Landing Page: How to create an irresistible landing page?

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In digital marketing, a landing page is a standalone web page created specifically for the purpose of a marketing campaign. It’s where a visitor “lands” when they click on a Google AdWords ad , for example.

Landing Pages are designed with a single goal in mind, known as a Call to Action (CTA). This simplicity is what makes Landing Pages one of the best tools for increasing the conversion rates of your digital marketing campaigns.

Landing Page

Conversion-Centered Design
Marketing campaigns are based on user experience. An experience that converts visitors into customers. A landing page should serve a single purpose – the defined goal of the campaign.

If you start building without a clear idea of ​​what you’re aiming for, you won’t succeed. This forms the basis of a conversion-centric design – a design aimed at achieving that conversion. In other words, it’s all about persuasion. And the design rules change a bit when it comes to designing conversion-centric landing pages.

Landing Page Conversion

The 3 Principles of Conversion-Centered Design
Grab Your Visitors’ Attention
Your entire page should be designed to persuade your visitor whatsapp netherlands to take a specific action. This action could be downloading your eBook , using your service, purchasing your product, or whatever your campaign is trying to achieve. And, every element should contribute to that goal. The fewer distractions, the better the results.

Your page should only have one action button, this way, attention is completely focused on this action and the objective is much clearer for the visitor.

This is why marketing campaigns should be linked to a single page that is dedicated to driving traffic. This will go a long way in reducing distractions on the page. In most cases, your business’s homepage is not just about making a single, specific campaign successful. So if your ads are pointing to your homepage, the number of distractions will increase and will have an adverse effect on your campaign.

Remove your Navigation Bar
Since your landing page has a single purpose, your visitors should only be on that one spot. No spills to another page should distract your user. That said, navigation bars that link to different sections on the same page can be helpful.

navigation bar

Do not use image banks
Users know when a photo isn’t yours. It’s noticeable, and they may have even seen that image before. It’s even worse when the image doesn’t serve a very meaningful purpose.

“Purchased” images can even diminish the apparent authenticity, exclusivity and value of the brand. Replace these photos with personalized and high-quality images. For example, if your business is a candy store, include photos of real sweets. However, if your business is a consulting firm , then a stock image is appropriate. But also invest in other forms of advertising that convey credibility, such as testimonials and case studies.

The illustrations fit well in both situations!

Make CTAs Speak
Don’t keep the “subscribe” text on your call-to-action button. HubSpot tested buttons with default text against those with creative wording. The results are overwhelming. The boring old “subscribe” doesn’t hold any power.

Put Things in Context
The context on the page must be powerful and persuasive in order to increase conversion rates. This requires that the content is relevant to the user – how much the user already knows and what they need to know to convince the person.

The channel that was used to bring the visitor should have given a brief summary, but not the details, as ads have certain limitations. Your job is to keep the main message the same as the ad, and also provide more information that continues to persuade.

The Landing Page design should also maintain the brand and identity of the campaign, both in terms of design and voice.

Brand Voice refers to the tone of communication and writing style. The tone of voice of the campaign should be the same as that of the brand, as this helps with branding and increases authenticity. These two points also free visitors from reinterpreting the headline and allow them to progress to the rest of the content.

The Importance of Your Title
The call to action is the main way we can deliver on the promise and message we delivered through the ad. After all, visitors were interested enough in the main reason for the campaign. Therefore, there is less chance of them leaving if we continue to persuade them with more information within the same scheme (without false promises!). Why not use this to our advantage?

The headline should also convey the exact point of the campaign and explain what the page is about. This point is elaborated on in more detail in the next aspect of conversion-centric design. The headline should be distinct and inform the ultimate use of the product, and the subheadline should support this.

Achieve Clarity
This seems like a pretty simple principle, but many landing pages lack this – both in their content and design.

On average, 79% of web users scan the page before reading. If we make visitors struggle to discover our offer, conversion rates will drop. Period.

Information Hierarchy
Information hierarchy is the order in which the elements of the Landing Page are presented. The elements must have an adequate flow and must be connected, with the necessary information and with visual dominance.

A great way to test the clarity of your design is to squint at the page or apply a Blur to a screenshot.

Do important elements stand out?
Are they sufficient for a correct interpretation of the service, offer or what you want?
If the answer is “yes”, you are on the right track!

Are you ready?
Being equipped with these basics will help you keep your customers happy with ever-increasing conversion rates.