The Landing page is where most of your traffic will arrive first, no matter what type of marketing you do. That’s why landing pages are an important element that online businesses use for their inbound marketing strategy. In other words, the landing page is an essential part of your sales funnel.

A landing page is specially designed for a marketing campaign whose sole purpose is to drive traffic to convert prospects. Creating landing pages dedicated to your marketing programs will help you achieve your business goals.

Let’s discuss the 10 Essential Elements of a successful landing page so you can take advantage when designing your own.

What Is A Landing Page?

 A landing page is a web page designed to make a sale or collect information about visitors in exchange for an offer. It can be used as a lead magnet, webinar opt-in, event invitation, or sales page.

A landing page can be your home page or a stand-alone page created for a specific campaign, sale, or product. Many companies prefer to use their home page as a landing page. In fact, homepages have more functions compared to landing pages. Home pages have a navigation menu, many links, company information, etc.

All this makes a home page because it distracts customers while landing pages are targeted and have fewer distractions. This increases landing page conversions because visitors are not distracted from the page.

Landing pages are often found organically, using keywords and search results.

What Are the Benefits of Effective Landing Pages?

Effective landing pages have some advantages beyond increasing conversions.

• Getting An SEO Ranking

landing pages are designed to target a specific set of search terms to get your product, promotion, or sale up in the rankings in front of people looking for similar topics.

• Promoting a Product or Goal

A landing page puts a specific sales or marketing objective in the foreground for a higher conversion rate.

It is independent of your site’s taxonomy and gives you the ability to isolate and track the success of a particular product, goal, or set of keywords.

• Make the Sales Process More Efficient

A landing page simply acts as a portal to bring visitors down more efficiently in the sales process. It must be easy for people to find their way to the landing page and pass them on to registration, registration, purchase, or membership.

• Different Types of Landing Page

There is a wide variety of audiences, goals, intentions, products, angles, sectors, niches, perceptions, memberships, costs, messages, value propositions, and testimonials. The review pages will be made with these parameters in mind.

But despite the enormous potential for variation, some things remain constant on the landing pages. According to Unbounce, the landing page expert, there are seven different types of landing pages.

• The Click Through Landing Page

This type of landing page allows visitors to read compelling information about an offer before making a purchase. they reinforce an action such as purchasing a product or subscribing to a service.

•  The Lead Capture Landing Pages

represent the very beginning of the conversion funnel, where customers enter their information in exchange for an offer. This information typically includes items such as their name, email address, industry, phone number, or the size of their business.

• Infomercial Landing Pages

are long pages with exclusive and unique offers that visitors can’t help but want.

• Viral Landing Pages

encourage word-of-mouth marketing through social networks. The goal is not only to encourage visitors to register or follow the call to action on the landing page but also to share them. They usually contain a fun video, a captivating game, or other types of fun content to share.

• A Microsite

A microsite is a small website or single web page that companies use to promote their individual products, events, or campaigns. Sites created to promote a film or an upcoming event are a good example.

• The Product Detail page

It is a page on the company’s main site devoted solely to information about a certain product, service, or brand. The advantage of this type of page is that it is not necessary to create a separate page.

•  The Homepage as a Landing Page Type

In this case, the home page is designed to motivate a specific action, such as filling out a form or a subscription form to refer visitors to prospects. This may be appropriate if the company is small and offers only one product or service.

What Is the Purpose of the Landing Page?

The goal of a good landing page is to increase conversion rates in order to achieve your marketing or business growth objectives. Conversion rates can increase by more than 85% when you use an optimized landing page. You need to have a clear goal in mind that will inform your CTA on the page, as well as your overall approach.

For some brands, it’s about making sales and therefore generating profits. For others, it will be to gain subscribers to a mailing list that will allow them to click on content, or maybe the idea is to turn a free user into a premium user. Landing pages that convert are as different as the people who view them. Each has a different call to action to drive, a different reader in mind, a different product or service to offer, and a different niche to address.

Indeed, there is a wide variety of audiences, objectives, intentions, products, angles, sectors, niches, perceptions, memberships, costs, messages, value propositions, and testimonials. But there are unifying elements that characterize successful landing pages. Despite the enormous potential for variation, some things remain constant. landing pages with high conversion rates often have these characteristics in common.

10 essential elements of the landing page to make it convert

1. Focus On a Goal

A landing page must have a purpose.  It can be to make sales and generate profits. It can also be used to download an e-book, subscribe to a newsletter or service, turn a free user into a premium user, or do anything else your visitors need to do. Because it has a purpose, it should have only one message and one CTA.

2. Highly Targeted

When you create a message for your landing page, clearly indicate for whom your page was created. Consider writing to a specific audience.  Focus on a particular issue and offer only one product or solution.

By doing so, your message will be captivating and you will show your audience that you understand them and that you have the tools to help them. If your company offers different products or services, you need to create a specific landing page for each one.

3. Attractive and Clair Headlines

Your page must be such that as soon as a visitor arrives on your page, he knows what your company offers him. Your title is your first chance to attract your readers. It is with your message that you can capture your visitor’s attention and explain exactly what your product or service is supposed to offer them. 

It’s also with your message that you can engage your visitor, make sure they’re in the right place, and encourage them to stay and learn more about what you’re offering. If there is a problem with your message that your reader may be experiencing, draw the conclusion that your product or service provides the answer to that problem.

 You need to make sure you are getting the right message across.  As you think about the nature of your brand and how it relates to the goal you have set for the page, write a catchy headline that encourages readers to learn more about what you are offering. 

Your text should be compelling, but it should also be engaging and all without using too many words. Of course, you don’t need to go into the details of your message.  You can also take advantage of an image to explain your product or service.

