What Makes A Successful Landing Page For Commercial Businesses?
You’ve got 3 seconds to pursued customers to use your commercial business, so learn how to make your landing page a success.
Your landing page is your elevator pitch, your first chance (and sometimes your only chance) to sell your services or products to your audience.
A landing page has one goal – to convert it’s visitors!
You may be using your website to achieve multiple goals such as; communication, branding, establishing trust, building authority, distributing content for inbound marketing, etc, etc.
Your landing page, however; is set up entirely to turn potential leads into customers.
There’s absolutely nothing worse than getting potential customers and converting none of them.
It, therefore, stands to reason that you need to make your landing page as engaging as possible.
But how do you make sure your landing page is a success?
1. Be Direct
Each marketing campaign you run should have a separate landing page.
So if you run a service for several different demographics, you should consider a unique landing page for each group. Likewise, if you are a company who provides several different services or products, you should have a separate landing page for each product or campaign.
Having a separate landing page for each campaign will ensure that your message is clear, relevant concise and direct.
2. Know Your Purpose
Before you create your landing page, you should take a step back and think about the purpose of the page.
This may sound obvious, but many people skip this step and the result is a sloppy page that lacks direction.
For example, a landing page which is designed to generate leads will be different to a landing page designed to drive sales.
And landing page created to get a visitor to make an inquiry or contact your company will be different again.
To really make sure that your landing page is successful, you need to be sure that you understand the purpose of the page before you enter the design stage.
3. Make Your Title Eye-Catching
You only get once chance to catch users’ attention and draw them into your landing page.
A captivating, eye-catching title will make this process much easier, as it entices the user into reading the rest of your content and hopefully taking action.
Keep your landing page titles short while including “power words” like “exclusive,” “act now,” “limited time,” etc. or you can even use a little humor to get your point across.
4. Have Clear Calls To Action
A call to action is a clear instruction for your site visitors.
Whether that’s “find out more”, “contact us”, “buy now” or “find emergency plumber service”, you should have this written in a clear place on your landing page, and repeated a few times so that visitors know exactly what they need to do.
A good call to action will be situated on its own button with a hyperlink to the relevant page.
So whether that’s to the page detailing the contact details of the plumber or the application form to sign up for your newsletter, it takes users straight to the source with minimal effort.
You should make it as easy and as straightforward as possible for your website visitors to become customers.
5. Make It Fast
Consumers today are impatient and demanding.
Because they have access to several vendors and suppliers at the click of the button, they can and will go elsewhere if they don’t get what they want in a matter of seconds.
According to some research, 53% of visitors will abandon a mobile page if it takes longer than Don’t lose potential customers over something as silly as a slow loading page.
The time it takes your landing page to load will directly affect its conversions.
Amazon, for instance, found that for every 100ms increase in load times, it experienced a 1% decrease in sales.
Keep an eye on your landing page’s load times and optimize it for faster speeds. Click here to learn about Trello’s journey to create super fast landing pages.
Is your landing page compatible on both desktop computers and mobile devices? If not, you could be losing a huge chunk of potential sales. Studies have shown that more people now access the Internet on mobile devices than desktop computers. So, consider using a Responsive Web Design on your landing page to ensure greater compatibility with mobile devices. One of my personal favorites is Tobi.com; they have such a clean and elegant layout – it’s easy to browse and makes you want to buy.
7. Limit Navigation Links
Don’t make the mistake of cluttering your landing page with an excessive number of navigation links.
The more links your landing page has, the more outlets through which a visitor can exit without taking action.
If you are going to include navigation links on your landing page, keep them to a minimum.
Of course, you could eliminate them altogether, only using links that direct visitors to the product or checkout page.
8. Use Video
The video is a fantastic way to engage your audience quickly and efficiently.
In fact, some research suggests that visitors are 64-85% more likely to make a purchase after watching a video.
Reliance eHealth Collaborative used video very effectively as part of their patient education for behavioral health. This proved to be an invaluable resource in helping to explain the benefits of health information exchange and the patient’s right to keep Drug or Alcohol Treatment Program records private. This video served to replace overly complicated health and legal information in order to speak directly to the target audience.
It’s not just explainer videos that are keeping people on pages longer or motivating them to an action, eCommerce has seen a huge jump in conversions for product pages with videos.
88% of surveyed business owners and ecommerce managers say product page video has increased conversions
69% increased AOV for sites featuring video on product pages
Consumers are 64-85% more likely to buy a product after viewing a product video
Take a look at SkullCany’s product landing page, one of the best I’ve seen. The incorporate awesome product shots and videos seamlessly into a full width product landing page in a way that really makes you want this product bad.
9. Embrace Color Psychology
Color psychology is the research into how different colors encourage different emotions and reactions from humans.
Advertising and marketing experts have been using this for years to engage and persuade customers.
For example, red is known to trigger hunger and create a sense of urgency which is why many famous fast food brands tend to use red for much of their logos and marketing material.
Green is seen as strong, natural and healthy whilst purple is used by many high-end brands to create a sense of luxury.
When designing your landing page, think about the customers you are trying to attract along with how you want them to react. Then pick a color scheme that helps you achieve this.
Analyze The Data
Data analytics allows us to find out so much more than how many people visited your website.
By collecting and analyzing the right data, we can understand how visitors are engaging with the site and determine what’s working and what isn’t.
Here are some key things to look for when analyzing your data:
- Bounce rate – how many people are arriving at your site and leaving soon after?
- Conversion rate – how many visitors turn in to actual customers?
- Traffic sources – where are your visitors coming from?
- Total users vs repeat users vs unique visitors – how many people return to your site?
If you’ve analyzed the data and noticed areas for improvement, don’t be afraid to change what isn’t working. There’s nothing wrong with adapting your landing page to optimize results.
You Might Also Want to Split-Test your Landing Pages
The golden rule of digital marketing is to constantly split-test at least two different versions of your media, which in this case is a landing page.
Even if your landing page is attracting new customers, chances are there’s room for improvement.
So, create a second landing page and run it alongside your existing landing page. After allowing the two to run for a fixed length of time, ditch the under performing version and replace it with a new one.
Creating the perfect landing page is hard work.
Every little detail effects conversion rate. There are many tools that can help you build and test your landing pages.
Three of the most popular and most useful landing page creation tools are Unbounce, Lead Pages, and InstaPage. Each has a unique feature set, and I recommend taking a look at all three to see which one best meets your individual needs.
Before you design your landing page, take some time to think about who you’re targeting and what outcome you are aiming for.
Make sure every element of your landing page is designed to achieve this and only this – the rest of your website and other landing pages can address any other information.
Keep it concise and to the point.
Analyze the successes and pitfalls of your design and don’t be afraid to adapt to achieve optimum results.