Are you ready to explore the world of landing page design?

What is a landing page?

The term landing says it all about this page. The word ‘Land’ means to arrive somewhere or to reach the destination.

Let’s try to understand this with an example below.

Let’s say you want to eat an ice-cream. You leave your office and take a stroll down the street to find a place to eat an ice-cream

You see one. But as you step inside, you get a surprise. What’s advertised as an ice-cream parlour from outside is Chinese restaurant from inside.

Disappointing! And, you leave the place to go and find something else.

In case you’re wondering why this example. What relevance it has with the topic?

Well, the example is only to tell you when it comes to the online world, knowingly or unknowingly we also land on such pages.

Our search for something is becoming easier than ever before. Whether it’s about ordering pizza or planning a holiday trip, we love to search online.

Our search mostly begins on Google. Any query that we type on the Google search engine instantly takes us to different result pages.

We have all done this and experienced it. Right!

Do you know advertisers and digital marketers love to convert you into potential customers?

Do you have any idea what trick they are using to grab your attention?

Do you know that specific pages are created to make you click on something?

Do you know what these specific pages are called?

Well, for all the above questions, the answer is ‘Landing Page’. Yes, you read it right!

It’s a landing page. And, we have all landed on such landing pages, yet many of us have no idea what they do.

Let’s know about landing pages today and find out why they are crucial for brands and businesses.

A landing page is a single web page, created specifically for marketing or advertising campaigns. It is a specific page, and people land on it after clicking on Google Ads, an image slider, pop up ads, links, or similar services.

Isn’t it true, we all have landed on such landing pages while searching for something online?

Let’s see an example of how a landing page looks.

Landing pages are also known by other names, like a squeeze page, an opting page, a destination page, or even a sign-up page.

For advertisers and digital marketing, a landing page is basically a marketing technique to take browsers to their offer or advertisement. In online marketing, landing pages are your salesmen. To simplify it, let’s understand it with this simple example.

If someone enters an electronic store and sees all the products, he might get confused. In such a situation, the salesman would approach and offer his assistance to find the product that the customer was looking for.

Likewise, ‘Landing Page’ is a salesman, who is working online to direct visitor’s attention to a particular product or service by giving them basic information about it. So, visitors can decide without any distraction and take immediate action.

Why are landing pages so critical?

For many years, advertisers and digital marketers had misconceptions about lead generation. They had no clear idea of how to deal with online visitors, where to take them, or how to treat them. The marketers were sending visitor’s traffic to the website with the idea that it would generate leads for them. But, this practice of sending visitors to the website didn’t do much good for their business.

Without knowing where visitors wanted to go, all the traffic was sent to the website. They preferred to leave the page rather than staying there.

Have you ever thought about what will happen if each vehicle is sent to only one road?

Wouldn’t it create a mess?

After seeing the mess, would drivers like to go.

You must be wondering why this is such a is such a ridiculous example. The example is to tell you that the same thing was happening with visitors too. They were sent to the homepage, and of those who did, the majority of them would like to skip before ever reaching their destination

Sending visitors to the website may generate more traffic but not guarantee leads. That is the reason why the landing page is designed with one goal in mind. The goal is to convert traffic by focusing on a single topic or offer throughout the page. The design of Landing page follows certain structure to grab people’s attention, capture leads, and increase sales.

Today, marketers use email marketing, social media marketing, pay-per-click ( PPC) advertising, and other online channels that empower them to send visitor’s traffic to landing pages. Using effective landing pages, marketers hook visitors with an incentive and encourage them to take action.

Studies show that marketers generate leads at a higher rate by directing or sending visitors to specific landing pages, rather than sending traffic to the website.

A regular website’s homepage has lots of stuff. It introduces people to your brand, tells them about products or services, highlights the news about the company and much more. It is not wrong to say the homepage offers many things under one place.

When visitors arrive at the website, they have many options. They have many links, image sliders, page navigations, search bars, and blog posts. Each one takes them to different areas of a website. Too many options can clutter the mind of visitors. They are far less likely to respond the way marketers expected them due to information overload and distractions.

You may wonder why businesses or brands need to create separate, distinct pages that visitors will be redirected to when they click on Google Ads or image links.

HubSpot conducted studies that show companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15. Companies with 40 + landing pages get 12x more leads than those with 5 or fewer.

We can say that landing pages are an indispensable part of marketing. A landing page with video, audio, pictures, descriptions, and a very intuitive call to action (CTA) is essential for capturing leads and driving sales.

Remember:

Without a good landing page, your business may fail to meet sales goals.

See the below image and read the information on it. This landing page was created for a seminar campaign that is promotion specific and dedicated to getting leads.

Even as an online shopping site, Amazon does have thousands of landing pages, one for each of its products. Each product landing page is designed for the single purpose of the product and has a focused conversion. The landing page is the simplest but most effective way to generate more leads for your sales team.

What Is the Purpose of a Landing Page?

The world has gone digital. Customers are making buying decisions online based on what they see, read, and understand.

Having a company website alone cannot guarantee increased sales. As a marketer, one has to look beyond, identify areas and approaches to scale up sales, and think outside the box.

Considering the trend of online marketing, every digital marketer has some effective marketing strategies to take their business to a new height. And, lead generation through the landing page is one of them. A landing page can be considered the heart of an online marketing campaign.

Digital marketers are now aiming to reach potential customers to connect, promote, and sell products or services. Landing pages are their biggest opportunities to capture information about customers and do business with them.

