The purpose of a landing page is to attract customers who are not yet ready to buy, and to demonstrate how your company provides specific value in your area of expertise. Such a page is important to help you increase sales of your product or service, improve customer experience and quickly acquire customers with attractive offers.
In this blog, you’ll find out about the critical parts of an extraordinary B2C and B2B landing page and how you can coordinate them into your content to increment conversions.
What are landing pages?
A landing page is a web page designed for a specific purpose and is a standalone page on which you can set tracking parameters and track user behavior. Landing pages generally have one of the following five purposes:
- Encourage the visitor to click (to go to another page, on your site or someone else’s).
- Get visitors to make purchases.
- Encourage the visitor to give you permission to follow up (via email, phone, etc.).
- Get visitors to tell a friend about your products/services.
- Get visitors to learn something, or give feedback. This may include posting a comment or rating your products or services.
When a potential customer visits your landing page through organic search, PPC ads, social ads or promotional emails, they are showing interest in the specific value proposition or product they are clicking on. . However, a landing page alone is not enough to drive a purchase.
There are specific ways you can structure content to increase conversions and ultimately sales. Here are five great ways to get landing pages that attract more customers and increase their interest signals.
#1 Craft the perfect headline
The title is the principal thing a client sees on your landing page, and the majority of visitors will peruse your title yet just glance at the duplicate. That’s why it’s important to write headlines that sell.
To do this, avoid headlines that are vague or don’t accurately summarize your content. First, it’s important to make sure you cover your content in a way that’s catchy, concise, and engaging. Second, ensure the title conveys the advantages of your proposition. This will increase the likelihood of users staying on the page and following the call to action.
Third, keep in mind that a suitable page title (including a keyword you’re targeting) can also help you rank better in search engines. Having an indexed landing page on your site that optimizes for keywords increases its visibility for that specific query.
Finally, consistently ensure your landing page headline matches the headline of your email, ad, SEO duplicate, and so forth, for user experience.
For example, if your ad is for “Boutique Stores New Delhi,” your landing page should contain the words “Boutique Stores New Delhi” in the headline, along with related content.
#2 Fabricate a different landing page for every dynamic advancement
It is very important that the content the user clicks on closely matches the headline and body content of your landing page. This is called ‘message match‘, and is defined as “[…] matching your landing page headline with the ad headline or marketing piece your visitor clicked on.”
Message Match is a significant piece of an extraordinary client experience. And since most B2C companies create and distribute a large amount of content across many different categories and product types, simply sending customers to your home page or to a different product page from your promotional pages This message will not be allowed to match properly.
For example, if you send an email that advertises local concerts in your area that they’re particularly interested in, they might click your CTA button to buy tickets to that concert. If, instead of a ticket page for that artist, you send the user to your site’s home page with promotional material for cricket tickets, he’ll probably be quite offended.
Even if concert tickets are still available, the consumer may become frustrated or confused and forgo purchasing them altogether. To counter such an issue, any advancement you run ought to guide customers to a committed landing page where the headline and content match your ad or email special duplicate. The user should immediately see contextual clues that are relevant to the click or search. You don’t want to force users to take extra steps to find the right content.
#3 Use Images Carefully
65% of people retain information paired with relevant images – compared to only 10% of people who hear only the same information. Because of this, it’s best to provide an image that highlights someone using your product or service, or explains what a visitor will find when they convert to your landing page.
But be careful. Your images ought to continuously assist you with procuring conversions, not occupy your visitors. Not only should your images be inspiring, original, and eye-catching, but they should be carefully arranged to motivate the reader to take action. A short, educational video can also help increase conversion rates if you prefer to go that route. Also, with all the tools and software available it is now easy to create great videos without hiring a professional.
Keep in mind that using photos of people can be particularly difficult. These sorts of images ought to have the individual/individuals confronting the source of inspiration button.
#4 Create Engaging CTAs
Your call to action (CTA) button is the most important part of your landing page because it’s the way to generate new leads into your system. Without this button, you will not get potential new customers, and the remainder of the duplicates and images on your page will lose their value. Great CTAs (which include 3 key elements) can increase your conversion rates by tens or hundreds of percentage points.
Visitors need to feel compelled to click the CTA button, so you must convince them to do so. Avoid boring or vague copy like “submit” or “get started” and focus on engaging, personalized copy like “send me an ebook” or “get my free trial.” Clarify what the user will get by clicking the button.
As far as CTA tone is concerned, your button ought to contrast with its encompassing components to attract maximum attention. Utilize A/B testing to see which varieties turn out best for your business. Preferences can often vary by industry and personality, so it’s important not to make assumptions based on “best practices” that don’t apply to you.
#5 Don’t overcomplicate your forms
An inadequately planned lead capture structure can be the death of your conversions. Prospects don’t want to spend a lot of time revealing large amounts of personal information just to claim an offer. Only ask for the information you really need, and keep in mind that customers will provide additional information later when they become customers.
Your campaigns will benefit from A/B or split testing, which is basically pitting one landing page against another to see how it performs. This can be useful for form design because it shows how much information a user is willing to enter. Too many fields can put the user off. Download our A/B testing tool compartment to enhance your landing pages.
Many companies now allow prospects to fill out their information through their social media platforms. This simple option is a perfect fit for many busy users. A great example from Salesforce is:
Ultimate Tips for Your Landing Pages
So, to make your landing pages more successful, you ought to:
- Make headlines clear, concise and catchy.
- Create a separate landing page for each active promotion. Make sure the text and images in your ad or email directly match what your landing page offers.
- Use images carefully. Make sure they drive conversions – don’t distract your potential prospects. While utilizing photographs of individuals, make sure they are facing the structure you want your possibilities to finish up.
- Create attractive CTAs that include text that inspires action, and consider your colors carefully. Make sure your language is appropriate for each specific presentation.
- Keep your form simple, concise and easy to fill out. Consider giving users the option to fill out their information through their social media accounts or Gmail.
Check out the layout of a landing page created by Sunnyday Consulting here.
Know more about 5 Best Practices for Great Landing Pages? Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
