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Everything You Need to Know About Landing Pages!
What is a landing page?
A landing page, simply put, is an attractive, elegant, and clean page that immediately gets the attention of visitors to your site.
When constructed innovatively, a landing page can serve as the cornerstone of a successful online marketing website campaign.
Why so much fuss about them?
“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” – Seth Godin
A landing page is the place where conversions happen. Having an effective landing page can turn your website into a money-making machine.
According to Marketing Sherpa, 68% of B2B businesses use those pages to get new leads for future conversions.
Internet marketing guru, Neil Patel says that a business making $1000 per day can lose over $25K if the landing page responds slowly.
Here’s an example that’s old now, but that still shows the importance of building a landing page well. In the year 2010, President Obama was able to raise an additional $60 million by A/B testing a page created for a specific campaign.
Remember: You only have seconds to make or break a deal.
So…give it all you’ve got!
What acts as a landing page conversion machine? What are the best elements to include on your lead capture page so that even the most reluctant visitor to your site votes for you?
To answer these questions, let’s take a look at the top seven elements to consider when designing your landing page.
7 ways to captivate users with landing pages
1. Create catchy headlines
Your page title is the first thing your visitors will see and read. So, it makes sense to create a killer title that impresses them immediately.
Years ago, Basecamp switched its standard software benefit/feature driven landing page for a picture of a real customer.
Basecamp makes the headline a quote that summarizes the key benefits the client’s company has achieved.
The result was a huge increase in conversion rate by 102.5%.
Here are some tips for creating killer headlines.
• Be useful
When writing your landing page title, remember to connect with your visitors’ fears and desires.
According to Kissmetrics, Carelogger increased its conversion rate by 31% when its headline focused on the fears and desires of its target audience.
• Be prompt
Encourage users to act now by providing a deadline or some helpful offers. This strategy can easily increase your reader base and compel them to take action.
• Order attention
Your words should trigger an emotion among your users. It is always wise to pick up vivid adjectives for this purpose.
Some powerful words you can use are:
• Never seen before
• High cost
2. Use videos to tell your story
According to iView Digital, landing pages with videos can increase conversion rates by nearly 80%. Also, recent statistics show that 95% of users put messages in videos.
Videos provide passive engagement. With minimal effort, visitors can find out what you want to convey.
Many marketers don’t know what a heatmap is. So CrazyEgg hired the Demo Doc team to point out the reasons why small businesses need more than Google Analytics to improve their conversions.
Do you think visitors will leave this page?
Some important pointers to keep in mind while creating a video on a landing page are:
Use an attractive thumbnail to engage and convert your audience.
Put your video above the fold.
Keep your video long enough to be interesting to your target audience.
Try including a transcript of the video. Some people want to watch the video, some may want to read it, and some like the idea of doing both.
What’s the secret?
According to the entrepreneur, if an image is worth a thousand words, a great video is worth 24k words per second.
People love videos. The Guardian also claims that videos will be the future of content marketing.
Cisco says that by 2020, video will account for nearly 79% of consumer traffic on the Internet.
3. Create a 3D effect using parallax scrolling
With parallax scrolling, the background of your landing page moves at a slower rate than the foreground.
This feature results in a 3D effect when visitors scroll down the page.
What’s so cool about the scrolling effect?
This allows you to tell your story on your landing page. This allows your visitors to learn more about your services or products.
When you use effective copy with parallax scrolling, the result will be a very persuasive and professional page.
4. Trust signals
The best landing pages make ample use of trust signals.
Why do they use this strategy?
Trust signals indicate to visitors that your brand and offerings are trustworthy. These signals can take many forms, such as testimonials, endorsements from past clients, etc.
FiveStars has done a great job of providing trust indicators on their landing page. The company displays “proven results” and customer testimonials, as well as some personal information on website activity.
Another powerful tool that acts as a trust signal is trust badges. These are nothing but logos of famous companies that you have worked with in the past.
When using trust signals, always include the following:
• Customer testimonials
• Third-party seals
• Trust interests
5. Use Gifs to showcase your products
Demonstrating how your product works is extremely important.
Gifs explain how your product can be used in a faster and more persuasive way than a video.
Marketers are now realizing the importance of Gifs. They are the go-to feature for companies looking for better engagement on social media.
With Facebook allowing brands to post Gifs and Twitter even rolling out auto-play videos, they definitely deserve a spot on your landing page.
Gifs are a great alternative to videos on landing pages.
In fact, they are more cost-effective than videos when it comes to visually showcasing a service or product.
Gifs are also gaining popularity, especially in this year’s mobile marketing trends, so you should keep an eye on them.
PineGrow uses Gif on its landing page to explain how users can quickly build responsive websites.
6. Make offers
An offer is what you give your visitors in exchange for letting them do something you want.
Offers can include discounts, coupons, a free version of your product, a free trial, a matching gift, or a white paper.
There are a few strategies you can use.
A website that pays bills can offer users $10 for the first bill they pay. Users have to sign up for the service and link their accounts to it.
A consulting firm may offer a free 60-minute consultation, which may be a meeting to explain how the agency can help people.
Industrial Power Marketing gives potential clients a free guide to building mobile-friendly websites.
7. Place the headline and form in two columns
By dividing the screen into two columns, you can display multiple page elements with the same degree of prominence.
Do you think the form on your landing page deserves as much attention as your headline or sub-heading? Can they have a cumulative effect on your visitors?
Although there is no exact formula for creating an ideal landing page, there are some general rules of thumb to improve your chances of making it stand out.
Are you looking to get a higher percentage of conversions this year?
Then remember to follow the steps above when creating your landing pages.
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