People often think that landing pages and a regular website are the same things. Even if a single domain unites them, the landing page and website have a completely different purpose.
A landing page is a page designed to tell a visitor about a single product. These pages often refer to as landing, grocery, or landing pages. A landing page usually is a simple, lightweight version of a web page, which is “sharpened” for a specific target action. Often, this is the main point of the whole marketing campaign.
But what does this mean in the bottom line? In general, landing pages don’t have additional sections or links that can fluster users. Actions on the page are minimized and underlined by CTA elements.
Landing pages, in contrast to a full-fledged site, are simple enough to create or change. Even one person without any special skills may well launch such a page without a designer or developer, and if help is needed, it will be insignificant.
Another immense argument in favor of landing pages is that they are much easier to split test. Why is it important? A / B testing allows you to compare different versions of pages and see which one performs better. And since the landing pages are structurally simple, it’s easier to track their performance during tests.
Get in the habit of testing one change at a time so that when you complete the test, you can confidently determine what exactly led to the increase in conversions.
How to make a powerful landing page
The landing page that converts is considered cool. But how do you create an impressive page? You probably know that with fewer choices, people make decisions much faster. For example, take a look at this Japanese restaurant menu.
The choice here is small, but it is easy for customers to decide what they want. And compare that to this restaurant’s menu:
The second restaurant offers customers a much fuller assortment than the first. It is much more problematic to decide on a purchase when we have such a vast selection of products in front of us. This phenomenon is called the “choice paradox,” and it works the same way with landing pages.
When a person visits a landing page, you only have a few seconds to grab their attention. To convince visitors that you are offering them something worthwhile, you need to show them information relevant to the keyword they came to your landing page with as soon as possible. If users find themselves on a regular site where they may need to search for the information they need for a long time, they will very quickly lose interest in your offer.
People want to see one value proposition on every page they visit. That is why interacting with landing pages makes it much easier for them to make any decision.
The most meaningful elements of landing pages
The most significant part of the landing page is the CTA element that represents the action you want to entice users to take. Your conversion depends on it the most. The better the CTA matches the visitor’s intent, the higher the likelihood of a conversion.
Here are some of the most common calls to action:
- Make an order
- Free version
- Free consultation
- Buy now
The next most important aspects of a landing page are the headline and subtitle. If you can create a copy that expresses your unique selling proposition and considers the real needs or pain of your visitors, your page conversion will increase significantly.
The headline is the cornerstone of your landing page’s user experience, so you should give it proper attention. Choosing the right main image will also help you present your product or service. And in some cases, a cool photo or picture can be the only sure way to demonstrate how a product works.
The features and benefits section should answer the questions “What will it do for me?” and “Why is your company better than others?”.
Finally, don’t forget about the phenomenon of social proof, which allows you to convince your visitors further. Place customer reviews, press mentions, awards, case studies, and logos of famous business partners on the page to convince people of your competence.
What’s the Difference Between Lead Generating, Selling, and SaaS Landing Pages
Each of these types of landing pages focuses on a specific goal, and you should always keep it in mind while developing. It is quite evident that lead-generating landing pages are designed to attract leads, that is, potential customers. Selling landing pages push people to buy, while SaaS pages push people to get advice or a free trial version of the product.
Lead-generating landing pages
Typically, users who convert on such a page provide companies with their contacts in exchange for useful information, whether it be advice, guidance, or something like that. A visitor interested in your offer will interact with the proposed content if you direct it intuitively. Proceed according to the following plan:
- Start with an explanation
- Uncover the benefits
- Add reviews
- End with a powerful CTA
While, at first glance, it might seem like getting someone to make an online purchase or SaaS transaction is more severe than getting them to share their email, you shouldn’t underestimate how people care about such personal data. Remember, if you take information from visitors and don’t give them anything useful in return, and trust you’ve built up will instantly evaporate.
Selling landing pages
These pages can get a buyer through the funnel much faster than other types of landing pages, even if they’ve never heard of your product before. Instead of a process that takes hours or days, here, you can get conversions in minutes.
It is urgent to pay attention to detail, to make your future customers’ journey as easy as possible. Make the end goal of users as accessible as possible and always double-check the texts for minor errors. By removing any obstacles or complications that might confuse the visitor, you will get more conversions.
Regardless of the marketing campaign, you’re running, remember to prioritize the quality of your product images and descriptions. Unlike regular landing pages, where too much information can scare away users, landing pages that sell rely on precise details to convince potential customers of the product they are buying.
These pages most often include an introductory title, social proof, and a description of the problem your service is solving. By focusing on these three factors, you are the best way to show users that you understand their needs and can offer the perfect solution.
In a recent study, the Chart Mogul team also found that there should be no more than 4-5 links in the main navigation bar of SaaS landing pages. It will make the CTA button in the header more visible.
Smart Insights also recommend placing all urgent information, text, shape, and call to action above the fold line or within the browser window that loads when a person lands on a landing page. In other words, visitors don’t have to scroll the page to see important information.
Differences in conversion optimization strategies
- Lead Generating Page: The first thing you need to do is figure out how many leads your landing page is engaging about the number of views received. You can then do a split test to boost your page conversions and make them more powerful.
- Selling Page: Focus on technical details like caching plugins, content delivery networks, and image optimization to keep your landing page loading as quickly as possible.
- SaaS Page: Try to use slang that is specific to your target audience, create a sense of urgency in your writing, and use personalized reviews more often.