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Landing pages are indispensable for customer acquisition. For many businesses, they are the enablers of conversions. If your business doesn’t have a landing page in today’s day and age, it’s equivalent to leaving money on the table.
The ancient formula of “first impression matters” sticks well in the world of landing pages too. However, the problem lies in the fact that there is no well-defined paradigm of how a landing page should look, feel, and function. You do not have a thumb rule here. There are a few checkboxes that your custom landing page needs to tick, but it all comes down to how well you know your target group and make the most of the available information.
Let’s look at some of the fundamental aspects of creating a winning landing page that garners more conversions - from tweaking your copies to testing the versions. Let’s kick off with the basics.
A landing page is another website page but with a definitive purpose. In most cases, this page aims to bring in more leads by converting visitors that come to the page from either your email, social media, or advertisement link. It is a page with an offer or a lead form that needs to be filled by the visitors with their contact information in lieu of something valuable.
As per Unbounce, “a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.”
Why is there a need to create a separate page? Why can't it be integrated into the website? Well, your website contains the entire ecosystem of your brand: offerings, brand history, launches, company information, and much more. A landing page cuts the clutter. It eliminates all the unnecessary elements that might distract a visitor to give you your visitor's undivided attention. When your visitor has a specific journey defined, the chances of them converting into leads increase manifolds.
Every element of this page, be it the copy, the images, the CTA, or anything else, works towards one goal - making the visitor submit their information to become a lead or directly nudging them to make a purchase. A landing page, thus, has a higher conversion rate than a usual web page.
The clash between a customized or custom landing page and a 'readymade' template landing page isn't new. Marketers have had a hard time making the right choice since both come with their share of pros and cons. However, the customized landing page takes the crown despite the cost-effectiveness and ease of using the pre-made templates. Here's why:
Now, you have decided which type of landing page to go with. What next? Is it execution? Well, no. Before jumping right on the execution, it's crucial to plan the page correctly. Think about the page's motive and how it should contribute to your brand's long-term aspirations.
We say that a landing page's ultimate goal is to draw higher conversions, but what does conversion mean in your brand's content? You need to ask yourself such questions. Moreover, focusing on your CTA at the beginning would help you define the narrative of the entire page. This practice would elevate the value proposition of your offer and make it irresistible for the visitors.
Design is seldom considered more than just pictures, colors, and graphics that create a visual appeal. When designing a custom landing page, this approach should be thrown out of the window. The design of your personalized landing pages is as much a part of the driving force behind leads as is content or a perfect copy. Hence, the design needs to be functional while also maintaining its form.
The perfect mix of creativity and rationalism would 'land' you at the sweet spot while designing your landing page. Here's everything that you should stick to while devising the design strategy for your page.
Refrain from being creative with the structure and save it for later. It's better to follow the conventional structure for your personalized landing pages. This would convey a sense of familiarity with your visitors since most of the landing pages are structured similarly. Any landing page is incomplete without having the below-mentioned five elements. Have a look:
You might find it strange, but most of the visitors just skim your well-thought copy. They just look for relevant information while ignoring the generic content. Hence, it's imperative to place that relevant content right in their line of sight to get the most attention.
Here are a few tips:
Your page can include more elements than these, but these are the bare minimum. For your design to be effective, you need to be well-versed with your target group's demographics.
The design of your landing page and, most importantly, the colors you use should be aligned with your branding. The page aims to establish a long-term association with the leads. Hence, they need to get familiarized with your branding colors and other distinctive elements. The more recognition your brand gets, the more trustworthy it becomes in the long run.
However, some elements need to stand out, like the CTA button. So, you can go for some alternate colors for them. But do not wander very far off from your brand's color palette. Choose a shade that stands out yet feels in sync with your branding.
Images are one of the most prominent elements of your landing page, and since "A picture can say a thousand words," it better be a good picture. Images possess the power to set the tone of the entire content (and personalized landing pages, of course) at the very first glance. While choosing the images, prefer the original ones over the stock images because they give you the originality and help establish trust.
For instance, the first thing that strikes after seeing the design of the below-mentioned example from Cadbury is that it is a contest. As far as the content is concerned, this example is picture-heavy, and stuffing it with too much text could have robbed it of its appeal. Hence, they have only kept relevant content to deliver a clear message.
Your CTA needs special attention in every aspect, the design being the most essential. It would be best if you designed the CTA in such a manner that the visitors can't help but click on it. Here are a few tricks to help you out with both designing the CTA button and writing the copy that accompanies it:
The landing page mentioned below from Sage Software is an excellent example of how to make your CTA button stand out. The contrast in the colors and the negative space surrounding the CTA give it a distinctive appeal. Remember, a clearly visible CTA is a more enticing CTA, and that’s how it should be placed. The entire landing page’s visual appeal revolves around minimalism, and the CTA stands out but in a very subtle way.
