Using landing pages to increase your business conversion is one of the digital marketing strategies that are gaining more space in the planning of companies of all sectors and sizes. In order to convert visitors into leads, the landing page anatomy must respect some rules. Among them, being straight to the point, with no external links, a well-defined call to action and a powerful advantage for the user.
We’ve built a skeleton that presents the anatomy of the perfect landing page. These are 10 essential points for you to achieve better conversion results.
The Perfect Landing Page Anatomy: 10 Essential Points
The best landing page designs are simple and speak to the right audience directly. We’ve set out 10 steps to explain the anatomy of the perfect landing page, which will help increase your pages’ conversion.
1. Headlines (page title)
An effective landing page communicates its value proposition, which in these cases must be unique and clear, in a simple and interesting way. A well-crafted headline should be attractive and clearly indicate why the proposed action is worth responding to. Go straight to the point!
See this KISSMetrics landing page. They indicate your value proposition – which can help you find and gain valuable customers – right in the headline.
2. Engage your reader
Use a personal tone to engage readers and speak directly to your visitors. Using the word “you” or “your” makes the material more personal. Many B2B companies fail to do this and use a distant third-person language.
If your content doesn’t engage your readers, it won’t help strengthen your brand, increase your conversions, leads, or sales. Engaging content can captivate your reader. And it helps get them to ask questions, respond to your call to action, or buy your product or service.
When developing your landing page, always try to answer these questions:
- What will your visitor get from you?
- How can you make your value proposition stand out?
- What makes your company better than your competition?
UserTesting.com does a great job of explaining what they offer and their benefits. They also engage by writing, “Find out why users leave your site.” In addition, they provide a short and effective video that informs you about the company and its services.
3. Efficient Call to Action
The call to action (CTA) is a critical element of a landing page. An effective landing page makes the visitor take the desired action (for example, sign up, leave their contact information, download, etc.). If the CTA doesn’t encourage the visitor to take an action, then all efforts to build the landing pages will be wasted.
The best CTAs usually have the following traits:
- Has a single focus or objective
- They are strategically placed – ideally above the fold of your site (so visitors can see it without having to scroll)
- Easily stands out and captures the viewer’s attention (eg using high contrast or bright colors)
- Use the keyword that people interested in your product or service may be searching for
- Makes it clear what the visitor will receive when they click
Take a look at the Jeff Bullas website landing page. In addition to having a headline and subhead that communicates a clear benefit, the CTA button effectively attracts the user’s attention.
4. Clean, organized and professional design
It’s important for a landing page to have a clean design that leaves all questions answered. Navigation should be pretty obvious and simple. Ideally, visitors should be able to convert in just one click.
Visitors should be able to capture the essence of your offering with a quick glance.
Remember, you only have a few seconds to convert your visitor before they choose to close the page.
Alexa’s landing page offers a good hierarchy of information with its design. The page communicates a clear benefit and is separated into digestible pieces of information for readability. The minimalist baseboard doesn’t distract visitors either.
5. Signs of Trust
In order for your visitors to click through to your call-to-action, they must trust you first. You can build trust by incorporating testimonials, reviews, press mentions, trusted credentials, warranty seals, and third-party security certifications.
Good landing pages use these elements of trust to prove reliability and skill. See how Hootsuite makes its signs of trust and testimonials very visible in the middle of its landing page.
6. Short forms
Naturally, you as a digital marketer want to collect as much data as possible from your visitors. However, when it comes to creating a great landing page, less is more. The more fields you ask visitors to fill in, the more likely they are to leave your page without completing the task. Ask only for the essentials.
See how the FabFitFun form only asks for an email address and zip code.
Most visitors will not mind providing their name and email address, but asking for other personal details, such as phone numbers or date of birth, can increase your bounce rate by as much as 50%.
7. Beware of Links
Landing pages have very specific goals and adding information can distract your visitors and prevent them from taking the proposed action. Placing too many links can have a negative impact on conversions. Simplicity is the key. Ideally, the only clickable links should be to your CTA.
Check the example above, in addition to having an organized design and a clear message, it only contains a clickable link so that users are not distracted by links to other pages or social networks.
8. Amazing offer
The offer on your landing page is anything you are giving your visitors in exchange for answering their call to action. Offers can be coupons, discounts, free trials, a consultation, etc. This part of the landing page must be convincing enough to encourage the target audience to take action.
Membership Site Masters has a landing page that not only presents an offer but also explains how the user will benefit from it.
9. Use Video and Images
Adding a video to your landing page can make it a much more valuable experience for the visitor. People are likely to stay on the page longer if there is a compelling video.
In the example above, ShortStack’s video helps explain what they do much more effectively than a block of text.
10. Mobile applicability
Needless to say, you probably understand why it’s important to have a mobile-optimized landing page. Currently, more and more people access the internet through these devices. So, an optimized landing page is critical to your conversion rate.
Take a look at the Moto 360 page. It works well because it follows a basic rule when designing a responsive landing page: everything must be accessible through a finger. If a visitor needs to use two fingers to manipulate screen size or hit offers, you’re likely to have a low conversion rate.
Within digital marketing campaign planning, landing pages are fundamental strategies for the conversion funnel. In addition to attracting qualified users, they also increase lead capture, for future nurturing of these contacts. If all goes well, these leads will one day become customers.
Like the tips on the perfect anatomy of a landing page? So leave your experiences with these actions in the comments.
Want to learn more about developing automated marketing actions? The Lahar provides marketing automation solutions that can optimize your email marketing sending job for clients at the home stage of the sales funnel, and facilitate the monitoring results and managing leads. Get in touch with our team and find out how we can help your company.