What goes into designing a truly stellar and high-performing landing pages? How can you cater to the wants and needs of your target demographic? How do you create the best overall customer experience, while still taking steps to reach your business goals?
These are the basic questions that any good business owner will find themselves mulling over them. What it comes down to, is creating the foundations of online customer interactions.
In a brick-and-mortar store, you know that the overall decor can have an impact on the customer’s experience. This includes things such as the placement of goods and the attentiveness of store clerks. Even the temperature and lighting can have significance.
The same basic principle applies to online encounters with consumers. You still have to find ways to impress your guests. You need to provide them with reasons to patronize your brand.
In some ways, this is a difficult proposition. That’s because you can’t have that in-person connection that consumers often find so compelling.
In other ways, it’s easier. This is because you can collect and analyze data that is only available through digital interactions.
You don’t exactly have to reinvent the wheel. Yet, you will have to tailor strategies to your brand and your audiences. You need to build landing pages that engage and compel customers.
They drive conversions. This will allow you to accomplish your goals. Here are just a few important elements to consider when it comes to creating landing pages that rock.
Include Relevant Content
This is the prime directive of creating landing pages. People reach your landing page because they’re looking for something specific.
Make sure you do a good job coordinating your marketing efforts and your landing page creation. Thus, everyone who reaches your pages should find just what they were seeking.
What does this mean, exactly? It means you have to be precise, as well as concise. For advertising, your landing page needs to deliver and the sooner the better. Visitors follow links because they’re searching for something.
The more relevant your content is, the better chance you have to hold the attention of viewers. It will help you achieve targeted results.
Don’t forget the importance of your headline. It is the first thing visitors will see on your landing page. It needs to be relevant, engaging, and compelling.
That is because of the passage of the crucial attention-span barrier. Remember, you only have a few seconds to impress visitors and convince them to stay.
Nail the Layout and Design
There’s no denying the power of visual appeal, especially in this largely visual medium. Providing visitors with relevant content may be the most important thing, however, it needs to come in an attractive and user-friendly package. Otherwise, you may lose visitors at “hello”.
Only you can determine the best way to arrange your content. Nonetheless, there are a few simple rules you may want to follow. Less is always more. Coco Chanel purportedly removed one piece of jewelry before leaving the house.
Similarly, you need to pare down the clutter on pages to the essentials. Ensure a clean, simple, and organized landing page. This allows both you and your visitors the greatest efficiency. Simple navigation is also a must.
Use a cohesive color scheme, eye-catching images, and common placement of buttons. Additional navigation will only help to impress visitors. It will lead them to what they’re looking for on both an academic and aesthetic level.
Consider the Psychology of Selling
Not every landing page will have the primary goal of making a sale. In some cases, you’re providing free content. In doing so, it’s as a means of building a relationship with visitors.
Moreover, you’re offering information that draws visitors further into your site. This, in turn, prolongs interactions and increases your chances to engage.
Ultimately, however, the bottom line is at the heart of everything your business does. Profitability is essential to ongoing success.
Therefore, without it, your business won’t survive. Every dollar you spend has to circle back around to return on investment eventually.
You need to keep your eye on the prize. That’s the case, even when your specific goals for any given landing page may stray. Let’s say a landing page isn’t somehow leading to a sale. Hence, you need to reevaluate so you can make necessary changes.
For example, let’s say you have a content marketing strategy. It may include providing how-to guides. These are relevant to your audience and your industry. You’re delivering the content for free.
This is done as a means of establishing rapport with prospective customers. Additionally, it can strengthen bonds with existing patrons. You can’t just offer it up and call it a day.
You need to include a call to action. Pepper in promotional information. Encourage viewers to like and share content. Take additional steps to get something back from your time, effort, and expense.
More importantly, however, you need to use psychology. This will help determine how to motivate visitors to behave in prescribed ways.
What makes consumers want to buy? What endears them to a brand? How can you offer the value customers are seeking? How can you connect with them on an emotional level?
How can you personalize the experience? How can you create a loyal community? How can you convince and compel without eliciting suspicion or annoyance?
Here’s an example. People don’t trust companies as much as they trust other people. Try including images with your content. They should include real people in real situations, as opposed to models posing for specific shots.
For product landing pages, you can also include consumer reviews. Thus, visitors have access to “trusted” referrals, instead of a company sales pitch.
The psychology of selling isn’t simple. There are entire tomes on the subject. However, it’s important to understand how to approach consumers.
This is especially the case within the impersonal platform the internet provides. In doing so, you’ll lead them where you want them to go.
Test, Test, Test
Metrics can tell you a lot about landing page performance after the fact. However, extensive testing will help you to get it right the first time. You may have only a single chance to make a good first impression on visitors.
Do A/B and multivariate testing of pages (with test audiences). This will help you polish your content and design before you push pages live.
If you have any comments or suggestions about future topics leave them in the comment box below.
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