Page load speed plays a critical role in user retention and conversions. Page speed is also important for search ranking as it impacts user experience. More than half of all search queries come from mobile devices. Google's Accelerated Mobile Protocol AMP framework is designed to improve the speed of content displayed on mobile devices. Responsive design sites adapt page layouts for individual screen sizes, ensuring a better user experience. Users may not convert from a mobile device because it can be hard to do, but many initial and successive page visits are made via mobile.
The most essential element of a landing page is the CTA. A successful landing page should have one value proposition, one clear message, and one dominant CTA. The most successful landing page CTAs are unmissable. The color palette of a landing page can affect user interaction based on emotional and gender factors. Readability is also crucial.
Positioned close to the CTA, a guarantee improves the chances of a conversion. Reassuring a user at the moment of decision provides a level of comfort that can aid action. Psychology plays a part in landing page optimization. Specifically, people are loss avoidant. As such, users facing uncertainty will overweight low probability outcomes and underweight high probability outcomes around scenarios that could result in loss.
Emphasizing the low probability outcomes, any form of guarantee or other plans to mitigate user loss will have a positive impact on user engagement. Successful landing page messaging assures relief. The desire for happiness can also move users to action. Artful storytelling inspires users to associate a product with joy, fulfillment, acceptance, love, etc.
With the right cues, a successful landing page can lead a user to act to satisfy an emotional craving. However, overpromising can undermine credibility.
The value proposition of the product or service should be obvious, clearly distinguishing it from similar products on the market. Users respond favorably to easily scanned comparison charts that show the difference between versions and articulate the value of each.
For these comparisons, competitors need not be named. A gated white paper download , unlocked video, a contest entry, or a prize can be a powerful incentive to users and will boost SEO. By Jennifer Shore Converting visitors into leads is the first step in creating a relationship between your company and a potential customer—and everything you need to know about what landing pages are and how they work is right here.
What Is a Landing Page? It is different from other pages on your website in that it follows both of these criteria: It has a form that allows you to capture a visitor's information in exchange for a desired offer.
Simply put, a landing page is any page that has a form on it and doesn't include other distractions—here's an example: If you remember anything from this article, remember that any page on your website with no navigation and a form used to convert visitors into leads is a landing page, and every site should have them. How Do Landing Pages Work? A person sees a call to action and ends up on a landing page with a form.
The person fills out a form, which converts them from a visitor into a lead. The information from the form fields is then stored in your leads database. You market to the contact or lead based on what you know about them. The Conversion Process Although the landing page is the main component of the conversion process, there are multiple assets that work together to make your conversion successful.
To do so, be sure to cover the following before you get to work on the landing page itself. The Buyer Persona s Buyer personas are semi-fictional representations of your ideal customers. The Offer An offer is something created to provide value to an organization's website visitors, aside from the products or services the organization sells. A person in this stage is doing a lot of research to understand their symptoms and define what is causing them.
Pieces of content to create and target people in this stage include e-books, white papers, and guides. Consideration Stage: In the consideration stage, a prospect has clearly defined their problem or opportunity, and now they want to understand what they can do to solve it.
Decision Stage also know as the Intent Stage : In this stage of the funnel, the prospect knows their solution strategy and approach. At this point, they are doing vendor comparisons and are trying to narrow down the list of vendors to a select few before making their final choice. Providing them with case studies, demos, and product information at this stage would be a wise decision. Efficiently Convey the Value of Your Offer: Conveying the value of an offer concisely and effectively is crucial to the development of your landing page.
Ever heard of the blink test? The blink test basically states that you need to convey your message and value before your visitor has time to blink —which means you have about seconds.
Include Bullet Points: For whatever reason, we humans like to mix things up, and we have short attention spans for things like landing pages. To keep your reader engaged, avoid writing lengthy paragraphs on your landing page. Instead, write a brief summary of the offer, and below the summary, list out bullet points of what the visitor can expect to read by downloading the material.
Build the Form: When you create the form for your landing page, be mindful of the number of form fields you are including. Typically, for an awareness piece, you want to keep the forms brief and get basic information such as name and email address. The further down the funnel your content is, the more fields you should considering adding as leads are getting closer to buying. Remove Site Navigation: When building your landing page, you want to remove any opportunity for your visitor to leave the page.
By removing site navigation from your landing page, you allow your visitor to solely focus on the content at hand, rather than becoming distracted by other enticing links on your site. Be sure to include a relevant and engaging image on your landing page to draw the visitor in. People are more likely to stay on a page if a captivating image is present.
Add Social Sharing Icons: Although you should remove all navigation from the landing page, it is important to include social sharing icons so that people can share the landing page with others across their social platforms. When you do this, however, be sure that when you click on the icon it opens in a new tab or window. Provide Testimonials When Relevant: These days, people are always looking at reviews of products and services before making a purchase, and this can apply to landing pages as well.
The same advice goes for placing awards and accolades on your page. Make Sure Your Instructions on Next Steps Are Clear: A form on a landing page typically implies that you should fill it out, but be sure to include copy that suggests this on your landing page as well typically near the end of your copy. You need to look credible when somebody visits your landing page. If you mix up their and there , it looks sloppy and can deter people from converting. Triple-check everything on your landing page.
Aim to be concise with your message and keep everything above the fold. Click on the CTA, fill out the form, and download the offer on the thank you page. Make sure all steps are in place from a user's perspective, and confirm your contact info has been stored in the database to ensure everything is functional from a behind-the-scenes perspective.
Consider highlighting the key points of your offer with text and using an optional, clickable video to explain the details. A good landing page should have a strong offer and be able to explain why the offer is valuable in clear and concise terms. The landing page headline and subheadings provide a key opportunity to promote the value of your offer. Most effective landing pages confirm the offer with the headline and use the sub-heading for further explanation of the offer or to share the value proposition.
For example…. Some landing pages choose to push their value proposition to the main headline and use the sub-heading to discuss the actual software or offer.
Good landing pages make abundant use of trust signals , which can indicate to visitors that their offer and brand are trustworthy.
Trust signals can take a number of different forms — testimonials are a classic form of trust signal, capitalizing on word-of-mouth to reassure visitors with endorsements from past clients or customers. Another powerful tool implemented by effective landing pages are trust badges. They serve as endorsements of your trustworthiness and skill.
Even unofficial and, honestly, meaningless buttons like those purchased from stock graphic sites add an element of trust and build confidence in your offer. Your landing page should look and feel great on mobile devices — easy to navigate, fast loading, and ultra clickable.
If you want to learn more about making your landing page mobile ready, check out our guide to creating mobile-friendly websites. When a user visits your site, naturally as an online marketer you want to collect as much data as you can from them. However, when it comes to creating a good landing page, less is more.
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