High-Converting Landing Pages Best Practices
A lot of marketing expertise, design experience and understanding of user behavior go into designing user-centric and high-converting landing pages. To help you understand the science behind great looking and high-performing landing page, we want to share Solution21’s landing page best practices.
Landing Page is Not Your Website
While websites are created for browsing and discovery, landing pages are designed and built to support specific topics or campaign and drive conversions. Websites contain general content and often do not discuss value proposition. Landing pages, on the other hand, are hyper-targeted and use compelling designs to highlight relevance of your offerings and value propositions, and to attract and engage visitors for conversions. Landing pages must be sharply focused on your conversion goals and aligned with your marketing goals to help propel your marketing funnel.
Visual Continuity & Consistent Layout
Your landing page layout can make or break your marketing efforts. Of all the elements affecting landing page, including website, layout is the one that provides the greatest impact as it can make page navigation difficult for visitors, which can result in page abandonment and loss of conversion. For maximum results, ensure visual continuity with consistent layout across all your landing pages to familiarize your visitors and navigate the pages easily.
Make it Device-Optimized
Whether you choose to have a responsive or native landing pages, make sure they are device-optimized. It helps to know your audience or demographics when making decisions to have responsive or native landing pages. Responsive landing page design automatically adjust for multiple devices. Native desktop or mobile landing pages are designed specifically for users on mobile devices.
Say it Quick, Say it Right, Say it Clear
People’s span of attention on the internet is getting shorter and shorter these days with the barrage of online materials vying for attention. Internet users don’t read web pages, they scan website visually until they find what they are looking for. Landing pages must be designed to deliver clearly your messages, benefits and value propositions. You claims need to be differentiated, genuine and supported. Your landing page content must be benefit-driven, listing your services features and tangible benefits to your visit’s life. The content should address your visitors’ specific needs, interests or problems. To accommodate visual scanning and make your landing pages more digestible, use clear and strong headlines and sub-headers, use easy-to-scan tick marks or bullet points to highlight the benefits they get from your offer, and emphasize valuable points with bold or italic fonts. Moreover, the words and phrases you use must match pre to post-click and, lastly, you must deliver on your promise.
Color Contrast for Strong & Clear CTA
Your main call-to-action (CTA) buttons must pop or jump off your landing pages to encourage your site visitors to fill out the form and submit the button. Your visitors must be able to distinguish your CTA from the rest of the landing page content. Using contrasting and complementary colors is a proven way to grab your visitor’s attention and clearly tell them how to convert. And it’s important to note that not all clicks are created equal. CTAs must be designed to appeal to different needs and visitor segments (current patient, new patient, returning patient, etc.). It’s important to test what CTA is more appropriate for your campaign, a value or effort-focused button copy. Value-Focused CTAs use words such as get, view, enjoy, discover, see or play. Effort-focused CTA use action words such as submit, start, activate, learn, pay or go.
Above the Fold
When designing landing pages, one must be aware of the fold— the point on your landing page where visitors must scroll down to see more. Majority of the visitors spend about 80 percent of time above the fold, so it’s critical to have all the important elements (CTA button, value proposition, etc.) within the top fold. If using a long page format, the CTA must be repeated at the very bottom of the page to catch conversion.
Keep Your Branding Visible & Consistent
Your branding or logo must be stamped or placed strategically on your landing pages to establish connection between your brand, products or services and your visitors. It also helps your visitors know exactly where they are. It must be obvious to your visitors that the landing pages are extensions of your practice, particularly for visitors who are coming from external sources (search engines and social media) and are seeing your brand for the first time. Make sure you maintain the same placement for your logo across all your landing pages for branding consistency and recall.
Avoid Visual Distractions
Keep your landing pages free of any visual clutter and eliminate unnecessary hurdles. Streamline visitor experience and lead them to conversion pathway by finding the right single image and having a clean layout. A/B tests conducted by Solution21 have revealed that using the wrong photos or graphics distracts visitors from completing conversion. Furthermore, using too many images or graphic slows down the loading time of your landing page, which can result in fewer page views, decrease in customer satisfaction and loss of conversion. The goals is to create visual cues for better user experience and guide or compel visitors to complete conversions.
Visual Directional Cues
Strategic use of visual directional cues can lead visitors towards conversion action. For implicit directional cues, use photos where the subjects’ gaze directions, body angles and hand gestures point towards the CTA. For explicit directional cues, use more obvious graphics such as lines and arrows to lead visitors to specific conversion action.
Social Proof, Testimonials and Recommendations
Communicate trustworthiness and strengthen your credibility by embedding linked social media icons, third party trust assurances and customer logos to your landing pages. Doing this don’t only add value to your content and offering, it also helps boost conversions. Also, adding pull quotes from testimonials and recommendations is a powerful convincing factor for visitors to complete conversions.
Ensure your marketing efforts and landing pages are timely and relevant. You have to consider seasonality of offers and promotions. Place date validity and update as they expire. You lead generation efforts should be agile and you landing pages should be flexible to accommodate timely campaigns.
Don’t Link Away
Links can be distracting and they lead visitors away from conversion. Remove links and distracting navigations to avoid friction. Make the landing pages intuitive and self-contained.
Make the lead-capturing forms on your landing pages relevant, streamlined and short. Make it feel easy for your visitors to complete the forms. Multi-step forms guide visitors Having too many required fields is a high barrier to form completion.
Thank Your Visitors
Sending a thank you page after a conversion is an added value to user experience. Thank you pages are also a great vehicle for additional resources to allow you r visitors to continue engagement with your brand.
Use Real-Time Analytics
Real time analytics provide valuable information regarding performance of your landing pages and user behavior. Analytics accurately measure your landing page traffic, bounce and conversion rates, segmentation, behavioral tags (what people are clicking on), geo-location, etc. The statistics will allow you to test-and-learn and make real-time adjustments with your marketing efforts to improve conversions and drive ROI.