First impressions matter, especially when it comes to your website’s landing page. In fact, according to a recent study, 94% of people believe first impressions are important, and 38% believe first impressions are “everything.”
A well-designed landing page can be the difference between a visitor bouncing off the website and a successful conversion. But what goes into an effective landing page? In this blog post, we’ll explore some key elements you should include on your landing page to increase conversions.
Here are the nine things you must do to create a successful landing page for your marketing and advertising.
- A clear and concise headline.
Your headline should let visitors know immediately what your offer is and why they need it. Keep it short, sweet, and to the point. For example, “Get 50% off your first purchase” or “Download our free e-book.” - A strong image or video.
People are visual creatures, so make sure your landing page includes an eye-catching image or video that accurately represents your offer. Your overall landing page look and feel should speak to your target audience. - A form for visitors to fill out.
In order for someone to take advantage of your offer, they’ll need to provide you with their contact information. Make sure your form is short and easy to fill out. The fewer fields there are, the better. And always give visitors the option to opt out of any future communication from you. - A CTA (call-to-action) button.
Your CTA button should be clear, concise, and tell visitors exactly what they need to do in order to take advantage of your offer. Messages may include CTAs such as “Download Now” or “Sign Up Here”. Make sure the button stands out from the rest of your page by using an eye-catching colour or making it larger than the other text on the page. - Social proof.
Include testimonials, reviews, and logos of well-known brands you’ve worked with to show visitors that you’re credible and trustworthy. Or in the case of B2C reviews from previous customers or members. According to Hubspot, 61% of consumers say they’re more likely to buy from a site if it has testimonials. - A sense of urgency.
Make sure visitors know that your offer is time-sensitive by including countdown timers and limited quantity statements. For example, a statement which highlights “Only 100 available!”, on your landing page creates scarcity and gives the website visitor a sense of urgency.
- Mobile optimisation.
With over half of all web traffic now coming from mobile devices, it’s more important than ever to make sure your website is optimized for mobile. This includes making sure your forms are short and easy to fill out on a smaller screen, using large font sizes, and utilising punchy headlines and CTAs. According to research by Google, 61% of users are unlikely to trust a brand if its site isn’t mobile-friendly. - A thank you message.
After someone has converted on your landing page, thank them with a personalised message letting them know what will happen next. For example, “You will receive an email with a link to download our e-book shortly”. This thank you message can also include additional offers or resources that may be of interest to them. Most importantly, you need to make sure your tracking pixels are added to this page to ensure accurate tracking. - Lead nurturing emails.
Research suggests that a lead goes cold 48 hours after converting on a landing page. In fact, one study goes as far as to say that you have a 60x higher chance of converting a lead before it goes cold. Lead nurture emails are a great way to keep new leads engaged with your brand after they’ve converted on your landing page. These emails can include links to additional resources, discounts on your products or services, and invitations to webinars or events. the goal of this activity is to move the audience down the marketing funnel and convert them into customers.
In Conclusion
Landing pages are essential for converting website visitors into leads and customers. By including some (or all) of the elements listed above in your next landing page design, you can increase conversions and close more deals. If you are looking to improve your landing pages and conversions, at Bright Company we have experience in creating bespoke landing pages, and we would be more than happy to start a conversation and help you achieve your goals.