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The Science of Landing Pages: 14 Crucial Elements of a Conversion Driven Page

14 Elements of an Effective Landing Page

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Landing pages are like first dates: You have to make a great impression in just a few minutes or risk losing your potential partner forever. Even though you might think that creating a landing page is as easy as throwing together some relevant images, a short description, and a link to your website, it’s much more than that. The conversion rate of your landing page will determine whether your marketing campaign was successful or not.

How do we know? Because in today’s world, not many people want to Google the company name and see thousands of irrelevant links in the results. In this blog post, we’ll walk you through the science behind creating effective landing pages—and how they can improve your marketing campaign. Let’s dive in

Before You Build: Know Your Audience


We have said it before and we’ll say it again: Every piece of content you create—regardless of whether it’s a blog post or sales page—should be based on the needs of your audience. What would they like to know? What problems are they facing? What’s their biggest challenge? What are their goals? You can’t just throw together a few images and a few paragraphs of content and expect your landing page to reach the right people.

Before you create a single landing page, you need to know your audience inside and out. What are their habits? What are their pain points? What are their goals? What do they want to accomplish? By the time you start building a landing page, it shouldn’t feel like an experiment; it should feel like you’re speaking directly to each and every one of your customers. And that makes all the difference.

3 Important Elements of a Great Landing Page


It’s important to remember that a landing page isn’t just another blog post: It’s a separate marketing channel, complete with its own unique goals. These are the three elements you must keep in mind while designing your landing page: –

  • A clear value proposition
  • A link to a lead-gen form
  • A call to action Now, let’s take a look at each of these elements in more detail. Value proposition
  • A value proposition is essentially a promise of value. If your potential customers don’t see the value in your product and/or service, they probably won’t buy it. With your landing page, you have a few seconds to convince a visitor to stay on the page and continue reading.

Your value proposition should be clear at a glance. Offer – The offer is your promise of what a visitor gets in exchange for their money. Lead-gen form – Once a visitor is on your page, you want to convert them into a lead. You can do so with a lead gen form. This is where you collect visitors’ emails so you can stay in touch with them. You can also add a conditional statement that redirects your visitors to a specific page, such as a purchase confirmation page, only after they submit the form. It’s a great way to build trust and reduce drop-off rates.

Don’t Waste Visitors’ Time With Irrelevant Content


Your landing page should be as relevant to the ad your visitors clicked on as possible. If you don’t offer the product or service they’re looking for, they’ll leave your site immediately. This is why it’s so important that your landing page offers the same benefits and value proposition as your ad. If you promise an enticing discount on a product, and your landing page doesn’t include that information, you’re not offering what you promised.

If you promise a product will improve someone’s health, and your landing page offers information about a completely unrelated product, your page is useless. If you don’t offer a free trial or free shipping, but your ad promises these things, your landing page will frustrate visitors and lead to a high bounce rate.

Be Clear And Concise: Use Bullet Points Instead of Sentences


Don’t waste your visitors’ time or they’ll click away as soon as they see your landing page. Your first priority is to get to the point and make sure that your message is clear. While you don’t want to be too abrupt, you don’t want to waste your visitors’ time with long blocks of text, either. Most people don’t want to read a novel. They want to know what you have to offer and how it’ll benefit them.

Use bullet points instead of paragraphs to break down your message and make it as clear as possible. You don’t need to explain every detail of your product or service. Instead, give a brief overview of the main points and let your visitors know what they need to do to purchase.

Buttons Matter: Use Them to Drive Action


Buttons can be an important part of a landing page. Some marketers debate whether or not to include them, but the facts are clear: Buttons have a measurable impact on your conversion rates. They’re a great way to drive action because they’re straightforward: Click the button and take action. If you want to improve your conversion rates even further, try testing different button types—colours, shapes, and styles. Find out what works best and what doesn’t. Are there certain days or times when people are more likely to click a certain button? Use these facts to your advantage.

Transparency Matters: Be Clear About The Bottom Line


Your visitors aren’t your friends. They don’t owe you anything, and they’re not obligated to buy from you. Your goal is to make their buying decision as easy as possible. This means being clear about what they’re buying and what they’ll get for their money. If you’re selling a product, for example, be upfront about the price. If you’re offering a free trial, make it clear that there’s a cancellation process and that they’ll owe nothing if they cancel. If you’re offering a service, be upfront about the terms. If your company is behind the product, or if there’s a guarantee or warranty, let your visitors know. You don’t have to be brutal or rude, but you do have to be upfront.

Lead-Based Ads Go Together Like Peanut Butter and Jelly


Remember, your landing pages and ad creatives go hand in hand. If your ad promises a discount or free shipping, your landing page must include this information. If your ad is about a new product launch, your landing page should include information about the product, such as the release date, specific features and benefits, and the price. Your landing page should reflect the ad creative that brought the visitor to your site. If you want your ad to perform at its best, your landing page must be consistent with the ad, too. Your story must stay consistent in both places.

Don’t Forget About the Image (Or Video)


What will catch your visitors’ attention? What will make them stay? If you don’t catch their interest within the first few seconds of your ad, they’ll click away. What will keep their attention on your landing page? The image or video in the header. A compelling image or video can do wonders for your ad’s click-through rate, so make sure you choose the right one. Your image must be relevant to your product or service and it must be eye-catching. If you’re using a video, make sure the audio is clear and easy to understand.

14 Elements of an Effective Landing Page


Now that we’ve gone over what makes a great landing page, let’s take a look at the elements of a conversion-focused page. All of the following elements are important, but the order in which you present these elements can make a big difference, too. Here are the 14 elements of an effective landing page:

  • A clear value proposition
  • A link to a lead-gen form
  • A call to action
  • A clear CTA button
  • A short and to-the-point headline
  • A short and to-the-point description
  • A sense of urgency
  • A visual element
  • A brand logo
  • A clear call to action
  • A well-written
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