The action visitors take while responding to a landing page determines the conversion rate. The page includes some strategy so the visitor would get involved in interaction and share their contact details like name, email ID, and phone number, which becomes the data for companies.

Marketers are doing everything to boost their sales performance. They are looking at customer’s behaviour, page load times, form lengths, and most of it to get higher conversions for their business.

Remember:

Landing pages capture leads to generate customers.

Companies that use 40 or more landing pages generate ten times more leads than companies with less than 4 to 5 landing pages.

Isn’t it exciting to know that digital marketers can 10X their lead generation?

This lead generation is possible with a killer landing page.

It’s not surprising to know that every company we admire uses landing pages. Every company that has massive sales is using landing pages to accomplish sales conversions.

Did you know even the world’s most reputed company, Microsoft, had a challenging time with the online sales of their core product, Windows?

It was the same Microsoft that first invented the landing page in late 2003. Let’s know the fascinating story behind the invention of the landing page.

Microsoft was having a tough time selling the new version of Windows. The offer was displayed on the www.microsoft.com website, but it was getting lost in the shuffle of the other 30,000 pages.

This was the time when the Microsoft IT department realized that the buying process had to be smoother and more direct. To simplify the process, they built a stand-alone site just for Windows. With this innovation, it’s sales increased by 30% overnight. And, that’s how the landing page was born.

Many a time, people confuse a landing page with a website. One big difference and probably the main difference between the landing page and the website is that the website has a bunch of menus, links, and navigations to take browsers away from the site. On the other hand, a landing page is a single page that does not direct a browser to different pages. It is created with a single focus or objective—to drive conversion.

For example, on a weight loss supplement website, when a visitor arrives, he or she will see a supplement selling website with menu buttons, links, and navigations. Every individual who arrives on the site will look for different products. With a weight loss website, the company may have a landing page for customers who wish to lose weight and get six pack abs. Those are the target customers for the company, whom they want to reach with its landing pages.

We cannot deny the fact that the landing pages are correlated to lead generation, and ultimately, its combined goal is to hit the sales target.

What is the Lead Generation Landing Page?

Business is hard. Yes, you read it right!

Business is hard, especially in the digital world and in a highly competitive business environment.

One of the biggest concerns for digital marketers today is how to stand out from their competitors and grow their business. If businesses aim to grow bigger and better, they have to gain exposure to new potential clients and customers.

In a digital technology-driven society, the culture of cold sales calling is slowly ebbing away. Now, businesses need to use effective and efficient digital marketing tools for maximum lead generation.

Now, the question arises: how can you tap into online lead generation? The answer to that is a lead generation landing page.

Like you and me, many online visitors arrive on landing pages after clicking on links while searching for something online. These clickable links come in the form of Google AdWords, pop-up ads, display ads, and similar services. When someone clicks on any of these, they land on a different page. And it’s the landing page.

Having landing pages allows marketers to connect with visitors and collect necessary details about them. The whole idea of having a lead generation landing page is to attract new eyes to your business, then move them into the sales funnel and, ideally, turn them into paying customers.

The leads marketers generate through landing pages help them convert visitors into paying customers tomorrow. Some examples of lead generating landing pages are job applications, contact forms, online contests, quizzes, puzzles, and so on.

Remember:

The leads you generate today will be your customers tomorrow.

The landing page is one page with one purpose and one call to action.

1

ONE PAGE: It is a single web page.

Unlike the website, there are no navigation, image sliders, or links to take people to different pages. All content is placed on a single page. Once visitors are on landing pages, their attention is diverted to the information that marketers want to emphasize.

2

ONE PURPOSE: It has a single purpose.

Landing pages have one purpose. The purpose could be product promotion, product sale, signing up for a free trial of a service, registering for a webinar, downloading a free e-book, etc. to make people click. This single-page format of the landing page is an intelligent marketing effort to acquire leads for sales.

3

ONE CALL TO ACTION: It wants people to take only one action.

The landing page has an inquiry form to persuade people to share their personal information, like name, email, and contact number. Basically, it is a move that marketers want people to perform on their landing pages so they can establish contact with people in the future for an upcoming sale or offer.

Digital expert Garrett Mehrguth has defined landing pages in these words.

He said, landing pages serve a unique and specific purpose. According to him, landing pages are best used to take an individual from a specific advertisement to an equally specific landing page built to answer any roadblocks that individuals might have so that they convert.

From Mehrguth’s statement, we can understand that lead generation focused landing pages create a superlative experience between an advertisement and the visitor. There is no distraction on landing pages for people other than a simple call to action from people.

Every visitor’s click matters a lot in terms of generating leads. The marketers are eagerly waiting for such clicks on their landing pages to convert them into customers and increase their sales. The majority of people online need some encouragement before making a purchase.

Wouldn’t it be great to convert interested visitors into paying customers?

Wouldn’t it be great to send them directly to a product page to make a purchase?

Wouldn’t it be great to close each sale of a product or service properly?

So, dedicated landing pages are the best way to make a lasting impression with potential customers.

What Can You Do With A Landing Page?

Landing pages are the heroes!

Landing pages excel at all sorts of things. They can fight all the complications of business.

What can they do.

They can grab people’s attention; they can generate leads; they can increase sales.

This one landing page, if designed well, is good enough to change the graph of sales.

Capture leads for selling

Landing pages are a smart way to secure potential customers. Designed with a specific approach, they not only interact with customers but also make them share their contact information. The process doesn’t stop here. The same customer who shared their information can be tracked and contacted for sales in the future.

The good thing about landing pages is that they don’t have navigational links.

