The primary objective of a landing page is to engage and nurture potential customers who may not be ready to make a purchase yet. It serves as a platform to showcase the unique value that your company offers in a particular area. Landing pages play a crucial role in driving product or service sales, enhancing the overall customer experience, and attracting new customers through compelling offers.
What is a Landing page?
In the realm of digital marketing, a landing page refers to a standalone web page that is designed and tailored for a specific marketing or advertising campaign. It serves as the destination where visitors "land" after clicking on a link in various digital channels such as email, Google ads, YouTube, Facebook, Instagram, Twitter, and other online platforms. The purpose of a landing page is to provide a focused and optimized experience that aligns with the campaign's objectives, encouraging visitors to take desired actions such as making a purchase, signing up for a service, or providing their contact information.
There are specific ways you can organize the content to drive conversions and, eventually, sales. Here are five best practices to create landing pages that effectively attract customers and boost their signals of interest, ultimately driving conversions and sales:
- Create an Attention-Grabbing Headline
The first thing a user sees on your landing page is a headline. so it is very important to write a headline that sells. To achieve this, steer clear of headlines that are unclear or fail to accurately summarize your content. Firstly, it is crucial to present your content in a captivating, succinct, and visually appealing manner. Secondly, ensure that your headline effectively communicates the advantages of your offer. This will increase the likelihood of users staying on the page and taking action upon encountering the call to action.
- Develop Dedicated Landing Pages for Each Active Promotion
A critical aspect of providing an excellent user experience is maintaining message match between the content users click on and the content displayed on your landing page. Message match refers to the concept of aligning the headline and body content of your landing page with the corresponding ad or marketing material that visitors clicked on.
By maintaining message match, you create a seamless and cohesive experience for users. To enhance the user experience and optimize message match, it is crucial to create dedicated landing pages that closely align with the specific content users clicked on.
- Create compelling CTA (Call to Action)
The call-to-action (CTA) button holds utmost importance on your landing page as it serves as the primary driver for generating new leads in your system. Great CTAs can increase your conversion rate by tens or even hundreds of percentage points. You have to make the visitor bound to click on the CTA. So avoid mundane or vague copy, such as "submit" or "get started," and instead prioritize engaging and personalized language for your CTA. You can use "Get my free trial." Ensure that the purpose and benefit of clicking the button are explicitly communicated to the user. Use contrasting colors for your CTA buttons to draw maximum amount of attention.
- Use Images Carefully
You already know a picture is worth a thousand words. Make sure to use pictures correctly. Aim for inspiring, original, and visually appealing images that captivate attention and align with your brand. Additionally, strategically position the images to motivate readers to take action.
If you prefer a more concise and educational approach, consider incorporating a video into your landing page. Well-crafted videos can significantly boost conversion rates. By carefully selecting and positioning your images and leveraging engaging videos, you can enhance the persuasive power of your landing page, captivate your audience, and increase conversion rates.
- Keep Your Forms Simple and User-Friendly
An inadequately designed lead capture form can significantly harm your conversion rates. It is essential to carefully consider the information you truly need from them and avoid overwhelming them with unnecessary form fields.
To optimize your campaigns further, A/B or split testing can be a valuable strategy. This testing approach involves comparing the performance of two different landing pages to determine their effectiveness. When it comes to form design, A/B testing provides insights into the amount of information customers are willing to input. By conducting such tests, you can refine your form design, strike the right balance between necessary and optional fields, and create a seamless user experience that maximizes conversions.
Create landing pages that engage and convert!
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