In order to understand why landing page design is so important in an effective marketing strategy, let’s first understand what its purpose is.
Any website has two different types of pages. Both of these serve a different purpose and are meant for different audiences.
The first is interlinked web pages. These refer to pages that are linked through an internal navigation system and together give a third-party a complete picture of your product and company. They contain details from what you do to your team to how someone can find you.
People who are already clients use these interlinked web pages as a repository of information while a prospective customer uses them to find out more about you when they search on google and other search engines.
The other type of pages is what we call landing pages. As per Marketing Sherpa, “48% of marketers create a new landing page template for each marketing campaign.”
What are Landing Pages?
These are created for the express purpose of getting prospective customers to take a particular action. If the prospect does not take the action you desire, they generally leave the landing page and there are no other pages that are linked to the landing page.
Landing pages cannot easily be found by searching for them and visitors only arrive at a landing page because you send them there; using a number of promotional methods to do so.
In most cases, the best landing page design has a single purpose and a very compelling call to action. Landing pages are designed to present your proposition in an attractive way to your prospective customer.
According to WordStream, 52% of all companies use landing pages to improve conversions.
What is the Role of an Effective Landing Page in a Marketing Funnel?
An effective marketing campaign begins with great ad copy or content that piques the interest of a prospective customer and brings him to the awareness stage.
Once this is done, it’s important to confirm the interest of a customer be able to get in touch with her to be able to sell your product.
In order to do this, a customer is taken to a landing page with a compelling design and call to action, which mostly involves getting the contact information of the customer. In other words, effective landing page design will help you get targeted leads for your business.
As you can see above, landing page design and optimization comes at the conversion stage of the funnel where the goal is to get a qualified lead that can be nurtured and converted into a customer.
What is the Key to Having the Best Landing Page Design?
There are some landing page design best practices that you must keep in mind if you want to create landing pages that have a high conversion rate.
(i) Your Landing Page Design Should Address Your Customers’ Pain Points
This is the reason some landing pages have such phenomenal conversion rates while others simply don’t take off. Landing page design must come from a very in-depth understanding of what your customers’ problems really are.
Unless your landing page directly addresses your customers’ most important pain point, it will not get the kind of conversion you’re looking for.
Customers will immediately click on your CTA button if they see their problem represented in a succinct and simple way on your landing page.
Here’s a great example of a landing page that absolutely nails the customer pain point, that of rising electricity costs, and provides an appropriate solution.
If your landing page promises to solve a genuine customer problem, not only will you have a high conversion but also repeat traffic, good word-of-mouth, and social shares.
(ii) Keep your Landing Page Design Specific with a Maximum Attention Ratio
While your website should be a comprehensive repository of information for your product and your company, your landing page serves a different purpose. The landing page has only one objective; to help you generate qualified leads.
That’s why an effective landing page should not have too many offers or interactive elements. The lesser choice the customer has on your landing page, the less confused they will be. Explain your one single proposition with simple, effective words and visuals and go for the kill.
(iii) Your Title Must be Compelling
In today’s age, a big part of good copy or any other content is a catchy title. According to famous copywriter Ted Nicholas, 73% of your buyer’s decision-making process has been completed at the title itself.
Since a landing page has such a narrow goal, having a compelling title which talks about the benefits is a must. The image below is a great example of using a few words to address both the customers’ pain point and the product benefits in the title itself.
(iv) Highlight the CTA(Call To Action)
The CTA is the most important interaction element in landing page design. An effective landing page must highlight the CTA which is usually in the form of a request for contact information.
The CTA button should use the right words, and be informative. It should also be instantly visible which can be accomplished through a colour or shape contrast.
The goal of a landing page is to generate a qualified lead. One of the best ways of doing this is to offer a free giveaway within the landing page itself to compel the user to sign up.
A good lead magnet is anything that can provide value to your prospect, from relevant, valuable information to a free tool that helps your prospective customer become more efficient.
Understanding your customer persona is the key to creating the right giveaway which brings your prospect further into your conversion funnel.
Here’s a great example of an effective lead magnet that generated 28507 leads in just 45 days.
Here are some great ideas for creating effective landing pages that convert traffic into profits.
Use the Best Landing Page Design Tools
Using the right tools is very important to create landing pages in a timely and cost-effective way. You can build landing pages from scratch but this is probably not the best use of your time and energy.
There are many tools out there today that have been built specifically to help you create landing pages that convert. They not only have high converting templates but also have additional features that can help you analyze the performance of your landing page and do A/B tests.
The best part is these tools are very easy to use and you can set up a high-converting landing page in minutes. Instapage, Unbounce and Leadpages are all good landing page tools.
Another useful tool when it comes to effective landing pages is the autoresponder. You can integrate this with your landing page design tool and communicate with your audience even when you’re not working.
Here is a great video that summarizes all the strategies you need to create landing pages that convert.
Examples of the Best Landing Page Design in 2018
Here are some of the best landing pages from 2018 with a brief description of what makes them unique and effective.
(i) Codeacademy Pro
This is a great example of a simple yet extremely effective landing page design. The landing page is targetted at existing users so it doesn’t go too much into details or features of the product.
The one line below the title succinctly describes the biggest advantage of going pro and the CTA button is well highlighted.
Being a photo management app, Flickr’s landing page design obviously leverages beautiful images in an innovative way. Images on the landing page change every couple of seconds, keeping the user fixated, while the same headline, body copy, and CTA remain the same.
Moreover, the same CTA button is used in two different places to drive the point home.
Moz Pro’s landing page design works so well because it manages to talk about the company’s USP and it’s major benefits with a few choice words in the title itself. It also has just the right colours for its CTA button which is present both on the hero image and in the navigation bar.
Landing pages are an essential part of any good marketing funnel. They are the most effective tool we have at our disposal to drive customers towards an action and generate qualified leads.
However, it’s very easy to create an ordinary landing page which messes up your entire funnel with a poor conversion rate.
Therefore, it’s important to keep landing page design best practices in mind while creating high-converting landing pages. Knowing your customer and creating a simple and visually compelling copy is the key to effective landing page design. Consistent Landing Page Optimization is key to attract quality traffic.