What’s great about digital marketing is that it gives you access to an endless amount of leads. And one of the most essential parts of collecting these new leads is to create a landing page. Not only can they help to build an audience, but they can also result in a huge return on investment.
But despite the amount of success that new leads can bring, not every business understands how to craft the perfect landing page strategy. And the quality of the landing page tends to vary by business and industry. The key to building an effective landing page is test and optimise it.
If you’re Singapore marketer who is interested in learning more about landing pages and their ability to create high conversion rates, then stick around. In the first part of this multi-part series, we will give you a better idea of what a landing page is, what are the elements of a landing page, and why landing pages are so important.
What is a landing page?
There is a lot of confusion when it comes to the issue of landing pages. There are many Singapore website owners who are under the impression that their home page is their landing. The truth is, your home page is not your landing page. We should further make it clear that your about, contact, product, and pricing pages are not your landing pages either.
When you hear an expert mention the term landing page, what they are referring to is a specific page that has been expressly designed in order to achieve a certain goal–a specific objective. In most cases, this goal is to collect a certain piece of information from the visitor. This may be their email address, phone number, residential address, or other personal information. In some cases, it could be to download a specific PDF, register for the next webinar or to buy a product or service. Whatever the end goal is, this is what the landing page should be completely devoted to.
You see, landing pages come in all different shapes, forms and sizes. They can be very complex or incredibly simply. However, what the most effective pages tend to have in common is a sole intent. All landing pages require that business owners have a clear intent. They are completely designed around one, sole focus and discipline and it should be very obvious what the desired action is upon entrance.
What are the elements of a landing page?
Sure, landing pages come in all different shapes, forms and sizes, but the most effective tend to share some of the same elements. Most include a headline, an offer, and a call-to action. Let’s take a look at each of these elements.
A landing page may have a great colour scheme. It may feature the best fonts. It might even contain an animation or two. However, these are rarely the first things that visitors will notice. Upon visiting a landing page, the first thing that will get the visitor’s attention is the headline. This is what will let people know what you are offering.
Your landing page could provide a form that simply asks for the visitor’s personal information. However, there is a very slim chance that the user will be willing to part with this information. They will be much more willing to comply with your request if there is something in it for them. You need to give the users a reason to take the action that you want them to take. This can easily be achieved by highlighting your offer and how they can benefit from it.
Not only should your landing page include an attention-grabbing headline and a captivating offer, the way you present the offer is important. This presentation is referred to as a call-to-action, also known as a CTA. The CTA usually comes in the form of a button that users click in order to confirm that they actually want to take the action. However, the CTA can also come in the form of a basic form or a link.
This isn’t to say that these are the only elements that businesses include in their landing pages. There is room for a few more things that could help convert your visitors. For instance, some landing pages images. Others may opt to add a few trust indicators to the page. However, these three elements are the staples of a great landing page. In fact, it’s a good idea to keep the page as simple as possible as this minimises any possible distractions that could cause visitors not to take action. Simplicity also means not including more than one offer as this will result in fewer leads
Landing Page Examples
Here are 2 great examples and we believe a picture is worth a thousand words:
image credit: strongautomotive.com
image credits AVALAUNCH.com
Why are landing pages so important?
Believe it or not, it’s not easy to get users to take action–even if it’s just one, simple action. This is mainly because most people tend to have short attention spans. According to a study conducted in 2015, the average measured at around 8.25 seconds. And it has only gotten shorter since then. The average web pages contain too many distractions.
Even in the best case scenario, when a potential customer goes to your landing page with the purpose of converting they could become distracted by something as simple as your navigation bar, an advertisement, or even a link to another part of your site. So businesses must be creative about their landing page marketing strategy.
What makes the use of landing pages so popular and effective is that they do away with all of the distractions. They place limits on the actions that visitors can take by giving them two easy options: opt-in or don’t opt-in. By removing elements like your sidebar, navigation bar, and footer, and focusing the entire design scheme and copy to achieve one outcome, users are gently guided towards this outcome.
And this makes the decision much easier. Either the user will choose to complete the desired action or they will leave the page. There are no other alternatives. And once they have completed the action, you get a new lead.
Who is your target audience?
The most successful landing pages are those that take the target audience into consideration. The more personalised this page is, the more likely the visitor is to convert. So you need to find out what the audience wants and needs. In this way, you will be able to word and deliver your message in just the right way.
