What do they mean with ‘a landing page’ anyway?
In online marketing terminology, a landing page is a single webpage on any given website, that appears to a user who clicked on a search engine optimized search result or an online ad / banner.
The landing page is expected to show sales copy which complements the shown ad, search result or text link.
The main purpose of any landing page is to convert website visitors into sales or leads.
For example, a squeeze page is a special landing page aimed solely at collecting emails addresses from subscribers.
e-Commerce websites cater to different audiences, none of them are the same.
Yet, your online store can only be one site. You can’t design a different e-commerce solution for each customer.
What this actually means is that your current online store’s design can’t convert all of your visitors into paying customers.
What can be done about this? As surveys have shown, creating custom landing pages that cater for different types of online shoppers has proved to turn more visitors into buyers.
Companies with 40+ landing pages get 12x more leads than those with 5 or less. Companies with 30+ landing pages get 7x more leads than those with 10 or less. -Hubspot
But what makes a good landing page that converts?
There are certain rules and tips that make for a quality landing page.
1) Consistency is key
The information you give out to the customer needs to match the information given on your site. Being inconsistent with your message will leave your potential customers confused about what you’re actually offering. Using the same keywords targeted in your PPC campaigns on your landing pages is of great importance as well.
Many ads have attracted me to sites, and when I’ve gone to the site I haven’t found the same attraction. Why? Because what attracted me in the ad wasn’t there for me to see. So, I left the site because my attention had been lost.
Megan’s law saw a 63% increase in conversions by increasing continuity between their ads and landing pages. -Marketing Experiments
Match your marketing campaign / landing page to your website, it will remind the visitor of why they clicked and prompt them to stay / take action / engage.
2) We all have problems, but who has the solution?
You have the solution. That’s why you’re offering the product or service you are. This is something your visitor needs to know quickly, and you need to put it across as one of the first points.
A landing page is like the first few pages of any given book. Your headline needs to entice visitors to read more, and hopefully, trust you with their money / info. You only have 8 seconds or less to do just that.
For example, let’s say you offer visitors a way to gain muscles. Using one sentence to put this across, you could write “How To Gain Muscle Mass In 6 Weeks”.
It’s simple, and tells your visitor exactly what your product does. You only have a limited time to turn the visitor into a customer, so using a sales talk isn’t going to work.
3) Visitors always want more
So, the visitor is still on your site after clicking the link and reading the headline.
They’re not ready to proceed to the checkout yet, though.
The next thing to show on your landing page is a sub-heading.
This is a short (but longer than the headline) one sentence statement that makes a promise to the visitor.
For the example above, you could write “With this powder used before you work out, you will gain more muscle mass… and see the results in no time.”
The headline states the solution, and the subheading is your promise of the solution.
4) Everyone wants what the other person has
While if everyone jumped off a cliff, most people wouldn’t follow. It doesn’t work that way for everything.
Chances are that if other visitors are buying your product, other visitors will be more likely to follow their lead.
To show visitors that others have bought, used and enjoyed the product, use testimonials from previous customers.
Don’t just use a quote!
Use also their names, locations, ages and photos if you are able to.
Videos also work well to gain trust. If previous customers are satisfied, it brings an element of trust to the visitor.
If this many people enjoyed the product, there’s no reason why they wouldn’t.
5) Make them believers
So, you’ve got the attention of the visitor, and they’re interested to know more.
Now is the time to give your customers more and utilize the testimonials.
Convert the fence sitters to believers by outlining the product in action.
Propose a possible problem, and how your product is the solution.
State the result that have been found, and detail why your product gave that solution.
Use the testimonials of your customers to illustrate how this worked, and any logos of other companies that use your product / service.
6) A little less conversation, a little more action
How you close the sale makes so much difference. It’s all in the wording, essentially.
A call to action (CTA) forces the visitor to choose whether to make the purchase or not.
Obviously, you want them to decide to make the purchase.
A statement like “Click Here To Make The Purchase” is fine, but something like “Click Here For A New Body” is better.
It re-affirms the promise stated, and makes the purchase seem different to an exchange of money.
Show your CTA more than once on your landing page, so that the visitor has the call to arms there to click on at any time.
7) Whom do you trust?
With all the stories about internet privacy, credit cards details being stolen and dodgy websites, it can be hard for customers to know whom to trust. This question forces itself specially if you’re not one of the major shopping websites like Amazon.
There are places that can give you a badge of trust, and you would have seen them on other sites.
Companies such as Hacker Safe and Truste are validations of security, and are trusted by customers.
Placing them regularly on your site rather than just on the checkout page is recommended, at it could be something that turns potential customers into actual customers.
8) A/B Testing
There is no ‘one-size-fits-all’ when it comes to online marketing strategies. You need to experiment with your landing pages, measure their performance and gauge their results. You need to keep an eye on how many visitors arrived and how many of them actually clicked, purchased, entered his / her info, got stuck or left.
Moz achieved 52% increase in sales by doing a single page split-test. – Conversion Rate Experts
Ad copies work better with certain layout / design / color sets of your landing pages, and you won’t know which does until you try different pages. Keep experimenting and never fear to try something new. Rest assured that your high conversion rates will drop eventually, as people change their minds, have their mood swings, or others come up with better ideas and landing pages.
9) More are going the Mobile way
Every other day a study, survey or a report comes out showing that more and more online shoppers shop from their mobile sets, be that a mobile phone or a tablet or God knows what the future has for us.
Ion Interactive used a mobile-optimized version of their desktop landing page and got 153% increase in conversions.
You must test the look and feel of your landing page on different types of mobile gadgets. You need to keep an eye on your web stats and check for any possible problem. Encourage visitors to report problems, reward them with discounts and favored treatment. It’s worth it.
10) Jack of all trades, master of none!
Your landing page should focus on one topic, one product, one service, one solution, one objective, etc.
Don’t be greedy, make your message very simple yet strong.
Concentrate without boring repetitions, don’t over-do it.
The main purpose of creating a landing page is to sell one product / service. Failure to do that leads to lower conversion rates.
The battle to win people’s minds is not won with complex messages.
KISS, Keep It Simple Stupid, was not made out of nothing.
You need to have one and only call to action.
Avoid any distractions, don’t lose your prospects by stray links or wild goose chases.
There isn’t a perfect landing page!
There is no right formula to get this right, so take the time to watch what happens.
Use feedback from customers, and ask others what they think. There is no “perfect” landing page, but it is something you should always be refining.
Read also our list of tips for email marketing.