No navigation, just single call to action.

One can advertise landing pages everywhere—on paid and organic channels, websites, and blogs. Sit back and watch how the list of leads grow.

Boost Followers and engage them with giveaways

Landing pages are effective tactics to expose brands and businesses and reach out to new customers. Advertisers and marketers, through landing pages, make an offer to customers in exchange for their contact information.

Hmmh… It sounds like a give-and approach! Right!

Well, it’s kind of the same strategy that landing pages are using for leads. But it’s offering benefits to both marketers and customers. Marketers will generate leads; customers will generate value.

Landing pages help to go viral

These days, going viral is like being trendy, or a hot topic of interest.

Viral advertising has emerged as a powerful marketing tool on the internet. Businesses and brands are using this to great effect on their website’s landing pages. Time and again, unique and memorable content has broken the internet and gone viral.

Creating a viral buzz is a great way to build up some brand awareness among customers. When it’s viral, it spreads fast, especially on social media sites where potential customers will come and visit your landing page.

There are numerous ways to make the latest product or service viral through killer landing pages.

Wouldn’t it be great to explore ways to create curiosity about a new product or service?

Digital marketers should pay attention to creating landing pages that go viral and reach their potential customers. For example, a single web page with a funny video or a browser game, a referral contest, or a puzzle type promotion can do a lot for businesses and brands.

Create killer landing pages that spread to as many people as possible in a short period of time and give better results. It can only be possible with two key elements: standout content and the means to easily share it.

For example, when the Dollar Shave Club launched in 2012, their landing page featured a video that went viral. There are two reasons why the video went viral. First, the hilarious content, and second, it introduced their company and how they solve a real-world problem. The video generated 12,000 new customers in the first 48 hours, growing to 330,000 customers by 2013.

Another example, the Indian beauty products online brand Nykaa, which has been using this mantra to generate leads through their well-designed landing pages. They also do cross-promotion through SMO services.

Drive sales

The leads that landing pages generate is a great way to drive sales. The information shared by people helps marketers contact them and then make a sales pitch to them. It is a common industry practice.

You can set up a number of these landing pages for a variety of different marketing campaigns, including lead, appointment, workshop and seminar campaigns.

Great landing pages can direct people to take the following action:.

• Become a lead by submitting a form
• Call you
• Reach out to you via chat
• Subscribe to a newsletter or email list
• Register for an event

Provide details about an offer or a product

Landing pages focus on the promotion of a specific product or service. It provides details about the product, its benefits, and features, along with the killer product’s image. It doesn’t take much time for landing pages to tell everything about the product that it offers. Whether it’s about product’s information, promotion or sale, well-designed landing pages can do all of this in one single-page format.

Publish a page in a matter of minutes

Creating a standalone page is much easier than building an entire website. The landing page is the best option when marketers want to increase traffic for leads in a short time. As we know, they are simple, one-page pages tied to marketing goals, they don’t require navigation items to provide extra details to people.

Therefore, the stress of adding navigations, unlike the website, is not there in the case of landing pages. Using the right tools, one can publish a professional and attention-grabbing web page in minutes. If you’ve got a big idea and want to get some momentum going online, publish a landing page to inform people and get them to take a single action. All you need is the art of mixing art and science on landing pages.

Suitable for anything from selling a product to validating an idea

Do you want to sell your product or service?

Do you want to get sign-ups for an event or workshop?

Do you want to generate some hype about your brand or business?

For all such questions, the answer is landing pages. They are useful and good for all sorts of a marketing plan. Suitable for anything from selling a product to validating an idea, landing pages make all these possible.

Keyword focused pages are great for SEO

On the internet, people are more likely to find landing pages through Google searches than word of mouth. A page dedicated to a specific keyword is more likely to list higher in people’s searches.

For example, your travel company has a dedicated landing page for flight booking, another for train booking, and another for hotel booking. When people search for any of these services online, your business has a good chance of being featured at the top on Google search results pages since that’s all your landing pages are serving up in terms of services.

Well-optimized landing pages allow marketers to take the prospects that they attract to their landing pages and convert them into leads.

Why You Need a Landing Page for Your Brand, Business or Service?

Investing time into creating effective, efficient, and optimized landing pages is a must because they are a channel for generating leads for any business.

Think about from where users are coming, who are they, and what they’re expecting to gain from your landing pages.

Without landing pages, marketers or sales teams can’t gather information about the people visiting their company’s website.

Moreover, not having a clear idea about the visitors will make it difficult to understand them and also to promote products or services to them.

Know the visitors, find out how your product or service fits their lives, and ultimately convert them into paying customers.

It’s crucial to plan, design and execute landing pages in such a way that it is always working correctly.

Let’s upgrade our knowledge on landing pages to boost our site conversions today.

And, here are few great reasons why you need a landing page for your brand, business or service.

Reason 1

Landing pages easily generate leads.

New and inexperienced companies send their email, social media, and search traffic to their website’s homepage. It is equivalent of throwing leads away.

You must be thinking about how to deal with it?

One could capture these leads at a much higher rate simply by sending visitors to specific landing pages. Sending visitors to landing pages provides an easy way to generate leads for sales. One can then easily segment, nurture, or distribute these generated leads to the sales team.

Reason 2

Landing pages increase your response rate.

The campaign that you set with landing page inevitably generates better response. This is pretty straight forward. When we set up a landing page as an additional way to get a response, it creates certain conveniences for prospects.

The prospect is that the end user doesn’t have to pick up the phone to answer any business queries and they don’t have to visit the mailbox. Again, this simple addition can generate several more responses to your marketing campaign.

