Top 5 Design Principles Behind High Converting Landing Pages

Landing pages are where potential customers end up after clicking a hyperlink. Whether it is through a search engine or on another website. Home pages are the most common type of landing page and can easily be optimised to turn clicks into sells. How? By optimising your landing pages into a valuable sales tool. Whether you decide to use your landing page as a method to collect email addresses, customer information or a direct sales page is up to you, but both utilise a lot of the same tenants.

Keep Your Landing Page Focused

We have all gone on a website and been bombarded with products or services. It can feel like we are visiting a superstore and we are likely to feel turned off from buying anything the page is offering. We must remember that potential customers are going to be introduced to us and our website through the first page they land on. If it looks cluttered, they are going to feel cluttered, and likely click off to a competitor’s site. Instead, we focus our landing pages to complete a single goal. For example, say Sally wants to sell 500 bottles of a specific shampoo this month. It wouldn’t make sense for her to list every type of shampoo she has on her landing page. Instead, Sally would make the product she specifically wants to move that month the first thing customer’s see. Sally is leading her customers to purchase what she wants them to purchase.

Limit How Much Information is On Your Page

It can be extremely tempting to want to tell customers everything about our business. After-all, we’re offering a multitude of valuable services or products that will improve people’s lives. This strategy very often backfires being customers are likely to feel overwhelmed and that we’re overselling. Just like in the last entry, it’s important to remember to keep everything as simple as possible. What do our customers need to know about your product or service? What do they need to know about the special offer currently being run? It’s important to answer these questions as simply and clearly as possible then build around it. We should be able to answer in 2-3 sentences and that’s all you need to create an effective landing page entry. This doesn’t mean long-form content doesn’t belong on a landing page, it can be a great tool as well. But what customers first see on a page should be short and to the point to hook their interest.

Create Intriguing Visuals

The internet is a very visual place, with a seemingly unending number of websites, pages and social media accounts throwing information at us. What really catches our attention? Stunning visual elements that catch our eye, rather through eye-popping colours or gorgeous photos. Images are processed faster in the brain than text and site visitors have been found to spend 100% more time on pages that contain videos versus pages with only textual elements. Because images are able to convey emotions, customers are more likely to make an emotional connection with your business. Why is this important? Because customers make the majority of their purchases from an emotional perspective followed by rationalization. Don’t fall into the trap of going overboard with visuals though. Remember, the main goal when creating a landing page is to make people want to buy your product and simplicity is the best way to obtain that goal.

Give Something Away

Everyone loves freebies. By creating a short e-book, template or newsletter, we’re creating a tool that builds credibility and trust with both potential and current customers. Freebies should not be long or time intensive; in fact, it shouldn’t because we want to sell our products and services—freebies are just a small sampling of what we have to offer. We don’t want to offer it to a customer through a hyperlink either. Why? Because they’ll click the link, get the offer and leave. Instead, we create an intake form to collect a customer’s email address and any other relevant data we may find valuable. This allows us to create analytical data, as well as an email list, to better track our customers.

Create Multiple Landing Pages

We probably sound redundant but remember that simplicity is key. When we create multiple landing pages, we’re able to showcase our products and services in a way to allow all of them to individually shine. Pages are also more likely to be indexed by major search engines like Google and Bing, allowing for more visitors to be directed to your website. Importantly, make sure that each landing page contains a call to action, social media links and easy to understand copy in order to hook potential customers. Remember that we also need to change our landing page with each campaign.

Creating landing pages can feel daunting. After all, you have a lot of other things on your plate when running a business. If you would like a strong, experienced team to help you give your website and landing pages a much needed face lift, visit our services page here