The GrowthMinds Quick Guide to Landing Pages

Grow conversions with effective landing pages

Landing Pages are essentials to drive conversions. The best landing pages are optimised to have one single purpose: getting the audience to do one action. Learn how to design effective landing pages.

In this guide, you’ll find out:

  • What makes a good landing page
  • Different approaches to take
  • How important testing is to drive conversions

 

Why you need landing pages

When people click on your link or online ad, what do they see next? Do you just take them to your homepage, and leave them to it? Rarely. Instead, you want them to do something.

To do that, you need to

  • grab their attention
  • limit the options and
  • drive their actions to fulfil your goal.

That’s what good landing pages do.

 

Where to start

You might not have designed a landing page before, but everyone’s used one! Particularly well performing landing pages don’t have additional site navigation, so you aren’t distracted by lots of options to explore, and forget what brought you there in the first place.

Think about a landing page you visited recently. Did it make you want to register, or buy the product?

When you design a landing page, consider:

  • What you want people to see and do?
  • How best to hit the objective of your ad, email or social campaign. For example,
    • If you want people to register for something, a short form or a social media form are essential
    • If you want people to buy something, make the steps short and simple and entice them with an offer
    • If you want them to download an app, don’t take them to a landing page – take them to the app store – and optimise your entry!

 

Landing pages use lots of different approaches and designs. It depends on what you want them to do. But some basic principles apply.

  • Keep it simple: this is your opportunity to build on interest people have shown: don’t blow it!
  • Your landing pages need to be attractive to your target audience: use a great headline, nice visuals.
  • Sell the benefits of your product, or whatever you’re asking people to do.
  • Include a clear call to action.
  • Oh, and because it’s a landing page, you won’t need all the extra navigation you’d have on a normal web page.

Landing pages are a separate ‘floating’ page that people access via a link, though they might still be part of your domain.

 

In summary

If you’re sending out links, or doing online ads, you need landing pages where people will be directed. You might have a separate landing page for each social ad, product, or email campaign – if your ads have different messaging approaches, don’t send them all to the same landing page. Keep your messaging consistent for a more consistent brand experience.

Most importantly, landing pages are designed to get people to do something, so your specific goals are crucial to drive its design. For the landing pages to be effective, the content will appeal to your audience, drawing them in, and encouraging them to respond to your call to action.

Our model for great landing pages

Landing pages, although direct, don’t have to be dull. We love coming up with really creative approaches. Sometimes it’ll be appropriate to have a demo on the page, it depends on your product and goals for the campaign.

The best landing pages though all have one single purpose: getting the audience to do one action. Whatever your product or service, there’s always room for a landing page, and you don’t have to have a fancy-pantsy all bells and whistles one to see results.

 

When to use them

There are so many potential places people start before they get to a landing page: social ads, posts and groups, paid advertising, retargeting, email campaigns, links from blog posts, CTAs on your website.

You could have a landing page for every product you sell, or multiple landing pages for one product, but written for different audiences. You could use landing pages for lead generation – collecting an email address, to book a demo, or to sell a product. They’re so versatile, and can be used as a conversion point across marketing channels.

 

Landing page essentials

Sticking to a few simple principles can really get results. We’ve put together some essential landing page tips below.

 

Headline

If you’re going to spend time anywhere – spend it here. Aim to make your landing page headline clear, unique, specific, benefit driven, or to generate intrigue. You’ve managed to get someone to visit your landing page, now’s the time to build on that. Don’t bore the pants off them with a dull, overly salesy, impersonal and irrelevant headline.

Wow them with something they can relate to, or even better, something they can aspire to. The best headlines exploit a fear or greed.

 

See how direct this is. This is what you’re aiming for. It’s worth looking at what others have done, or old headlines that you could adapt for your landing page. Take time to look at your competitors: how do they position their landing pages? What could you do that’s similar / better on your landing pages?

 

Benefits

The first lesson every marketer learns is that everything should lead with the benefits. Visitors to your landing page need to know very quickly ‘what’s in it for me?’ So sell the benefits, not the features. Does your product or service save them time or money? What problems does it solve for them?

 

Testimonials

We want landing pages to be as compelling as possible to encourage action. So what’s the first thing we do when we’re considering a purchase? Ask someone’s opinion – whether that’s a friend, a colleague, reading reviews, navigating to case studies. Whatever the action, we’re looking for social proof – someone who doesn’t have a vested interest in making the sale to tell us what they think.

This behaviour is unlikely to change – instead of trying to override this move with more aggressive sales talk why not it do for your visitors and include testimonials on the landing page itself.

The best kind of testimonial is short, to the point, a picture of the person, their quote, and name, with a little more detail e.g. their title and the company they work for. If there’s a standout stat or really powerful line – making these stand out can be even more convincing.

 

One call-to-action

KISS! Keep It Simple Stupid. Landing pages should have one purpose and everything on it should drive people solely to completing one desired action. Don’t confuse visitors with multiple call to actions – you’ll only dilute your message. We always include both written links and buttons – remember to make your images clickable.

 

Leave navigation off

This is one place where you don’t want someone exploring your site – you just want them to convert, so leave any global navigation out of your landing page.

 

Visuals

We’ve all done it… clicked through to a page, glimpsed a load of text and thought… nah, no way! …and clicked away. That is NOT an effective landing page.

This is not a debate about long or short copy, both appeal to different people at different times but one thing’s for sure – make it look interesting. Break up the text with visual elements and cues for reading.

Apart from the obvious, such as pictures, you could use a video, some sort of game element, sliding scale or video. Show rather than tell. It could be interactive with a slider element, or dropdown selection: the choice depends on what you’re trying to achieve, and your audience.

 

Test, test and test again

Even with all this knowledge you’re never going to know what works from the off. Keep testing elements on your landing page – carry out A/B tests (see the guide here) and keep tweaking your landing page. Test different CTAs, placement of CTAs, headlines, accompanying images, the length of text etc. There’s no such thing as too many tests – just make sure you’re only ever changing one variable. Try and split the sampling evenly and always start out with a hypothesis.

If you’re looking to test some landing pages, but need some advice, give us a call!

 

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn

Want more guides like this? Sign up today.

If you liked this guide, maybe you'll also like these: