What makes a great landing page?
There is no doubt that landing pages and the lead-capture forms that come with them are two of the most important elements of lead generation. without them, marketers would be much more limited in their ability to convert website visitors into leads and generate reconversions, too.
So What is a Landing page?
A landing page is a standalone web page, disconnected from a website’s navigation, created for the sole purpose of converting a visitor to a client.
A great landing page allows digital marketers to close the marketing circle, which starts from Brand discovery “brand awareness” then the evaluation and consideration stage “to the Buy stage or so-called Leads generation stage. Without a landing page or capture form, the job is done to 75% and the business can’t convert all the interest created by those great ads from Google and social media.
In UAE and the Middle East on average brands with properly set landing page enjoy 45% higher leads quality and higher conversion than Facebook "Instant Form" the prebuild leads capture form built on Facebook.
Now that we know the importance of a landing page we need to focus on what makes a great landing page. Here are some suggestions to look for when building your landing page:
1) Navigation simple & clean UI.
Once a visitor arrives on a landing page, it’s your job to keep them there. Destruction and unnecessary information to be kept at minimal. After all the visitor has seen your ad copy already and he/she did understand what you are offering, and he/she is looking to submit his/her details.
Give them the chance to complete immediately the form and submit it on first look and reduce any friction like long text or videos pop-ups and other tools that can be distractive.
Don’t try to sell they are already on the landing page because they got sold! Any design or look and feel should be kept minimalistic and provide focus on the form summation.
The look, feel, and overall structure of your page design will have a huge impact on the effectiveness of your landing page and how well it drives conversions
Keep the messaging between ads and landing pages consistent, If there’s a disconnect between what the ad promises and the landing page deliver you may have lower conversion.
Many brands don’t realize that when creating ads, they do offer products or services that are not matching the landing page. Visually. The look and feel must be related, to brand colours, fonts text and other characters. Also, avoid repeating your text from the ad copy to the landing page. Customers will apricate that you save them time. Instead, try to insert value or supportive information that can answer more deeply why they should submit their details or try answering what they can expect after submitting their details.
3) CallToAction "CTA"
If a user’s attention span is on the short side, stirring them into action as soon as possible couldn’t be more important. For a successful CTA, the context is important: Make sure that your nice big button has enough space to stand out. Many advertisers don’t pay attention to the buttons and visitors come to the page but they have to read through all the information without a clear CTA button.
It's highly advisable if you have a longer page providing extra information like videos, service list or products details, is best that you have a CTA button at every scroll down the page.
Users can register from first look without scrolling down the page which is great to have the “CTA” call to action button as early as possible, but also down the road if the visitors have no more interest they should be available to fill-up the form and submit immediately without wasting their time reading all about your business and what you offer and why choosing your company.
Buttons have to grab attention and not only simple “Submit” button but something catchier and more exciting “Try now ““Get the chance”“Get the latest offer”“Sign me Up”“I am In”“Let’s Do it”
The text plays a role but the design even more. Giving a big button with enough space around it brings the focus to it, which can be day and night in conversion.
Showcasing products & services are the simplest way to add credibility to your landing page. Explain features and requirements, show photos, screenshots or even videos. Have you ever landed on a page where it only asks you about your details but without showing you what products or services they can offer you? Did you ever hesitate to leave your details, because you were not sure about this product or services? Many marketers want to generate as maximum leads as possible, sometimes they forget to educate, inform and inspire the client. Yes, we said the landing page should be short but never forget to back it up with a products overview or showcase some of your services in form of a background image or video. Perhaps you have already showcased your products and services in your ads and now you can just give that extra information with a video explaining the benefits and the unique selling point of your products and services. That kind of product or service support showcasing in a video or photo strengthen the decision of the client to take the step and fill out your form and become a client.
"A good product overview can be the critical element between high or low-quality leads."
5) Power Words
Using the voice of the customer in your landing page copy is powerful. Combining great design with “power words” can make your pages damned near unstoppable. Utilizing power words in your copy can take a compelling message and make it almost irresistible. However, using powerful words is about much more than choosing certain words or phrasing carefully; it’s about structuring your copy in ways that appeal to your prospects’ emotions. For any company that seeks to drive an audience further down their sales funnel, business power words on a landing page offer these benefits:
Build trust and credibility. Words like proven, research, and results give people a reason to believe your offer.
Inspire action. You probably know that Tony Robbins is the most in-demand life coach. People act on his advice. He uses words like change, opportunity, and responsibility.
Make them feel important. It can take a simple word such as surprise, secret, or special, to make your audience feel valued.
It’s all about Neuromarketing. “It's not what you say it's how you say it.”
This is the reason that many brands require a creative art director and communication strategist to create a compelling and high-quality conversion landing page. At FOLLOW we combine all of the above skills, We are a digitally driven and creatively led marketing agency in Dubai.