From a marketing perspective, an effective Landing Page contains macro and micro goals and conversion triggers.
1. User context – data about the target audience. The more understanding there is of need, pain, the pattern of audience behaviour, the more relevant will be LP.
2. Conversion triggers. For example, when and where to give preference to one colour rather than another. What size buttons should be. How much text should be, and so on.
3. Micro and macro conversions should smoothly promote people through the funnel. If the user is not ready to buy the product, this doesn’t mean that he isn’t ready to leave his email or other contact information.
From a technical point, the Landing Page consists of various elements. For each of them, there are certain requirements.
Basically:
– logo in the upper left corner;
– A brief description of the company’s activities near the logo;
– menu buttons to the right of the logo;
– heading: the first element on the page, not counting the header.
Title:
– up to 11 words;
– with tag H1;
– with a keyword;
– Reflects the content of the landing page.
Image (video, picture or GIF):
– Unique;
– High Quality;
– Relevant to the landing page topic;
– Demonstrates the result of the process of interaction with the product;
– If this video, then no longer than 2 minutes;
Button:
– bright;
– not less than 5% of the screen area;
– contains CTA;
– describes the next step.
Feedback form:
– circled in a contour with rounded fields for visual highlighting on the background;
– with a mask for a phone number;
– there is a validation (if the data is filled in incorrectly, a prompt is displayed);
– plain unobtrusive background.
Price:
– the reduced price is visually noticeable: it can be crossed out and indicated in a smaller font;
– the discount is highlighted in colour, background or graphically;
– translation of prices into unit prices;
– visual support for different trim levels.
Cases:
– a brief description of “was – has become” regarding a detailed description;
– images are confirming the results;
– logo and customer data.
Reviews:
– name;
– photo or video;
– link to socials;
– logo, position for corporate clients;
– a review structure useful to the reader (for example, reason – objection – purchase – personal experience – recommendation);
– The function of confirmed purchases for e-commerce will be a plus.
Image triggers:
– links from popular media in a niche;
– expert opinions;
– certificates, recommendations.
Micro Conversions:
– email subscription form;
– white paper;
– calculator;
– presentation, brief;
– test, application for beta version.
Comparison with competitors:
– a table with a comparison of properties;
– highlighting the key properties of the product, which distinguishes from competitors.
Footer:
– Legal information;
– Contact Information;
– Advanced menu;
– links to social networks.
Content:
– unique;
– there is a FAQ;
– text content from 2000 characters;
– evenly located on the landing page;
– scheme (pain – product – benefits);
– structured in blocks.
Contact Forms:
– an open form of communication;
– closed (button);
– online consultant;
– comments;
– Company details.
Company face:
– product team;
– director of the company;
– expert consultant.
The impression of the brand, the desire to make a conversion, the convenience of this conversion and the general opinion of the consumer – it all depends on the convenience of the site. Therefore, in the first place, it is necessary to build on the needs of the potential client and the problems that he wants to solve with your help.
And most importantly: ALWAYS TEST ALL. A/B or multi-, but tests are always needed. Always. Everything. Test titles, subtitles, descriptions, copywriting, colours, pictures, dice, backgrounds, button colours, button shapes, button labels, rounded button corners and no, advantages, characteristics, feedback formats, selection pages, order pages, thank you pages …
Test everything.
Develop new hypotheses and test them, having received the result – introduce and develop a new theory. Because only testing shows what conversion brings.
This is normal when the hypothesis is not confirmed. The class, you can rejoice, you found out its inoperability in the test, and not having implemented it on an ongoing basis.
Any test result is a good result.
The main thing is that they be.