The motive for most marketing is to inspire people to act.
But even with a limitless budget, massive marketing campaigns and relentless advertising, getting people to do anything can be extremely difficult.
And no matter what you want them to do, you need a way to nudge people in the right direction and influence them to take that action.
For instance, let’s say the goal of your marketing campaign is to increase sales, and you’re attempting to do this by advertising on Facebook.
A lot of people might click on these ads, but most of them aren’t just going to throw money at you, especially if they’re being sent to your home page.
But if your ads send them to the right landing page, you’ve got a much better chance to convert these prospects into paying customers.
In any case, designing the best landing pages can be tough and knowing what the right one is for each situation can feel like a guessing game.
If your landing pages are performing poorly, or you don’t even know where to begin, then keep reading to learn how to craft kick-ass landing pages that will convince people to convert and persuade them to go down the right path.
To create a persuasive landing page design, you need a specific goal.
Without one, how can you create an effective page, or know how to gauge its success?
Do you want people to follow you on social media, sign up for your newsletter, fill out a form, or purchase your product?
Whatever the case, before you even begin the landing page design process, you need to have a clearly defined goal.
This provides a solid foundation around which all the page’s elements will be built.
No matter what you’re trying to accomplish with your landing page, the whole point of it is to convince people to convert.
Therefore, it’s important to make sure that your page is clean, organized, and only contains what’s absolutely necessary.
If the page is too cluttered, it can distract or confuse visitors, making them less likely to convert.
Make sure the navigation feels natural and it’s obvious where you’re trying to lead visitors.
A good rule of thumb is when in doubt, be without.
Unless you’ve been living in a cave for the last decade, it should be obvious that people would rather watch videos than read.
According to an Animoto survey, four times as many people would prefer to watch a video about a product than read about it.
But besides the fact that people prefer video, including one on your landing page can also improve its performance.
An EyeView Digital case study shows that adding a video to your landing page can boost landing page conversions by over 80 per cent.
If you want to learn more, click here to read our blog on how to create an amazing landing page video, and check out our video below:
As I said above, the purpose of a landing page is to entice people to take action.
Whether that’s giving you their information or handing over their hard-earned cash, visitors need to understand what you want from them, or they’re going to get confused and bounce.
For example, if you want them to fill out your form, exchanging their info for your e-book, a good call to action would be ‘Download the e-book’. If you just want them to buy your product, it should say something like ‘Buy Now’.
But whatever you want them to do, make sure to put calls to action on bright buttons that clearly stand out from the rest of the page.
And depending on the length of your landing page, one button might suffice, but if it’s super long, it’s good to include multiple buttons at regular intervals throughout the page.
Which leads me to my next point.
While it’s vital to include succinct calls to action on your landing pages, it’s just as important to make sure you’re putting them in the right places.
But determining where they should go can be challenging.
Putting them right at the top can be annoying and even make you look less trustworthy.
Bury them at the bottom, and many people might not even scroll down far enough to see them.
Typically, putting calls to action close to the top of the page works best, but it’s more complicated than that.
A good standard to follow is the more complex the offering, the closer the calls to action should be to the bottom of the page.
The graph below shows how this technique works.
If there’s not much information on the page for people to process, it makes more sense to put the calls to action closer to the top, as they don’t have to do a lot of thinking to make their decision.
But if visitors need to digest a lot of information to make an informed decision, putting the calls to action close to the top can make you look less trustworthy because it seems like you’re trying to reel them in before they even understand what they’re getting themselves into.
For those of you who aren’t familiar with the term, above the fold refers to what you can see on a web page without having to scroll down.
Keeping what I discussed above in mind, if you feel confident that the best place for your call to action is above the fold, then by all means, put it there.
Things like product images, videos and navigation elements should also be placed above the fold.
Basically, whatever you deem to be most important should be placed above the fold, so people don’t have to scroll down to see it.
But keep the minimalist method in mind, making sure you’re not cluttering the top of your page with too many features.
While it’s tempting to try to get as much information from people as possible, asking them to fill out a ton of fields can be irritating, and many people will choose to leave your page as a result.
Research from Imaginary Landscape compared two contact forms, one with 11 fields and another with four. The form that only had four fields got 160 per cent more submissions.
If you’re wondering if what you’re asking of people is too much, put your bias aside and pretend you’re the one filling out the form.
Does it seem like too much work? And what information would you feel most comfortable providing?
Things like name and email address don’t seem intrusive, but once you start asking visitors for their birth date, phone number, and other personal details, fewer and fewer people are going to bother to fill out the form.
Last, but not least, A/B testing, also known as split testing, is vital to the success of any landing page.
Split testing entails creating variants of a web page to see which version will work best.
You can test any number of elements, such as different images and videos, variations of things like themes, colours, page alignment, forms, headlines or all of the above.
During Obama’s 2008 campaign, his director of analytics did A/B testing on the campaign website’s splash page.
After optimizing the page based on the results of the testing, the campaign saw a more than 40 per cent increase in sign-ups, which translated to an extra $60 million in campaign donations.
Not bad, huh?