By now, we all know what landing pages can do for a website’s conversion, how great they are at capturing leads and all marketers have already discussed how to create a landing page.
But honestly, a landing page, that standalone page that only needs to convert and nothing more, is the perfect page for you to have fun with your brand colors and brand tone while testing various things and capturing the attention of your audience.
But how are your prospects going to have as much fun as you have while you’re testing out ideas? And how are you going to help them convert in the long run, especially when you need to antagonize some billions of brands doing the exact same thing?
What is your target audience like?
I know, I know, this is the first trick in the book, you already know that you need some serious buyer personas that will be working on par with what you’ll need to achieve.
For example, if your goal is to make sure that your ARR is high, you’ll need to study your target audience and make sure you understand why they’d keep coming back for more of your brand’s product or service, annually.
In order to do that, you’ll need to determine what your unique selling points are and craft your message in a way that will showcase value without being confusing or too cryptic-just enough.
So, ask yourself: What does your target audience want to see? Why would they be interested in your brand, or a competitor’s brand?
The answers to these questions will help you set your goals. And, in turn, your goals will help you create and deliver a landing page that will convert.
But is this enough? Well…
You may know your target audience, but you should go for something more in-depth than just creating a persona.
You’ll need to use AI and machine learning-don’t worry, proper tools like Moosend, one of the best Constant Contact alternatives, have many little trinkets in their toolkit that will help you utilize user data-in order to give your landing pages that extra, hyper-personalized touch they need.
Through AI and machine learning, you’ll be able to create as many personas, as there are prospects, which will help you, in turn, elevate your marketing game, eliminating the human factor and any errors.
What should your landing page be like?
It’s not too difficult to create the perfect landing page, as long as you make knowledgeable decisions that can convert. But let me tell you a thing or two about the elements that can make or break your landing page.
First things first, a header needs to be attention-grabbing, as much as the rest of your landing page should be. It also needs to convey a message and showcase value. Here’s a bit of what I mean:
Airbnb for business is a website that applies this principle on its landing pages, making the headline showcase value that is very different from what one would expect it to be. It doesn’t show its very affordable prices as a benefit. On the contrary, it focuses on how it makes users feel at home.
This is a very clever move, seeing as the header is one of the very first things a prospect will notice about the landing page and, therefore, the brand.
Also, let me just point out how this page has used the video trend to spice things up, and one of the CTAs has to do with this video alone.
The CTA is action-oriented and, in a way, “tells” the prospect what they need to do.
Of course, these things are not enough. And they’re not just header elements, but I couldn’t help myself.
A page that is just a generic type of beautiful and useful, won’t convert. At least not as easily as it should, and it may end up being wasted funds off your marketing budget.
Therefore, you’ll need enticing visuals that will make it beautiful and info that won’t tire anyone out but will be something people will love to interact with.
Enticing language and a perfect headline are not close to enough though.
Your landing page will draw attention with some clean lines and minimal design that will allow your message and unique preposition to shine through.
The first thing to do would be to remain true to your brand’s tone, since it’s what builds trust between prospects and brands and can change your audience’s perception of what your brand is all about.
Take Coca Cola’s logo and colors, for example. They’ve become such a pop-culture staple, that, when used by others, we all get confused and consider this a rip-off.
This is the logic you need, for your landing page.
Now, the rest of the things you need would be a minimalistic approach and some great contrast game, when it comes to your colors. And there are two reasons behind that:
- A minimalistic landing page will load fast and convert faster, as it falls under the rule of “You have 7 seconds to make a first impression”.
- A minimalistic landing page will help your brand’s message show bright and true, seeing as the design will complement and not draw all of the attention on itself, helping the prospect see only that.
Add some interactivity
I hope it’s clear that conversion is the sole purpose of a landing page, therefore you’ll need to make everything you can, to help your page convert.
And while it’s common knowledge that you need to optimize for keywords-especially those long-tail ones-and work some SEO magic, you’ll need to do something more than that, to make your users spend time on your page and make it memorable.
But also, to show search engines that you’re the best result on a quality search.
Let me show you what I mean:
This landing page aims to gamify the user’s experience with some simple design and a click-and-play logic that is also simple but effective.
It was used as a means to gather user data that would help Lacoste find the perfect gift by answering questions-and keeping the user on the page.
This kind of practice will help keep users on your page and increase dwell time, making search engines think that your landing page can offer something of interest and great value-otherwise, why would they not click on the “Back” button?
You don’t need too much effort to gamify the experience either.
Just some clever visuals, perhaps a QR code in your promotional email that will be landing users to your page-kind of like a treasure hunt-and a landing page that won’t create too much friction, but will create lots of fun!
A/B testing and form length
Two tips that will help your landing page convert in more than two ways are A/B testing and the length of your form.
A/B testing is a surefire way to make your landing page-or anything, really-work and check what it is that can make a difference.
Change one element at a time, try to experiment with visuals and copy and see what converts better. This will help you find the magical pain point that will drive success and will help you achieve your goals.
Not to mention that experimentation goes hand in hand with the element of surprise and it can keep things interested for longer than you’d think.
But onto the length of your form. Let’s assume that you’re offering a lead magnet. Make sure that your landing page is requiring just the right amount of information:
This landing page promises to give a free download that will help content marketers develop a content strategy.
It’s only logical, that this will be a longform landing page, seeing as there will be more information needed, than just a name and an email address.
But if what you’re giving out as a lead magnet is a free quote, make sure to keep your form simple and to the point.
In other words: You need the perfect analogy between the length of your form and the lead magnet. An expensive case study that you’re giving out for free, a free demo, an ebook or playbook are the perfect lead magnets for longer forms.
A free quote, however, is not something that warrants all that information.
Landing pages may seem like a real feat, but it’s not rocket science.
If you follow the aforementioned pieces of advice, you’ll see a serious increase in your conversion and you’ll turn landing page creation into child’s play.
So, what do you think? Is there another technique you’ve used that has helped your landing page’s conversion or are you just starting out?
Do tell us in the comments and, as always, share the knowledge with your favorite marketer!
Téa Liarokapi is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.