As per a recent Adobe report, "Only 50 percent of all landing pages are mobile optimized." The number of mobile-opened landing pages is increasing at an unprecedented rate, which calls for some serious attention. While designing this page, the user experience should be optimum irrespective of the device on which it is opened. Make sure to create a responsive landing page so that it renders correctly on any device.
Got the design right? Now comes the elephant in the room - the copy. Elephant because your landing page copy needs to set everything straight. It should be compelling yet informative and tempting. And at the same time, it should sound trustworthy. Well, the list of expectations goes on. So, how to crack it? We have got you covered in the following points.
Irrespective of how you create your copy as per the tonality and placement, it needs to nail some focal points. These points include your target group's pain points, what’s the solution, the functioning behind your solution, the value which your proposition would add, and its validation.
Unless you introduce (or remind) your prospect to the pain point, you cannot glorify the impact of your solution. They need to trust you with your understanding of the problem. Only then your offer's value proposition would hold some relevance to them. Once they find value in your offer, it's easy for them to trust.
Once you have mentioned the pain point, it's time to pitch in the solution you're offering against the challenge. Your copy should prompt visitors to visualize your solution as the ultimate end of their sorrows.
Mentioning the solution is one thing, but you need to back it up with reasons to make it believable. And here, by reasons, we mean features that make your solution the ultimate one. Visitors should know what's in store for them and how and why your solution makes all the difference. Stating the features would directly hit the pain point and would strengthen your offer.
The copy of your personalized landing pages must state the benefits clearly. Features would only tell how right your solution is, but the benefits would make them realize the impact those features would have. Make them visualize how your solution would make their lives a lot easier.
If your solution has worked in the past, why not back it up with testimonies? Testimonials go a long way in persuading people to make the desired decision. It can be anything: the logos of the brands you've worked with in the past, the testimonials from your existing clientele, or the online reviews of your product/solution. The primary agenda is to give the visitors a sense of belief that people have used and are delighted with your solution. It's a direct validation for the offer you are trying to make.
Keeping these things in mind would result in a well-rounded copy to satiate most of the visitors. However, there's more to it:
Click triggers are the last nail in the coffin for any doubt that your visitor might be having. They enhance the probability of your prospect hitting the CTA. Click triggers are positioned near the CTA, and they are the final 'push' that convinces a prospect to become a lead/customer by mitigating any possibility of them backing off.
Have a closer look at the example mentioned below from Litmus, and you will get a clear idea. All the crucial elements of a landing page are placed in the right order. Starting from the eye-catching headline, which is followed by the CTA. Only the CTA button bears the color blue, which gives it a distinctive appeal and helps it stand out among other visual elements.
Following the suit is the lead form placed right in the visitor’s line of sight and the oh-so-important click-trigger. Figure out these placements while designing your landing page and you are all set.
Here’s a fine example from Contently. The essential bits are highlighted for better comprehension, especially how the lead form is given an altogether different background. This gives a sense of segregation and makes communication seamless. The purpose and CTA are given the most prominence, as it would undoubtedly impact the landing page’s overall performance. Despite not going too text-heavy, the page conveys enough information for a prospect to fill the lead form and hit the CTA at the end.
By now, you have figured out most of the aspects you need to focus on for building a high converting landing page, but how would you test the waters? Is that copy on point, or is the CTA placed, right? Well, for that, you need a Split test or A/B test. Let’s go through the basics quickly.
It is splitting your email list into two and sending them different versions of a page to determine which performs better. You can do it manually by releasing one variation at a time, followed by the other one while keeping the rest of the parameters the same for both the versions.
The most crucial bit of split testing is creating minimal tweaks within the two (or more) versions, ideally focusing on variations in one aspect only. The small differences would help you narrow down the driving force for your responsive landing page and reach a conclusion.
Well, to be on the safer side, you should test everything about your responsive landing page but never miss out on these basics:
Now, since you are familiar with what goes into creating a successful landing page, it's essential to know how to quantify your success. Several matrices determine the effectiveness of your efforts. Extensive tracking is required to figure out what's working for you and what isn't. Here's all you need to know:
Well, the most prominent one, page visits, are fundamental to your page's success. It's simple, the more visitors you have, the higher the chance of converting them into leads/ customers. Articulating your paid traffic campaigns or playing with the right keywords would help you drive more traffic to your responsive landing page.
