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Landing pages are an important part of any online marketing campaign. They act as the gateway to turning potential customers into paying customers. Yet, there are so many trends and tips out there about how to create the perfect landing page.
The truth is, there is no one-size-fits-all answer. What works for one company or website may not work for another. It’s important to recognize that these trends are just that — trends. They don’t necessarily reflect the reality of what works and what doesn’t. Instead, it would be best if you focused on creating a landing page that speaks to your unique audience and helps them take the desired action.
What is a landing page?
A landing page is an individual webpage that is designed to convert visitors into customers. These are often used in conjunction with paid advertising, such as PPC, social media ads, or display ads, to direct people to a specific webpage rather than your entire website.
There are many different types of landing pages, but they all have the same goal: getting the visitor to take the desired action. The most common types of landing pages include: sales, squeeze, lead generation, tutorials, and giveaways.
Landing pages are more likely to convert than your homepage, but they aren’t guaranteed sale like many people seem to think. The best landing pages have a clear call to action, direct the visitor to a specific offer, and have a strong visual design. The landing page should have one goal in mind, which is why it’s so important to know your audience.
Common landing page “trends” to avoid
While trends continue to pop up in the marketing world, it’s important to remember that trends aren’t the same as best practices. This is especially true for landing pages, as many businesses and marketers continue to follow the trends that have been proven not to work. – Don’t use a “call to action” button – There’s a difference between a “call to action” and a “button.” Terms like “submit” or “buy now” are “call to actions,” while “submit” and “buy now” are “buttons.”
Depending on the type of page you’re creating, you may want to avoid using “submit” or “buy now” as a button. Instead, use a “call to action” button. – Don’t go longer than 2 minutes – Longer is not always better. As a general rule, you should try to keep your landing page short and to the point. Longer landing pages may lead to visitor fatigue, which could lead to a decrease in conversions.
If your sales funnel requires a longer sales page, it may be time to split the content into multiple pages. – Avoid an overly long headline – The best headline will be between 8 and 12 words. If you’re creating a headline that’s longer than 12 words, you’re better off creating a subheadline.
How to create a landing page that works for your business
Of course, we can’t tell you exactly what to do without first knowing who you are and what you’re trying to accomplish with your landing page. You’ll first need to understand your audience and how they interact with your product or service to create the perfect landing page. Focus on these three things to build the perfect landing page. Audience – First, you need to know who you’re targeting with your landing page. This could be based on demographics or psychographics.
You could also use a mix of both, which is usually the best approach. Once you know your audience, you can write your landing page for them. Offer – Next, you need to know what you’re offering your audience. Are you trying to sell a product or service?
Do you want them to sign up for your email list? Whatever it is, you need to include that information on your landing page. You may also want to include your offer’s price or other expectations. You can also offer a free trial, sample, or other information that will help persuade visitors to sign up or buy. Design – The design of your landing page is just as important as the content.
Tips for optimizing your landing page
– Choose a strong call to action – One of the most important factors in a successful landing page is the call to action. You want to make sure your landing page encourages the visitor to take the desired action. – Include attention-grabbing imagery – Strong imagery is essential to grabbing your visitors’ attention, so make sure it’s relevant to your sales message.
However, don’t use imagery just for the sake of using imagery. If your imagery doesn’t add value to your page, it will actually hurt your sales potential. – Include testimonials – Social proof is another important factor in increasing your conversion rates.
A great way to add social proof is by including testimonials from previous customers. You can also add a “source” section to your landing page, which is basically a way to add testimonials without having to put them in your copy.
Tools for testing and improving your landing page
– A/B testing – AB testing, also known as split testing, is a great way to test two versions of an element on your page, such as two headlines, two images, etc. This is a cost-effective way to determine which version of your elements performs better. – Google Analytics – Google Analytics can provide a lot of information about your visitors and how they interact with your pages. This includes information about what pages are most visited, what pages are most successful, and what pages are less successful. You can use this information to optimize your pages.
The importance of mobile-friendly landing pages
Your website’s landing pages may be great for desktop users, but what about mobile users? According to Pew Research, nearly 50% of all online activity comes from mobile devices, and that percentage is only growing. With that in mind, it’s important to make sure your landing pages are mobile-friendly. – Keep your headline – The first thing you want to do is make sure your headline is still legible on a mobile device.
If your headline is too long, there’s a chance it will get chopped off. To avoid this, make your headline shorter than you would on a desktop. – Shorten your copy – The amount of space you have on a mobile device is much less than a desktop computer.
Therefore, you need to shorten your text and make sure it’s easy to read on a smaller screen. – Keep your images relevant – You don’t necessarily need to change or remove your imagery, but you do need to make sure it’s relevant to your product or service. You should also keep your imagery to a minimum. – Keep your call to action relevant – Your call to action is just as important on a mobile device as it is on a desktop computer. Make sure your CTAs are consistent across all devices.
Strategies for driving traffic to your landing page
– Use your PPC campaign to drive people to your landing pages. You can do this by adjusting your keyword targeting and ad copy to promote the landing page rather than your homepage. – Ask influencers to promote your landing page. While you could do this yourself, you’ll likely have a much better success rate if you ask someone with a large following to do it for you. – Post your landing page on social media.
You can post your landing page on your social media accounts and encourage your followers to share it. You can also use paid social media ads to promote your landing page. – Create an email lead magnet. Another great way to drive traffic to your landing pages is to create an email lead magnet. This is an offer you give away for free that’s designed to collect email addresses. – Create a blog post. You can also drive traffic to your landing pages by creating blog posts that mention the landing page. – Add links to your emails. You can also drive traffic to your landing pages by adding links to your emails.
Examples of effective landing pages
– Crazy Egg – Crazy Egg is a heat map tool that helps marketers understand how visitors interact with their website