We face countless landing pages in daily life, some pages make us feel attractive and comfortable but others make us want to turn off as soon as possible, why?
I did not think the reason deeply but now I understand the factor that good landing pages need to have from marketing management class. In this blog, I will introduce the 5 ways to increase landing page conversions. I hope it can help you to create an excellent landing page.
1. Attention-driven design
-Visual hierarchy
Visual hierarchy means using a way to show the important content or element intentionally. I want to mention two principles in this section-size and contrast. If we want customers to notice the information or content that we want to show, we should make it bigger and colorful on our landing page, so it can attract customers. For example, as the below showing:
-Be a Minimalist
When we design a landing page, we should keep an idea that less is more. Because more content means more distraction for customers. For example, sometimes we just need to show a button for people to let them click without any thinking and choosing.
2. Content match
The content displayed in the ad link should be obvious on the landing page. In addition to product content matching, you should show the pre-click promise, such as the discount rate, the free delivery or special events. If you show totally different content on your landing page, people will doubt they click false one. Also, people click the ad link because they see something they are interested in, if they do not see related information or that product after clicking the link, they will feel disappointed and uncomfortable.
3. Clarity
We should present everything clearly. When we build a landing page, first we have to assume that people do not know anything about us, and then we should think about what we want to offer, why customers want to pick us and what do we want people to do next. We should provide our information definite and explicit. Even if only a few people think our landing page does not clearly, we should think about rebuilding the page.
4. Testing
How can we know is our landing page clear? We should test it.
First, we need to identify important elements to test and find proper testing tools. Next, according to the testing content, we should choose A/B or multivariate testing. Finally, after the testing, we should follow-up on the results and update the landing page. Here is an example of what content we need to test.
5. Credibility
“Silence is better than bullshit”
https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/
If we have evidence to show our credibility, like customers’ positive reviews or our award, we can list it. If we do not have, please do not lie. We can be sincere and keep real when we promote our products. Customers can accept “novices” but can’t tolerate lies.
And then there are two things that will “kill” our credibility. Wrong words and grammar, and unrealistic headlines. We must avoid these mistakes. It is fatal to a landing page.
Generally speaking, a lot of principles that can help us to make an excellent landing page, in this blog, I just mentioned 5 ways to increase landing page conversions, attention-driven design, content match, clarity, testing, and credibility.
References:
Patel, N. (2019). 4 Landing Page Credibility Killers You Should Eliminate Right Now. [online] Neil Patel. Available at: https://neilpatel.com/blog/4-landing-page-credibility-killers-you-should-eliminate-right-now/.
Saleh, K. (2019). How To Test Your Landing Pages [Infographic]. [online] The Invesp Blog: Conversion Rate Optimization Blog. Available at: https://www.invespcro.com/blog/test-landing-pages/ [Accessed 11 Oct. 2019].
Lile, S. (2019). 12 Visual Hierarchy Principles Every Non-Designer Needs to Know. [online] Visual Learning Center by Visme. Available at: https://visme.co/blog/visual-hierarchy/ [Accessed 11 Oct. 2019].
Gardner, O. (2019). The 7 Principles of Conversion Centered Design – Stukent. [online] Stukent. Available at: https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/ [Accessed 11 Oct. 2019].