Reason 3

Landing pages legitimize your campaign

As we all know, today, the internet is the best way that people do for fact-checking. If someone is confused with something or is interested in learning about a new thing, the first place they go is to their smartphone or laptop to check on the internet.

Broadening your online presence with landing pages helps to ensure your future customers that you’re a legitimate business.

Reason 4

Landing pages collect visitor’s information.

The idea of having landing pages is that your visitors must “fill” some information about themselves in order to get access to your product, service or offer. On the landing page, visitors fill out an inquiry form seeking their full name, email, contact number, city, and so on.

The information visitors fill, provides marketers an opportunity to reach them for upcoming sales. Email or contact information of visitors would help companies or businesses start contacting them. This information helps your sales team have more valuable conversations. And ultimately, this will improve sales.

Landing pages give relevant data to marketers and sales teams to understand their new leads and segment them more effectively, so they can target their needs, desires and pain points.

Reason 5

Landing pages force visitors to make decision

Lots of people are indecisive and often get confused, and that doesn’t help business even one bit. An effective landing page would help visitors to make better purchasing decisions. Companies should view the landing page as a focused advertisement and eliminate all distractions as much as they can. If you want the user to take the desired action that you want them to, then make sure not to make them distracted by anything else on the page. It may turn them off.

Because too many elements on the landing page will not attract but surely distract them.

Pay attention to this mantra: Subtract the distractive.

The idea is to keep only the relevant elements on landing pages, which adds value to them. Fewer choices help people decide faster, and with less effort.

What Does Your Landing Page Need?

Do you know humans have a shorter attention span than a goldfish?

Are you surprised? Well, it’s true.

Humans today have an 8-second attention span. Now, think carefully about the implications of this for the marketing campaign. So, if you’re thinking of driving customers somewhere and want to capture their attention, then landing pages should be a part of a marketing campaign, as they are made in such a way to capture our attention sooner than we imagine. It creates urgency and curiosity for a visitor to be redirected to the landing page.

Landing pages are one of the most effective online marketing tools for lead generation, yet most companies are not using them. It’s common to see companies pay attention to website design and website development, but the same attention is not given to landing pages.

Let’s ask how many companies have a website. It won’t be surprising to see the majority of companies have their own websites. On the other hand, when it comes to landing pages, few companies are using it. Those who are using it know very well how to use it for maximum lead generation.

Studies show landing pages perform better than website pages at a 5-15% conversion rate. Many of HubSpot’s customers are experiencing a 30-45% conversion rate and have implemented tips for designing killer landing pages.

If you are unsure what it takes to get an efficient landing page for the highest conversion rate, you need to check out these tips for creating the perfect landing page for optimum results.

Consistent Messaging

Many Google AdWords don’t advertise the same thing that their landing pages are advertising. Make sure there is no message mismatch.

If PPC ad is promoting a free trial, the landing page should also feature a free trial. Having consistency in messages is vital between the PPC ad and its landing page.

Make the visitor feel that they made a good click and reach for the same offer on the landing page. Don’t break the consistency with mixed messaging or hidden offers that can be confusing, distracting, and will lead to a bounce rate.

Call To Action (CTA)

CTA is what you’re asking your visitors to do on your landing page. If your landing page design is effective, visitors don’t have to take the trouble to identify what you want them to do.

Make CTA visually more distinct, clear and stand on the landing page. It should be action-oriented for immediate reactions.

Some common examples of CTA

• Start Your Free Trial.
• Download Now.
• Send Me information.

Use contrasting colors on the CTA button to draw visitor’s eyeballs and direct them to take action.

Simplicity

Landing page design should value the factor of simplicity. From design to content, make it easy for the visitor to consume every element of your landing page. It is because they is a very specific page meant for a specific purpose. It’s better to remove all extraneous information if it has no relevance to the purpose.

Remember:

landing page isn’t Wikipedia,
so stop adding too much information.

Stick to information that is relevant and useful, as landing pages are perfectly suited to shorter content. Remove extra navigation, reduce friction and don’t bog the page down with too many buttons.

You aim to make your visitors stay on the page, not chase them. Right!

Let them quickly find the information and stay interested in the offer so that they can take the next step of becoming a customer.

Credibility

If you want people to trust you, you need to appear trustworthy to them. Big brands do not have trust issues from their customers. They have been in the business for years and established their reputation serving the best.

Credibility is crucial if your brand is not a household name. Showing visitors your happy customers, testimonials, ranking, and association with other companies goes a long way toward creating an impression.

Shareable

If you want to extend the reach of your offers, then don’t hesitate to make your landing pages shareable. Include social media sharing links on your landing pages to drive more visitors and generate opportunities for converting leads.

You can promote your landing page on Facebook, Twitter, and, especially, Google+, where millions of people go every day.

Testing

Test your landing pages to see how each element is working and to correct errors. How will you check the functionality of landing pages, if you don’t bother to test them before publishing them online?

Every element, including your headline and your call-to-action, can be tested for a number of criteria. Testing helps you constantly improve results and to find out what works and what doesn’t. What contributes to the increase or decrease in conversions?

What Makes a Landing Page Most Effective?

Inexperienced marketers often direct all of their Pay-Per-Click (PPC) traffic to their homepage, but this wouldn’t guarantee leads and desired action from visitors.

You have to understand that some visitors are ready to take action but needed a nudge. That is where the landing page comes in.

You need to send them to a landing page which prompts them to complete a specific action. You need to understand the awesomeness of this online tool available to modern marketers.

