We know that first impressions are important. If any customer doesn’t like what he sees immediately, He thereafter won’t try to take a deeper look at a company. So as a result, businesses devote their time, finances, and resources to make landing pages look as appealing as possible. Yet many a time businesses don’t apply the same principles to their websites, and often wonder why landing pages are important.

landing page optimization
source – https://www.crazyegg.com/blog/landing-page-optimization/

A good landing page attracts visitors and also allows you to establish contact with them as well as helps you in understanding whether they’re interested in your products or services. And they also help you in maximizing your website’s effectiveness and learn more about your audience. 

In our last Webinar, Nicholas Scalice, founder of GrowthMarketer and Landing page School, a growth marketing consultant who helps brands turn website visitors into leads using high-converting landing pages shared 5 behind the scenes secrets to landing page success.

Nicholas Scalice Webinar on secrets to landing page success

Start by knowing the true purpose of the landing page

Let’s start with the basics.

What Is a Landing Page?

A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It is where the visitor “lands” after he clicks on the link in an email, or ads onGoogle, Instagram, Twitter, YouTube, Facebook, or any such similar place on the internet.

Unlike a web page, which typically has multiple goals and encourages navigation, landing pages are designed with a single focus or goal, known as a call to action (or CTA). This focus makes the landing pages the best option in increasing the conversion rates of your marketing campaigns and helps you in acquiring a lead or sale.

Difference between a landing page and a homepage

Even though all landing pages might seem almost identical to a regular homepage, there are some key differences that make them important to your digital marketing campaign.

what is landing page
source – https://www.lianatech.com/resources/blog/10-landing-pages-types-with-examples-tips-for-improving-conversions.html

Audience

One of the major differences between the home page and landing page is your audience.

Landing pages are exactly what the word sounds like. It’s a “page” someone “lands” on after clicking on an ad. Here’s an example landing page from Unbounce, who are experts in this.

target audience
source – https://unbounce.com/

When we talk about paid search ads, the viewers of your landing page have already shown interest in your product/service. For example, when someone searches for the “Push notification tool” and then clicks on our paid search result.

We know this person is looking specifically for a push notification tool and so we can assume they are further down the sales or conversion funnel than someone that visits our site organically.

With these digital ads, you can target particular demographics that are more likely to convert. which means your landing page needs to be designed for this particular type of audience. As they are less likely than the organic traffic who might be simply exploring your site, your landing pages should only show them the relevant information and content they are going to need to push them to convert.

Links

Landing pages only have one primary goal: convert traffic. Homepages, on the other hand, have a lot of tasks in hand.

For example, on a homepage, there is usually a or in the corner navigation bar up near the top. There might also be a few links in your footer and social media links on your blog. You need these links to help your visitors navigate and easily reach wherever they need to go or interact with your website.

On your landing page, however, you shouldn’t have any unnecessary links. Keeping your viewers on your landing page until they convert is your main goal, so you should try to avoid any potential distraction.

link to landing page

The above landing page has 15 individual clickable elements. That's complete rubbish!

Here’s a great example of a concise and effective landing page that gets right to the point. There are really only 3 options: 1) Convert, 2) Login, or 3) Exit page

example of perfect landing page
source – https://unbounce.com/landing-pages/information-hierachy-helps-you-convert-and-delight/

The best to find ways to give your audience the information they need is without taking them off the landing page. If it’s a long page, you can have a navigation bar that scrolls them to the relevant section of your landing page or show off your social media follower count or reviews directly on the page itself.

Content

Most of the time you might use a part of the same information you put on your homepage. A landing page should only have minimum content that is specific to the offer, product, or service that you are promoting.

Unlike the organic traffic on your homepage, you know what ads and search terms brought your visitors to your landing page. Hence, the landing page should be relevant to those searches.

content of landing page
source – https://mk0zofoqaluvgdskgvsb.kinstacdn.com/photos/anatomyofalandingpage.png

For example, you are a company that sells all types of stationery. Someone searches for “pencils” and clicks your ad. Now, instead of taking them to your home site where you are showing off the many types of stationery you offer, you should be pointing these ads to a landing page specific to pencils. Why are your services the best? What type of offer do you have for pencil sales specifically?

