Companies that invest a good chunk of their budget into designing a catchy website, look for a desirable conversion. Their main goal is to attract those people who will be potentially interested in the brand’s goods and services and will be willing to sign up, receive updates, and become loyal clients. With that in mind, designers of landing pages strive to create a site that will make an outstanding first impression less than in seven seconds.
Here are some useful strategies to implement when creating a landing page.
Start with a solution
Selling a good life or, at least, the desired solution for people’s problems is a good way of grabbing their attention and making them stay and explore what else you have to offer and what they need to do in order to achieve it. The page’s first few lines need to resonate and show the desired solution or potential benefits within the shortest amount of time.
Instead of talking about the company’s customer support or listing its clients, it is more efficient to tell the visitors how the company can help them solve their particular problem. Alfred, the company that specializes in hospitality services, from the start tells its clients what it provides in order to save their time. With the right language and approach, the company manages to show how their services improve lives and sells itself to a wider audience.
Betterment, an investment startup, has created a website where it presents its services in a convincing and efficient way. Smiling people, pleasant colors, an attractive proposition, and CTA persuade visitors to stay and learn more about what the company has to offer.
Speak their language
Matching with the mood of the target audience is an essential feature of a successful landing page. The language and the visual part should correspond with the emotions used to communicate with site visitors. It can be anything from a feeling of trust or happiness, a sense of fun or friendliness. In any way, the message should be tailored to the potential customers.
Offer immediate actions
Before getting your hands into designing a perfect landing page, it is important to answer the question of why consumers are coming to the site and what they are looking for. In order to make clients commit, the company needs to focus on immediate engagement.
Airbnb, a world-famous service for renting an apartment, from the first sentence on their main website tells the visitors what it offers and suggests to start planning. Once people have found something that fits their needs and want to book or save it in the wishlist, Airbnb asks “to commit” by signing up. This helps the visitors to finish what they started by booking or creating a list with those places they need to consider later on.
Involve by giving a discount
A lot of people, visiting another website, spend quite a lot of time scrolling through multiple pages and eyeballing those things they want to buy but leave without a single item in a cart. Some visitors are unsure of sharing their personal information while others just do not fancy getting countless letters with offers after submitting their email address, and go look for other more suitable options. In order to make them stay and persuade them to make a purchase, a lot of companies start with offering a good discount for getting the visitor’s email address. A small thing but catches more than half of the site visitors.
When people are offered to get something free of charge, they are more likely to accept it, whether it is a discount, a free shipping, a trial item, or any other thing starting with “free”.
Brooklinen, a website selling quality sheets and towels, has an offer for first-time customers where they get an opportunity to get their first order with free shipping. Those customers who don’t want to sign up, the site asks to confirm that they will pay for the shipping. And do you know anyone who likes to pay extra?
On another note, UXPin, a website with tools to design prototypes, offers visitors free e-books if they agree to sign up and share their email address. We will never know whether people read those books, but we can be sure that they eagerly share their email addresses in exchange for useful and, what’s more important, free stuff.
Keep it simple
People who come to your website and decide to stay and sign up want to do it as quickly as possible, without complications and frictions. An extra step in the overall process can cost you a potential customer, so it is rather useful to get rid of any unnecessary confusion. The landing page should be accessible and simple to navigate with a visible menu bar and sign-up form.
Many companies, designing a sign-up form, implement inline validation which is a great way to increase page’s conversion. Such a validation allows users to see and correct mistakes along the way without the need to start from scratch and do it again in case of a wrongly submitted form.
Do not forget about mobiles
If you haven’t known it yet, the usage of mobile and tablet devices has exceeded the desktop one back in 2016. It means that all the websites need to be mobile-friendly in order to reach a bigger audience and increase conversion.
Although it seems obvious, many websites still fail to provide a quality sign-up form on a mobile version. Sometimes the buttons are too small, otherwise, the input methods are cumbersome when it comes to the mobile version. The fields need to be big enough and tappable, while the buttons – clear and accessible.
Ask for the minimum
Many brands, offering people to fill in the sign-up form, have a list of too many questions, asking about birthdays, home addresses, mother’s name and favorite singers (not all of them, but still).
People often feel intimidated by the fact that they will need to provide so much information in exchange for a particular service. In order not to lose customers, it is vital to determine what the minimum information will be enough to get started. Sometimes it is better to ask just a few simple questions without intrusion in people’s privacy. Make it short and sweet. The rest can be added later once they are committed.
Start a conversation
The popularity of the chatbots keeps rising, and they are expected to power more than 80% of interaction with customers in the near future. Chatbots help to engage with people on a more personalized level through a simple and familiar conversation.
Chatbots help to establish connections with customers as they are able to hold a conversation and help out whenever the visitors might need it. The only thing that needs to be considered is that a chatbot is still a machine so it should be executed in the smartest possible way in order to provide an effortless and clear way for communication.
As was already mentioned, you have a few seconds to convince your site visitors to stay or leave for good. When designing a landing page, it is essential to determine how to invite people to connect, sign up and what to ask them. Depending on the target audience, choose the page’s main language, and make sure the overall approach will eventually resonate. Make it easy and accessible, leading up to the main thing that we have gathered here for – a sign-up and a purchase.
And if you have any additional questions, we are always here to assist.