Landing Page Design 101: Back to Basics

One of the essential components of a business is its landing page. While a homepage must serve as a one-stop-shop for all visitors, landing pages must fulfil extremely particular requirements.

When you click on an advertisement, it may direct you to a landing page. It could also be the page that appears after clicking a call-to-action button.

The goal is to encourage you to become a lead or customer. As a result, landing pages are one of the most crucial components of a company's digital marketing strategy.

What Is a Landing Page?

A landing page is a URL where users “land” after clicking on a link in a Facebook post, Google Ad, email newsletter, or other traffic sources. 

It's a webpage on which you encourage visitors to take a specific action, such as sign up for your email in exchange for an ebook, purchase your product or attend a webinar.

Your primary goal is to develop a landing page that motivates visitors to take that specific action. That's not simple; thus, webpage design is an art form that takes a long time to master. 

Even once you do, you'll need to conduct extensive A/B testing to pivot your strategy and understand how your visitors behave with your page to increase conversions.

Landing pages are primarily used to promote webinars, products, and pre-launches and entice users to exchange their email addresses for free ebooks, course teasers, and special discounts.

And, as we all know, once you have a visitor's email address, you can connect with them easier on a much more personal level, which helps in the development of solid relationships.

To make their life easier, many marketers choose between a collection of well-crafted landing page templates. The best thing is that you don’t need to be a designer to customise them. 

What you need to do, though, is what elements are crucial in the success of a landing page to apply your brand’s rules. So, let’s take that initial step.

The Anatomy of a Perfect Landing Page

This fantastic infographic clearly explains the most crucial components of a landing page and draws visitors' attention to them.

Top Page Headline

Headlines are usually large; thus, it is the first element a visitor will see. Ensure that you clarify what you're giving and what the website is about in a few seconds with a well-thought headline.

What problem do you tackle, and why should your visitors care?

The visitor has to know what to expect. Make your message as easy to comprehend as possible. People's attention spans are so short, and you don't want someone to miss your landing page because of a bad headline.

To meet expectations, make sure your ad copy directs people to the correct page.

Pro tip: Use the same colour palette or visuals on your landing page as you did in your ad copy to create a seamless experience for visitors that click on your ads. 

Subheadings that add value

Subheadlines should be used in the same way as headlines. As you explain to your visitor what your product is about, use them to underline your message and add the necessary information. 

Put the same amount of thought into subheadings as you do into your main headline because you want the visitor to keep reading until he's convinced your product is what he's looking for.

Clear Call to Action

Your main objective is to entice visitors to take action when you develop a landing page. Because of that, one of the most vital elements of your landing page is the call-to-action. 

Ensure your call to action is easily visible above the fold (about 500px height) so that visitors can see it without scrolling. Some marketers craft their landing pages so that the entire message is above the fold, eliminating the need for visitors to scroll 

Subscribing to an email newsletter or requesting to purchase a product is usually the main call to action. Try to keep your form as brief as possible; the more information you ask for, the harder your visitor will complete it. 

You can add some fields to help you understand more about your consumer, but they should be optional rather than mandatory. 

Pro Tip: Experiment with button and form sizes; larger buttons perform better than tiny, less prominent buttons.

Page Content

All of the material on the page should be focused on a single message that describes what your primary headline states and, of course, what you want people to do. Instead of listing your product's features, make sure to include its benefits.

Most visitors scan the page first, so keep the most important content at the top and use bullet points. You have to pique their interest and capture their attention and continue reading.

Make sure your three or four most significant benefits are apparent right away. You can also make different sections of your text stand out by bolding or italicising them.

Pro Tip: Limit yourself to just three significant benefits or pain points that you can resolve. This will enable your visitor to grasp the nature of your product quickly and, more importantly, how it will benefit them.

The page content also explains your story, establishes trust by demonstrating your expertise, and addresses your audience by showing their pain areas and how you plan to solve them. 

Break up your information every 2-3 sentences to keep the page from looking cluttered when telling this story, and ensure to proofread everything for any spelling or grammatical mistakes.

Use Visuals

Why do you believe infographics are so popular? Images frequently explain more than words can.

Infographics combine text with visuals that require little to no explanation. Include photos in your landing pages because the visual relationship is stronger than the verbal relationship, like our memory.

Apart from photos, video is a crucial element in upgrading the quality of your landing page. 

You get to show yourself, let people hear your voice, and show them you're a real person. It's an excellent tactic to explain what your product is about and allow your visitor to sit back and enjoy instead of browsing the page.

Most marketers use video to promote a webinar or courses as it is an easier way to build rapport with the visitors and convert them with a solid call to action.

