Landing Page Best Practices

A landing page’s purpose is to educate consumers who aren’t yet ready to buy and to show how your firm provides special value in that area. This type of page is essential when aiming to drive sales of your product or service, improve user experience, and win customers rapidly with enticing incentives.

This article will teach you about the important components of a strong B2C and B2B landing page, as well as how to include them into your content to maximise conversions.

What exactly are landing pages?

A landing page is a standalone web page that may be configured with tracking parameters and used to track user behaviour. Landing pages are often used for one of five purposes:

• Encourage a visitor to click (to another page, on your site or another’s).
• Encourage a visitor to make a purchase.
• Encourage a visitor to give you permission to contact him or her again (by email, phone, etc.).
• Encourage visitors to inform their friends about your products/services.
• Encourage visitors to learn something new or to provide comments. This could be leaving a comment or evaluating your items or services.

There are specific ways to organise content to drive conversions and, ultimately, sales. Here are five best practises for creating landing pages that attract more customers and amplify their interest signals.

1. Create the ideal headline

The title is the first thing a user sees on your landing page, and the majority of visitors will read it but just skim through the copy. As a result, creating headlines that sell is critical.

To do so, avoid headlines that are confusing or do not accurately summarise your content. To begin, make sure you cover your material in an entertaining, concise, and eye-catching manner. Second, ensure that the title accurately represents the benefits of your product. Users will be more inclined to stay on the page and take action as a result of this.

Finally, remember that an optimised page title can help you rank higher in search engines.

2. Create a unique landing page for each active promotion.

The material a visitor clicks on must closely match the headline and body content of your landing page. Message match is described as “[…] aligning the heading of your landing page with the headline of the ad or piece of marketing the visitor clicked.”

Message matching is a key aspect of providing an excellent user experience. And, because most B2C organisations develop and distribute a big amount of material across a wide range of categories and product kinds, merely redirecting customers to your homepage or a different product page from your promotional sites would not allow that message to match up correctly.

3. Make use of images Carefully

65% of people retain knowledge when it is accompanied by relevant imagery, compared to 10% of people who merely hear the same material. As a result, it’s essential to include an image of someone utilising your product or service, or one that depicts what the visitor will receive if they convert on your landing page.

But be cautious. Images should always help you generate conversions rather than distracting your visitors. Your photos should not only be motivating, original, and eye-catching, but they should also be strategically placed to urge the reader to action.

4. Create Appealing CTAs

The most significant aspect of any landing page is the call-to-action (CTA) button, which is how new leads are created in your system. Without this button, you won’t gain any new consumers, and the rest of your page’s copy and photos will be ignored. Excellent CTAs can boost your conversion rate by tens or hundreds of percentage points.

Visitors must be persuaded to click on the CTA button, thus you must persuade them. Avoid language that is boring or ambiguous, such as “submit” or “get started,” and instead focus on engaging, customised copy, such as “Send me the eBook.” Make it abundantly apparent to the user what he or she will receive by clicking the button.

5. Don’t Make Your Forms Too Complicated

A poorly designed lead capture form can hurt your conversions. Prospects do not want to spend a lot of time giving sensitive personal information only to take advantage of an offer. Only request information that you truly require, and bear in mind that users will submit extra information when they become customers.

A/B or split testing, which sets one landing page against another to determine how it performs, will enhance your campaigns. This is useful for form design because it indicates how much information a customer is willing to provide. Too many fields can turn off a user.