The goal of a landing page is to nurture customers who aren’t yet ready to buy and demonstrate how your company offers specific value in that area. Such a page is important when you are trying to increase the sales of your product or service, improve the customer experience, and quickly acquire customers with attractive offers.
In this blog, you’ll learn about the key elements of a great B2C and B2B landing page and how you can integrate them into your content to increase conversions.
What are landing pages?
A landing page is a web page created for a specific purpose and is a complete page where you can set tracking parameters and monitor user behavior. Landing pages typically have one of five purposes:
- Encourage the visitor to click (to go to your site or someone else’s page).
- Get a visitor to buy.
- Encourage the visitor to give you permission to follow up (email, phone, etc.).
5 Best Practices for Great Landing Pages
Craft the perfect headline
The headline is the first thing a user sees on your homepage, and most visitors will read your headline, but only the copy. That’s why writing headlines that sell is important.
To do that, avoid headlines that are vague or don’t summarize your content well. First, it’s important to make sure your content is engaging, concise, and eye-catching. Second, make sure the headline conveys the benefits of your offer. This allows users to stay on the page and act on the call to action.
Build a separate landing page for each active promotion
It’s important that the content the user clicks on closely matches the title and content of your home page. This is called ‘message matching’ and is defined as “[…] matching the title of your landing page with the title of the ad or marketing piece your visitor clicked on”.
Use Images Carefully
65% retain information associated with related images — compared to 10% who only hear the same information. Because of this, it’s best to provide an image that highlights someone using your product or service or explains what visitors will get if they convert to your homepage.
Craft Engaging CTAs
Your call-to-action (CTA) button is the most important part of your landing page because it’s how new leads are generated in your system. Without this button, you won’t get new customers, and the rest of the copy and images on your page lose their importance. Great CTAs (incorporating 3 key elements) can increase your conversion rate by tens or even hundreds of percentage points.
Don’t Overcomplicate Your Forms
A poorly designed lead capture form can be the death of your conversions. Prospects don’t want to spend too much time divulging large amounts of personal information in order to receive an offer. Only ask for the information you really need, and remember that users will provide additional information as they become customers.