When we talk about internet marketing, one of the biggest difficulties that many companies face is getting the user to take the first step and click on your link. This is why once they click; you must do everything in your power to make sure that the page they see next captures their attention.
Remember that each quick landing pages can have a completely different goal. Therefore, they may need different approaches to hold the attention of your target audience. The reasons why a page succeeds or fails can be as varied as the pages themselves.
What to do: Keep your Content Clear and Concise
According to the Nielsen Norman Group, on average, users will be on your page for less than a minute, and many will leave in as little as 10-20 seconds! What’s more, most visitors browse your content, rather than read it.
That said, it is essential that the text be brief and to the point. Here are some tips to help you make your text easier to browse.
Incorporate bulleted lists to highlight the most important material.
Make sure your keywords stand out (e.g. in bold, highlighter, different color, in titles, etc.).
Keep the word count low, as too many words will cause you to lose the attention of your users.
Each paragraph should focus on one central idea, no more than that!
If you use subtitles, clearly explain what the content will be about.
Keep paragraphs relatively short, especially on mobile landing pages.
What not to do: Make your Customers have to Search for the CTA
Any quick landing pages should include a good call to action (CTA). It can be said that your CTA is the most important element of your landing page, since it is through this that the user becomes a customer. Because of this, this button needs to be incredibly visible and easy for visitors to find.
Make your CTA stand out by using a color that contrasts with the rest of the page and putting it in an easy-to-see place that is intuitive for the user.
What to do: Include Graphics and Images
Including relevant graphics and images on your landing page is one of the best ways to make it visually appealing and memorable. However, using a few types of images, or too many images, can distract readers from the main message of the page and not help overall performance.
The images, of course, should be of high quality. They should also be large and interesting enough to attract and hold visitors’ attention. If you are selling a product, be sure to include images from every possible angle.
Research shows that happy images of human faces can increase user confidence and can lead to a better first impression. To verify this effect, an art store conducted an A / B test with a landing page showing the artist’s work and another showing the artist’s face. The version with the face had 95% higher conversion rates than the version with the art!
What not to do: Make Unrealistic or Exaggerated Claims
Whether your product is an online service or a pair of shoes, it’s important that your landing page clearly explains its benefits, but without sounding misleading or insincere.
There is no faster way to scare off potential customers than by making them feel like they are being scammed. It is important that you create trust because if a customer feels that they cannot trust you, then why should they trust you with their credit card and other personal information? Making false or misleading claims can also have potential legal ramifications and should be avoided at all costs.
What to do: Have a Clear Offer and Value Proposition
Regardless of whether you sell a product or a service, visitors should be able to fully understand what you are offering within a second or two of reaching your landing page. It should also be clear to them almost immediately how your product or service will improve their lives.
The title or subtitle are good places to include your value proposition, which you can elaborate in more detail in your description. When creating your value proposition, keep these three questions in mind:
What are the benefits of my product or service?
How unique or superior are my benefits compared to the competition?
How will my service or product improve or solve a problem in the life of a customer?
What not to do: Ignore your Market Research
When it comes to understanding your target audience and the messages or images that are the most important and meaningful to them, you could enlist the help of a market research firm.
Even if your company is small, or if it continues to grow, there are a number of tools that are available that you can use to conduct a study at little or no cost. For example, Google Analytics, Social Mention, and FreeLunch can help you better understand where your audience is coming from, the keywords they use, and the topics that are trending.
It’s important to stay up-to-date with audience and industry research if you want to continually improve your content and landing pages.
What to do: Perform A / B Tests
When creating a perfect landing page, it is a good idea to perform A / B tests. This means that you create two versions of your landing page so you can see which one is more successful. This is an incredibly satisfying way to collect data to see which strategy is most effective and which is not. Many of the best landing page builders offer A / B testing capabilities, including Unbounce and Lander.
A / B tests can be used to test the effectiveness of almost any aspect of a landing page, including:
Title and subtitle
Calls to action
Or almost any other design decision
The important thing to remember is that the A / B tests serve to consolidate the variable being tested. For example, if you change the title, image, and CTA on the second landing page, you won’t know which factor or factors influenced the performance difference. Change one thing at a time, pay attention to its effects, and apply what you learn from then on.
Ready to Create a Perfect Landing Page?
If you want to develop your business, whatever it may be, knowing how to advertise your company online is absolutely vital in today’s world. Figures show that 79% of Americans shop online and a whopping 85% also use the Internet to find local restaurants and businesses, so it’s impossible to deny the importance of online marketing to the success of any business. By focusing on creating effective quick landing pages that capture the attention of your audience and hold their interest, you will increase your conversion rates and build powerful, long-lasting relationships with motivated customers.