A landing page’s objective is to cultivate potential clients who aren’t yet prepared to make a purchase and to show how your business offers a special benefit in that field. A page like this is crucial if you want to increase the sales of your product or service, improve client satisfaction, and attract new consumers rapidly with alluring offers. This article will teach you the essential elements of a successful B2C and B2B landing page and how to include them in your content to boost conversions.
What are landing pages?
A landing page is a standalone web page that has been designed with a specific goal in mind. You can install tracking parameters on a landing page to monitor user behavior. Most landing pages serve one of the following five objectives: Encourage a visitor to click (to visit a different page, either on your own or another site) and entice a visitor to buy anything. Encourage a visitor to grant you permission to contact them again (by email, phone, etc.). Get a customer to recommend your goods or services to a friend. Encourage visitors to offer feedback or learn something. You might do this by leaving a remark or rating one of your goods or services. Potential customers are expressing interest in the particular value proposition or product when they click on your landing page via organic search, PPC ads, social media ads, or promotional emails. However, a landing page alone won’t be sufficient to encourage a purchase. You can arrange the information in certain ways to promote conversions and ultimately purchases. Here are five best practices to follow in order to create landing pages that draw in more visitors and amplify their interest signals.
1. Craft the perfect headline: Your landing page’s headline is the first thing a user sees, and the majority of visitors will read it before skimming the copy. Therefore, it’s crucial to craft catchy headlines. To achieve that, stay away from headlines that are unclear or inaccurately summarize your content. First and foremost, make sure your content is presented in an interesting, succinct, and eye-catching manner. Second, make sure the benefits of your offer are clearly stated in the headline. Users will be more likely to stay on the page and respond to the call to action if this happens. Thirdly, remember that an optimized page title (which incorporates a keyword you are pursuing) can also assist in improving your search engine rating (check out this guide to YouTube SEO and ranking for tips). A keyword-optimized landing page that is indexed on your website makes it more visible for that specific query. For a smooth user experience, make sure your landing page’s headline always corresponds with the headline of your email, advertisement, SEO copy, etc. For instance, if your advertisement is for “boutique stores San Francisco,” your landing page’s title should include the phrase “boutique stores San Francisco” and be complemented by pertinent content.
2. Build a separate landing page for each active promotion: The content a user clicks on must closely correspond to the title and body copy on your landing page. It is described as ” matching the heading of your landing page with the headline of the ad or piece of marketing the visitor clicked” and is known as a “message match.” A great user experience includes message matching. Furthermore, referring consumers to your homepage or a different product page from your promotional pages won’t enable that message to match up correctly because most B2C businesses produce and distribute a lot of material across numerous categories and product kinds. For instance, if you send an email promoting area events, including one in which they might be particularly interested, he or she will click on your CTA button to purchase tickets for that performance. The consumer will likely be quite irritated if you direct him or her to your website’s homepage instead of the artist’s ticket page, which has promotional content for baseball tickets. Even if the concert tickets are still available, the user can get confused or frustrated and decide not to buy any more. Any promotion you conduct should send clients to a specific landing page whose title and content correspond to your advertisement or email promotional language in order to address this problem.
3. Use Image carefully: When information is presented alongside pertinent imagery, 65% of individuals remember it, compared to only 10% of those who merely hear it. As a result, it’s important to include an image that shows a person utilizing your product or service or that shows the visitor what they will get if they convert to your landing page. But take care. Always use graphics to increase conversions rather than divert site visitors. Your photos should not only be motivational, distinctive, and arresting, but they should also be strategically placed to move the reader to take action. If you’d like to take it that way, a brief instructional film can also help increase conversion rates. Additionally, it’s simple to create excellent movies without paying a specialist because of the tools and software that are readily available nowadays. Remember that using pictures of individuals can be particularly challenging. The subject(s) in these kinds of pictures should be looking in the direction of the call to action button. Based on the direction the infant is facing, take a look at the eye-tracking survey below. Because we are social beings, it is in our nature to look where other people are looking. The direction in which the baby was gazing at the form is clearly the best one, as seen by the red area above, which shows how individuals interacted with it.
4. Craft Engaging CTAs: The most crucial element of any landing page is your call-to-action (CTA) button because it’s how new leads are added to your database. Without this button, you won’t attract potential new consumers, which diminishes the significance of the remaining material and graphics on your page. Your conversion rate can go up by tens or even hundreds of percentage points when you use great CTAs, which have three essential components. You must persuade visitors to click on the CTA button because they must feel obligated to do so. Focus on the interesting, individualized copy instead of dull or ambiguous language like “submit” or “get started,” such as “Send me the eBook” or “Get my free trial.” Make it abundantly apparent to the user what they will receive if they click the button. Your button’s CTA color should contrast with the items around it to get the most attention possible. To determine which colors are most effective for your company, do A/B testing. It’s crucial to avoid making assumptions based on “best practices” that could not apply to you because preferences can frequently differ by industry and persona. In light of this, it is generally advised to select colors for your CTA button that contrast with the color of your website and any objects on it that are on the left side of the color wheel shown below (green, blue, and purple) (s).
5. Don’t Overcomplicate your form: Your conversion rates may be doomed by a badly designed lead capture form. In order to claim an offer, prospects don’t want to spend a lot of time disclosing a lot of personal information. Don’t ask for more information than you absolutely need; consumers often voluntarily divulge more information once they sign up as clients. Split testing, often known as A/B testing, compares two landing pages to evaluate which performs better for your campaigns. This can help with form design since it demonstrates how much data a customer is prepared to provide. Too many fields may discourage users. Prospects can now choose to fill out their information on social media platforms used by many businesses.
So, in order to increase the effectiveness of your landing pages, you should make your headlines lucid, succinct, and captivating. Create a unique landing page for every running promotion. Make sure the wording and graphics in your email or advertisement directly correspond to the offers on the landing page. Use photos with caution. Make sure they encourage conversions rather than deterring your potential customers. Be sure that any images of individuals you use are facing the form you want potential customers to fill out. Create compelling CTAs with wording that motivates action, and pay close attention to your color choices. Make sure the terminology you use is appropriate for each individual offer. Keep your forms short, to the point, and straightforward to complete. Think about allowing users to fill out the form using their social network accounts or Gmail.