A landing page is an elegant, attractive, and clean page which is responsible to grab the attention of visitors to your site and when designed innovatively it can act as cornerstone for successful digital marketing campaigns.

Why So Much Hype About Landing Pages?

“Landing pages are forefront of direct marketing, and everyone having a website is direct marketer.” -Seth Godin

Any landing page is where conversions happen and having it designed effectively can bring you more conversions.

According to recent studies, 70% of B2B businesses are using landing pages to get new leads for more conversions. Any business making $ 1000/day can be losing $ 25K per annum if their landing page responds slowly, says Neil Patel, internet marketing guru.

Let’s have an example, which demonstrates the importance of a landing page; in the year 2010, Ex-President Obama raised $60 million just by A/B testing the landing page which was created for a particular campaign. So always remember that you have only a few seconds to make or break the deal, so…give it all you have!

Now the question here is what makes a landing page a converting machine and best elements to be incorporated so even the most reluctant visitor gets attracted to your site? To get the answer of these questions, let’s have a look at important elements to consider while designing a landing page.

1. Compelling Headlines

The headline is the first thing that your visitors will read. So, making a killer headline that will impact instantly. Here are some pointers on creating killer headlines.

• Useful

While creating a landing page headline, remember to connect with requirements of your visitors. Several websites increased their conversions by 39%, when their headlines focused on its target audience.

• Urgent

Push the users to act instantly by offering a deadline or some useful offers. This strategy can rapidly grow reader base and compel to act.

• Attention

Every word should prompt the emotion of users. It’s useful to pick up good adjectives for this purpose. Some impactful words are:

• Astonishing
• Never seen before
• High costs
• Power

2. Using Videos

Landing pages having videos can increase the conversion rate by 75%, approximately. Some studies say that almost 95% users retain the messages in videos.

Also video makes a passive engagement that too with minimum effort and visitors get to know your exact message. Businesses should think more than Google Analytics to improve their conversions. Some important pointers to note while creating video on a landing page are:

• Use tempting thumbnail to engage your audience.
• Put your video above the fold.
• Keep your video meaty to interest your target audience.

Also include a transcript of the video as some people want to watch the video while some want to read it also, and some like doing both. The secret here is that an image speaks a thousand words but a great video is equivalent to 24k words per second. Moreover tech giants like Guardian & Cisco claim that videos will be the future of content marketing and will account for 79% of consumer traffic on the internet by 2020.

3. Use Parallax Scrolling

Parallax scrolling can enhance the background of any landing page and let it move at a reduced rate which results in a 3D effect for visitors navigating the page.

But what is so great about the scrolling effect?

It allows business to tell their story through landing page and allows visitors to know more about their services or products. When a effective copy with parallax scrolling is used, result are persuasive and professional.

4. Trust Signals

The best landing pages make ample use of trust signals, but why they use this tactic?

The trust signals are indicators of your brands credibility. These signals take various forms like testimonials, endorsements etc. Another important tool which acts like a trust signal is trust badge. When utilizing trust signals, always use the following tacts:

• Customer testimonials
• Third-party seals
• Trust badges
• Privacy policy

5. Product Demonstration through GIF’s

The demonstration of the products is extremely important and Gifs can explain your product in a much faster and persuasive way, compared to videos. Now marketers have started to realize the importance of Gifs for seeking a better engagement on social media.

Platforms like Facebook allow brands to post Gifs while Twitter makes the auto-play video visible, as these deserve a place on your landing page. Also gifs are best substitutes for videos on landing pages as they are more cost-effective when compared to videos demonstrating a service or product visually.

These gifs are gaining huge popularity in mobile marketing trends of 2020, so you should keep an eye on them.

6. Roll-Out Offers

An offer is something that can give you returning visitors for getting them what you want. These offers include discounts, coupons, free trials, matching gift, or a whitepaper and much more.  Few usable strategies are as follows:

Website paying bills can offer $10 for the maiden bill any users pay, but they would need to sign up for the service and link their accounts.

Consulting firms can offer a free consultation of 30 - 60 minutes, which could also be useful to demonstrate how the agency can help people.

Marketing agencies can give prospective clients a free guide to building mobile-friendly websites.

7. Put Headline and Form Two Columns

By breaking up the screen into two columns, you can show multiple page elements with equal prominence. The form on your landing page deserves the same attention as your headline or sub-headline as they can have a cumulative impact on your visitors. 

Conclusion

Although there is no exact formula to creating an ideal landing page but there are some thumb rules to make a page that will stand out. One can also go  metrics of conversion rate optimization impacting e-commerce sales

So if you are looking to achieve a high percentage of conversions this year? Then don’t forget to follow the above mentioned steps while you creating a landing page. You can also consult a professional web development agency can help you in this important task.