A short guide brought to you by Pixel506
This guide will help you learn how to make successful landing pages by:
- Identifying your landing page goal
- Tailoring your landing page to your audience
- Finding your value proposition and how to communicate it
- Understanding which design elements will make your landing page effective
- Knowing how to use SEO optimization to improve your traffic
- Learning how to optimize your landing page for mobile devices
- Using analytics to monitor your page
How to Identify Your Landing Page Goal?
Start by laying out your purpose. Is it to generate leads? Sell products? Build brand awareness? Perhaps all of these goals are part of your landing page’s function. Once you have a clear picture of the desired outcome, you can move forward.
How Can You Tailor Your Landing Page to Your Target Audience?
Learn who your audience is and create a landing page specifically for them. Understand your target audience's needs, pain points, and preferences. Conduct market research, create personas, talk with your current customers. Based on this information you can tailor your messaging. For example, he Savvy Backpacker, knows its clients: backpackers (travelers who prioritize budget). The landing page directly caters to price-conscious travelers who want to experience different cultures. It’s easy to find information about transportation, accommodation, restaurants, special discounts, and city-specific hacks.
What Should Your Value Proposition Communicate?
The value proposition of what your business offers, and the pain point it soothes, should be made instantly clear. Make sure there’s no confusion in what you’re offering, why, and how it will help.
For a great example of value proposition made apparent, see MoviePass. The landing page tells you straight away that you can watch movies anywhere for one low subscription price, starting at $10.00/mo. MoviePass is offering a quick solution to the expense of movies. It also solves two pain points: 1) the expense of movies and 2) the drawback to competitor passes that limit theatres. The proposition is made clear as day and all this information takes only a few seconds to absorb.
What Design Elements Make a Landing Page Effective?
With the goal of the LP and your audience defined, the look and design fall into line. While there is perhaps no one design formula that guarantees sales, there are few necessities for designing a high-converting landing page:
Clear headline: Get to the point with the headline straightaway. Solve the problem, address the pain point and put your value proposition on the table.
Concise copy: Be direct and on-brand in your messaging. This is not the time to wax poetic. You’re establishing trust and expertise in your landing page. To build trust consider using short testimonials from clients or numbers, i.e., social proof of your business's trustworthiness. WordPress’ landing page does both. It shouts out in big bold type that it is “the world's most popular website builder.” The subheading backs this claim up with a number: “43% of the web is built on WordPress” It’s an impressive share of the market (and the world) that does exactly what it intends: inspire confidence.
Engaging visuals: Let your landing page entice your reader visually through relevant images or videos.
Clean Layout (no clutter): Don’t overwhelm your visitor with too much information too fast. You can go into the details on a later page.
An effective CTA: Make sure you ask the user for a specific action, or a next step to keep them engaged and guide them through the navigation process. A good CTA is highly visible and describes the action required of the user.
Great UI/UX: To ensure all the above is met, follow best practices for design based on your audience. For the best results, work with a professional UI/UX designer who can help you plan the layout of the landing page (and beyond). The design will also determine the user path through the entire website from landing page to conversion. It’s important.
How Can SEO Optimization Increase Your Page Traffic?
Make sure your website is leveraging the benefits of an SEO campaign. SEO traffic can help drive sales and advertise your business as well as improve brand image. Organic searches are 5x more valuable than Google paid ads according to Google’s Economic Impact Report.
How Can You Optimize for Mobile Devices?
Be sure your landing page is optimized for mobile devices. You don’t want to miss out on mobile traffic because your landing page isn’t optimized. Keep in mind that some users may be stuck on slower networks with 3G or less. Don’t make the landing page cumbersome and slow to load by using heavy videos or large images.
How Can You Use Analytics to Monitor Your Landing Page?
High conversion landing pages are an on-going project. To monitor effectiveness, implement tracking tools like Google Analytics. This feedback can give insights on user behavior and other metrics. If you’re losing clients, analytics can show you where in the customer journey this is occurring. If one product is outselling all others, analytics might provide reasons. Use this data to make improvements to your landing page.
We hope this short guide will help your business understand the process and the basics of how to create high-converting landing pages.
Pixel506 is a leading company in strategy, UX/UI design, and SEO. We believe in the power of technology to help drive decision making that results in deeper connections between business and the clients they serve. Our forward-thinking approaches and results-driven ethos place us at the forefront of strategy and design. Please let us know how we can enhance your business. Drop us a line!