Clever and compelling emails are only half the battle in successful marketing campaigns.
Sure, it’s important to focus on the design and copy in your message so your audience wants to engage. But once they click, what happens next?
In order to turn those leads into customers, you need to send them to a flawless landing page that convinces them your product and/or service is exactly what they are looking for.
If you’re not sure how to build a landing page or are simply looking for landing page design inspiration, we’re here to help.
This article will explain how to design a landing page that creates an enjoyable user experience. We’ve also included a few examples from some of the best landing pages we’ve found.
Why are landing pages so important?
Assume the purpose of your email or social campaign is to encourage your leads to speak with a specialist about a new service your company is offering. If your email just sends contacts to your homepage, chances are they’ll never be able to find the relevant information they’re looking for.
Landing pages take your leads to a place with clear information and action steps for what they need to do next.
The majority of landing pages are directly tied to products or services. However, less than half of marketers who use them say they are getting a substantial ROI. This isn’t because landing pages aren’t worth the time and effort, but it could be because those landing page builders aren’t following the best landing page design templates.
How to design a landing page that converts
Just like anything else you create for marketing campaigns, your landing page needs to draw people in from the moment they land on the page.
Whether you are using a landing page builder or designing your page manually, here are 7 landing page best practices you need to keep in mind.
1. Clear header and copy
You could really go in two different ways with your landing page copy. You could keep it short and sweet, or you can go long-form with lots of detailed information.
Longer pages are becoming more of the norm for other websites and blogs, but landing page best practices say you should keep your copy under 500 words. Shorter copy helps you reduce clutter on the page and keeps your information concise for the reader.
Consider this landing page example from Chris Ducker. While this page is a little longer, all of the content you see above the fold is formatted in bullet points. Plus, it looks great on mobile.
Regardless of the style you choose, it’s important to keep the information in line with what was promised in the email or social post that got your customers to this point.
2. Prominent call to action
In addition to your header, your call to action should stand out the most on your landing page. When you think about it, this makes perfect sense. Your goal is to get to your customer to click on your button, so it needs to be somewhere that’s easy to see and read.
Landing page best practices call for your CTA to be above the fold and include power words. If your page is longer, you should also include a few other CTA buttons throughout the page. Take a look at this example from Feedsauce with a great call to action: Create my images.
Image Source: Feedsauce
If your call to action includes a form, you can actually hurt your conversion rates by asking for too much information. Forms with the best conversation rate have only three fields. That’s an email address, name, and one additional piece of data.
Think about what information is absolutely necessary for you to collect. If you need to ask for more information, consider paginating your form so it doesn’t look as long for your customers.
3. Remove navigational links.
Once your customers end up on your landing page, you don’t want to give them anywhere else to go unless they are clicking on your call to action. For this reason, you should remove navigational links from your landing page.
This may seem counterintuitive, but navigational links can drastically reduce your conversion rates. Yuppiechef was able to increase its conversion rate by 100% after removing the navigation menu from its landing page.
Check out this navigation menu-free landing page from Zoe:
There is an argument that you want to give your potential customers links to learn more about you before they commit to trying a service or product. You can include a simple paragraph or information about your company somewhere in your body copy toward the bottom of your page.
4. Use video or images.
Customers want to see your product or service in action before they commit. You can improve conversion rates by up to 80% by adding an explainer video to your landing page.
This landing page from Marketing for Developers does a great job incorporating a video, CTA button and link, and headline all above the fold on both desktop and mobile.
If you don’t have a video that you can use on your landing page, consider using a larger product image in the same area. According to Xerox, customers are 80% more likely to read content if it includes bold and colorful imagery.
5. Include reviews or testimonials
Customers rely on testimonials from real users to determine how well a product or service works. If they can’t ask friends or colleagues for their opinions, online reviews work just as well. Customers trust online reviews as much as personal recommendations 88% of the time.
Take a look at how Uber Central (now Uber for Business) used testimonials on its landing page.
Image Source: landingfolio.com
In addition to providing a customer testimonial, Uber also used a photo of a customer to add a real identity. Also, this page includes logos of clients, which is a must for landing page designs.
6. Set the right mood.
It may not seem like a big deal, but the colors you use in your landing pages can make a difference. Certain colors can psychologically impact our emotions and may impact our likelihood of making a purchase.
For instance, green is associated with money and wealth. Blockchain company Verify has a landing page with different shades of green as its background and CTA buttons.
On the other hand, yellow is often seen as optimistic and youthful. It’s also used as an attention grabber. Take a look at this landing page from Grafomap:
Image Source: Grafomap
On a white or gray background with white letters, your eyes are immediately drawn to the CTA button. Grafomap also sticks with the yellow color for its icons, reviews, secondary CTA banner, and social sharing buttons. Each one of these elements quickly catches your eyes as you scroll through.
7. Always be A/B testing.
Just like any part of your marketing campaigns, you should be running detailed tests on your landing page designs. However, 20% of marketers say they don’t have a landing page testing strategy. Even making one small change could lead to a major change in your conversion rate.
There are a few ways you can A/B test your landing pages, including:
Changing the text in your headlines or call to action
Swapping the alignment of your text and images (Emma was able to increase conversions by 15% on a landing page by testing this)
Reducing the number of fields in your form
Adjusting the colors of your CTA buttons
It’s important to remember that you can only test one thing at a time. If you try testing more than one, you’ll have multiple variables and won’t be able to tell which one is truly impacting your results.
Also, be patient. Depending on the size of your campaign, it might take a few weeks before you have a large enough sample size coming to your page. Then you can determine if your test had any noticeable difference in conversion rates.
Understanding how to design a landing page is essential to your marketing success. Landing pages need to complement your email and social campaigns and should be designed with your audience in mind.
All landing pages are built differently, but you should make sure yours contains a clear and concise copy, a prominent CTA button, reviews or testimonials, and large images or videos. But most importantly, you need to be constantly testing the performance of your page and make adjustments as you go.
Remember, just because something works for one company doesn’t mean you’ll have the same results with your brand.
Get started with landing pages for your marketing campaigns in no time. Request your demo today and see how we can work with you to build landing pages that work for your business.
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