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Everything You Need to Know About Landing Pages!
What is a landing page?
Simply put, a landing page is an attractive, elegant and clean page that immediately grabs the attention of your site visitors.
An innovatively designed landing page can be the cornerstone of a successful online marketing website campaign.
Why all the fuss about them?
“Landing pages are the new direct marketing, and anyone with a website is a direct marketer.” – Seth Godin
The landing page is where conversions happen. Having an effective landing page can turn your website into a money-making machine.
According to Marketing Sherpa, 68% of B2B companies use these pages to generate new leads in the future.
A business making $1,000 a day can lose over $25,000 a year if the landing page is slow to respond, says Internet marketing guru Neil Patel.
Here’s an example that’s old by now, but still shows the importance of building a landing page well. In 2010, President Obama was able to raise an additional $60 million JUST by A/B testing a page created for a specific campaign.
Remember: You only have a few seconds to make or break a deal.
So…give it all you’ve got!
What makes a landing page work as a converting machine? What are the best elements to add to your lead generation page to get even the most reluctant visitor to your site to vote for you?
To answer these questions, let’s look at seven key elements you need to consider when designing your landing page.
7 ways to engage users with landing pages
1. Create catchy headlines
Your page title is the first thing your visitors see and read. So it makes sense to come up with a killer headline that has an immediate impact on them.
Years ago, Basecamp changed their standard software benefits/features-based landing page for a real customer picture.
Basecamp created a headline quote that summarized the key benefits the client’s business received.
The result was a massive 102.5% increase in conversion rate.
Here are some tips for creating killer headlines.
• Be useful
When writing your landing page title, remember to tap into your visitors’ fears and desires.
According to Kissmetrics, Carelogger increased its conversion rate by 31% when its headline focused on the target audience’s fear and desire.
• Be urgent
Encourage users to take action now by setting a deadline or offering helpful offers. This strategy can easily grow your reader base and compel them to take action.
• Command attention
Your words should evoke emotions in your users. For this, it is always wise to choose vivid adjectives.
Some powerful words you can use include:
• Never seen before
• High costs
2. Use videos to tell your story
According to EyeView Digital, landing pages with videos can increase conversion rates by almost 80%. Also, recent statistics show that 95% of users retain messages in videos.
Videos provide passive engagement. With minimal effort, visitors can discover exactly what you want to convey.
Many marketers don’t know what a heat map is. So CrazyEgg hired the team at Demo Duck to outline the reasons why small businesses need more than Google Analytics to improve conversions.
Do you think visitors will leave this page?
Some important tips to keep in mind when creating a video on your landing page are as follows.
Use an attractive thumbnail to engage and convert your audience.
Place the video above the page.
Keep your video meaty enough to be interesting to your target audience.
Try adding a video transcript. Some people might want to watch the video, some might want to read it, and some would love the idea of doing both.
What is the secret?
According to Entrepreneur, if a picture is worth a thousand words, a great video is worth 24,000 words per second.
People love videos. The Guardian even claims that videos are the future of content marketing.
Cisco claims that by 2020, video will account for approximately 79% of consumer Internet traffic.
3. Create a 3D effect using parallax scrolling
With parallax scrolling, the background of your landing page moves at a slower speed compared to the foreground.
This feature gives a 3D effect when visitors scroll down the page.
What’s so great about the scrolling effect?
This allows you to tell your story on your landing page. This allows visitors to learn more about your services or products.
Using effective copy with parallax scrolling will result in a very persuasive and professional page.
4. Confidence signals
The best landing pages use enough trust signals.
Why do they use this tactic?
Trust signals show visitors that your brand and offers are trustworthy. These signals can come in many forms, such as testimonials, endorsements from past customers, etc.
FiveStars has done a fantastic job of providing trust metrics on their landing page. The company touts “proven results” and customer testimonials, as well as some personal data about website activity.
Another reliable tool that acts as a trust signal is trust tokens. These are nothing but logos of well-known companies that you have worked with in the past.
When using trust signals, always include the following.
• Customer testimonials
• Third party seals
• Trust marks
5. Use GIFs to showcase your products
Demonstrating how your product works is extremely important.
Gifs explain how your product can be used faster and more convincingly than videos.
Marketers now understand the importance of Gifs. They have become a key feature for companies looking for better engagement on social media.
With Facebook allowing brands to post GIFs and Twitter also publishing autoplay videos, they definitely deserve a spot on your landing page.
Gifs are the best substitutes for videos on landing pages.
In fact, they are much more cost-effective compared to videos when it comes to visually demonstrating a service or product.
Gifs are also on the rise, especially in this year’s mobile marketing trends, so you should keep an eye out for them.
PineGrow uses a Gif on its landing page to explain how users can build responsible websites faster.
6. Make offers
An offer is something you give your visitors in exchange for getting them to do what you want them to do.
Offers may include discounts, coupons, a free version of your product, a free trial, a qualifying gift or a guide.
There are a few strategies you can use.
A website that pays bills might offer users $10 for their first bill. Users should register for the service and link their accounts to it.
A consulting firm might offer a 60-minute free consultation, which could be a meeting to describe how the agency can help people.
Industrial Strength Marketing provides potential clients with a free guide to creating mobile-friendly websites.
7. Put the title and form in two columns
By splitting the screen into two columns, you can display multiple page elements with equal prominence.
Do you think your landing page form deserves the same attention as your headline or subhead? Can they have a cumulative effect on visitors?
While there is no exact formula for creating the perfect landing page, there are some general rules that will improve your chances of creating an outstanding page.
Do you want to achieve a high conversion rate this year?
Then, remember to follow the steps above when creating your landing pages.
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