When it comes to gaining new customers online, the first step is getting them to find your website. Whether through PPC, social media, organic SEO, or backlinks, you need potential customers to land on your site. But the true challenge comes after someone has clicked on to your site. What happens next? How do you convert them into a customer?
A visitor usually spends about eight seconds on a web page before deciding to click through or click off. That’s right – just 8 seconds to turn a visitor into a customer. To do this, you need eye-catching and effective landing pages to achieve the objective you want, whether it be a sale, email list sign up, or click through onto another of your web pages. The more you experiment with these ideas to see which work best for you, the easier it will be for you to convert new users.
What is a Landing Page?
In general, a landing page is any web page that a user can arrive, or ‘land’, on. More specifically, however, a landing page is usually a standalone web page made for marketing to achieve one objective. Landing pages are typically used in PPC or other web campaigns and are intended to guide the user to your intended goal.
Landing pages have different purposes depending on your campaign and business. They could be lead generation landing pages, meaning you want to capture user data (like a name and email address) to use later, or click through landing pages, where you want the user to gather information and then click through to make the purchase. Whether you want user information or immediate sales, your landing page needs to exist specifically to achieve this goal.
Tips for Creating Effective Landing Pages
You don’t want too much text or too many images on a landing page. You only need enough information to interest the customer, communicate required information, and give a call-to-action. With too much text or if the page is too crowded with images, the customer will be overwhelmed and click off. Further, you want to eliminate any pop ups and limit links that lead away from the page. You don’t want to distract the user from your intended goal.
A good way to maintain minimalism is by adding a short video or a slider to your landing page. You can add more text and images this way without taking up too much space and overwhelming the user.
Effective landing pages have one important thing in common: a clear call-to-action and goal. By clearly stating what you want the customer to do – enter their email address, click to their shopping cart, start a free trial – you will increase your conversion rate.
If your call-to-action is not clear, the user will likely click off the page soon because they won’t know what you expect. Contrasting colours, like orange and blue, can be useful for drawing attention to call-to-action buttons and get you better results.
3. Trust Signals
A trust signal is anything on your page that will help your customer trust you. It could be a testimonial from other clients, endorsements from and partnerships with other companies, awards you have won, or social media counters – anything that shows you are a trustworthy company. Using badges or partner logos are a great way for the user to see this. If they see you are trustworthy, they are more likely to complete the call-to-action.
4. Engaging Copy
We mentioned minimalism and keeping your text short. But even though it’s short, your copy needs to be engaging. It can be helpful to use the same text on your PPC or other ads that brought the user to the website. If they see the same terms they searched for and text they saw in the results, they are more likely to trust your page and your company.
5. Know Your Audience
The last key point about how to create a landing page is understanding your audience’s intentions and needs. How did this user get on your page? Why are they there? What are they looking for? If you don’t know the answers to these questions, then you can’t target your copy and create an accurate call-to-action. Knowing your audience and how they will respond will increase your conversion rate.
VivosWeb knows how to create a landing page using these, and other, tips and tricks. Let us put our expertise to work and gain you some new customers!
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