At first glance, it seems rather easy to develop a landing page. All you have to do is throw together some compelling copy, relevant imagery, and a targeted call-to-action, right? Well, not necessarily. If you want to develop a high-converting landing page, you need to give a little more attention to detail. While each of these aspects is important, you need to pursue some precise strategies to yield positive results.
Two Important Keys Successful Landing Pages.
The goal of a landing page is to attract, engage, and convert. You start by attracting a user to the landing page using various traffic acquisition strategies. Once the user is on the page, you leverage the platform you have to engage them by connecting with their emotions and pain points. Finally, once you’ve engaged them and highlighted your value proposition, you close the deal with a targeted call to action that converts them into a customer or lead.
When you condense it down into a paragraph, the act of developing high-converting landing pages can sound simple. Don’t be fooled, though. It requires a lot of hard work and precise attention to detail. In particular, you need to pay attention to the following concepts:
- Include Facts and Data Points
You could say a landing page is only as good as the facts and data points it provides. In other words, if you can’t give users any proof that your claims are true, then you aren’t going to see high conversion rates.
Check out this example to get an idea of what this means. If this landing page only offered pictures, would it be an effective lead generation tool? Probably not. However, because the page includes pertinent data that relates to the conversion goal, it ends up being pretty effective.
If you want to maximize conversions, you need to provide data, proof, and statistics. As you’ll discover in the next tip, combining data and visuals is often ideal.
- Use the Right Imagery
A good landing page has the right blend of text and visuals. While you’ll have to determine what this ratio is for your particular conversion goal, it’s important to remember that today’s internet users are more heavily influenced by images than they are by textual claims.
According to Oli Gardner, the cofounder of Unbounce, there are two different categories of visual techniques that you can use on landing pages to draw attention to specific calls to action. They are:
- Suggestive directional cues. This first category refers to abstract techniques that subtly guide the user. Examples include the use of whitespace, color, and contrast to encourage the user to focus on a particular element. In this example, you can see how white space acts as a suggestive directional cue to convey simplicity.
- Explicit directional cues. The second category refers to techniques that literally direct the reader to a certain part of the page. In this example, you’ll notice that the arrow serves as an explicit directional cue to fill out the download forms.
Different landing pages call for different strategies, but remember these two visual techniques and make sure you’re utilizing the right imagery for your call to action.
Attract, Engage, Convert
Remember, the goal of a landing page is to attract, engage, and convert. While it’s important to understand the “attract” portion of this framework, it’s also essential that you grasp the idea of engaging and converting users once they’re on the page. With the keys and tips referenced in this article, you’ll be well on your way to developing sophisticated and high-converting landing pages that allow you to grow your brand by driving leads.