In short, the purpose of a landing page is to lead a visitor to a specific action. This can be to book a ticket to an event, to sign up for a newsletter, to buy a product on special offer or any other business transaction. Focusing on this goal can help you identify the relevant features a landing page needs to get conversions. At Cyber-Duck, we know that to create a successful landing page you need to have:
Landing pages with the aim of lead conversion generally have a way of capturing customer details through some sort of data capture form. To implement this successfully, the positioning and style of the form you use on the page needs to stand out. How you decide where the best place is depends on the flow of your content.
Customers often want to be convinced by your offer before they are presented with the option to fulfil it. With that in mind, while it is noticeable having your data capture form at the top of your page it is counter-intuitive. You will need to test out styles and positions yourself to get the best possible results for you but it's safe to assume that attempting data capture before a visitor has the chance of fully learning about the product or service will not lead to many conversions. This is unless a visitor already has a prior understanding of what you offer.
Consumers are like Goldilocks. They're not looking for a landing page with so little content that the product is a mystery. They're not looking for a page with so much content that they aren't sure where to start. They're looking for the pages that are just right.
You need to strike a balance with your content, aptly mixing words, imagery and video logically so content flows from one message to another. Authenticity is also key as it helps improve trust in your brand. For instance, if you cna use your own photography and images rather than stock footage, you are more likely to get a better conversion rate. Back up your key messaging with endorsements of noticeable organisations, industry bodies or independent surveys helps to add weight to authenticity.
Landing pages tend to do better when you sell your brand as opposed to the product. Instead of being over-explanatory about your product and detaiuling the small print to the finest degree, try to present an emotive argument that shows the product in action. Use testimonials, an inspirational backstory or stage your own scenarios that demonstrate your product or service in the best light.
You should also keep the language or your content on-brand. If your brand is fun and light hearted, serious content that explains the specifications in depth will be off-brand, confusing your readers. Understand your brand's tone and stick to it.
There is no fool proof method for creating the perfect landing page first time; it's a science more than an art. Businesses should do constant A/B testing of different versions of their landing pages. This is where you make one or more iterations of your landing page with slight differences that are hosted on the same URL. In this way, you can compare their success in a measured way and improve results more and more as time goes on.
It’s crucial when testing that you make sure these changes are gradual. You need to stick to one variation that you can measure accurately and then move onto another variation once this is tested. For example, your first test could compare different buttons on your form and the second could compare different page headers.
Before going head first into testing pages, due diligence is essential. Pull together relevant statistics and data on your customers and past marketing campaigns. Sometimes there are other studies that you can draw data from, like Think with Google. This helps you get an idea of what customers respond to and gives you the benefit of working with data. It is also important to set a budget for all your tests and to figure out an average cost per acquisition, so you can measure your return on investment. This includes the costs for hosting and running the page as well as any advertising spend.
Creating good landing pages that convert is a process driven exercise. You need to be methodical when creating a landing page – think carefully about the structure, the content, the style and the goal for what you want to achieve. Going straight into the process without a strategy can prove a waste of time, resources and money, especially if you use paid advertising.
Sticking to these five key elements should help to ensure businesses do not go astray with their landing pages.
But if you think you need additional help, it is always worth contacting the professionals. Here at Cyber- Duck, we utilise our user-centred design process to create exceptional user experiences that are far more likely to results in conversions. Be sure to contact us if you have a project we could collaborate on.
Danny Bluestone is the founder and CEO of Cyber-Duck, a full service digital agency with offices in Hertfordshire and London. The agency specialises in the creation of user friendly platforms that drive sales higher, and has previously worked with the Bank of England, Thomas Cook and Eurofighter Typhoon. If you have a project that Cyber-Duck could help you with, contact them today here.