Last Updated on May 2, 2018 by John Zakaria
In today’s article, I will show you the major Benefits of Using Landing Pages, how to create cool high converting landing page that will help you grow your email list, sell more products to your audience, stand out from the crowd and make you more money.
What Is A Landing Page?
When it comes to digital marketing, a landing page is termed as an independent web page that is created for marketing campaign purposes.
It offers a landing area for visitors who have been redirected after clicking on Google AdWords ad or other areas you have linked it to.
The sole objective of landing pages is to direct visitors on what to do.
They, therefore, should have a very clear Call to Action (CTA) button.
Besides, they should be simple, to increase conversion rates of your marketing or advertising campaign.
A landing page serves two major purposes;
- Capturing leads
- “Warming up” your prospects to the product you are selling to them before directing them to your sales funnel.
Here Are the Major Benefits of Using Landing Pages:
There are a couple of benefits that set a landing page apart from a business website.
It is their specificity that makes them effective marketing and lead generating tool.
Here are seven benefits of using landing pages.
 They Boost Conversion Rates:
- A good landing page influences a visitor to take a specific action.
- Because of its specificity, they set a clear action for users to take, which makes it easier for them to take action.
- This is what we call a CTA. When a visitor takes this action that is what we call conversion.
- More conversion results to more customers and thus more sales revenue for your business.
 They Support Your Business Goals:
- One major benefit of landing pages is that they impact directly on your business goals such as promoting a new product, increasing sales, or reaching out to new customers.
- Landing pages have a direct impact on your business because they fulfill a specific objective or goal you are targeting.
- Landing pages, when designed and tailored to a specific goal, can help you meet your business goals such as increasing the number of your prospects by encouraging them to provide contact information, signing up for your mailing list, or making a purchase.
 Improving Paid Search Campaigns:
- A paid search campaign or search engine marketing depends on click-through rates, which are majorly influenced by landing pages.
- For instance, if you are using an SEM campaign to have your business keywords such as “SEO experts Colorado” rank higher and show on someone searches on a search engine, the link from that ad should direct your visitor to your landing page rather than a sub-page or homepage.
- A landing page tailored specifically for an advertising campaign will bring prospects to your web page.
- Since your landing page is filled with information that they are interested in, the chances are that they will fill out a form or call your business, thereby becoming a new lead.
- When a visitor is searching for a specific service or product, he/she is interested in buying or paying for it.
- Therefore, a landing page facilitates the user to fulfill their ultimate goal.
 They Generate Data and Insights:
- Landing pages help you measure the performance of each campaign.
- When a specific campaign action, source, or piece of content is linked to a landing page, you will be able to measure which channels are more effective than others and topics that are triggering much interest.
- We can, therefore, say that landing pages help you track user behavior which can help you produce valuable insights that can enable you to refine your campaign strategies and knowledge of your prospects.
- Besides, you can attach a form to your landing page where visitors fill out some information about themselves, such as their preferred date for consultation, challenges they are facing, etc. This will help you learn more about your prospects.
- Lastly, landing pages benefit your business through A/B testing. A/B testing are tools for campaign success.
- With data and analytics on your landing pages, you can test various elements to see their effectiveness.
- You can use A/B testing to compare the effectiveness of picture versus video, or measure effectiveness of tweaking tones, vocabulary, styles, or button colors.
 They Increase Credibility:
- You can include testimonials on your landing page for the service or product you are offering to make it credible.
- By displaying what other people say about your offerings on your landing pages, your customers will feel more comfortable in their decision to purchase your product.
 They Improve Brand Awareness:
- Landing pages with business logos and colors will go an extra way to improving your brand popularity.
- By using the same branding on all your online pages, including landing pages, you will give users more opportunities to engage and relate to your brand.
 They Help You Grow Your Email List:
- When an interested person reaches out to you, they have to contact you or submit their contact information.
- Thus, they become a lead. As such, a landing page may contain a form that asks for users contact information.
- By obtaining this contact form, you can grow your email list.
- You can be sending them offers, newsletters, promotions, and announcements, which links to more landing pages. This will ensure your business stay relevant in their minds.