Call-to-Action

The main differences between a homepage and a landing page is that a landing page is quite action-oriented. So, landing pages should have some type of Call-to-Action (CTA) that encourages your viewers to convert.

A CTA can be anything from filling out a form to calling a phone number or a simple buying your product. But, regardless of what your CTA is, it needs to be obvious and straightforward. For example, “Start your free trial”, “Call Us Now!” or “Get Started Today” are some examples of CTAs.

call to action in landing page

Often, having a specific offer associated with the CTA helps to boost conversions. So, instead of “Get started today”, try something like “Get started today and get 10% Off”. This makes your audience feel like they are getting something in return for their info and incentivizes them to act now.

In contrast to landing pages, your homepage probably won’t have a strong and prevalent CTA because it’s mostly used as a resource. Landing pages, however, should set themselves apart by visually and verbally driving your viewers to convert.

You don’t need to know how to code to build a landing page

landing page tools
source – https://seopressor.com/blog/high-converting-landing-page-tools/

Tools That’ll Help You Build a High Converting Landing Page

Dedicated Builders

  • Unbounce
  • Instapages
  • Leadpages 

Website Builders

  •   Webflow
  •  Google sites
  •  Squarespace

All-in-One Builders

  • Click funnels
  • HubSpot
  • Marketo

WordPress Builders

  • Elementor
  • Thrive Architect
  • Beaverbuilder

Answer the questions visitors may have

Highest-converting landing pages focus on answering the questions visitors may have.

Start with the Most Important Elements of a Landing Page Framework

The “best framework” doesn’t really exist because all the businesses are unique. There are, however, some necessary components that help you build a robust framework and keep visitors engaged on the page so they can convert.

Meaningful headline

You need to put extra effort into this one because the headline is the first thing visitors see when they land on your page. Writing a compelling headline will encourage visitors to stick around long enough to consider your offer.

landing page headline

No matter what you’re promoting, your headline should always be clear and engaging. There are four primary ways you can create a strong, compelling headline:

  • Start with a question — Present the question, then the answer in the subheadline or in the copy.
  • “How To” — Start your headline with this and then offer a solution to your visitor’s problem with your product or service.
  • Provide your unique selling proposition (USP) — Provide visitors with a compelling reason to choose your product or service over others and how you set yourself apart from your competition.
  • Use humor — While it may not always be appropriate, being funny can often win people over.
  • Having subheadlines in your post-click landing pages might help support and reinforce the claim made in the primary headline.

Relevant copy

Good copy is crucial because it is one of the primary methods to get your point across and convince visitors to convert — the benefits of your product, your USP, etc.

content copy of landing page
  • Amount: The amount of copy plays a huge real in conversion, if it’s too much your visitors may feel overwhelmed and leave the page without reading any of it. And if it’s too less, they may feel uneasy about whether to pursue your offer. So the amount of copy on your post-click landing page really depends on your offer.
  • Customer-centric writing: Make your copy customer-centric and should speak directly to your visitors. Using words like “you” and “your” instead of words like “we,” “us,” and “our” is a great way to show prospects that you’re focused on providing a solution to their problem.

It should also convey the reason that makes your product or service is better than the competition. Avoid using buzzwords like “new and improved,” “cutting-edge,” and instead, explain the benefits of your product or service.

  • Formatting-  Use formatting techniques, like bullet points, numerals, lists, bold copy, italics, ensures that the important bits of information will stand out.

“So the best general frame of thinking about this is  to match the amount of copy to the significance of the offer, so the more complex the offer is you gotta back it up with more copy. If you have a video, embed it. The best way to end a video is with CTA.” – Nicholas Scalice

Engaging media

Since we know a majority of online users don’t like to read web page copy, what better way to get your information across than some engaging media? A few types of media can be incorporated:

Images- post-click landing page images shouldn’t just look pretty but also attention-grabbing and relevant. Images on post-click landing pages can be used to accomplish a number of tasks, including:

  • To showcase products or product features
  • To highlight customers
  • To create an emotional connection
  • To tell a story about your brand
  • To direct attention towards the CTA button

Videos- Videos on post-click landing pages are even more effective than images. That’s because research shows that:

  • 96% of consumers find videos helpful when making online buying decisions
  • 58% of those consumers consider brands that produce videos more trustworthy than those without it.
video in landing page

PushEngage has added a short video to its post-click landing page, telling visitors about what is the tool, the importance of using marketing automation, and how to install the tool.