Zeroing down your traffic source would give you a clear idea of where you need to put more effort and where it's all sorted.
The submission rate is the count of people who complete the entire journey. They fill the lead form and arrive at your thank you page.
‘Contacts’ means the lead count that your landing page form has generated. It differentiates from submissions as, here, the duplicate contacts are only counted once.
Heat Mapping is more on the user experience side of things. It would give you an idea of how the visitors are interacting with your page. Heat mapping reveals data about the scrolling, reading behavior, and overall engagement with your page's content. It gives you insights into the effectiveness of the design and layout of your responsive landing page.
Well, your offer might be attractive enough for visitors to arrive at your page, but substandard content may turn them away. The bounce rate helps you identify that. If a large number of people leave your landing page shortly after arriving on it, then the content is not in line with your messaging.
If your visitors leave the form halfway, you need to consider tactics to get them to fill it completely. You can deploy new click triggers or consider shortening your form to get more people interested and make them give their information.
No matter what's going on, it's possible to diagnose and heal your landing pages if you pay attention to the metrics.
With your competitors also doing their best to create engaging landing pages, you need to go the extra mile to create something that’s not only unique but also effective. Here are some tips for the same:
Well, not just SEO or copy, you need to optimize the entire page: images, keywords, UI - everything. Optimization means perfecting your landing page in every possible aspect. It would help if you tweaked these aspects to perfection to get that high-converting responsive landing page.
One of the most common mistakes marketers make is considering that offering something for 'free' is the best option. It is a good option, but your offer must be tempting enough to lure them into giving you their data. Many players are competing with you for buyer attention; you got to make a deal your prospects can't refuse.
As per a recent report, "pages that load within two seconds have an average bounce rate of 9%, while pages that load in five seconds see their bounce rates skyrocket to 38%." These statistics justify the direct impact which loading time can have on the number of your leads. You have pulled all the plugs to make people visit your landing page, and now when they are doing so, why keep them waiting and sabotage all your efforts?
Following a minimalist theme and keeping the elements of your custom landing page to a bare minimum would help you lower the loading time to some extent. At the same time, it would also elevate the overall appeal of your landing page.
Uber is one of the leading brands to join the minimalism bandwagon in terms of their visual communication. Right from their app’s user interface to the landing page mentioned below, they have been playing the game of subtlety. This approach not only lends a premium feel but also delivers a concise yet clear messaging.
While devising the strategy to acquire traffic for your landing page, you should be well-versed with your visitors' stage in their buyer journey. It would be best if you had a clear idea where the buyers stand in their decision-making journey. The copy and the offer should be crafted around their journeys to get them converted.
The path to conversion should be clear. Never leave your buyer guessing while navigating your landing page. As soon as someone reaches your landing page, they should have a clear idea of what to do and what is expected of them, which in most cases, is to submit their data into your lead form or make the purchase.
Well, not precisely FOMO but yeah, adding a bit of scarcity to your offer would elevate its exclusivity appeal. It would eventually tempt the visitors to make the decision. No one likes to leave the bandwagon everyone seems to be jumping on, especially if they have reached a specific landing page for that. This supposed 'FOMO' would help you draw some quick and easy conversions.
To amplify the 'rush' further, you can feature a countdown timer and even mention words like 'ends soon' or 'last chance.' However, make sure that you are genuine with your customers because deceiving does no good.
If you have created a responsive landing page to get emails and details of your visitors, you have won the battle of gaining leads. But what's next? You surely don't want to leave them hanging, right? Once you have the leads onboard, you need to nurture them into customers who would eventually bring more customers, and to do so, here's everything you need to do:
The thank-you page is the first thing your newly formed lead would see. Hence, it's your best and the most important bet to delight them. The page should primarily focus on two things: Delivering the offer you promised and luring them into something else as well while they are on your site.
Here are some 'Must-Haves' for you Thank you page:
You need to guide the lead through their decision-making process. The decision may or may not be in your favor, but you need to leverage the data you have gathered about your lead and anticipate their next move. The content and the resources you provide will play a vital role. Remember, prospects buy from the brands they know, trust, and like.
It's evident that a landing page is the primary driving force behind getting new leads, and hence, they deserve the utmost attention. As all the customizations, suggestions, tweaks, and best practices have been mentioned, you are now all set to create a custom landing page that reaps in more conversion.
Getting your basics right might make the job much easier. First, focus on the bare minimum aspects of the high converting landing page; you need to amplify things from there. But remember, every brand is unique, and so is its target group, so it's better to sprinkle some individuality while you strive for that pitch-perfect landing page.
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