With that in mind, we can now narrow down to components of an effective landing page. Check This Useful Landing Page Optimization Guide By Moz.com
12 Key Components of High-Converting Landing Pages:
Designing a high-converting landing page is not an easy feat.
You have to combine different components, customers’ psychology, and optimization. This means you need to rise above a page that looks just good.
However, it is doable, and you only need to master a couple of things.
To help you out, I have laid down a step-by-step guide that will help you create an effective landing page.
Although this might not be a complete go-to guide when it comes to creating a landing page from scratch, at least it will help you will know how to create a compelling landing page that converts.
1. It Needs to Have a Killer Headline
- Your headline creates the first impression. Therefore, ensure that it sparks interest, captures attention, and gives your reader a snippet of what to expect on your page. It needs to be short and precise.
Take a look at the following headlines for several landing pages;
1. I’m tired of being overweight. This headline emphasizes a problem and will definitely spark interest from a visitor who relates to this statement. They will click to learn more.
2. Picture marketing. This attempts to explain what service a business provides. They rely on clarity.
3. Best Products Destination. Although an attention-grabbing headline, it doesn’t tell visitors what you are offering. In this case, you need to have a clear sub-headline.
My aim was to show you that your headlines need to be small, concise, and clear.
2. You Need a Persuasive Sub-Headline
- After creating a striking headline, the next element to create is the sub-headline.
- If your headline captured the attention of your prospect, your subheading should make them click on the headline.
- These two elements, heading, and sub-heading, work together to attract your prospect to your page.
When creating a sub-headline, here is what you need to keep in mind;
- It appears directly under the main headline
- Should be persuasive
- It can be more detailed than the main headline
- Keep in mind that your goal when writing your sub-headline is to make your readers stay on your page.
- You can use a different font size and style for your headline and sub-headline.
- One thing your landing page shouldn’t lack is visual elements.
- This is because your brain processes image content 60,000X faster than text content.
- This means your users will be attracted to your landing pages more than text.
When selecting and placing your images, remember the following;
- Pictures should be large
- They should be relevant to your offering
- They should grab attention and complement your content
- They need to be high-quality
Many people make the mistake of inserting visual elements as last additions, which shouldn’t be the case. As you create your content, you need to be looking for relevant visuals as well.
You should pick them at the last minute. After all, your images are the first thing that strikes your visitor’s eye and thus can shape your visitor’s impression of your brand. Therefore, create a good impression.
Tips to image usage on a landing page
- Use fun and attention-grabbing images
- Screenshot images can be a great choice. Screenshot some details about the product
- Purchase your images from a less popular site so they can be unique
4. An Explanation
- If you direct users to your landing page and fail to offer an explanation of what your service or product is all about, you have lost them. Therefore, a clear explanation is crucial.
Your explanation should be;
- Benefit-oriented. Explain how your offering will benefit your user
- Integrated with your headline or separated completely
You now understand that your explanation can be separated from your headline and subheading.
Your main aim is to be as clear as possible in your landing page.
Other factors such as making it fun, unique, and flowing come after clarity.
You can also rely on visuals to offer more explanation.
5. Benefits or Value Proposition:
In short value proposition answers the question “what is in it for me?”
You need to feature the answer to this question severally and prominently on your landing page.
Here are tips to establishing a good value proposition;
- List the benefits your reader can expect from your offering.
- Many high-converting landing pages use simple bullet point list to explain the benefits users can expect from your product or service.
- Your benefit should be focused solely on the users.
- It should not be about talking about yourself as a business or company.
- Therefore, always think about your user and how they will benefit from your offerings
- The key point here is to have user-focused benefits.
6. Logical Flow
- Your landing page elements should interact seamlessly and logically. No matter how unique or interesting your content is, if it doesn’t flow, it will not make sense.
How do you achieve a logical flow? Well, follow this procedure;
- Start by writing an explanation
- List or explain your benefits
- Include your offering’s testimonials
- End with a CTA
This is a proven and persuasive method of structuring content on your landing page.
You don’t need to be subtle about this structure.
If you have lengthier landing pages, you can use a couple of designs to demarcate the sections.
One more thing to keep in mind when establishing a logical flow of your content is CTA placement.
The timing of your CTA can make a big difference in your conversion.
You can place them severally as users move down your page.
