While walking down the street, have you ever seen an amazing shop window that had everything you were searching for so you just went in? Or the opposite - you saw a store that probably has everything you’re looking for, but the shop window didn’t seem very interesting so you just kept walking? You’ve probably found yourself in one of these situations. Now, let’s compare a shop window and a landing page.
What is a landing page?
Landing page is a page where your visitors come to (land) after clicking on your ad they saw on a portal, Google search engine, a social network or somewhere else on the internet. In the online world, your landing page equals a shop window. It helps people decide whether they’re gonna come in or keep walking.
What is the landing page’s task?
Landing page has a really hard job. It has to make a great first impression (and we all know how hard it can be). It has to tell a story that people want to hear and it has to offer exactly what they’re searching for. One of the main features that a landing page has to have is simplicity - it should help your customers reach their goals in just a few clicks.
Of course, there’s no such thing as a perfect landing page, but you can optimize yours to become as close to perfect as possible.
What makes a landing page (close to) perfect?
- Clear headline
This is one the first things that people see when they come to your website. You need to be straightforward and tell them right away that you have what they want. Let’s compare this to a brick-and-mortar store:
You come into a shop and you’re not sure if they have that exact shirt you’re looking for. You’re gonna ask a salesperson and get an answer. In the online world, you’re gonna get the answer from the headline.
It supports the headline, providing additional information about the product or service you’re offering.
In the physical world, it would mean that you found out that the store has the shirt you want, but you really want it to be blue. You ask the salesperson (again) who tells you, “Yes, we do have that shirt in blue color”, and you’re one step closer to buying.
In the digital world, the salesperson is your subheading, but it offers much more information about your product or service.
- Picture or a video
One picture is worth more than 1,000 words. Online customers are impatient and get bored pretty easily so you need to keep them interested. Show them how your product looks outside the store, post your customers’ testimonials, or show a short video about how to use your product.
Let's make a comparison again. You know that the store has that blue shirt you wanted. You’re still having second thoughts about buying so you decide to try it on. Now, you’re getting even closer to buying.
- Call to action
Click on a button is often the whole purpose of your website. It can be a “buy now,” “contact us,” or “sign in” button, or something else. Many online vendors often think it's enough to have a call-to-action button somewhere on the webpage, and customers will know how to find it. In many cases, it is not true. Use bright colors, bigger size, and different fonts to make your call-to-action button stand out.
In a brick-and-mortar store, this would mean that the salesperson who’s helping you is close to you and has a uniform (so you wouldn’t confuse her/him with other customers). You don’t want to walk all around the store looking for help and wasting your time. The salesperson needs to be readily available to sell you your blue shirt.
Extra tips for improving landing page:
- Include your contact information
It shows that you’re happy to communicate with your customers.
- Don’t use pop-ups
Pop-ups often annoy and put off potential customers by asking for too much information too early.
- Provide a link to terms and conditions or a privacy statement
These links don’t need to be the brightest star of your landing page, but make them easily accessible.
- Don’t use too many links
You don’t want to have too many links on your landing page. They can distract potential customers and lead them to the other pages on your website instead of prompting them to complete their purchase.
- Use bullet points
They make the content easier to read (you read the text above, didn’t you?).
Land your customers at the right place and decrease your bounce rate!
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