Last week we talked about what a landing page is and the various reasons they’re essential in digital marketing. But how do we create landing pages that will persuade customers to purchase your product or sign up for your service? This week we will look at six essential landing page points and practices to help you create effective landing pages.
“Above the Scroll”
First impressions are everything, especially if this is the first time a customer is seeing your brand. This means you need to put your best foot forward with your landing page, especially with the first section that pops up after the ad. In the industry, we call this “above the fold,” coming from the days of newspapers when advertisers wanted their messages to appear “above the fold” because it would be seen by more people. This principle still applies in the digital age, as you want your message and call to action (CTA) to be “above the scroll” on a mobile device.
Think about it: The latest statistics say that over half of the people using Facebook are accessing it through their mobile device. This means that if you are advertising on Facebook and Instagram, it is essential to make sure your landing page is optimized for mobile devices.
Helpful content to include “above the scroll” would be the logo and, if you’re offering a personal service, a headshot. If you have the resources, you could include a video discussing what you’re offering. “Above the scroll” content should create trust and recognition of who is behind the landing page.
Benefiting Headline
In addition to creating trust with logos, headshots, and CTA buttons above the scroll, you also need to include a headline that captures the audience’s attention. On a mobile device, a good headline will be the first thing the user reads and considers about your brand and offer. A good headline lets them know what responding to that call to action would mean for them, what the benefit of taking action would be. “Start Learning Piano NOW!” “Don’t Let Back Pain Get in the Way!” and “Build Team Unity at Great Escape Rooms!” are all great examples of headlines that emphasize the benefit of taking action. Like all good copywriting, make sure the headline speaks well to the audience.
Call to Action Button
As we talked about earlier, “above the scroll” is prime real estate, so you want to make sure you don’t waste it. One major recommendation would be to place the CTA button as high on the landing page as possible. Even better, you can make sure the first CTA button appears where your thumb would naturally hover or sit when you’re holding a phone.
Also be sure to have the button stand out from the rest of the page. Most marketers do this by making the button a bright, contrasting color (think of the bright yellow “Add to Cart” buttons on Amazon) and a clear CTA (“Buy Now,” “Get My Discount,” and “Sign Me Up”). Even with a button “above the scroll,” be sure to include another CTA button every two to three scrolls so the customer doesn’t have to scroll to the top when they have decided to act. Make it as easy as possible for the customer to tap and take action!
Countdown Timer
Procrastination is a real adversary to digital marketing; Why should I take the offer now when it will probably still be available tomorrow or even next week? As an advertiser you need to create a fire under the customer to encourage them to act. Most landing page services (Leadpages, Shōgun, etc.) provide a countdown widget to help create a sense of urgency for the offer. You should place the countdown timer as high as possible on the landing page, but don’t worry if you can’t fit it “above the scroll”. The timer is meant to motivate those who may be skeptical about the offer to think and act quickly. The timer also encourages customers to sign up for updates about future offers, possibly email exclusive offers if you feel so inclined.
Answer Questions
As previously mentioned, customers are more likely to scroll through the landing page when they want more information about your offer before they make a decision. This means that there should be a section of the landing page designated to answer any question that could be asked. You can answer questions by including content like your brand’s story, images and videos of the product or service in use, and reviews and testimonials from current customers.
Bullet points are also an effective tool for answering questions. They can help add value to your offer by listing what the customer would get in addition to the product like a warranty or 24/7 support. Get creative about what to include in your landing page — Remember, you want to be taking down objections! And don’t forget to include more CTA buttons to remind the customers to act. A good rule of thumb is to have a CTA button every time you take down an objection, or every two to three scrolls.
Registration Pop Up Page
When the customer has decided to take action and tap on the CTA button, you need to make it as quick and easy as possible to give them what they want. Most landing page services offer a pop up window section that is perfect for registration forms and capturing information. Whether your landing page is offering a product or service, be sure your registration form collects the three most important pieces of customer information:
Full Name
Email Address
Phone number
These forms can be integrated with services like MailChimp so the information can be automatically sent where you need it. Besides capturing information, the pop up pages don’t have to be too intricate. Be sure it matches the theme of the rest of the landing page so it doesn’t confuse the customers when they pull it up. You can also include a little message reminding the customer of the benefits they receive from this offer. And of course be sure to include your logo to keep things looking professional!
BONUS: Upsell Page
You’ve read this far so here’s a little bonus tip! Most landing page services will help you set up a thank you page for when customers fill out the form. BUT this is also a great opportunity for an upsell. Since you’ve already got your customer pumped about your brand, why not encourage them to purchase some related products or services? This is essentially the digital marketing equivalent of asking “Would you like fries with that?” Be sure to give them a yes or no option and Have the same process of telling the customer stories and answering their questions. Once you’ve become real savvy with setting up landing pages, you can set up a secondary or even third upsell page! Ultimately, make sure any upsell page maintains the synergy of the original landing page and keep the customer interested.
Still unsure about what a good landing page should look like? Next week we’ll be sharing our favorite landing pages we’ve found and more tips on how to make your landing pages the best!