7. Mention a Loss or Pain
- Yes, this is another element of a high-converting landing page.
- People try to avoid pain, and that’s why all products or services are tailored to alleviate pain in some way.
- If you can manage to make the user think about pain in their lives,and subconsciously offer to alleviate or relief them from that pain through your offering, then your page will convert more.
Here is how you can accomplish that;
- Mention what users will lose if they fail to get your product. The pain you feel to lose $50 cannot be equated to the pleasure you feel to get $50
- Be sure that your product relieve the pain
- Make them feel guilty for procrastinating to purchase your offering now
8. Making It Pleasurable:
- The same way we try to avoid pain is the same way we seek pleasure. Therefore, you should introduce a pleasure factor in your landing page content.
To create a pleasure factor;
- Demonstrate how pleasurable your product is
- Show how your product fulfill an emotional need
9. Trustworthy Testimonials:
- You need to instill trust in your product or services, and a good way to do this is by using trustworthy testimonials.
Testimonials can be;
- From real people. If you manage to get a few from experts and celebrities in your niche, that will be nice.
- Visual elements. Use visual elements to back your testimonies with real numbers, data, and specific applications. You can do this by including the name of the person giving a testimonial, their location, and a video to show clear discussions on how your offering benefited them.
10. Contact Methods:
- Include multiple methods of contact such as physical address, email address, phone number, and a contact form. This can go a long way in strengthening trust in your company.
Offering multiple contact methods on your landing page show that;
- You are a real company
- You are ready to address any concern a visitor may have
11. A Guarantee:
- Everyone loves guarantee. By offering guarantees, you will assure your customers that your product is quality.
- A guarantee can take many forms including money back, replacement, repair, etc. Make sure your guarantee is near your CTA to offer a final assurance to your prospect who is nearing to convert. Don’t delve into the details and legalities of your guarantee- just state it.
12. Powerful Call-to-Action:
- Your copy should be as compelling as possible and so should be your CTA. Use buttons as your CTA as this is the tried and proven method. Use a contrasting color for your CTAs. Position them after the testimonial section. The position of your CTA button can make or kill your campaign.
- That’s it! It’s now simplified, right? Creating a high-converting landing page is not rocket science.
Implement all the 12 essentials we have discussed here, and you will find your landing page converting well.
The Power of Visuals on Your Landing Page:
As I mentioned above, visual content is better than text content, and watching is better than reading.
This explains why YouTube is the 2nd biggest search engine.
Studies have shown that including a video on your landing page increase your conversion rate by a greater margin.
In fact, one study put the increase rate at 80%.
This should convince you to insert a video on your landing page the next time you are creating one.
Here are more reasons to demonstrate that videos are a powerful tool in your landing pages;
1. They Build Trust:
- Research conducted by invodo revealed that over 52% of consumers are more confident of making a purchase decision after they watch a video of a product.
- This is because people feel more confident when they relate to your video.
2. Watching Saves Time:
- People are generally lazy and will try to take the shortest route possible to do something. Watching will help save time.
3. It Keeps Visitors longer:
- Online prospects are very impatient, and you only have less than 10 seconds to impress them. As per studies, online visitors have an attention span of 8 seconds.
- With a video, your user will stay longer on your site as it impresses more than text content.
4. It Increases Conversion:
- I have explained this fact better earlier in this guide.
- At the end of the day, you aim to increase your conversion rate as high as possible.
5. The Explain Complicated Products in Simpler Way:
- If you have a technology-oriented product, your text explanation may fail to answer all your customers’ queries, but with a video, you will explain a complex message in a simpler manner.
- Therefore, the next time you are creating a landing page, make sure to create a video of the text content on your page.
Let’s finalize My landing page guide by discussing about A/B testing:
- A/B testing involves experimenting with two or more elements to check the one which converts or performs better.
- You can do this experiment with as many elements or pages as you want but you need to test only one element at a time.
- The main aim is to come up with a combination of elements that performs or convert better.
Benefits of A/B Testing Your Landing Page:
- It helps measure how different conditions or elements influences the behavior of your customers. With A/B testing, you can confidently conclude that a certain design or element is better than the others
- It is a cheap method for testing landing pages
- You can use it to measure small increment or decline in performance of each page or elements.