Having a rock-solid landing page for your online business can improve your marketing ROI. As it was said earlier, the objective is to convert the site’s visitors into leads and then from leads to conversions. So, well-designed, efficient landing pages do all these things for visitors.

Let’s know some interesting thing about visitor’s attention ratio.

With 50 links on the homepage, visitor’s attention ratio is 50:1 when compared to 1:1 with a single CTA landing page.

The ratio clearly says a homepage with 50 links has 49 distracting actions and one desired action. On the other hand, a focused landing page with a single action gives the desired action. And, this difference between the homepage and landing page is enough to tell us about good and bad attention ratio.

When talking about marketing campaigns, you should only have a single goal, and thus, the attention ratio should be 1:1. Surely, it will result in a 100% increase in conversions.

So, don’t miss out an opportunity to turn website visitors into customers by not having result-oriented landing pages.

Rule of One

If marketers want to convert the highest number of visitors into paying customers, they must adopt the rule of ‘One Message, One Offer’ on their landing pages.

Why ‘One Message, One Offer’? And, what does it mean?

Landing pages are meant to be specific and persuade interested visitors to take action through a form.

Your landing page needs to focus on giving only one option to visitors. If you give visitors too many options, many times they will choose none.

The fill in form should be the main focus of a page’s design. If a visitor can’t figure out what they’re supposed to do, surely, you’re going to lose them.

Similarly, if the main goal is lead generation, then get rid of the navigation bar on lead generation landing pages. If users have the chance to wander away from your landing page, they will.

Rule of 8 Seconds

Now, this has more to do with the fact that people have a limited attention span. Today, our brain is pretty much shaped to only pay attention to information of benefits to us.

People now don’t want to waste too much of time and energy on something. So, it’s really important that your landing page communicate every piece of information within 8 seconds.

When today’s web-savvy visitor arrives on landing pages, you’ve got just a few seconds to get them interested in the offer you’ve made for them. Remember, how quickly they came to your page? With the same quickness, they may leave too if they get bored.

Remember:

Visitors will stay if the landing page is
interesting. If not, they will exit.

It can happen, even if you don’t want it to happen. Hence, landing pages should generate a favorable impression on the visitor’s mind.

• Tell people what you provide.
• How it makes their lives better.
• And, What they need to do to get the offer.

Rule of conveying three key benefits

You need to talk about three key benefits or perks related to product, serviceor offer. Think about features that your competitors are not talking about, or maybe they do but not amazingly. For example, “1000 Songs in Your Pocket” introduced the key feature of the Apple iPod.

Write a brief summary in a few words and list three to five benefits for clarity. Be concise with benefits so as not to overwhelm your users. The key benefits of your offer should be relevant to people to make their lives better.

• Provide a solution to a problem.
• Show the benefits that customers can expect.
• Make it about them.

From the above example, we can say that turning a long paragraph of features into separated bullet points not only gives the eyes good space to relax but also improves readability. It’s a great practice to improve the user experience on your landing page.

Rule of including Video

Video is a powerful tool and useful for promotion. Marketing companies are using video to boost and market their businesses. In fact, adding a 60-second product video on your landing page boosts conversions and sales.

Studies show that 74% of users who watched an explainer-video about a product subsequently bought it. And, 83% of businesses say that video provides a good return on investment.

So better start crafting exciting product videos now!

Rule of Colour Psychology

Either it’s about logo design or product design, website design or landing page design, colours come everywhere. It has a powerful psychological influence on the human brain.

60% of the acceptance or rejection of the product or service based on the color impression. In the case of landing pages, it can influence conversions and customer’s buying decisions.

According to NeuroMarketing, “If a good colour sells, the right colour sells better.” While designing a landing page, take into account the color psychology to use colors effectively.

On landing pages, good usage of colors can do the following:.

• Capture people’s attention.
• Improve readability.
• Create emotions and moods.
• Persuade to purchase

Remember:

Different colours reflect different
moods, so choose colours strategically.

When choosing colours for your landing page design, don’t forget to take into account the demographic profile of people, such as their age, gender, and emotion.

Let’s know about some colours in terms of creating emotions.

Red: The colour red triggers emotions of love and passion as well as anger and danger. It’s known to generate excitement and increase heart rate.

Orange: The colour orange expresses energy, vitality, and happiness. Orange colour is a great choice for a call to action.

Yellow: The colour yellow is associated with laughter and optimism.

Green: The colour green is connected with rebirth, life, health, wealth, and growth. Usually, green is a colour found in many health and financial organization logos, suggesting growth and prosperity.

Blue: The colour blue is associated with trust and security. It is common to see many digital marketing companies and IT companies use blue colour on their logos reflecting professionalism and networking through technology.

Purple: The colour purple expresses creativity, nostalgia, royalty, and wealth.

Pink: The colour pink generally is seen as a romantic and feminine colour. It is common to see beauty brands companies love to use pink colour to showcase lifestyle.

Black: The colour black exudes sleekness, sophistication and efficiency.

Rule of Typography

Typography is the art of displaying content and plays a vital role in landing page design. Basically, typography is all about the arrangement and presentation of text.

Every day we come across advertisements encouraging us to buy the latest product, see the latest movies, or upgrade to the latest phones. Imagine that you saw a display advertisement about a new smartphone and all of the text was squeezed up together near the top, creating a mess. It wouldn’t fascinate you to read all the information fully and inspire you to run out and buy the product.