Trust indicators

Customers should be able to trust your brand before they make the decision to convert on your offer. Incorporating trust indicators to add credibility is essential to your post-click landing page framework.

Here are a few common ways to add trust indicators to your landing pages:

trust indicator in landing page
  • Statistics: Getting your visitors to convert often relies on providing statistical proof on how your service is the solution to their problem. While using this method, don’t forget to include the source that generated the proof.
  • Trust badges: These badges include awards from other websites, customer logos, and more. By including these authority badges, you’re conveying to the visitors that, “These are the other companies we’ve successfully helped… We can help you too.” or “We’ve earned this badge and are better than our competitors”.
authority badges in landing page
  • Testimonials: A testimonial from a satisfied customer is one of the most powerful trust indicators. Be sure that when you’re providing a review or a direct quote from somebody that you provide as much information as possible, as this makes the testimonial much more credible to the visitor seeing it.
testimonials in landing page
  • Privacy policy: A privacy policy link is one of the very few exit links marketers should include on their landing page . That’s because they help build trust by informing visitors how their information will be shared (if at all). 

Capture form

Lead capture forms are your source for collecting visitors’ information, but forms only work well if they’re designed properly. To accomplish that, forms must:

  • Only require essential information from prospects, as to not intimidate them
  • Must be organized, so that it’s easy for visitors to complete
  • Be placed strategically on the page 

“Use as few fields as you possibly can. There’s a lot of research that the more form fields you have, the lower your conversions will be.”- Nicholas Scalice 

Call-to-action

This landing page element should stand out above all the rest. There should be no confusion as to where prospects need to click to redeem your offer. Consider the below factors when designing your CTA button:

CTA in Landing Page
  • Position: By placing your CTA button too prematurely on the page, you run the risk of losing conversions. When you place the CTA after you’ve introduced and explained your offer, it’s more likely that visitors will already be convinced to convert. White spaces are a great way to grab attention as you are isolating the button and drawing attention to it.
CTA ignored by marketers
source – https://content.myemma.com/blog/how-to-write-the-perfect-call-to-action-that-gets-results-plus-examples

Also, there is the F-pattern and Z-pattern to consider. Both of these web design techniques can help you influence where visitor’s eyes move, while leading them to your CTA button.

  • Color: Make your CTA button “pop,” contrasting well with the rest of the page. That doesn’t necessarily mean bright colors, either.
  • Copy: CTA copy can be a deciding factor in winning or losing a conversion. Be specific and use personalized, compelling words to increase conversions.

“ If you give people two prominent choices on the landing page, it’ll be like giving them a paradoxical choice which will just confuse your customers and it’ll be difficult to understand what action to take” – Nicholas Scalice

Gather Feedback and Run Tests

If you want to improve your landing pages, you need to gather feedback and run tests.

A/B testing

ab testing of landing page
source – https://www.crazyegg.com/blog/landing-page-ab-testing/

Every website has its own personal audience. The only method to make sure that supposed best practices are working for you is to A/B test them.

A/B testing involves comparing two different versions of a landing page, a variation A and B, to see which one performs better. These versions are presented randomly to users and then a statistical analysis determines which one performed better, according to predefined KPIs, such as sign up rate, click-through rate, etc

Functional testing

Functional testing is carried out to ensure that the product behaves according to the functional requirements without taking design principles into consideration.  This entails a series of tests which perform a feature-by-feature validation of behavior, using a wide range of normal and erroneous input data. Functional testing requires the mindset of “CAN I do what I need to do; does this product work?” 

