The Top 10 things to remember when building a landing page.
There’s a lot of stress putting together a great inbound marketing campaign. There are a lot of moving parts to constantly monitor, both before the campaign is launched, and then once it is in-market. Are all of the social posts programmed and loaded? Are the dates for the blog publications set? Has the list for the eDM been reviewed? These are just the ‘logistical’ elements. The campaign creative has got to be at the perfect pitch to get the audience to engage. The audience itself should also be reviewed so that the campaign messaging is going to meet their requirement and incentivise them to buy….
Digital campaigns all have one common element, and it’s often overlooked. It’s where every single visitor arrives on your campaign ready to consume your content. Preparing your campaign landing page so it warmly greets your visitors, holds their attention and can drive them quickly and effectively to the relevant call to action you’ve set out. It also needs to provide a range of associated content around your subject to keep the person engaged.
To help you do this, Aamplify has created a list of the Top 10 critical elements that a good landing page design needs to keep people on your landing page and engaged with your content.
10. Narrow Focus: A landing page needs to seduce the visitor. It should be customised and focus on only 1 or 2 target buyer personas. When you direct your messaging to a target persona’s distinct needs, higher audience engagement occurs and the opportunity for better lead conversion increases as well. Think of it as a conversation, rather than a speech. Customised landing pages convert more and generate more of the right leads, whereas generic landing pages generate less, lower quality leads. Determine who your buyers are, and their key buyer criteria. Then target the right content at the right buyer personas for a better success rate!
9. A Headline That Connects: Are you getting flashbacks from Landing Page School yet? Once you have figured out the buyer personas, a punchy, direct headline that’s going to appeal to these buyer groups and be linked to the unique value proposition (UVP) of the product, service or solution featured in your campaign. ‘I want to…’ is the most direct way to explain your unique value proposition (UVP). Your question is “I want to increase sales” header: Increase your Sales, “I want to generate more awareness” header: Generate More Awareness. Your sub-header can explain a bit more and backup your header. Remember they must also be keyword rich! Never forget the importance of a good header.
8. Powerful Hero Imagery: After the header, a person’s eye is almost immediately drawn to a strong, appealing visual, or hero image. If the image doesn’t catch your eye, why would it catch anyone else’s? Even an image you’ve seen a dozen times should continue to grab attention. Where possible, avoid buying the same stock images used over and over; be fresh and original. Those clever people at Basecamp.com increased their signup rate by 102.5% using a large, person-based background image. Videos also pack a big impact into a small space and can increase conversions by over 80%… So why use anything else?
7. Create Trust: Does your campaign ensure authenticity about what you are trying to sell? Where possible, you need to ensure there are referrals – from other sites or sources - who can vouch for the company’s credentials via related content. There are many ways to create trust, from testimonials and reviews, performance figures, citing or quoting outside sources mentioned, adding contact information, accreditations and payment assurances. At least three examples of social proof in your landing page will help your campaign showcase its credibility.
6. The Long and Short of It: Aamplify is going to debunk a very old myth. When it comes to landing pages, size does matter. However, there is no specific ‘scientific’ answer to what size a landing page should be. Research shows that shorter landing pages typically generate a higher volume of leads where there is a perception of a low commitment purchase. It’s best suited for those wanting a ‘free’ resource or download. In contrast, a longer landing page will generate higher quality leads as the visitor can learn more from the landing page. This is better suited to a product landing page, where proof points and related content (such as videos, white papers or buyers guides) are used to reinforce the campaign’s value proposition and call to action. New York Times bestselling author, Neil Patel says:
“Your goal shouldn’t be to create a short or long landing page; instead, it should be to create a high converting page.”
Every bit of content added into that landing page needs to be doing a specific job. Keep copy brief and make sure everything you place on the page is relevant to its purpose. A fail-proof structure looks like this:
- Features – a list of cool things about your resource, product or service
- Benefits – how the features will help your visitor
- Pain points – how the features will help your visitor avoid misery
The length of your landing page is ultimately dictated by the perceived level of complexity and the associated amount of psychological risk the buyer feels when buying. You need to reassure the buyer that they understand the benefit being offered, and to ensure there is little risk associated with the purchase, and this is where your proof points come in…
5. Create A Clear Call-To-Action: when it comes to the call-to-action (CTA), best practice states a landing page should have a single objective. Often, if there are different buyer personas involved or the audience is at different stages of the buyer journey, multiple calls to action can be employed. This is sometimes known as the ‘tortoise and hare’ effect: some buyers will be further in their buyer journey than others, and, as a result will catch on faster, or require less cues. You may need to cater to both categories. Either way, it’s always good to give a big KISS before launch: Keep It Simple, Stupid! The more choices you offer people, the longer they take to make a decision. So, a clear and simple call to action is more likely to get someone to take the action you want. Ask yourself who is visiting the landing page? And what do they want? Base your call(s) to action off these criteria.
4. Feel The Need—The Need For Speed: Optimise your landing page for speed! Kiss Metrics found that for every one-second delay in page speed there is a 7% decrease in conversions, so you need to keep your landing page to a maximum three-second load time. Compressing images and other content, minimising plugins and using a good hosting package will ensure your landing page is running at full throttle.
3. The User Journey: User Design (UX) on a landing page has a couple of givens for it to be successful: after you spend a lot of effort to get the right targeted personas here, you need to make sure they convert. To ensure visitors don’t leave, all your buttons and hyperlinks are CTA goals, which won’t direct them away from the landing page, where they risk falling into a black hole of pop-ups and new windows and tabs. You also need to make sure there is a post conversion plan: how will they know they have converted successfully? A thank-you light-box or pop-up? Details of when we’ll contact you? Confirmation is key, so ensure there are follow-up communications: an email, Facebook message, LinkedIn message, reach your audience where they are, and if possible, personalise it with their name, and a recall of the content from their activity on your landing page.
2. Track and Analyse: Make sure all your On-Page Analytics are switched on. This is much more than just connecting your landing page to an analytics account to see the page views, bounce rate and average time on page. Google landing pages analytics will tell you all of this from one dashboard. BUT, ask yourself “what more can I learn about people’s interactions with the landing page?”, as there are plenty of ways to achieve this. if you want to dig a little deeper, you can integrate heat mapping, scroll depth and both goal or conversion tracking to get a nuanced approach to what people are doing when they visit.
1. A /B Testing: There is no perfect blueprint to making a highly effective landing page, and what works for one may not necessarily work for another. However, it’s best to follow these ‘best practices’ as a guideline and set up the landing page for constant analysing and A /B testing of new ideas.
We’re Here to Help
If all this sounds like a lot of hard work, we’d be happy to help you out.
Whether you’re looking to kick-start your digital marketing strategy, or just learn more about how it could work for you, get in touch and find out how Aamplify can start creating magnetic demand for your business!