Typography is key to enhancing the readability and quality of the text. Having a better understanding of font style, font size, font effect, spacing, and alignment contributes to design a killer landing page.

If done right, typography makes your landing page legible, readable, and appealing.

Remember: Typography is an art to enhance readability and give readers a seamless experience. When typography is right, words become images.

It requires a balance between versatility and expressivity. Studies say sans serif fonts are easier to read on the web, and browsers can read it with comprehension and speed.

What Are the Elements of a Landing Page and How Do They Work?

Digital marketers are working hard to build highly effective landing pages to drive leads into a sales funnel.

Landing page is not just a simple page; it’s more than you think.

According to web influencer and a blogger, Neil Patel, creating landing pages that give your business maximum leads is a combination of art and science.

There are certain elements of winning landing pages, and each element should be in harmony with the others for one purpose only- to generate lead. Avoid anything that doesn’t contribute to getting people to take action.

Remember:

If it’s not motivating visitors, it’s a distraction.

To make the visitor’s experience seamless on your landing pages, it’s better that you should know all these elements to generate more and more leads.

Headline

Treat headlines as an elevator pitch that will open doors of sales.

Do you know the largest percentage of visitors leave landing pages within 0-8 seconds?

That’s why headlines have to be attention-grabbing and benefit-oriented. It’s the first thing visitors will read. If it is a good headline, it compels them to stay on the page. So, your headline matters a lot to persuade visitors. It should explain your product or service.

Research shows a good headline has the power to provide a 10%+ lift to the landing page in mere seconds. Even, the “Father of Advertising,” David Ogilvy believed headlines sell products. What he meant that unless your headline sells your product, you have wasted 90 percent of your money.

To increase conversions on your landing page, make sure the headline stands out and grab visitor’s attention as soon as they arrive on the landing page.

Keep it simple but relevant to your marketing campaign using the 4 U’s.

• The headline should be unique.
• The headline should be ultra-specific.
• The headline should convey a sense of urgency.
• The headline should be useful.

You’ll make more sales if the headline pulls readers in; if not, you’ll be left questioning what happened.

Copy

Every business relies on copy to generate sales. The copy on the landing page is what visitors will be reading.

A good copy is clear and concise, without jargon. The words persuade people, so choose words wisely. Make every word count and create meaning through words.

It is important to write simple but compelling copy. And, it should be written in a way that visitors feel that you’re talking to them and not at them. When they read the copy, they should get convinced to respond to your offer or product.

Build your copy thinking of how your visitors can get benefit from your offer as well as find a solution to their problems. You can use bullet points to present features and the benefits.

Let’s know some great reasons to have a fabulous copy.

• Good copy sells, compels visitors to take action.
• Good copy responds to their questions, needs and concerns.
• Good copy improves the relationship with visitors.
• Good copy separates your business from your competitors.
• Good copy creates the temptation to try product or service
• Good copy gives a sense of authenticity.
• Good copy leads to increased engagement.

Visual

Visuals are the emotional foundation of landing pages. They capture attention, amplify the message. They are persuasive, too.

Around 90% of information that tends to the brand is visuals. And, visuals is 60 times faster than text.

We are aware of the fact that human’s attention span is limited to 8 seconds. People will only be at the landing page for a few seconds. With the right image, with the relevant image, you’re furthering the feeling that they landed at the right place.

Landing page visuals have a greater purpose. They help explain what your product or service does to users. So, as you select and place your images, remember these things.

• The visual should be large.
• The visual should be relevant.
• The visual should be attention-grabbing
• The visuals need to be high-quality.

Use images to show the services you offer. Give visual clues on how to use your product and results using it.

Opt-in Form

Use forms on landing pages to collect visitor’s information for your business. Get their name, get an email address, and get a phone number and everything you need to get in touch with them in the future to make sales.

80% of forms on landing pages ask for more information from the prospect than actually needed. Why can’t we keep forms short and sweet?

People don’t like giving out more information about themselves. There are two reasons.

First, it’s time-consuming.

Secondly, it feels like a privacy violation.

Chances of losing visitors mid-form increase as each new form field is added.

Make the form as short as possible to get their key details of them. When you’re asking visitors to fill details, also give them a reason why do they need to fill their details. It is where the need arises to know the concept of the value proposition.

What benefits are you offering to visitors who are visiting your page?

So, the value proposition speaks about what you will be offering to them in exchange for their details.

Is it better from what your competitors are doing?

Look into it and make sure you provide good value to them in exchange for information.

For, Example You can provide offer like

• Free e-book.
• Free Webinar.
• Discount Coupons.
• Competition Entry.
• Free Trial.
• Early Notification.

CTA button (Call-To-Action)

CTA is the essential element of a landing page, which is the gateway to your conversion goal you want your visitors to take. It should excite and intrigue them. Something that appeals to the desire of people that brought them to the page so then they can take action. Ensure your CTA stand out.

For example, you can use a call to action like

• Call Now.
• Start Saving Now.
• Earn Your Degree.
• Start Your Journey.
• Transform Your Life.

One important thing to keep in mind- don’t have any navigation on the landing page. When visitors come to the page, keep them focus. Don’t let them go clicking away to other things. Keep them focused and try to persuade them to take action. Just make them do what you’re asking them to do.

Without any external links and navigation, the user’s attention span towards call-to-action will be 100%, which is simply more likely to convert into a lead. Visitors are looking for one value proposition on each page they visit.

So why not make sure the page they see will only allow them to make their decision process simple. The focus must be given to showing the necessary information relevant to the visitor that they’re looking for.

