Producing a landing page that is competitive and facilitates conversions is not a straightforward job. There are numerous factors to consider based on customer needs and psychology.
When it comes to landing pages, there is no one-size-fits-all approach. Every landing page will have a different visitor, service or product, niche, and call-to-action. With that being said, there are certainly some characteristics that are common to almost all landing pages, and this blog will discuss some of them.
1. Main and Supporting Headlines
Your landing page headline is going to be the first thing to draw every visitor’s attention. Hence, it is imperative that the headline informs the visitor about what they will be obtained on this page. Your message should be compelling enough to pique the visitor’s interest and make them stick around. To grab attention quickly your headline needs to be short and to the point (not more than twenty words long).
It is a must to keep the main headline brief and sharp, there is only so much information you can add to it. Additional information can be added to the supporting headline, which either continues the message conveyed by the main headline or complements it. Your main headline is supposed to get the visitor’s attention, while your supporting headline is supposed to make them stay.
2. Unique Selling Proposition (USP)
Your USP is what makes you different from your competitors. Your landing page should communicate this uniqueness in a concise and compact manner. It should be used to describe the benefits that your customers will receive from your offering and break your product or service down to the elementary level. An effective USP will help customers understand precisely why they should consider purchasing and what you have to offer.
3. Main Benefits
Customer benefits will build upon the unique selling proposition we just discussed. You will provide more details regarding your offering and answer any questions that you feel a potential customer might have. You should have a detailed description outlining the main features and advantages of your product or service, then follow it up with a brief, bullet-point summary of the key benefits. The features allow the customers know what your offering provides, while benefits will highlight the pain points that you will be resolving.
4. Customer Testimonials
Testimonials are immensely persuasive. When you use testimonials, you are essentially telling your visitors that real people have purchased your product or service and have derived real benefits from it. A customer is more likely to buy something when they know that others before them have used it. You can even include other forms of social proof, such as the number of registrations or any accolades that you might have received from renowned sources.
A call-to-action heavily determines the number of conversions, so you must design and place it in a strategic spot. Your call-to-action should be persuasive and exciting. The use of contrasting colors to make it stick out.
Using Cloudcafe to Present the Best Landing Page for Each Lead
When visitors reach a retailer’s website, they want to know quickly whether they will find what they are looking for.
Cloudcafe creates landing pages to track repeat visitors, traffic sources and uses analytics to identify the top-searched items. This allows you anticipating your customers’ needs. Moreover, analytics will also allow you to identify the most successful layouts by using A/B testing to optimize the value from each channel.
If you want to know more about Cloudcafe’s services or wish to design a landing page, please feel free to reach out. Click here to download the Cloudcafe eBook on 5 Ways Retailers are Using Data Analytics to Drive Sales Online!