Landing page design is crucial for the success of your product or service. While we all want to believe that a good product or service will sell no matter what, the design of your landing page can be the difference between no conversions and tons of conversions. There are four simple things you can do, though, to increase conversions, and I’ll lay them out below.
First, What Is a Landing Page?
Not every page is a Landing Page. The Google Analytics stat for “landing pages” simply tracks the initial page of entry into your website. This is a passive kind of landing page, which is different from the conversion-focused Landing Page we’re discussing.
A strict Landing Page has no top navigation, no links off the page (other than the call-to-action), focuses on one product or service, drives a user to a strong call-to-action, and is connected to an ad campaign. It has the express purpose of driving sales for a specific product or service.
For more of the nitty, gritty details, Unbounce put together a wonderful 50-Point Checklist for creating the Ultimate Landing Page, and it’s a great resource for any landing page design project.
There is so much to talk about when it comes to landing pages. This article focuses on four things the will increase the conversion rate on these pages.
1. Work with a Marketing Copywriter
There are two challenges when it comes to creating a great Landing Page: the copy and the layout. Too many businesses attempt to create a high-converting LP without engaging the help of a copywriter. Unless you have experience in writing marketing copy, you will need a copywriter.
The words that are used in your headlines and the story used to explain your product/service and how you lead people down the page to the call-to-action are so heavily reliant upon great copy. It can be the difference between an effective page and an ineffective one.
A great copywriter will make sure your opening headline is eye-catching. They will ensure that the user’s pain is accurately portrayed, as well as how your product/service alleviates that pain. A copywriter knows how best to explain the benefits and value of your product/service, even if it’s complicated.
2. Speak Directly to Your Audience
Assuming you’ve worked through your buyers’ personas, you should know exactly who this page is targeting. Now that you know who they are and what they need, you can speak directly to their pain points.
Your product or service was created to alleviate a problem for the buyer, so when creating a Landing Page for the product, identify the buyer’s problem and explain how your product solves it.
What is included? What isn’t? What is the pain/problem? How does this solve it? What emotion does it satisfy? What are the benefits? Your LP doesn’t have to be long, but it should be thorough.
3. Be Available
Depending on your product/service, most users will have questions, and the higher the price point, the more questions they’ll have. Ideally, most of them will be answered through the great copy on your Landing Page, but you need to be ready for more.
The more methods of contact you give, the more trust you instill. Go ahead and add a phone number. If you actually monitor them for activity, add social media links. Include frequently asked questions. You may consider testing a live chat feature to see if it increases conversions.
The more a user trusts your company, the more likely they are to purchase.
4. Promise Something (and then deliver)
Similar to the trust-building above, adding a guarantee to the purchase definitely builds trust and increases conversions. A guarantee means that you really do care about the user and the outcome. While you may not be able to guarantee everything, think about what you could offer in order to decrease the risk on the buyer’s side.
These four tips will have an immediate impact on your landing page conversion, so don’t wait to implement them.
If you’re in need of a Landing Page, having trouble with conversions, or looking for marketing copywriter recommendations, contact us today.