It’s also a good idea to find out who your audience is. What are the demographics? This data will affect the way in which you present the information. For example, age can have a significant impact on your page design. If your target audience is mainly composed of senior citizens, then you may choose a larger font so that your call-to-action stands out and is easy to read.
What do you want to achieve?
Not only should you know what your target audience wants, but you should also be aware of your own goals. Sure, you want your visitors to convert, but in what way? Would you like your landing page to serve as the destination for a PPC ad? Are you using a landing page to increase your number of newsletter subscribers? Are you interested in getting people to sign up for your next webinar? Will the landing page help you increase upsell rates? Perhaps you would like to create a buzz around your product launch.
The function of a landing page is to ensure that you achieve a specific goal. So these are questions that must be answered before you get started. The better you understand your goals, the more efficiently your page will work.
What do great landing pages look like?
Contrary to popular belief, there is no such thing as the perfect landing page. No matter how good one is, it can always use a little improvement. This is why it’s important to continuously work to change your landing pages for the better.
Each of the following elements can help to ensure that your page converts well. However, you shouldn’t stuff all of them on one page. Instead, you should thoughtfully add those that work best for your niche, brand, target audience, and goals.
7 Elements of a Landing Page the Converts Well
Not only is your headline the first thing your visitors will notice but, in many cases, it’s the only thing they will read. And this is because it has the power to either pull them in or make them click the back button. The key to creating a captivating headline is to quickly explain the benefit. Avoid discussing the features and focus solely on the visitor. Let them know what your offer will help them to achieve.
This should ideally be done in a single sentence. And it’s important that you take as much time as need to craft this sentence–even more so than the rest of your page. Why is this? Well, according to research, over 90% of users who read the headline also read the CTA.
An awesome offer
It doesn’t matter how great your landing page design looks, if your offer is terrible then you won’t be able to convert anyone. So make sure that you’re offering something that is worthwhile. For example, if you would like to get new subscribers for your blog, then give away a free in-depth guide about a specific related topic. If you’d like people to sign up for your webinar, then you need to highlight its benefits. Your copy needs to make the offer seem like something that shouldn’t refuse.
There are some instances in which users won’t read the headline. However, they will pay attention to images. And if they notice an image that they can relate to, then they are very likely to read your CTA. So choose your pictures carefully. Avoid using generic stock photos. Shoe off the product or special offer. Your images can be thought of as second headlines.
If a picture is worth a thousand words, then think of how many words a video can be worth. Videos are gaining in popularity these days and they are a great way to increase your conversions. In fact, research suggests that videos on a landing page can increase conversions by as much as 86%.
Whether you add a few customer reviews, testimonials, industry certifications, or logos, that can all help you to establish trust and credibility. And these factors can be a huge part of persuading your visitors to purchase your product. Even if you’re simply trying to get their email information, trust indicators will lessen the hesitation.
A landing page is nothing without a call-to-action. However, the CTA must be very clear. Users need to know what action you want them to take next. So this means that you need to very assertive and ensure that your CTA is prominent. For instance, “Add to Cart,” “Sign up here,” or “Download now” are all great CTA’s as it leaves no room for confusion. You know exactly what to do next. Just make sure that it’s tailored specifically to your audience.
7. Post-conversion page
If you want to experience phenomenal results, then you after the visitor has converted, follow up with another offer. This is what is referred to as a post-conversion landing page. Perhaps you would like to upsell another product or maybe get them to sign up for your newsletter. By immediately following up with another offer, you are striking while the iron is hot because they have already complied with your previous CTA and are very likely to follow through with this one. If you don’t have additional offers, then simply present a thank you page.
Use dynamic content
Another great way to give your marketing strategy a boost is to use dynamic content on your landing page. This content creates a personalised experience for each visitor based on the information that you have gathered about them. According to studies over half of marketers and professionals say that offering personalised experiences is their first priority.
Dynamic content examples
Dynamic content can be delivered in various forms. For instance, you could insert the visitor’s name into your landing page. You could switch out the imagery to reflect your visitor. You could offer upsell recommendations based on their most recent purchases. You could also tailor the copy to the visitor’s location.
Get in touch with us for more tips on how to create compelling landing pages in Singapore and get maximum results.