If you are want to create a high converting landing page for your product or ad campaign then you should keep in mind both the search engine algorithm as well as essentials for creating a beautiful page.
Here are some awesome tips that will guide you through all the stages of designing a beautiful landing page:
Appropriate Headlines
Why work on your headlines?
Heading are the most important and eye grabbing text on your website hence, it should be put through iterative experimentation before it gets place on your landing page. An effective heading compels users to read your written piece. These headlines can make or break your day. When someone come to your website their attention goes to the headlines first. So, it is crucial to know what emotions they are evoking in reader’s mind.
Emotions to provoke
From the perspective of selling, the “good emotions” which can trigger buying actions can be something on the lines of these emotions
- Excitement
- Desperation
- Positive Expectancy
- Instant gratification
Emotions to avoid
As there are few emotions that we want user to experience after reading our headlines, similarly we need to see that our headlines don’t evoke certain emotion. Few of emotions to avoid are
- Confusion
- Irrelevancy
- Obscurity
Tips for better Headlines
Even though the skill of writing better headlines takes time and practice we can use few shortcuts which will improve the quality of headline that we are putting out.
Doing this will improve the quality and engagement of your pages.
- Avoid using article (A, An and The)
- Avoid using auxiliary verbs
- Reflect article/ Value proposition in heading
- Keep it clear and simple
- Add something to evoke emotions
- Grab attention by Numbers, Question and Symbols
Use of enough CTAs (Call to actions)
Call to Actions
Usually, CTAs (Call To Actions) have some negative connotations attached to them. This is because marketers use them extensively for hard selling their products to the users. This often turns out to be very repulsive from a user’s perspective. But this negative connotation should not stop you from using the call to actions if you are using them sparingly and with the objective of guiding the user through your sales funnel instead of selling stuff to them.
Importance of call to actions
New visitors of your landing pages don’t have idea about what they are intended to do so that they can resolve their problem using your services. This problem can be addressed by setting up clear and appropriate call to actions at right places. By doing so we are actually improving user experience.
Type of call to action
There is perceived requirement to elaborate different type of call to actions that they can be used strategical at different phases of sales process, depending on mental state of the users (potential customers).
- Informative – That require little to no compliance and comfort.
- For Subscription – This one requires medium level of compliance and comfort.
- Freebies download – Instant gratification plays its magic here.
- Buying CTAs – They need high amount of compliance, comfort and more.
CTAs for different stages
The visitors of your website initially become aware about your products by browsing your website and then makes transactions on the basis of evaluation of your products. This all will take place only if the benefits of your product resonate with the needs/wants of your customer.
Remove distraction on page
You should have clearly defined goal which you want to be achieved by your website or any landing page. If you don’t have a goal in your mind there is high probability that you might end up putting distractions on your website.
These distractions need not to be extremely obvious elements. They can be as a simple as untargeted page link or button. These elements distract and divides the attention of the viewer.
Great design is eliminating all unnecessary details
– Minh D. Tran
Quick Tips to eliminate distractions:
Define Your Conversion Goals:
A defined conversion goal in itself enables you to set out proper page layout and call to actions. It forces you to understand buying temperature and psychology of a user, resulting in better selection of information and call to actions to be placed on your pages.
Undivided Focus:
It’s very tempting to place multiple call to actions in a single section hoping that visitors will engage with any of them but this hardly works for most of the websites. This happens mainly due to a phenomenon known as paradox of choices, as multiple choices cause confusion and mental fatigue. The better strategy is to understand the reason which led the visitor to your page and crafting your call to actions to provide the same.
Properly Placed CTAs:
The prime desired conversion goal needs proper CTA placed for prime visibility. The CTA should be place at the focal point of any given page section so that it can get its deserved attention.
Use Color Contrast:
In today’s world getting attention and keeping attention is the key to successful marketing campaign. Attention is becoming a rarer commodity day by day. This is why we need to use easy and effective strategies like color contrasting elements. Doing so improves user experience and engagement of web pages. But make sure that things don’t go over board.
Avoid Excessive Information:
We know that you have put efforts in copy writing but the truth is that probably no one will ever read it. This isn’t because of content quality but this is because we live in attention deficient world. To tackle this start using bullet points and lists instead of paragraphs to provide information.
Managing Above The Fold Content
What Do Above the Fold Mean?
In the world of print media the newspapers are folded from the middle. This divides the front page into two section one which is above the fold and other below the fold. The same analogy can be seen with the websites too.
Why does it matter for us?
A visitor forms an impression about your website in their mind within 2-5 second on the basis of the visible content above the fold after landing on your website. So, it becomes our prime objective to structure the above the fold content strategically. If done properly it will boost engagement and conversions of any page drastically.
Tips to manage above fold Content:
As above the fold the content is first point of contact with a potential customer, we need to put our best foot forward. Instead of trying to sell our stuff just after a visitor lands on the landing page we must acknowledge his needs, requirements and motivation so that we can change the sales dynamics where he/ she is more inclined to buy our products.
- Identify visitor’s buying temperature
- Pen down customer profile to understand psychology
- Craft content to address visitor needs
- Plan out for both desktop and mobile
- Keep it very simple and clear
