Landing pages are an essential element of digital marketing, since one of the main objectives of its strategy is to generate leads, that is, to convert into potential customers those who have shown interest in consuming your brand’s products or services.
These pages, responsible for requesting information through a form, although they may seem simpler than other pages on your site, contain some elements that need to be strategically optimized to improve results. If you want to create the ideal landing page for your business, you are definitely in luck! From our marketing agency in Miami we offer you 8 key elements to achieve this.
Knowing these keys so that your Landing Page meets all the requirements that qualify it in every way, from the title to the conversion rate, will help you have a more dynamic vision to make it effective.
Never forget that it is a complex element, where colors, design, structure, etc. intervene. That is why it is necessary to make the correct choice, since it is about obtaining the data of a user, who can become your potential client.
1. Attractive and direct title
When the user accesses your Landing Page, the first thing they see is the title. Therefore, your page must attract their interest from the first glance and awaken their desire for the offer. To achieve this, you will have to create an attractive and direct title, which evidences the value of your offer and persuades those who face this text that, although short, it should express the value of your business.
Another tip that will help you create a good title is by establishing a feeling of urgency, where you stimulate the visitor’s curiosity.
Do not forget that the title must be able to capture and maintain the visitor’s attention, so it would be favorable to use a clear font that makes it easier to read, but that, in turn, is striking. Include the keywords in the title or headline and if you put an explanatory text below, try to keep it short and concise.
2. Clear and simple text
The text of your Landing Page will have among its main objectives: to clearly inform what the page is about, explain what it is offering, announce the benefits that the visitor will obtain by having access to the offer and the steps to follow within the page.
It is important that there is no excess of information in this text, since it must convince and persuade the visitor that they are dealing with a valuable product / service. In addition, copywriting strategies can be used, pointing out the main benefits in the first part of the page and writing no more than 3 lines per paragraph. Remember that you must keep the interest of that future lead in everything.
3. Form with simple and precise questions
The form, whether subscription or registration, must be short. Ideally, do not include more than 5 fields, since a form that is too long could cause rejection, and what is worse, cancel the possibility of completing it.
As it is the main element for data collection, you must ensure an attractive and simple design that helps to keep the user on the page. Therefore, take into account these details that we recommend, so that this step is successful.
Be very careful with the information you request from the visitor, as well as the number of questions you put on your form. The size and type of questions may determine their acceptance or not.
Before defining the number of questions you will ask, think about what information you really need, and which ones will make a difference when analyzed by your marketing or sales team.
- Although it does not work the same for all businesses, you must have defined if your product or service depends on geographical limits, in order to know if you must request the city where the lead lives.
- Depending on the value of your offer, you can propose an advantage to users. This will be beneficial, since the more valuable the material you offer and the more value it generates for the visitor, the more personal data you can request. On the contrary, if your offer is not so attractive and original, be careful with the amount and type of questions you will ask.
4. Clear and objective CTA (Call to Action)
An extremely important point for your landing page is the CTA, or call to action, these are buttons or texts that invite the visitor to take the action you want. To do this, we recommend that you focus on attracting attention. How to do it? Very easy, you just have to give prominence to your CTA button, using a color that stands out, an expressive size and managing to be in opposition to the rest of the page, so that it achieves the desired effect.
For all types of call-to-action, it is important that the phrase is imperative, reinforcing the call to action, as well as showing what action the visitor is taking. Another tip is not to exaggerate the size of the text so as not to confuse your potential client about what to do, nor to visibly dirty the Landing Page.
Check out some examples of CTAs you can use:
- “Download the ebook”
- “Download now”
- “Schedule your consultation”
- “Talk to a seller”
5. Multimedia content
Multimedia elements (especially images and videos) are ideal for capturing the user’s attention. When using these graphic elements, keep in mind the image you want to project and, above all, the theme and design idea of your landing page. Remember that everything must be consistent, so the choice of images should be part of the general design, accompanying the chosen colors and the distribution of elements.
6. Cookies
It is very important to include cookies on your landing page in order to do remarketing since, if you can’t make the desired conversion, you may need a second try, and remarketing has to be a very effective option. Add the visitors of your landing page to the list of potential customers through cookies so that they later receive your advertising.
7. Create and segment offers
One of the benefits of Landing Pages for your Digital Marketing strategy is to be able to make different offers for all audience segments. Doing those segmentations is very important to the user experience, as it makes it easy for you to find what you are looking for. That is why you should make a study of what the users who visit you are looking for the most and those who might be interested in your business.
This way, you can create different Landing Pages and build them in different ways, always in accordance with the visitor’s desire or the type of offer, so that the user finds exactly what they are looking for.
8. Do A / B tests
A / B testing aims to understand which elements of your page are helping with the conversion process and which elements need to be improved. For that, you must go step by step. Otherwise, by testing different factors, you won’t know exactly which one is working well and which is not.
To take the test, choose an element from your Landing Page. It can be the color of the CTA button, the title, a field on your form, or simply the one you prefer. Then, create a new version of the Landing Page and make the desired change to the chosen element. Then follow the results of the two versions of the page and analyze which one brought the most results.
The tests are very important to regularly evaluate your page and, of course, to make the necessary adaptations and increase the conversion rate. Take advantage of each tool to perfect your Landing Page and with it, create personalized strategies for your audience.
By creating an effective landing page, you offer your business an invaluable option for growth. Use this tool as efficiently as possible and if you need help or advice, do not hesitate to contact us. Entrust the creation of the page to professionals capable of exploiting its potential to the maximum. From Cute Digital Media we offer you credibility, trust and guarantee for all our services.
