5 Tips for Marketers to Design the Perfect Landing Page

Liam Burns
Written by Liam Burns
August 06, 2020

What can optimized landing pages do for you and your business?

For digital marketing campaigns, landing pages are critical for lead generation. A well-designed lead-capture page can pull in conversion rates of up to 15 percent on average.

These days, it’s not enough to have a sleek and attractive website. Here’s the difference between a brand website’s homepage and its landing pages: The former provides a warm welcome for audience segments – such as returning customers – already familiar with your brand. Landing pages target potential additions to your customer base, growing your business even when your attention is required elsewhere.

In other words, landing pages may serve as the first point of contact between you and prospective consumers. They need to be perfect because they should entice people to find out more about your brand and its offerings.

How can you improve and maintain the quality of your landing pages? Below are some landing page design musts and best practices you need to know.

What Makes an Effective and Perfect Landing Page?

First, a look at what we’re aiming for: By definition, perfect landing pages must be highly persuasive and very convincing.

From a marketing viewpoint, the success of these website elements can be measured in click-throughs and downloads. This can lead to a focus on optimized landing page designs meant to increase conversions directly. However, this is not the only path you can take.

Did you know that prioritizing positive consumer feedback may be more important than conversion optimization? Increasing customer retention by just 5 percent can lead to a profit increase of at least 25 percent. This may point to the digital experience of customers as a key differentiator between brands and businesses.

How you offer your products and services, how customers new and old discover them through your websites and apps, how your brand interacts with your audience in general  – these can make or break your marketing campaigns.

Optimizing digital experiences can boost the effectiveness of your lead-capture pages. A perfect landing page should directly engage and hold interest effortlessly, without causing confusion or frustration.

5 Digital Experience Optimization Tips for Landing Pages

Of the digital marketers that use landing pages, less than 50 percent report what they consider a substantial return on investment (ROI).

Why keep landing pages in their digital toolkits, then? Because they’re proven to work. The efficiency of lead-capture pages depends entirely on how they’re created and used.

There are many probable reasons for lackluster performance, but chief among the possibilities could be as straightforward as relying on existing landing page design templates or builders – and stopping there.

Here are five tips to help your landing pages go beyond your best expectations.

1. Know Your Audience

Want to encourage better conversion rates? Get to know your potential leads. Marketers must always know their target audience, and this is doubly true for those employing landing pages.

Collecting information – from digital user behavior to personal details – across your brand’s entire online presence can be crucial here, as more raw data naturally translates to better customer profiles or buyer personas to work with when synthesizing marketing ideas.

To sell something to someone or satisfy their curiosities, you need to have a baseline knowledge of what they might need or what problems they’re looking to solve. If you do your research, it’s easier to craft a lead-capture page that’s perfectly tailored to fit the predilections and target the pain points of your would-be customers.

Adjustments you can make during this process can range from larger fonts and snappier copy for seniors to ensuring mobile responsiveness for younger audiences. You may even create a unique lead magnet and a perfect landing page for each targeted segment. Whatever you do, don’t raise their hopes and then fail to deliver.

Remember: More than 85 percent of online consumers say they won’t go back to a website after undergoing a bad user experience. Making landing pages palatable and perfectly navigable is that important.

2. Start with a Compelling Headline

As we’ve learned above, first impressions matter when it comes to digital experience. While landing pages may be the first point of interaction between your brand and a potential lead, the actual foot in the door is not the entire page design. It’s the headline or page title.

On average, about 8 out of 10 people will see and read your landing page headline. What they do after that depends on the strength of your title. Your headline determines whether someone will read the page copy, click on the CTA, or even share a link to your lead capture page on social media.

There is a tendency for the first few words on a landing page to focus on or introduce a product or service. After all, this is usually the point of a marketing campaign: to let your audience know of a business offering. However, this is not always a strong tactic from a digital user experience viewpoint.

A perfect landing page often starts by talking about how a prospective customer will benefit from continuing to interact with a company.

It can be far more efficient to tell an audience why they should want to learn more about a product or service, rather than expounding on what features and details to expect. When you shine a spotlight on what’s in it for them, you highlight the value of your product or service while centering the conversation on your audience.  

3. Keep It Simple

Because long-form content tends to rank better, some may be tempted to employ this strategy to landing pages. This can overwhelm or confuse your audience.

The point of a landing page is to convert, not to keep people on your website, or to provide value as an exhaustive guide or resource. It may, however, point to a downloadable version of the latter as a lead magnet.

Keep landing page design and copy clean, uncluttered, and distraction-free. Cultivate curiosity by providing details, but don’t give away too much specific information. Landing pages don’t need to introduce your business as much as they need to convince people to keep interacting with you. Consider using white space and a complementary color palette to accentuate your call-to-action (CTA) button.

Even though less than 20 percent of landing pages appear without a navigation bar, consider removing them – and any non-CTA links – when you are designing lead-capture layouts for your marketing campaigns. Each way out of your landing page that’s not your CTA is a path to leaving without converting.

4. Don’t Forget Visual Content

Images and videos are tricky elements to use in perfect landing pages.

On the one hand, they can enhance the digital experience by catching and maintaining your audience’s attention. Ninety percent of the information the human brain receives is visual in nature and the mind processes graphics about 60,000 times faster than pure text. It’s said that an explainer video embedded in a landing page can cause its conversion rate to increase by up to 80 percent.

On the other hand, they may sometimes be the cause of display or loading time issues. Why is this a problem? Almost 50 percent of people expect a webpage to finish loading in 2 seconds. Longer than that and you risk losing potential leads, as they may move on to other online activities.

A good rule of thumb is to remove or replace any element that significantly slows loading, specifically images and other unnecessary files.

The best tactic is to design separate landing pages for different devices: desktop, mobile, and tablet. Mobile-responsive templates work but may impact mobile load times or the resolution or position of images included in a page layout.

5. Test Your Landing Page Designs

Did you know that the average landing page conversion rate is less than 2.5 percent in all industries? You can increase this statistic by up to 300 percent by consistently implementing a testing strategy as part of your landing page design and development process.   

What’s more interesting is the fact that one out of five marketers admits to not having a strategy for A/B testing their landing pages. Imagine how much this could impact your marketing campaigns – if you aren’t already doing it, that is.

Unless 100 percent of your landing page visitors respond to your CTA, there’s always room for continuous testing and tweaking in the name of improving your conversion rates. You may be surprised by the seemingly insignificant changes – such as changing a few words in your CTA, adjusting your color palette, or simplifying your layout – that can snowball and lead to a perfect landing page.

How Can Decibel Help Improve the Digital Experience Provided by Your Landing Pages?

Powered by cutting-edge AI and providing a real-time data feed, Decibel is an industry-leading and pioneer platform in the digital experience realm. Our technology makes it possible for marketing teams to collect, analyze, and contextualize unique digital user behaviors and customer experience data from multiple online sources, intelligently, and holistically.

With Decibel, enterprise businesses can improve user experience, dramatically impact conversion and engagement, and maintain customer loyalty.

Download Forrester’s Total Economic Impact (TEI) Study to find out how implementing Decibel can lead to timesaving, optimized projects, and millions’ worth of benefits in just three months.

Topics: Conversion Optimization, Marketing
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