For example, Hootsuite has a bright green call-to-action button on their post-click landing page. We can see its value proposition, one clear message, and one dominant CTA. Although it looks very simple, it has been designed in a contrasting colour to seek action.

Testimonials

You’ve probably heard this statement that people buy from those they know, like and trust. It is still true even in the case of landing pages. You need to build trust with your visitor if you want them to take action.

A great way to boost the conversion rate is to show what other people think of your company.

According to Marketing Land, 90% of customer’s buying decisions are influenced by online reviews. And 88 % of customers trust reviews. Almost 63 % of customers indicate they are more likely to purchase from a site if they see testimonials from people.

Remember: Third party verifications are the way to boost conversions.

Gather customer’s feedback and place them on your landing page. Make sure testimonials reinforce the results, and claims you are making.

Social Proof & Trust Badges

Not everyone is comfortable with making a purchase decision online until you’re a big brand. Brands like Amazon, Apple don’t have these issues. They are reputed companies, and everyone knows about them, but you aren’t them.

In such a scenario, include trust badges on landing pages to gain the trust of customers. You can use logos of companies that use your product or service. Your awards, membership in professional organizations, and business partnerships should also be prominently displayed to make your company trustworthy.

Mobile Responsive Design

Mobile usage is rising continuously. 80% of internet users are on a smartphone. It is essential that your landing pages are mobile responsive when it go live.

Nearly 30% of all web activity comes from mobile. Therefore, make sure your landing page design looks great and loads fast on mobile devices. It should also allow people to navigate with ease.

Quick to Load

Digitally driven customers have no patience to wait for the page to load. The page takes little more time to load; visitors might leave the page. Concerning this, it can be said that page load speed plays a critical role in user retention and conversions.

Tommy Walker has correctly said that a good first impression isn’t just about design but also how fast that design loads.

Quicker loading leads to higher conversion rates, whereas slower page response increases bounce rates and a reduction in conversions.

Thank you for your message

When someone does you a favor or offers you something, you thank them for their effort. Isn’t this a good gesture? You’ll say, Yes, It Is.

Similarly, when visitors make a successful purchase, respond to your offer and submit the form you need to send them ‘Thank You’ message for their time and energy. The ‘Thank You’ message will provide confirmation as well as reassurance to people that the transaction was completed. Make sure that users receive a ‘Thank You’ message on the landing page or in their email.

Remember:

Thank-you messages increase the chances of a customer to returning and making another purchase.

Types of Landing Pages

Before considering various types of landing pages, we need to understand that not all landing pages are the same. They are different in terms of design, purpose and prospects.

You need to think which type of landing page would convert more than others.

You need to think which type of landing page should I use.

• Landing page for trails or email membership.
• Landing page for offering solutions to a problem.
• Landing page for promoting a specific product or service.
• Landing page for new launches.
• Landing page for donations and contributions
• Landing page for participation in events, workshops, and seminars
• Landing page for gathering customer’s information.
• Landing page for downloading materials (e-books, informative video)

Let’s know different types of landing pages so you can choose the right landing pages to drive desired results.

Click-Through Landing Pages

The click-through option mainly acts as a host between the customer and the product. The question would arise, why would you use a click-through landing page than other types of landing pages?

The entire purpose of a click-through landing page is to get visitors to warm up to your product by informing them about your offer and quickly directing them to click through to your specific product or service.

We all must have landed on pages where the decision is just a click away. Yes Friends, the click-through landing pages have a call-to-action button to make a decision, and that option is available only in a clickable form.

The logic behind the click-through landing page is to stop a customer from being distracted by other elements which might take him away from the goal. Any potential customer attracted such a click-through landing page would further get into your sales funnel. Until and unless the user gets into your sales funnel, it’s difficult to achieve sales.

The pages generally utilize benefit-oriented copy or words and a simple CTA to buy or use your product. A click-through landing page makes it unique than other landing pages due to its unique headline, an image or a video of the product, headlines with features and benefits why the user should be interested in the product, the call to action button, which tempts a customer and just a click away, which creates sense of urgency.

A company would surely keep in mind having a well-designed, attractive click-through page to convert more customers than a poorly designed and less attractive click-through page.

Lead Generation Landing Pages

Unlike a click-through landing page, which acts as a host between the customer and the product, the lead generation landing page pays more attention towards collecting visitor’s personal information like their name, email address, and phone number.

These landing pages are more in-depth than click through pages because they are intended to gather information only about visitors. As the term explains it all, we can say the lead generation landing page is a tool that allows companies to establish interaction with visitors for future marketing goals. If marketers can nurture them, and get them interested in a sales conversation later, it’s a lead.

The contact form lead generation landing pages are carefully designed and worded to encourage visitors to click the CTA button and provide their contact details. We say the contact form is CTA and heart of lead generation landing page.

As we discussed above, as a company and a marketer, we need to know how to serve the purpose of a particular landing page. A particular landing page would work in your favor, if you’re specific about the outcome.

For example, the lead generation landing page is not meant to collect payment by asking a customer to enter his payment method; it gathers customer’s details for future communication. This data is used for several other purposes and, finally, to generate a sale.

But the question would arise as to why lead generation landing page is required?

Well, different businesses have different requirements to be fulfilled. For example, real estate would require a large number of leads for its business; hence, landing pages would be a crucial part for it. Let’s keep in mind this idea that if you’ve got leads; you’ve got prospective customers.

Someone interested enough in an offer related to what you sell will have a buying intent in the future, if not now.