Provide Social Proof

Positive pressure is similar to social proof. It's why people gravitate toward things that are already well-known, such as enrolling in a course with hundreds of five-star reviews.

Brands develop trust with consumers and prospects via social proof, an online equivalent of word-of-mouth marketing. Because internet customers' attention spans are shortening, establishing trust is critical. 

People connect with faces more than numbers and statistics. That is why positive social influence might be an excellent sign strategy for persuading people to act. It's much more effective when influencers speak on behalf of your product.

Consumers are also influenced by visual signals when it comes to seeing social proof. Customer logos are frequently displayed above the fold and near the call to action for many brands encouraging people to convert.

Tips to Improve your Landing Page 

Let's repeat some of the vital elements of a landing page and add some more that can help you skyrocket the efficiency of your landing page. 

  1. Put the most important content above the fold; did you know that 80% of visitors spend their time above the page fold, while only 20% pay attention below it? 
  2. Simplify your form: Use a primary button to make the page as simple as feasible to understand and the call to action as simple as possible to fulfil!
  3. Remove visual clutter: Make use of white space, hide navigation, and avoid using links that direct visitors away from your landing pages. Every small error adds up, resulting in fewer sales and action actions completed for you!
  4. Have one call to action: It's a good idea to keep the call to action prominent as the viewer scrolls. If your page is more extended, you may add some more CTAs. When building a more extended landing page, make sure you have one at the top, one in the centre, and one at the bottom.
  5. Loading speed is crucial: People don't like to wait, and their attention spans are limited, so if you keep them waiting for too long, they won't wait at all. Keep your code clean and your graphics and video optimised in the same way you keep your landing page basic.

Test your Landing Page

Experimentation is crucial to creating an ideal landing page. There has been research that shows how and why various components of a landing page work better, but the results of those studies are frequently contradictory.

The only way to know what works for your project is to experiment with numerous options and keep track of the results. 

Don't make educated guesses about what works. Using A/B testing, you may test headlines, content, bulleted lists, video placements, call-to-action forms, looks, colours, and formatting using A/B testing.

Start by testing significant changes first. Often, marketers make that mistake and focus on minor changes that don't change the landing page's conversion rate. They try to change the colour of the buttons, change words in the headline or add different testimonials.

As we mentioned before, all these elements are crucial for the success of your landing page, but when it comes to optimising your conversions, you need to make significant changes.

From what I found, significant changes have to do with the whole design of the landing page, pricing, or lead magnets. 

When it comes to design, you can test a different landing page template or customise the one you have. With pricing testing, you need to test your offers to find out the most appealing package. 

Last but not least, change your lead magnets between a free trial, a free tool, or educational content to explore the different conversions that each of these methods brings to the table.

 Use Heatmaps to Understand Human Behaviour

Heatmaps reflect the value of a webpage's content or provide you with information about the most popular regions in a colour-coded fashion. 

They make it easier to interpret complex data by providing a visual representation of your data.

The tools employ a colour scale to show which parts of the web page get the most clicks or which areas get the most attention.

For example, the area where the viewer clicks the most has a red hue, whereas the area where the viewer pays no attention has a blue hue. As we all know, heat is represented by a red hue, whereas blue symbolises cool light intensity on a heat map. 

That's how they got their names “Heatmaps,” and it's also why it's so simple to understand because we're all familiar with the warm-to-cool colour system.

Heatmaps will inform you of the valuable information on your web pages, assist you in understanding visitor behaviour, and inform you which areas of your site are more profitable.

They are a terrific way to get an inside look at the worth of your website's content, which can help you rethink or re-construct your site to enhance user engagement and profit.

The Takeaway

Landing pages is one of the most crucial elements of a business and has the power to increase the revenue of your site to unprecedented numbers. To do that, you need to craft your landing page with a solely objective.

Having set your goal, you need to create a minimal design that can translate that can explain your offer in a meaningful way.

Focus on crafting the section above the fold so that it can quickly grab people’s attention and provide benefits with a well-throughout call-to-action. Having testimonials can make your life easier as they work as social proof for your product or service.

Last but not least, after finishing your landing page, start testing right away to understand which components work and which can be changed to increase conversions even more.

Landing page optimisation and A/B testing are elements requiring continual learning if you want to increase conversion rates and get ahead of the competition. Still, with this article, you have a clear plan to start building on a solid foundation.

Author Bio: Alex is a content writer at Moosend. He leaped faith in the digital marketing world from an architecture background and has never looked back. You will find him travelling in places around the world in his free time. 

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