Usability testing

Usability testing focuses on customer acceptance and how well the customer can use the product to complete the required task.  Usability testing investigates all aspects of the usability of a product, including overall structure, navigational flow, layout of elements on a page, clarity of content, and overall behavior. Usability testing is more about ‘usability’ than it is about ‘testing’ (given that the latter term inevitably seems to bring about visions of functional testing first and foremost) and needs to have the mindset “HOW can I do what I need to do; does this make sense?” – qualitestgroup

Reducing Friction and Increasing Motivation

The most successful landing page optimizers focus on reducing friction and increasing motivation at every step

Ways To Reduce “Friction” On Your Landing Pages

Friction, as it relates to the sales process, is anything that slows down the buyer. To maximize conversions — you need to vigorously identify the areas of friction and try to eliminate them.

reducing friction in landing page
source – https://growtraffic.com/blog/2018/09/reduce-landing-page-friction

Your form should Require Fewer Steps

In September of 1999, the U.S. Patent and Trademark Office awarded Amazon.com a patent on 1-click buying. Why would Amazon patent such a thing?

amazon 1 click patent
source – https://www.digitalmarketer.com/blog/reduce-landing-page-friction/

Because the 1-click button INCREASES SALES!

As a general rule, fewer steps or friction equals MORE conversions. The fewer the clicks  they go through to consume your information and buy your products, the better the results.

Ask Often, wherever required

Give them lots of opportunities to do what you want them to do.

Maybe you want them to opt-in, maybe you want them to click and buy, maybe you want them to pick up the phone and call.  Whatever your goal for the page is, give your prospects a few different chances to go for it. 

But don’t confuse the prospect by asking them to do something multiple times with asking a prospect to do multiple things.

You need to have the CTA on the top and then at the very bottom of the page because at many times people will scroll right to the bottom of the page and if there’s no way for them to take action, they are gonna leave.” – Nicholas Scalice

Every landing page should have a single desired conversion behavior.  Buy this.  Sign up. Start a free trial, etc. But don’t ask them to do all three — you’ll likely see a lower response.  One page, one offer. Not only can you make it easy for them to take action, but you need to make the decision easy too.

Triggers

Every landing page needs a trigger to evoke the desired action: a CTA.

triggers to reduce friction in landing page
source – https://unbounce.com/landing-page-copywriting/reduce-friction-in-your-landing-page-copy/

Trigger friction can arise due to various reasons. Maybe your CTA is placed prematurely, before your visitors are ready to act, or maybe your visitors don’t understand what you’re asking them to do. In every case, it is likely that your CTA is not intimately tied to the motivation of your visitors.

Along with the ideal placement, create triggers that are clear and logically move people down a desired path makes for better user experience.

“Every major change you make on your landing pages should either help reduce friction or increase motivation.”- Nicholas Scalice

Speed

page load speed to reduce friction in landing page
source – https://unbounce.com/landing-page-copywriting/reduce-friction-in-your-landing-page-copy/

Slow-loading landing pages have always been an obstacle to higher conversions, and now Google is punishing poor mobile times in its search rankings. 

You can check your landing page speed by running a Google Speed test.

You can also increase your speed by Optimizing your images, reducing page content, enabling Browser Caching, etc.

No matter what platform you are using, there are ways to optimize and speed up. A lot of tools, especially Unbounce, they put a lot of effort into speeding up their pages”- Nicholas Scalice

Responsive Landing page design

“Responsive web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. As the user switches from their laptop to iPad, the website should automatically switch to accommodate for resolution, image size and scripting abilities. In other words, the website should have the technology to automatically respond to the user’s preferences. This would eliminate the need for a different design and development phase for each new gadget on the market.” – smashingmagazine

responsive landing page to reduce friction
source – https://stock.adobe.com/ca/images/web-design-website-template-page-banner/270180851

Responsive design of your landing page allows the users to do whatever you require them to do in your CTA. And now you can not afford to lose your mobile users.

You can prepare mobile-friendly landing pages in a few minutes' time span and with no IT skills required. Use the various Preview tools available to make sure your pages automatically adjust for all display options: mobile, tablet and desktop.

Responsive design is the key. Mobile design is where you should focus”- Nicholas Scalice

Key Takeaways from the Webinar

Start by ky knowing the true purpose of the landing page

  • Audience: With these digital ads, you can target particular demographics that are more likely to convert. which means your landing page needs to be designed for this particular type of audience
  • Links: Landing pages only have one primary goal: convert traffic. The best to find ways to give your audience the information they need is without taking them off the landing page.
  • Content: A landing page should only have minimum content that is specific to the offer, product, or service that you are promoting.
  • Call-to-Action: landing pages should have some type of Call-to-Action (CTA) that encourages your viewers to convert.

