5 Tips For Creating an Effective Landing Page
My Learnings from www.cxl.com.
I have implemented most of them for our new upcoming project on Custom Tailoring Website.
The quality of the whole website and project got enhanced by implementing these techniques.
Visitors go through a long journey while exploring a website and we as marketers and designers have to see that we support them in this journey so that they can choose the right product and become a customer.
We can divide the whole user Experience into 5 Phases.
- Direct Attention
- Learning
- Motivation
- Check out page
- Trust and Credibility
Direct Attention.
The first fold of a page is what decides whether a visitor is going to stay or not. If the bounce rate is more consider checking the first part of a landing page as well.
This landing page has a hundred things to do and see. It doesn’t guide what the website is about and what is the one important action one can take.
A good Landing page should have
- Big Picture
- Clear Picture and Headline
- Should convey what the website is all about.
- A clear call to action
The Landing page should give answers to the following questions.
- What is the landing page is all about?
- How do I learn more (Clear Call to action, don’t load with tons of call to actions, preferably it should be 1 or 2)?
- Is this something I might need? (Should be able to connect them so that target audience can relate it)
Quick tips to make it better.
1) When things break the pattern, they instantly stand out.
2) When they don’t break, they are hidden. (Action clickable buttons should stand out)
Learning Phase:
Once a customer decides to check the website, they go into a learning phase where we have to educate them about our product.
We should see that we shall explain to them about features and benefits but also be remembered that Features tell, but it’s the Benefits that sell.
Benefits will cater to your old brain; it will self-centric. Impress it, make it feel it is beneficial, and you see the action is taken.
Motivation:
By Evoking emotions and giving value propositions, you can motivate the customer to continue the journey to check out the page from product pages.
An example of this can be A promise — If you do ‘X’ then you will get ‘Y’.
Triggers such as pop-ups, flash messages, Category description will work for better conversion provided there is the ease of doing.
Motivators can be related to
- Pleasure or Pain (Insurance companies does it often)
- Hope or Fear
- Social Acceptance or Fear
Decision Making
Following ways can help in helping the customer in the decision-making process.
- Best buy tags
- Comparative pricing
- Taglines such as 1000 ppl already bought,
- Product Ratings
Make it easy for customers to decide.
It can be in terms of navigation, choosing a pricing etc.
The emotional mind decides after the rational brain confirms.
You might have the experience of buying a product or service even it is a little costlier than a similar one from another brand just because it has more reviews, a good rating or a good picture and description etc.
Trust and Credibility.
CXL Institute has the following social proofs.
Social proofs can be of the following ways
- Case Studies
- Reviews
- Stats (1K customers Purchased)
- Customer Interviews
- Security Icons (Norton Protected Etc )
- Testimonials
- How many Like the product or rating
Why is there a need for Social Proof?
- So that it will help visitors to answer objection and when it comes from a 3rd party it is more acceptable.
- It should also Reduce friction and answer the Pain points of a customer.
- It should also support specific claims. (Like Best company etc.)
Testimonial can be on:
- Relatable subject: Something that a customer can relate it to.
- In can be in the form of before, during and after using product and service.
- It should be a natural claim.
- Avoid simple testimonials like this is great. It should explain what made them feel it is great so that others can relate to it.
Negative Social Proof: Expect a few negative comments or low ratings. Keep it and don’t try to discard it as Not Everyone likes everything.
Common Mistakes:
- Not choosing an ideal customer.
- Not showing name, place etc
- Displaying in a way that is not credible
- Not using it to support any claim
- If you can link then link it to their LinkedIn, company website etc.
Acting Short Term
- Provide a clear path and opportunity to complete the transaction.
- Be supportive help and assist. (There are many websites where it is difficult to get customer care number)
- Familiarise customer with your process so that they know where they can take action.
See that landing pages have all these links handy.