How to Build Amazing Landing PagesWritten by Amy Capomaccio
May 11, 2011 # 3:36 am # Expert Guides # 56 Comments
Yes, there is a formula to create killer landing pages. Anyone can build a landing page with specific elements that are designed to make you money. BUT, it’s not all about the obvious elements on the landing page that can shoot your conversions through the roof. Do you want higher conversions? That’s a silly question, let me rephrase. Do you want to increase your conversion rate by 75%?
You can cram your landing page with buttons, arrows, calls to action, and imagery but your visitor is only going to get lost in the clutter. If you stop using the obvious methods of optimization and stick to the concepts below, you are sure to see an immediate increase in your ROI and click-through rate.
1. Content Is King
You have three seconds to capture the attention of the viewer. Ready, set…I’ve probably already lost you. Take a look at this…
Increase Your Conversions 75% In Just Minutes, Find Out How Here.
(Chances are you probably read that before anything else on this page.)
Capture the attention and engage the viewer based on their needs, wants, and even personality. You wouldn’t want a 24-year-old girl trying to sell you a muscle-building supplement from her point of view. There’s the disconnect right there. Step into the shoes of your visitor, and really get to know your target audience.
Never underestimate the use of capitalization, bolding, italics and font size. As many viewers quickly scan through the page, something as minor as a font size can grab their attention immediately. Also, make a checklist and run through your landing page to check for these:
- Match your Message: The content of your landing page should match your email and banner creatives
- Use Simple, Relevant Language: Get to the point! Visitors won’t read through lengthy copy
- Don’t Hide the Message: Make sure your message is easy to find and stands out
- Above the Fold: A strong headline, bullets of benefits, and a clear call-to-action can seal the deal!
2. Give The Animal The Meat
Aka give the visitor exactly what they’re looking for. Don’t hide the call-to-action, and only focus on one primary action per screen. You only have a few seconds to turn interest into a conversion, so make the call to action visible, the navigation simple, and the content relevant. End of story.
3. A Picture Is Worth Nothing?
Wrong. Your imagery is often the first thing a visitor sees when landing on your page. The key is to rotate and test images. You need to consistently track results from your campaign. This includes click-throughs, conversions, page views, and ROI. Spend the time and money to get high-quality images. It will boost your legitimacy and build visitor trust.
4. Establish Visitor Trust
Think about your buying process when making online purchases. The Internet is tricky. Since people are already scared to send their credit card information into the black abyss we call the Internet, it’s more important than ever to hammer in the legitimacy factor. How do you do this? Implement these elements to your landing page:
- High Quality Product Shots
- Hard-hitting Testimonials
- Customer Service Number/Email
- Media Logos
- Verified and Secure Payment Method
- Guarantee Statement
5. Flaunt Your Fonts
Ask any designers for their favorite fonts, and I’m sure they’ll ramble on for hours about obscure font names and their endless collections. The fact of the matter is…fonts do matter!
Designers use websites like dafont.com to download FREE fonts. Their goto-fonts for the web are typically sans serif because it’s easier on the eyes. What I’m typing in right now is actually sans serif, you’re welcome.
6. Avoid In Your Face Tactics
Imagine walking into a store and being bombarded by the first employee you see. It probably makes you want to walk right out of the store. Now, imagine a landing page and picture the employees being all the different elements on that page. Don’t clutter your page or make your visitors feel overwhelmed by pushing them to make a quick decision.
A balance is key. Your visitor clicks your banner, text ad, or email creative for a reason. They want to be there, don’t drive them way. The landing page below balances a call to action, form, imagery, and targeted content without being too cluttered.
landing page created by CC design
7. Perfect Your Creatives
Match your creatives to your landing page. This means overall design, content, imagery, and call-to-action. Ask yourself this: How does a visitor get to the page and how do you leave them feeling in the end of the conversion process?
8. Mind Your Manners
After a visitor completes the conversion processes and pays for the product, what’s next? Remember it’s not over, yet. Adding another segment to your landing page is clutch. Drum-roll please….the thank you page. This will leave a positive feeling with your users and let them know that their purchase is much appreciated! Remember, your brand goes well beyond your landing page