You don’t need to know how to code to build a landing page

The highest-converting landing pages focus on answering the questions visitors may have.

Start with the Most Important Elements of a Landing Page Framework

1. Meaningful headline – No matter what you’re promoting, your headline should always be clear and engaging. 

2. Relevant copy

  • Amount: The amount of copy plays a huge real in conversion, if it’s too much your visitors may feel overwhelmed and leave the page without reading any of it. 
  • Customer-centric writing: Make your copy customer-centric and should speak directly to your visitors.
  • Formatting: Use formatting techniques, like bullet points, numerals, lists, bold copy, italics, ensures that the important bits of information will stand out.

3. Engaging media. Incorporate images and videos on your landing page.

4. Trust indicators. Customers should be able to trust your brand before they make the decision to convert on your offer. That’s why incorporating trust indicators to add credibility is essential to your post-click landing page framework.

5. Capture form. Lead capture forms are your source for collecting visitors’ information, but forms only work well if they’re designed properly.

6. Call-to-action. This landing page element should stand out above all the rest. There should be no confusion as to where prospects need to click to redeem your offer.

If you want to improve your landing pages, you need to gather feedback and run tests.

A/B testing, Functional testing or Usability testing

The most successful landing page optimizers focus on reducing friction and increasing motivation at every step

  • Your form should Require Less Steps: Fewer steps or friction equals MORE conversions
  • Ask Often, wherever required: Give them lots of opportunities to do what you want them to do.
  • Triggers: Every landing page needs a trigger to elicit the desired action: a CTA.
  • Speed: Optimize your landing page for speed.
  • Responsive Landing page design: Make sure to have responsive landing page.

Summary of Key Landing Page questions covered in the Webinar

Below is the Recorded Webinar of Nicholas Scalice hosted by PushEngage

Q. I want to request a demo on the same page and also get signups. How should I have these 2  CTA on my page?

A. That’s a really good question. I would say you should focus on one of them, you want to have a primary call to action and then a secondary call to action. The secondary CTA is maybe a PushEngage notification or maybe that is your primary. Remember that you want to always focus on one and the other one to be less prominent. Because if you give people two prominent choices on the landing page, if you give them two choices to your customers it’ll be like giving them a paradoxical choice which will just confuse your customers and it’ll be difficult to understand what action to take.


Q. What is the significance of phone numbers on the landing page?

A. Phone numbers can be great if you are able to quickly deal with and answer them. I hear horror stories of companies that put a phone number on their page and when the customer calls it goes to the voice mail and you’ve just lost that sale so makes sure if you’re using a phone number on that page, it’s going to a call center or maybe after hours you’ve some way of handling that. But having a phone number is going to increase credibility so it’s the trust question when I see a phone number on the page I think “Hey! There’s a real company behind that page”. So the second goal of having a phone number on the page is that it increases the credibility of the website.


Q. Generally with health tech brands especially cancer care, where people are not really sure what they want. The audience’s intent is not clear, they want to understand more about ‘How we can help them?’. How do you make the LP crisp as well as have just one action?

A. I would say, using that 7 question framework, go through the copy and I would try to see through whether am I answering every single one of these questions, clear with the headline what the page is about. Am I focusing on one CTA? Am I showing that there’s a high level of trust?. So just focus on answering those questions on the page.


Q. Usually in lead gen, we need multiple inputs from users like name, email, gender, phone, and all. So how do we prioritize the inputs to have better lead generation? And, also what is the maximum input field in a lead gen landing page?

A. The main thing I would say here is, that use as few fields as you possibly can. There’s a lot of research that the more form fields you have, the lower your conversions will be. The number one thing I see is that if you have seven form fields, break them up. You can do that with the help of a javascript code where form fields change as people navigate through the site, step 1, step 1, etc. you can send the customer to multiple pages and sort of pass the data in the URL parameters as they jump from one page to another, but breaking up the form into multiple steps is important. There’s a lot of science into it and will help them get through that funnel.


