that there is an ease of user experience. In order to keep everything running smoothly, a good layout for a page is below:
- Start with the explanation
- List the benefits
- Add the testimonials
- End with the Call to Action
7. A/B Testing
After setting up the campaign, the work is not yet done. Testing different versions and trying to find new ways and different methods on the page is the best way to find out what performs best. Track statistics and make sure that editing is consistent and effective.
A landing page is a crucial part of creating conversions on an eCommerce site. Although there may be a lot of different options and strategies, keeping it simple is the best method. Following a few different steps and using resources that are available will make this process worth it when those conversions come in!