A website landing page is considered the hotbed of visitor interaction, conversion, and eventual sales. However, due to the exaggerated importance of a landing page, most businesses spend more time fine-tuning the landing page than creating the content.
While there are myriads of articles written on landing page optimization, the fact remains that most marketers still have half-baked knowledge about landing page optimization.
Source: Capterra
So, based on our experience in tweaking, and fine-tuning scores of landing pages, we have come with the nine basic landing page tactics you should consider in 2021.
Pick Ideas from Competitor’s Landing Page
Before you start building your landing page strategy, it’s recommended that you study the landing pages used by your competitors. Collect as many landing pages as you can and store them in a folder for your reference. Additionally, you can ask your sales reps to suggest relevant topics based on customer pain points. These inputs will eventually help you to fine-tune call-to-action on the landing pages.
Avoid Frivolous Content
Remember that visitors hardly spend more than 4 – 5 seconds on a landing page. Therefore, you have to use this short window of opportunity to convey your message and the selling proposition to the client. Based on this, your content should be crisp and to the point. While there are exceptions to this rule (the Amazon landing page), keeping it concise is advisable.
Avoid Pop-ups like Plague
It’s a shame to see landing page with pop-ups says ‘BUY NOW’ or ‘CLICK HERE’. Such dead pan tactics only add to the frustration of visitors and result in a higher number of exits.
Experiment with Video on the Landing page
Apart from banners and call-outs, videos are the in-thing with marketers. For instance, there’s a rising trend for users to create, watch and consume information through video.
Nowadays every tech savvy company, like Google, Intuit, and UPS, are incorporating videos to convey the message to users. On the same lines, you can include short videos that add to the emotional or human element of the landing page.
Use CTA Buttons that Coax Action
CTA’s that invoke a sense of urgency is seen to have better clicks and conversions.
One thing to keep in mind is that CTA’s should not be misleading and should be in sync with the flow of the content. The choice of words should be intuitive so that the user clearly understands what the actions on the CTA will lead them to.
Also, CTA’s should be placed in strategic points where the user is likely to engage, especially after some insightful content.
Exchange Something of Value with your Target Audience
Content on landing pages should not be just about driving engagement. It must focus on resolving the day-to-day and long-term challenges and pain points of executing the target audience’s business objectives.
You can develop thoughtfully crafted case studies, white papers, eBooks, and webinars through gated channels on your landing page.
This way, you will be prompting a proper response from your target audience by building a trust factor and strong reason to engage with you.
This would also be a valuable exchange for something as practical as their business contact details, including their business email id.
Use Crisp and Concise Headers
Many studies have shown that a well-designed header in landing pages can increase customer conversions by up to 60%.
When you create a landing page for your website, this is one crucial detail that should be considered above all else: the crispness of your header.
The content of the header must be crafted in a way that highlights the value proposition of engaging with your products, solutions, and services – in a nutshell.
Above all, the choice of words should be such that it strongly resonates with the personas of your target audience.
Keep the Design Elements Minimalistic
Unlike the homepages on your website, which are mainly geared towards exploration – landing pages are more aligned towards guiding visitors to conversion with a suitable call to action.
This entails that we must stay away from having many distracting navigation and design elements on the page.
Also, keeping content delivery in a more focused format – on guiding the user towards the next step of sales closure – is the best approach to design successful landing pages.
Showcase your Existing Client Engagements
A quick grid showcasing your existing client base and their logos can go a long way in building trust with new potential clients.
This would amplify your trust factor to a great extent when it comes to inbound marketing.
Also, showcasing a few of your client testimonials will help your prospective clients with valuable insights into the kind of outcomes you could deliver with your existing capabilities.
Final Thoughts
It’s equally important to design the landing page with elements that stimulate human senses. In short, use concepts which stimulate visual and auditory senses depending on who your visitors are.
Do you need help designing your next landing page? Talk to our landing page expert who can guide you in developing high-conversion landing pages for your business.
Author - Span Global Services
