5 keys on a landing page that converts

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UX · 02 / 11 / 2015

We create a landing Page as a destination for an advertising campaign, a publicity claim or an advertisement. The objective that we pursue with this “landing page” is to getconversions, ie users interested in our offer. If we are able to convince our visitor that we can give him what he needs, we will capture his attention and show his interest, so we will have opened the door to a new prospective client.

Therefore, the key to all advertising and good Landing Page Conversion-oriented is attract and maintain the attention of the user. In terms of UX, this means extending the time to visit and guiding the user in an efficient and effective experience.

In a previous post we talk about the general way of How to create a conversion-oriented Landing Page, and we gave some brushstrokes of the essential elements that must have a landing page. So today, as promised, we will talk more deeply about the 5 fundamental elements that must have a perfect landing to achieve our conversion goal.

Perfect landing Page

Apply these 5 key elements to your landing pages and your conversions will rise like the foam!

1. Hero shot of a perfect Landing Page

The “Hero Shot” is the main image (or video) of our landing page. Which, along with the headline, will make us sell our product.

A good “hero shot” has to show our product in its best version. Or, better yet, a user enjoying our product. A user that our target can identify with or aspire to. And, if we’re not promoting a product, but a service, we can show our model customer.

Whereas if We decided on a video like “Hero Shot”, forget about those boring corporate pieces. We need a dynamic and concise video where we explain clearly to our visitor what our offer is and what their benefits are. When we talk about online communication, seeing and listening is always much more effective than reading.

The “Hero shot” will be the first or second impression of the user when he reaches our landing page. We have to capture your attention by making you feel identified and excited. If we show him something that does not link with what he sought or that has nothing to do with him or his aspirations, we will have predisposed the user to abandon anything else coming.

2. Main headline

Here we play another large percentage of the possibilities we have to get the user to show interest in our offer. So pay all your attention, check and test it.

Why is the main headline of a landing page so important? Because This is when our user is going to decide greatly whether our offer interests you or not. The main headline is the easiest to describe and the most difficult to create in a conversion-oriented landing page. It is neither more nor less than, the headline that describes what we are offering our user.

Depending on the type of our product or service, our headline may have one way or another: a concise and simple description, a slogan, a question…

In Digital Menta , before creating a headline we ask questions like Is it a service or a product? Is our service/product already known by our target user? Do we have to create the need in the user? Or do we have to differentiate ourselves from our competition?

For example, if we know that our target will not be sure of needing our product/service, it would be good to ask a question that will make you see a need. But if we try to generate interest on a product with a great competition in the market, what we should highlight is what differentiates us from others. Here comes into play the concept of Unique Selling Proposition, which deserves a separate post.

Important! Make your headline have a connection to your ad. You probably have several ads-with several headlines-pointing to your landing page. In that case, you value the option to create different landing pages with different headlines or use “Dynamic keyword insertion” techniques.. Quiet! From this topic we will talk more deeply in another post.

3. Call to action

As we said, this is our “holy cow”. TheCall to action button is our door to success. When our user clicks on this button, the designers and developers of the landing page are a bit of a point. We’ve got the target!

Perfect landing Page

Design example of Call To Action made by Digital Menta

We highlight 3 Elementary Components of a button “Call To Action”:

Its shape and color

There are many books written about color psychology. We won’t give you a class today. We have read studies that determine colors that work better than others, but we are sure that you cannot generalise on what color will make the conversion probabilities increase.

You can determine that a green button will generate a positive feeling, we will motivate to click… But what if our corporate color palette is green? Maybe, by designing a green button we can hide it until we subtract all the relevance and it goes unnoticed.

We find it more effective to determine the color of our “Call to action” based on the concept of contrast and relevance. And, of course, the best way to know the color that best conversion rate provides us, is to test, test, test…

Their position

Make sure that in the visual path that will follow the user find on the way the Call to Action, that sacred button. It is important to put our button in a visible and relevant position.

Left or right? Focused? We do not believe that there is a more appropriate position than a standard one. In fact, we believe that if the user experience is correct and the button has a proper design and call to action, the number of conversions can be just as high by placing it inside the fold as in a higher toolbar.

Your message

Essential, determinant… Just as the definition of our headline can be critical in the rebound rate of our landing, A poorly projected call to action can drastically subtract the conversion possibilities.

There is no pattern to create the perfect claim, but we can give you some tips:

      • Offers something in exchange for the “click” (“ACCESS THE DOWNLOAD”, for example)
      • Be explicit, better than persuasive (“REQUEST a DEMO NOW,” Better than “do YOU DARE?”
      • Be positive (“I WANT TO KNOW MORE!”)
      • Connect the message with your landing page
Perfect Landing Page

Example of a Landing Page with an effective Call To Action made by Digital Menta

4. Why you? Benefits of your proposal

It seems obvious, but sometimes the Web pages and landing pages are unconsciously lost in long, harmless paragraphs of where one has to extract the “Top selling points” of the offer.

Your user will have little desire to read. You’ve already made it clear what your landing page is in the headline and the hero shot, you have been able to see what you will get if you fill out the form,… Before you do, you’ll want to know “why you?” So tell him. Give a few (do not abuse, be humble) reasons that make a profit for the user to contract your service or buy your product.

Even if you have a writer’s soul, forget about recounting the benefits of your offer in a perfectly worded paragraph (and long). Make a list, by points, with brief and synthesized headlines.

Perfect Landing Page

Example of a value proposition and benefits in a landing Page made by Digital Menta

5. Social Proof: Testimonials

Nothing better to demonstrate the reliability of your message than the actual testimony of who has already tried your service or product. Know that you already have satisfied customers and are willing to show their satisfaction will give you many points in front of an undecided user.

There is not much to say about the testimonials you should include in your landing Page, but these are some key points:

  • Don’t make them up!
  • Add a photo… Or better yet, add a video
  • Give them a relevant position within the landing page

Perfect Landing Page

Add testimonials to your landing Page bring value!

There are No design rules to create a perfect landing page with a guarantee of success. However, experience shows that there are certain patterns that we can follow to favor a good rate of conversion and a low rate of rebound.

In this post we wanted to highlight the 5 elements that we believe fundamental in the success of a landing page oriented to conversion, but, as we always recommend, the best way to know what works best is to do A/B Test.

So far today’s article! We hope you have been useful and start applying already these tips that we have provided. Do you have any more ideas to improve a landing Page? Do not hesitate to comment and give us feedback.

Paloma García

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