Q. How often should we make changes to landing pages?

A. This really depends on how much traffic you are getting, how much testing you are performing, and so on.


Q. How important is a responsive landing page as compared to a website optimized for tablets or desktop?

A. Yes, responsive design is the key. Mobile design is where you should focus, and I know a lot of examples that I’m showing you are the desktop and laptop design images, but most traffic these days is mobile traffic. So you should have a Mobile-first mindset. Personally we don’t optimize it for a tablet since it’s such a small piece of the set. Do try and primarily optimize for mobiles and then for desktop and laptops.


Q. What are some tools to analyze landing page performance?

A. Yes, I’m going to share a number of tools in the presentation. Glad you asked that question, so stay tuned.


Q. These Landing page tools, aren’t they usually more bloated than a custom made landing page? (in terms of page speed).

A. That’s something I hear but no matter what platform you are using, there are ways to optimize and speed up. A lot of tools, especially Unbounce, they put a lot of effort into speeding up their pages. It is one of their main selling points. So I would probably trust an Unbounce page than someone who just has a WordPress site. Whether they are using proper caching, what kind of plugins they’re using, that kind of stuff, so a lot of times these dedicated page building sites are useful as they take care of all of this. 


Q. Many times landing pages are long. In which part is the best to put CTA – a beginning or end. Also, how many CTA is optimum on the landing page?

A. So I always say you need to have the CTA on the top and then at the very bottom of the page because at many times people will scroll right to the bottom of the page and if there’s no way for them to take action, they are gonna leave. So you need in the top and the bottom and then depending on the length of the page. And if it’s a long page I would mix in a few in between, but you don’t want to overdo it, a CTA in every section would look too forced. So depending on the length of the page. For a standard page, we’d probably have 3 CTAs.


Q. How's your experience with Elementor in terms of page loading speed? ( Any idea how much extra min/sec it adds with minimal modification).

A. So from my understanding, a lot of the speed and optimizing that goes into the optimization of the Elementor page has very little to do with the page builder and has more to do with the hosting environment. So no matter what platform you use you need to have good basics, a good hosting platform. I like the WP engine. You need to make sure you’re using a cache in a plugin like wp-cache, total cache, etc. you wanna use an image optimization plugin and there are all these different plugins and features that you can pretty much add to any hosting platform and what I like about elementor that it’s easy to create a landing page with just drag and drop.


Q. How much copy matters in Landing pages? How to keep a ratio of copy vs media? How about embedding video in landing pages rather than long text information?

A. So the copy is super important. You wanna match the amount of copy to the significance of what you are asking someone to do. So, for example, you are asking someone to buy a boat, there’s a big risk there, there’s more copy. But if I’m going to ask someone to buy a lead magnet there’s not much risk there, so you can just say we are not gonna spam you, you don’t have to oversell that. So the best general frame of thinking about this is to match the amount of copy to the significance of the offer, so the more complex the offer is you gotta back it up with more copy. If you have a video, embed it. The best way to end a video is with CTA.


Q. Which is the best tool for A/B testing?

A. Google has a free A/B testing tool known as Google optimize, it’s relatively new. But if you see how good google analytics has gotten over the years I’m very confident that google optimize is on the same trajectory. So I don't think it's quite there yet, but it’s a free tool and I’d look into it. There are some downsides to it as it needs to be integrated with google analytics and you can only test two pages that are connected to the same analytics account. So it is a little bit clunky but it is a free tool. Otherwise, what I often use is Unbounce and it has a built-in A/B testing feature since it’s a dedicated page builder. Then there are WordPress plugins too.


Q. Any WordPress plugins for landing page optimization?

A. I’m not a WordPress expert, I don't know any specific plugin, but I’d say make sure you have these plugins. An image optimization plugin, a caching plugin, an autoptimize plugin, etc.


Q. When we use a third-party tool for building landing pages, won’t that impact SEO of our own domain?

A. It’s very difficult to optimize for both SEO and CRO. So what i recommend is that you keep your pages somewhat separated. Use your landing pages for your dedicated traffic through ads. Because when you think about the goals, the goals are very different for SEO and CRO, because in SEO you’re using keywords and putting in a lot of content to get backlinks but in CRO you are focusing on one specific action from a particular audience.


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Marketing enthusiast. Exploring the various dimensions of marketing while making businesses become more discoverable, shareable and memorable.

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