Infomercial Landing Pages

Infomercial landing pages are usually long-form textual content created to provide information to visitors. In other words, it is a sales letter to the customers.

Unlike a click-through page, the objective of infomercial landing pages is not to gain a click but to ensure visitors read the whole or majority of the content. The more visitors read about the product or service, the higher chances of buying it.

Digital marketers say some people aren’t interested in the actual thing you’re offering; they’re interested in a solution to a problem. And, infomercial landing pages do the same job. The focus must be given to figuring out what’s behind the offer and engaging people on those terms.

Storytelling is one of the most powerful tools in a marketer’s arsenal to connect with people’s emotions. Infomercial Landing Pages capture attention, engage visitors on an emotional level, and show them how different their lives would be if they took the action that marketers want them to.

We can say, infomercial pages are full of powerful words that sweep viewers into a world of possibilities. They structure their content to encourage people to think deeply about how different their lives could be if they purchased the product or service being offered.

Marketers also leverage the power of storytelling through customer testimonials in infomercial pages because they understand that each testimonial makes their message more believable and their viewers more willing to act.

Viral Landing Pages

Social media has emerged as a powerful tool for people to socialize and interact with others. Businesses and companies are trying to create viral buzz to build brand awareness and promote their product.

Viral landing pages are incentive-based and don’t really cost the company anything. It helps to create large communities online. The more people they invite, the sooner they get access.

The goal of viral landing pages is not simply to get page visitors to sign up or follow the call to action, but to enlist them to tell their friends as well through social networks. However, they won’t be tempted to do so unless you offer them an incentive in return. Therefore, developing a reward-based referral program is important for building brand awareness.

Referrals from visitors and customers are another effective way to expand business reach. The visitor is given a unique link to the landing page and encouraged, through the incentive, to tell their friends about the product or solution. Referrals also have the power to generate new leads for your business. When your existing customers recommend your product or service, it strengthens your brand’s credibility.

We humans, by nature, have a habit of spreading a word about anything out of our own experience to our near and dear ones, whether positive or negative. For instance, we went to watch a movie, and after watching a movie, we shared our experience with our friends and family about it.

We also write a review of the movie on our social media for others to benefit from our experience. This act of sharing our views on a particular thing is called word-of-mouth publicity. However, we do not get paid for such publicity or expect any financial reward, but it gives us satisfaction.

The marketers also use the same strategy of word-of-mouth publicity through social networks.

How does it work?

Referral: Sometimes a viral landing page comes with offers for referring it to your friends or colleagues. For referring, a person might get some goodies.

Incentive: The viral landing page also offers incentives to its users for sharing the unique links with their friends and relatives, which promotes the product further.

Problem solver: The viral landing page educates the visitors on any topic, product, or subject that brings awareness to them.

Does it really work?

YES! Sharing informative news comes instantly to our minds on social media. Sharing things which others are not aware of makes us intelligent and smart in front of others. However, there are certain rules. The information that we are sharing should be correct and derived from a trustworthy resource.

Also, to promote such publicity, the incentive given has to be worth sharing and pushing further. The viral landing page acts as a wheel of success with its unique publicity tactic.

Product Detail Landing Pages

Every junction in the customer buying journey matters and the product detail page is arguably the most important to influence customer’s purchasing decisions. If you want to get people to buy your stuff, you need to understand how customers make purchasing decisions. Hence, product detail landing pages are specifically designed to inform customers about the product.

We all have seen such pages on shopping sites. They are specific pages that have a product’s image, descriptions, features, price, and CTA. Such pages help the potential customer envision exactly how the product will benefit them and improve their lives.

It’s not wrong to say the product detail landing page is the decision point. It gives customers the moment to decide whether to place an item in the shopping cart or shop elsewhere.

Where to PutLanding Pages

Once you’ve created a rock-solid landing page to win the game of sales, the next question that comes to your mind is where to put your landing page. And, your goal is to drive people to your special landing page, which will motivate them to take action.

Let’s talk about three best places where you can put landing pages and then sit and see how it improve your leads, your conversion.

Facebook Ads

When it comes to marketing and advertising, nothing seems to work better than Facebook Ads. The beauty of Facebook ads is that it allow you to include information, pictures and details to take visitors to your landing page when they click.

According to an eMarketer study, 96% of social media marketers consider Facebook advertising the most effective platform to connect with potential customers.

The reason is simple. Billions of people are active on Facebook; they come every day and spend an hour each day. It’s hugely important to make sure to place your landing pages on Facebook to reach your target customers.

Email Marketing

Well, it may surprise you, but email marketing still works better. And, it is the second-best place to put your landing pages.

Marketers continue to use this platform to spread their marketing message and reach their target customers. If you already have a big list of leads that you don’t have to pay any more money to generate, then this is your biggest chance to connect with them through email marketing.

All you need to do is send a link to interested people who showed some interest earlier and get them up again for conversion. Statistics show that email has the highest conversion rate compared to social media and direct mail for purchases.

Website

You must be thinking about the suggestion of not directing visitors to the homepage of a website. That’s right. But you shouldn’t send traffic directly to the website but straight to a landing page that has more clarity with its specific offer.

If visitor’s traffic is higher on your website, why not have your landing pages there. Does it make sense now?

When visitors arrive on your website, grab their gaze through your landing pages to influence their buying decision in one click.

Think your website as an open and free place to roam that you want to use some trap doors. If visitors click on navigations, it does not open information but goes to the form of a landing page. If you’ve got great landing pages, just put them on your website. You can place them on the header, at the bottom, on the side or as wallpaper.