Our Landing Page Guide
Landing pages are a vital part of any sales funnel. A well designed, functional page can significantly increase the conversion rate and be a huge boost to your business. Poor landing pages lead to vast amounts of wasted marketing spend.
In this article, we’ll look at the important basic rules you should follow and how they can be targeted to give your sales funnel a unique message. Enjoy!
What is a landing page?
A landing page is a page linked to your website with one specific function. It might be to get an email address of a potential lead or get them to start a free trial or sign up to a subscription.
A landing page must no be mistaken for your main website. It will usually sit behind an advert. A potential lead will see an advert, click on it and then be delivered to the landing page.
A user will then either complete the required function or leave. The number of people who land on the page compared to the number who complete the function gives you the conversion rate. A great ad, with a great landing page, will significantly increase your conversion rates.
You may have one product or service, but you can have multiple landing pages. Each one can be tailored to the exact needs of the specific campaign and target client.
Why are they important?
In business, you need to solve people’s problems. You need to prove that you have the perfect solution for their exact issue.
It is very time-consuming to build multiple websites with unique messages for all your potential traffic. It is far easier to build several pages, with slightly tweaked, unique messages on them.
This gives a potential lead the feeling that you understand their problem and are in the position to offer a solution. Offering unique messages has been proved time and again to increase conversion rates.
Landing pages are also a chance to give potential clients or customers their first look at your business and its brand. It is a perfect opportunity to start to form a relationship as they get to know, like and trust your business.
Remember, your landing page has one job: to move as many people as possible onto the next stage of your funnel. A unique landing page, with a clear message, solving a problem for a potential client and with great branding will increase the chances of someone moving onto the next stage.
There are some basic rules to follow when building a landing page:
- Don’t include a navbar – As counterproductive as it might sound, you don’t want users navigating to other parts of your website. A landing page is not a homepage.
You want them to complete the task and move onto the next stage. Including a navbar can significantly decrease your conversion rates.
- Make them mobile responsive – Please don’t make this mistake. Adobe found that only 50% of landing pages were mobile responsive.
An ever-increasing amount of traffic is coming through mobile. A non-responsive landing page not designed to suit mobile traffic will cost you conversions.
- Include a lead magnet – These are often called value propositions. Don’t just ask people to sign up for a newsletter. As an example, we offer a free, 10-part course on building sales funnels. All we ask for is an email address in return.
Could you offer an eBook or a cheat sheet or a free webinar? This is especially important at the early stages of the funnel when you need to build up trust.
Though each landing page is uniquely designed for its function, there are some basic sections which will appear on most pages.
- Hero section – This is the top section at the top of the page. It is usually an image or a background with a tagline and a call to action. A call to action is the button people must click.
- Explanation – In this section, you would explain how your product or service works.
- About us – Some companies include an about us section as it helps develop the know, like, trust relationship with the potential client.
- Testimonials – This is an important section. Social proof is one of the main influencers when it comes to consumer purchases. It helps them trust you and your brand.
- Benefits – You might want to include some of the benefits of your product/service.
When designing each of these sections, remember that less is more. People prefer images to text and videos to images. Also, remember the rule of three.
Do not have a long paragraph explaining your product or service in detail. Three bullet points or three images as an explanation will suffice.
Call to actions
As stated, call to actions are the buttons users push to ‘complete’ the landing page. They might click one after filing in a form or to start a free trial. Like landing pages, these buttons vary, but there are some rules you can follow to start with.
- Word limit – Do not include more than 5 words on the button. For example, ‘start your free trial’ not ‘click here to start your free trial now’. As with everything on a landing page, less is more.
- Colour – You might be surprised to find that the colour of a button can have a huge effect on the conversion rate. The colour you choose to start with depends on your brand and the other colours you use, but there are some general rules.
- Hover colour – This is the colour a button changes to when you hover over it. In our work, we have found that red to green can significantly increase the conversion rate.
- Button effect – This is the effect on a button when it first appears or when you hover the mouse over it. The right effect can draw attention to it and increase the number of clicks.
Test, test, test
However good you may be or however much experience you have, no-one will get the most optimised landing page configuration first time. You need to constantly test your pages to try to increase their conversions.
You can track user behaviour with a program such as Google Analytics. You would change one thing on the page and then analyse the results.
As an example, your conversion rate might be 5%, a change in the wording on the call to action could increase it to 6%. Then you try changing the video or some images or add more testimonials. If the changes increase your conversions then keep them, if not then go back a step.
It is important not to change more than one factor at a time. If you change more that one it can be difficult to work out exactly which change worked and why.
You must also make sure that you have enough traffic to make it statistically viable. The larger the sample the better.