4.  A Simple Design

Simplicity is essential to get people to follow the instructions on your landing page, otherwise, it only creates confusion and brings down visitors en masse. When there aren’t a bunch of other things distracting attention, readers can focus on the text.

In fact, you need to know what the most important elements of your page are and highlight them. Keep the most essential parts of your message: logo, title, call to action, supporting visuals, and supporting messages.

Blow on your page to empower the image and message. For example, you can remove or visually reduce the navigation bar. Also, make sure that the header or side links don’t distract attention from the main mission of the page.

Move the center of the page with white space and move administrative links to a visually more discreet footer. Use large print so your visitors can easily read and understand the content of your page.

Be brief and make sure everything you put on the page is relevant to your purpose. Avoid talking about your company’s mission. Move it to the “About” section and limit the content that doesn’t get people down the funnel. If you have a form on your page, keep it brief and ask your visitors the bare minimum.

Check the layout of your page at different resolutions to make sure that in mobile and tablet mode, your title and CTA are also visible without scrolling.  As more and more people are using social media and the internet from their cell phones, it is important that your landing page is optimized for mobile devices.

5.   Keep Your Landing Page Light

Landing pages are quick stops on your site for a specific purpose. Don’t clutter them with text or a long line of images.  Speed is important. A landing page that loads quickly gets a better response. Make sure your design does not slow down the loading time.

Simple and light content will give you a better result.  The easier the information is to convey; the more conversions you will see. Make sure your landing page loads quickly too. You risk losing conversions simply because people got tired of waiting for it to load:

 Use the “PageSpeed Insights” to find out what slows down your site. Here’s a handy checklist to help you improve your page speed. Use Google’s Mobile-Friendly Test tool to make sure your site looks good on mobile devices.

6.   Clair Call To Action (CTA)

The Call to Action (CTA) is what you want visitors to do: Shop now, sign up now, try it out, get in touch with us, watch our video. You need to focus your visitor on your call to action to make sure it will move people through your conversion funnel. Always make it easy and convincing for the visitor to do the desired action.

Most people arrive at a page, browse it, and click. You need to get your visitors’ attention quickly. What you are trying to accomplish should be obvious in the first few seconds after you arrive on your page, because that’s all the time you have to convince your audience.

That’s why your CTA must be direct, easy to spot, and tempting. It must indicate exactly what you want your site visitors to do.  Don’t distract them with other requests. Never have more than one CTA on a landing page. The best pages only show one CTA.

As mentioned above, your landing page should only be converted for one purpose. If you confuse the CTA, you lose the conversion.  The more choices you offer people, the longer it takes them to make a decision. So, the more clearly and simply you create your page, the more likely you are to get someone to take the action you want.

Make sure the page is clearly visible. Draw attention to the CTA with good, distinct, centralized, button-like visual cues. Don’t let people guess what they need to click on. Eliminate items that your visitors prove they clicked on that are not your CTA.

Make sure your CTA is above the fold so that people coming to your page can easily spot a clear and strong call to action and they don’t need to scroll down the page at all. If you have other CTAs on the page, do not visually highlight them in relation to the main CTA.

7. An Image or Video Clip

Using visual elements helps you to keep the focus on the most important features of your product or service. Words require processing that requires more energy to interpret and therefore react to them.  Whereas the human brain processes an image faster than a text. Its reading speed is simply 60,000 times faster! In addition, the image uses visual memory. The image helps to remember your brand more easily. 

Images and graphics that are relevant to your product and link to your audience support your message rather than distract attention. Make sure images serve visitors and do not distract them from the action. Videos can increase conversions. Videos are exciting and easy to share. So they get your message and purpose across very quickly and memorably to the viewer.

That’s why it’s important to include an image or video on your landing page. If you can include an image of your product or, better yet, of someone using it, that’s even better.

8.  Social Proof and Testimonials

People want to do business with a brand they can trust. They place more value on things that other people have already approved. Especially for online transactions, you need to prove that you are legitimate and able to deliver the goods. Take advantage of social proof in the form of customer notices or a customer list.

The site will be updated with new content, press mentions, usage statistics, and testimonials to increase the chances of converting your Landing page. By sharing the successes of your former customers, you allow potential customers to see what is possible for them. You can share them in the form of quotes accompanied by a photo or short video clips.

If you display customers or press logos, it’s important to keep a clean and focused design. Make sure logos are uniform in size and display them in grayscale if possible to minimize color conflicts and keep the focus on you. If you’re a beginner, you probably don’t have many of these elements. But even one or two quotes from a user can show visitors to the site.

9-  Automation Tools

You can take advantage of automation tools such as Kajabi, Clickfunnels, and Leadpages to make your work easier.

10. Measures and Adjustments

There is no single recipe for conversions.  There are many tips and case studies in this area, but it is up to you to decide which one is best for you based on your own experience.

Tools such as Google Analytics, Unbounce,  Crazy Egg, and Pixel Facebook allow you to properly test and optimize your landing page.

 Google Analytics will help you understand how users access your landing page (referral paths will allow you to customize your message based on the user’s intent).

Unbounce allows you to A/B test your landing pages correctly. Here is also a practical guide for A/B testing. Try different approaches to see what works with your audience. It’s important to test the attributes you emphasize, how many you show, and how you describe them.

 Crazy Egg lets you see where people click and how they scroll through your landing page using heat maps. Make sure that the list of attributes does not distract CTA’s attention. You can detail the attributes above the fold, then find more complete descriptions below the fold.

Pixel Facebook helps you optimize your ads generate leads and track the performance of your ads. 

Conclusion

These elements will ultimately help your visitors make an easier decision, so they are essential to the success of your homepage. All these recommendations can be summarized very simply: be clear about the actions you want the visitor to take and make them as easy and convincing as possible.