When you’ve invested resources in creating a landing page, it is quite natural to expect quick results. After all, we live in a time of expected changes and the policy of “slow development” is suitable only for those who are 100% sure that their proposal is timeless or ahead of its time.
In this article, you will learn a number of techniques applicable for the six elements of a landing page. These options quickly appear among loyal customers.
1. Stick to one goal
Well, nothing confuses visitors as much as asking them to do two (three, four or more) things at once.
When the next step is not 100% obvious, people get confused, lose interest and close your landing page without deciding on the target action.
One offer – one goal! Remember this rule because it works.
Here’s a small example – imagine that you decide to buy toothpaste. The previous one was the most common and did not do its job very well – as a result, your teeth turned yellow, which is not very pleasant.
So you go to the store, where there are only two pastes to choose from: regular and whitening with protection against caries. It is quite logical that you choose the second one. You are completely confident in the correctness of the decision made and do not feel regret after the purchase.
Now imagine that there are hundreds of types of toothpastes waiting for you in the store with dozens of different flavors and endless variations in the combination of the properties you need.
No matter how much you try to choose the best option, the feeling of disappointment will not leave you. You will always think that somewhere on the shelves of the supermarket there is the same pasta that was created specifically for your needs.
The same is true for landing pages. Don’t try to sell a million different variations of the same thing. Focus on a single product within a single landing page.
Do not confuse one targeted action with one button or lead form. This means that the offer on the landing page is the same, how many CTA elements will be present in the layout, it is purely a matter of design and split tests.
2. Lexicon. Press on the benefits or intimidate and point out?
Word choice is crucial, especially when it comes to creating a minimalistic landing page with little content. The better the words are chosen, the faster and more willingly the views of visitors move around the page, closer and closer to the CTA – the most important element of conversion.
Here it is worth demonstrating how experienced growth hackers “juggle” with words in order to explode the conversion rate on their landing pages.
Gain an advantage or avoid a loss?
Answer honestly the question: what causes a greater emotional response – receiving an extra 1,000 $ in your bank account or missing a similar amount from your wallet?
Losing money has been proven to evoke a stronger emotional response in people than gaining it unexpectedly—which isn’t just true for money. It could be customers, leads, health, or even your home level of internet traffic.
A stronger emotional connection (and therefore a stronger reaction) exists in the area of loss prevention than in the area of additional benefits. These are basic settings aimed at survival. That’s the way we are, and there’s nothing wrong with that.
Researchers and marketers have coined the term loss aversion to refer to this phenomenon.
Accordingly, demonstrating perceived losses to visitors to your landing page can be a more powerful incentive to close a deal than listing advantages.
However, there are situations when it the demonstration of advantages that can come to the rescue.
We are talking about headlines, CTA texts and other elements related to calls to action.
The trick used by marketers is not to avoid phrases like “Sign up now” or “Start free trial”, but to increase the impulse of visitors to take advantage of the offer.
For example, instead of the standard phrase “Start a free service test today”, you can write something like “Get more customers today” or even “Stop wasting leads!”.
Previous approaches to conversion optimization have been fairly simple, but what do we mean by interactivity? In short, this is an opportunity for visitors to directly participate in the life of the site: for example, enter their data into a certain registration form.
Pop-ups, chats, 3D graphics – all this can be attributed to the interactive elements of the landing. Your business does not need to be, for example, IKEA or a gaming portal to make your landing pages interactive.
Even if your landing page is as simple as possible, don’t forget to keep users engaged, exceed their expectations, and do everything possible so that they remember a positive experience of interacting with your resource for a long time.
While you’re trying to blow up your sales funnel, it’s possible that using interactive elements doesn’t seem like a top priority. After all, this is additional work for which you simply may not have time and other resources at the moment. But how effectively interactive elements make your brand stand out from the crowd really outweighs all the time and money spent.
If the introduction of interactive elements is not included in your marketing strategy at the moment, think about it.
4. Behavioral pattern and location of CTA
The key to creating a high-converting landing page is managing the user’s eye movement. The point is to stimulate eye movement in the direction of your call-to-actions, or to place calls to action (any lead generating element) in those places that naturally fall into the field of view of visitors (in the cursor movement path).
This is much easier to achieve if you take into account natural behavioral patterns, rather than trying to artificially create new ones.
The main rule of web browsing is that the eyes move in an F-shaped pattern. In other words, visitors scroll down the page, paying less and less attention to what is located on the right side of the screen. The primary attention of the reader goes to the content located at the top and / or on the left side of the landing page.
Thus, if you place a call to action button on the right side of the last paragraph of your landing page, assuming that this is where visitors will end their reading and wait for further instructions, you are likely to lose a lot of leads.
Take your landing page layout and draw a large F over it. Do call-to-action elements fall within its scope? Yes? Perfect. No? Move them.
Using catchy headings is one of the best ways to get the reader’s eye to move further down the page and notice your selling proposition. If you want to give your text or CTA a chance to be read, treat your headline as a gateway through which the reader’s attention can get where you need it. If you do not interest a target audience at the entrance, you can simply forget about everything else.
Using keywords and heavy phrases will not work, you will have to work hard on headlines.
But there is one secret to creating headlines that have a huge impact on conversion. It is quite simple in words, but difficult to implement in practice. Try to come up with 25 wording options for each of the headings needed on the landing page, and only then choose the only one that suits you.
This technique may seem absurd, but believe the practices of Internet marketing, the same content presented under a different “sauce” can convert much better.
6. Social proof
No matter how much we like to think that we are independent individuals, we all need social proof. Applying this to your landing page is pretty easy: all you have to do is to use the power of the people who have already contacted you in the past and showcase their data and/or testimonials to those who will come to you in the future.
Do you have a loyal customer base? Or maybe you have a couple of rave reviews from clients who are completely in awe of the quality of your services? Could you ask someone to write a review about you?
If yes, then you are already rich.
Research has shown that social proof is an even more powerful marketing ploy than a money-saving guarantee.