We're sure you've heard about “landing pages” before. But what is a landing page specifically? Landing pages are designed and used to drive your potential customers into your sales funnel. Visitors land on this page, which is usually separated from your main website. Basically, landing pages are used for one specific goal: conversions.
According to specialists, 48% of marketers create a new landing page for each marketing campaign. They might have different reasons in mind (building brand awareness, growing their e-mail list or any other), but the point is that they keep on making use of this great resource, which can lead to boost conversion rates.
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Let's go over some of the best practices that will certainly help you build high converting landing pages.
KEEP IT SIMPLE
Don't make people waste their time! Get straight to the point. Describe the key features of what you're offering in a simple and clear way. Have in mind that not only the message but also the design must be clear and precise. Make use of headers, sub-headers, bullet points, numbers, bold and italic words to reinforce your message. Omit anything unnecessary.
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MAKE USE OF VISUAL ELEMENTS
Display the visual elements, such as images, white spaces, color, structure and shapes, in a way that they all create a simple path to getting to your Call To Action. Make sure to use colors that contrast with the CTA button. Also, make your logo visible and place it strategically so that visitors recognize it and know they've landed in the right place (this helps a lot, especially when visitors come from an external site).
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INCLUDE AN ANIMATED EXPLAINER VIDEO
Animated marketing videos are a good resource to use to make your visitors stay longer on your landing page, while generating trust and engagement. Have in mind that people in general prefer watching a video than reading plain text, including an animated explainer video in your landing page will surely have an impact on conversions: using an animated marketing video in your landing page can increase conversion rates by as much as 80%.
Never seen an animated marketing video? Take a look at this example.
JUST ASK FOR NECESSARY INFORMATION
Some marketers have a bad habit of asking for too much (and also unnecessary) information from their visitors. Many people are not willing to submit personal information, especially if it's not worth it (to make it clear: fulfilling ten fields of a form just to download an eBook…). Piece of advice: focus on the type of information you really need, this is; name and e-mail address.
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INCLUDE A COMPELLING CTA
Make sure your CTA stands out from the rest of the elements, as we've mentioned before. Use large and legible text: large enough to be easily read but not so large that it gets irritating. Also, place it above the fold so visitors can find it without difficulty. Make it clear and easy to understand (using five words on average would be ok). Plus, make it action- oriented and begin with a strong verb such as “Download”, “Start”, “Enter” or “Register”.
It's essential that you measure results to test the overall performance of your landing page: evaluate conversion rates, bounce rates, time on page and traffic sources. Also, remember to run different A/B tests to analyze how small changes can affect conversions and CTR. You can try using and comparing different designs and CTA buttons to see which one works best for you.
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Now you're ready to start! Try out your first landing page and make adjustments on the go. If you want to get more information on digital marketing, animated explainer videos, content strategies, social media, new trends and more, visit our Explainer Video Academy or land on our blog!