What is a landing page?

A landing page, simply put, is an attractive, elegant, and clean page that immediately grabs the attention of your site visitors.

When built in an innovative way, a landing page can act as the cornerstone of a successful online marketing website campaign.

Why all the fuss over them?

“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” -Seth Godin

The landing page is a place where conversions happen. Having an effective landing page can turn your website into a money-making machine.

According to Marketing Sherpa, 68% of B2B companies use those pages to get new leads for future conversions.

A business making $ 1000 / day could be losing more than $ 25K per year if the landing page responds slowly, says internet marketing guru Neil Patel.

Here’s an example that’s old enough, but still demonstrates the importance of building a landing page right. In 2010, President Obama was able to raise an additional $ 60 million ONLY by A / B testing the page that was created for a particular campaign.

Remember: you have only a couple of seconds to make or break the deal.

So … give it everything you have!

What makes a landing page work like a conversion machine? What are the best elements to incorporate into your lead capture page so that even the most reluctant visitor to your site will vote in your favor?

To answer these questions, let’s take a look at seven of the main elements to consider when designing your landing page.

7 ways to captivate users with landing pages

1. Create compelling headlines

Your page title is the first thing your visitors will see and read. So it makes sense to create a killer headline that will hit them instantly.

Years ago, Basecamp swapped their standard software features / benefits-based home page for a picture of a real customer.

Basecamp gave the headline a quote that summarized the main benefits the client’s company received.

The result was a massive increase in the conversion rate by 102.5%.

Here are some tips for creating great headlines.

• Be useful

When writing your landing page title, remember to connect with your visitors’ fears and desires.

According to Kissmetrics, Carelogger increased its conversion rate by 31% when its headline focused on the fear and desire of its target audience.

• Be urgent

Encourage users to act now by providing a deadline or by submitting some helpful offers. This strategy can easily grow your reader base and force them to act.

• Draw attention

Your words should provoke emotion among your users. It is always advisable to choose vivid adjectives for this purpose.

Some powerful words you can use are:

• Amazing

• Never seen before

• High prices

• Can

2. Use videos to tell your story

Landing pages with videos can increase the conversion rate by almost 80%, according to EyeView Digital. Furthermore, recent statistics reveal that 95% of users retain the messages in the videos.

Videos provide passive engagement. With minimal effort, visitors can discover exactly what you want to convey.

Many marketers don’t know what a heat map is. So CrazyEgg hired the Demo Duck team to point out the reasons why small businesses need more than Google Analytics to improve their conversions.

Do you think visitors will leave this page?

Never.

Some important tips to keep in mind while creating video on a landing page are:

Use a tempting thumbnail to attract and convert your audience.

Put your video in the top half of the page.

Keep your video substantial enough to be interesting to your target audience.

Try to include a transcript of the video. Some people may want to see the video, others may want to read it, and some would love the idea of ​​doing both.

What is the secret

According to Entrepreneur, if a picture is worth a thousand words, a great video equals 24k words per second.

People love videos. The Guardian even claims that videos will be the future of content marketing.

Cisco claims that videos will account for approximately 79% of consumer Internet traffic by 2020.

3. Create a 3D effect using Parallax Scrolling

With the help of parallax scrolling, the background of your landing page moves at a reduced rate compared to the foreground.

This feature generates a 3D effect as visitors scroll down the page.

What’s so great about the scrolling effect?

It allows you to tell your story on your landing page. It allows your visitors to know more about your services or products.

When you use effective parallax scrolling copy, the result will be a very persuasive and professional page.

4. Signs of confidence

The best landing pages make proper use of trust signals.

Why do they use this tactic?

Trust signals tell visitors that your brand and offerings are credible. These signals can take various forms, such as testimonials, endorsements from previous clients, etc.

FiveStars has done a fantastic job of providing trust indicators on their landing page. The company displays “proven results” and customer testimonials, as well as personal information about website activity.

Another robust tool that acts as a trust signal is trust badges. These are nothing more than logos of well-known companies that you have worked with in the past.

When using confidence signals, always include the following:

• Customer recommendations

• Third party stamps

• Trust badges

• Privacy Policy

5. Use GIF to demonstrate your products

Demonstrating how your product works is extremely important.

The gifs explain how your product can be used in a faster and more persuasive way compared to the videos.

Marketers are now realizing the importance of GIFs. They have become the go-to feature for companies seeking better engagement on social media.

With Facebook allowing brands to post Gifs and Twitter also releasing autoplay videos, they definitely deserve a spot on their landing page.

Gifs are the best substitutes for videos on landing pages.

In fact, they are much more cost effective compared to videos when it comes to visually demonstrating a service or product.

Gifs are also gaining popularity, particularly in this year’s mobile marketing trends, so keep an eye out for them.

PineGrow uses a GIF on its landing page to explain how users can build responsible websites faster.

6. Distribute offers

An offer is something that you give to your visitors in exchange for them to do what you want.

Offers can include discounts, coupons, a free version of your product, a free trial, a matching gift, or a whitepaper.

There are a few strategies you can use.

A website that pays bills can offer users $ 10 for the initial bill they pay. Users would have to register for the service and link their accounts to it.

A consulting company might offer a free 60-minute consultation, which could be a meeting to describe how the agency can help people.

Industrial Strength Marketing offers prospects a free guide to creating mobile-friendly websites.

7. Place the title and the form in two columns.

By dividing the screen into two columns, you can display multiple page elements with the same degree of prominence.

Do you think your landing page form deserves the same attention as your title or subtitle? Can they have a cumulative impact on your visitors?

Although there is no exact formula for creating an ideal landing page, there are some common rules of thumb to improve your chances of creating one that stands out.

Looking to achieve a high conversion rate this year?

So don’t forget to follow the steps above when creating your landing pages.