Why a landing page?
The landing page works very differently from your website. In most cases you use your website as an informational space for potential clients, customers, or prospects will learn more about you and your company.
When your business is launching a product or service you will want to effectively draw your traffic to the offer. You will need a page that is specifically designed and structured to pitch that service and keep their attention to take an action on that page. This is what we call a landing page.
So let’s talk about design.
As we mentioned above, the look and feel of a landing page is drastically different from any other type of page on your website.
In order for the visitor to take the desirable action you want you need to clear that page of all distractions. You don’t want to give the visitor a reason or option to leave your landing page.
We can start by removing any navigation from the site. Headers and footers, other forms that are irrelevant. This is not the place to link to your awesome blog about Cat food. Keep it clean.
We are going to need to capture them right as they open the page. Heat mapping the analysis of where the visitor looks, clicks and scrolls helps us a lot on how the first section should be designed.
Most visitors do not scroll so far down the page. It is very important that we put the most vital information and desired actions in the section that is fully visible as the visitor first sees the page. This is called before the fold.
The layout of the section can vary depending on what you would like the visitor to see first. Most people read from left to right and that is how they view a page. But it also can get a bit complex depending on the device.
On Desktop, most viewers will look at a landing page in a Z type pattern. That means they will look from left to right across the top of the page, cross back to the left through the middle of the page and then again look from left to right.
(There is another pattern for content heavy pages but that is not in scope of this topic.)
Many landing pages are designed with this pattern in mind. And many different layouts are tested against each other to see what works best for their visitors. A common layout is to have a large title text, video or paragraph to the left underneath the title and a call to action to the right.
Another common layout is to have a paragraph on the left, video or features on the right, then underneath a large call to action.
If the visitor is still interested in seeing more information they might want to scroll down further. It is very important that every section that is included in the landing page have a call to action as well.
When bringing case studies, testimonials, FAQs etc, a call to action must be there as well to help draw the visitor to your main goal. Converting.
This step can really make or break your landing page. You need to really communicate with your visitor and quickly.
They need to feel as if they came to the right place and your solution will solve all their problems. Meaningless headlines will lose your visitors as they won’t send a message that reflects the purpose of your solution.
Visitors will skim the page, if the headline or call to action doesn’t immediately capture their attention you will lose them pretty quickly.
Let’s take a look at this example. If a real estate company would like to get more homes to sell. Using the headline
“We will sell your home”
This might be a pretty poor choice of a headline.
However if they chose a more gripping line:
“Get the actual value of your home in less than 30 days”.
Now we are talking. This might actually speak to the visitor that has been looking for ways to sell their home and touch on other issues they are facing.
Let’s do another.
“We will get you into shape” This might be pretty bland and not very motivating.
“Find out how you can burn 1000 calories per workout” This will be a bit more direct to what the audience is thinking about.
As we see above, if you get the messaging right you will grab their attention and there is more of a chance of them staying and take an action.
However, if you get it wrong, they probably will bounce…
- Lead magnet
You set up the design, you made the site look beautiful. You created a killer headline that will drop jaws and engage your audience. Ok…so now what?
You want to get their info, you want to be able to contact them and make them your customer. So maybe just put in a form asking them a ton of questions like their email, phone number and name?
Not so fast… Nobody will just give you that much information for almost no reason, unless you really did a killer job with the copy.
Give them a compelling reason to give you their information. That is what a lead magnet is. Any offer that is strong enough that they can almost never say no to.
A lead magnet can be anything. A free download, free trial to software or service, a product at a ridiculous discount. I have also seen a free book but pay for shipping… (Think about that one)
It actually works quite simply. You create a CTA(call to action) to sign up for your offer. Ask for some simple information on the form. Depending on the CRM, website, or email system you are using. You will be able to integrate it into your landing page so that when someone fills the form they will be added to your lists or contacts then they will automatically receive an email with the offer you promised.
Choosing the right lead magnet for your offer can really make the difference of a converting landing page and one that does not convert well.
- Testimonials and Case studies
Your visitors might want a little more proof that your offer is sound.
Case studies are a great way to actually showcase what your offer and product is all about and how it performs in real time.
Adding a section in the landing page about someone who used your service. How their situation was before you worked with them. The process and steps you took for their improvement. Then you will show their final results.
This is a great way for your visitors to start envisioning themselves in the case study’s position. Ultimately, leading them to become a lead.
Testimonials although not as detailed as a case study, will add a strong element of social proof to your offering. When a visitor reads about all the others amazing experiences and success with your solution, your visitor might have more of a reason to convert.
- Google Analytics & Heatmaps
This could be one of the most important parts of the landing page equation. A landing page can always be improved and you also might want to be testing multiple headlines and lead magnets.
We will only talk about testing one page, because AB testing is just a faster form of testing to get to the conversion result you need. Ready to get geeky?
Google analytics will provide you with all the information you need about the visitors on your landing page. You will know where they came from, which ads, or sites referred them. Devices used, time spent on the page.
This information will help you understand and measure how effective your marketing efforts are in relation to the page you are sending them to. If you see they are coming to your page from a google search ad, but they are not spending enough time or converting. It can mean that your messaging isn’t good enough, or it is not congruent with your ad. Or it could mean your site loads too slow.
You can also create a conversion funnel within analytics. You set up within analytics the desired flow of the visitor. Once you create that conversion you can also cross reference that with the traffic source and other pieces of data. This is highly valuable as it will tell you the effectiveness of your marketing and strength of your landing page.
Hotjar. Heat mapping is when we are able to track the clicks, mouse movements and scroll that the visitor made. These are all shown as a heatmap overlaid on an image of the landing page. The more red areas are where most visitors took action, and the blue or clear areas are where no action has taken place.
This information is very valuable as you can see where you are losing a potential visitor. How you can be improving the page for more clicks on the CTA.
For example: Your landing page is not getting any click throughs. You log into Hotjar and realise that your CTA is under the fold! No one is seeing it because they don’t scroll there, so they won’t click it.
The simple fix is to bring the CTA above the fold. The visitors will see it and hopefully click through.
We can use both analytics and heat mapping together. If we see in analytics that the landing page is not performing as we would like, We can then go check the heat mapping to diagnose the issue, fix it up and see how it affects the results.
If you are running a business Facebook page you should also make sure to add your Facebook pixel. This will help you when you want to run adds to the page.
Facebook will automatically optimize their ads according to the behavior taken on your site so you will get higher quality traffic.
In addition you can use the Facebook Pixel for retargeting your traffic. That means if someone hits your page, Facebook adds them to a custom audience and you can now send them an ad.
Check out our article about how to set up Facebook retargeting.
There are many more cases and ways that these tools can be used, and there are many more tools as well. It is important to use what works best for your particular campaign, test and optimize.
There is a lot involved in building and running landing pages that get you more leads. Once you know who your target audience is and what you want to offer them, it makes the process more simple.
Taking the time to follow these steps and making sure your landing page is optimized can mean the difference between a success and failure. All elements are cohesive and work together to help show your potential lead the light and convert.
Let us know your thoughts. Follow these steps and let us know how it went for you.