Landing page design
Convert visitors into paying customers
Landing page design is a term that used often in marketing today.
But what exactly is a landing page? Some people believe that it's the home page of a website, but that's not accurate. A landing page is a page that stands by itself, usually independent from the main website, which is explicitly designed for a particular marketing campaign. It has one specific propose; to convert visitors into paying customers. Landing pages are reachable after clicking in an email newsletter for example, or a paid - sponsored link (paid ads). This is why people use to say that you will land on a "landing page" and this is why it is called with the name landing page
The landing page shouldn't have navigation, and shouldn't showcase anything else than the services or the product information it's designed for. The difference with a home page is that the home page will represent your brand as a whole and its purpose is to give visitors access to other areas of your website. On the other hand, a landing page is much simpler with a more specific goal. It can be used for an app or a business website that hasn't been released yet to work as a lead generation page that will gather e-mail addresses or just inform the users about the company.
The structure of an effective landing page
the Main Heading
One of the most important element is the main headline, also known by a lot of names like main statement, main message, the selling proposition, the title and so on. The main headline should be concise and clear. It an elevator pitch. It should explain your product or service clearly. It is the first thing you must see when open the landing page. It is the summary of your product or your services on one sentence.
the Sub Heading
It's where you get to explain the detail the benefit to the visitor.
Images or Video
An image and/or a video is the "picture" of the main heading which increases conversions. As visuals can convert better than text or with other words∙ one picture is 1000 words, the image or the video section is also one of the most important element in a landing page design. This section is showing the visitors how your product can be used and helps them understand more about the product just by looking at it.
Benefits represent a crucial element in any landing page design because through them you can convince visitors to take action by showing how that product can help them. There are different from product features. It is the solution to a specific problem. Breaking down the benefits of your solution into bullets can help the user scan the page easier.
The Call to Action
A call to action is an element that grabs user attention instantly. This is the final and probably the most important element of a landing page design, because through it conversion happens. The visitor can take action and complete the objective of that landing page. The call to action has to be prominent, clear, and easy to interact with.
Other elements also important
Testimonials and Social Proof. This is all about building trust and assuring the visitor that your product is good, is worth buying, and also, the buying procedure is safe. The moment a person sees that other people have bought the product and reads maybe their opinions on that product, then he or she is more likely to take action. There are few methods you can use to earn trust. The first method is by using testimonials. Testimonials are very powerful because when someone sees that other people have bought a product, they will feel much more confident in their decision to buy that product as well. Another method you can use to earn trust is to use trust seals. Another is to use customer count, showing how many companies or clients signed up. Another one is to show your clients' logos. If you are using logos from companies that are really famous, then that's a really great recipe for success. Another is to use awards.
So, this is the anatomy and the main elements of a perfect landing page design and this is the way to convert visitors to paying customers and increase your sales by helping your potential customers.