How to Create an Effective Landing Page that Retains Customers

Having a high-quality landing page that converts is the cornerstone of great online marketing. This webpage can have a significant impact on any online store since its sole purpose is to reel consumers in and convince them that your product or service is worth their hard-earned money.

Taking the time to create an effective landing page that grabs attention and compels users to buy your product or service is well worth the effort. Here are some tips on how to create a winning landing page that converts.

 

Tips to Create a Winning Landing Page

 

1.     Choose a clean and organized design for your landing page

The overall look of your landing page is the first thing any user will judge when they stumble upon your website. Take the time to ensure that your website UX design is easy to navigate, free of distracting pop-ups or links, and makes good use of colors and images. If you run an online store, making sure that you optimize your e-commerce site features is extremely vital to selling your ware.

The copy on your landing page must also be kept simple so as not to overwhelm users. Key information should be on top. You can use bullet points to quickly explain details whenever possible, so visitors can scan instead of muddling through chunks of long paragraphs.

Using videos on your landing page can also do the trick when you want to add more information without going text-heavy. This approach can give an in-depth view of what you have to offer in ways that website copy or photos can’t. Here lies your chance to create a memorable experience for people who encounter your brand, so maximize this medium by producing content that entertains and brings value to viewers.

Directional cues that guide readers where to go also work to call their attention, helping you to lead them to the next step in the conversion process.

Here are copy and design elements to add into the mix when creating your landing pages:

  • Headline – Your headline should highlight the main benefit of your offerings. Make it clear to ensure that readers know exactly what to expect.
  • Subheading – This could be a product or service description that highlights your unique value proposition (UVP). Some brands put the UVPs on the heading and discuss the actual offers succinctly in the subheading.
  • Call to Action (CTA) – This tells your visitors what to do next, whether they should sign up, request a quote, and so on.

Place the CTA on the top and bottom sections of your landing page, or add a floating CTA button that can be visible as users scroll through your content.

Pro tip: Visual cues like arrows or images featuring people directly looking at the button can help draw the eyes to the CTA.

If you have other “minor” CTAs, de-emphasize these visually and make sure your main CTA stands out.

  • Subscription form (a.k.a. Lead Generation Forms) – A complicated subscription process may discourage potential subscribers. Your form should include only the essentials with as few fields as possible. This ups your chances to convert your leads into paying customers. You can ask for more information in the next stages of the conversion process. Avoid asking for phone numbers or birthdates initially, as these can increase drop rates considerably.

2. Use trust signals

Show users why they should trust your brand. This can be done by displaying positive customer reviews or testimonials, endorsements from past customers, and trust badges.

Trust badges can be logos of other companies or brands you have worked with, press mentions, and recognitions from respectable institutions or groups in your industry.

Other subtle trust signals you can use include showing “Like” or “Share” counters from select social media sites where your brand is.

3. Make your page responsive for any kind of device

Not all visitors will be viewing your website from a laptop. Did you know that half of the global web activity comes from mobile use? To maximize your reach, make sure that you optimize your landing page design for both mobile and desktop users. The landing page builder you use should allow you to create a webpage that adjusts to the size of your website user’s screen size.

4. Keep subscribers hooked by requesting feedback

Up your subscriber and customer retention rates by keeping them engaged. A good way to keep subscribers and clients connected to your company is to ask for their feedback occasionally.

You can have full control of the experience by embedding survey blocks on your landing page instead of sending users to a third-party website. If you want to exercise more creativity with client engagement, create brand-specific quizzes that resonate with your audience to make them more fun.

5. Do your A/B testing

Avoid the guesswork and instead test various combinations of variables like CTAs, images, and other design and content elements by making different versions of your landing page. Testing different versions of your landing page can help you determine the perfect format that increases conversion rates and provides a better customer experience.

Set your goals and use tools like Google Analytics to collect high-value data, which can help you assess how site visitors interact with the different landing page versions.

Determine how visitors got to your website, what devices they have used, or how many times website videos were viewed. Find out the number of times specific links or buttons were clicked, or how many people signed up on your subscription form. All these pieces of information can help you determine how to adjust variables accordingly before settling on a final version for your landing page.

6. Encourage users to share on social

Having social media sharing icons encourages users to promote your content on social media. Avoid any clutter by selecting social media platforms that your target audience uses, and you can even include an email forwarding option to allow sharing of your content through email.

Build slowly, soar faster

Careful planning is essential when building a landing page. Before promoting your company website far and wide, make sure that you have paid attention to all the details that make up your landing page—from the design, the website copy, SEO best practices, security certificates, website responsiveness, and brand consistency.

The key is to focus on highlighting the benefits and unique selling points of what you have to offer and be clear about how the features of your service or products can help solve your prospective client’s pain points. Make your content concise, and keep your page updated with engaging content to keep users coming back for more.

 

Author Bio: Trevor Michael is a Customer Contact Industry Specialist of Select VoiceCom. He has operated successfully within this niche industry for over ten years across Australia, New Zealand, and Southeast Asia. He enjoys writing, golf and going to social events.

 

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