How do you build a successful landing page?
One of the key aspects of a successful email is the creation of a good landing page, which is the page that the user accesses without having to go through the homepage of a website. This is usually a section that is already on a website, but it could also be a page that has been built specifically to achieve a specific goal (e.g. to get people to fill in a form, or to make a purchase, or to find out about the benefits of a service and so on).
The identification of a goal, not by chance, is the pivotal point around which the entire creation of the landing page turns. Each element in fact will be designed to make visitors perform the desired action.
Precisely because of its persuasive power and its versatility, the landing page is often used in email, social media, chat and all major digital channels. In previous articles we have already told you about the importance of inserting a link to a landing page within newsletters whenever it can support your communication. Today we want to go into more detail on this point.
So let's see what are the aspects to be taken into account in the creation of a landing page, answering the question "How do you build a successful landing page?". We do this by giving you 10 tips.
Enjoy your reading.
10 tips for a perfect (or almost perfect) landing page
- Simplify as much as possible the structure of the page, eliminating those elements that can confuse or distract the user; it is preferable, for example, to avoid components such as the navigation menu, the footer and other typical of a web page, which in this case would be superfluous. It is good practice to avoid, for example, components such as navigation menus, footers and other web page features, which would be superfluous. If we take into consideration the registration form, often three simple elements are sufficient: a short and catchy title, a subtitle giving some additional information about the benefits and a form in which to insert the email, within a background that makes its features stand out.
- Focus on a single offer: to avoid the reader getting lost among a thousand different information and stimuli, it is good to establish a single offer within the page. So, if the goal of the landing page is to lead to the purchase, avoid to include within the same page also a form for newsletter subscription, because in this case we are asking the user two different actions and the risk is that not even one is completed.
- Be consistent with the initial promises: since the landing page assumes the existence of a link to it and therefore of a previous message (contained for example in the newsletter), it is important that the page that comes first contains information consistent with that given in the landing page. In this way the visitor will not create false expectations and will be more likely to perform the desired action.
- Follow an order in the information provided: to facilitate the user's navigation within the page, organise the content so that it follows a precise hierarchy and includes all the most important elements. First of all title, subtitle, a relevant image, a clear and incisive call to action. This links us to the next point.
-
Use short and persuasive verbs and expressions: you know, in a fast-paced world like the one we live in, people are less and less used to spending time reading emails and their content. So what we need to learn to do is to communicate information using a few simple words, but with persuasive power. How to do this? Choosing action verbs and adjectives that highlight the qualities and advantages of a product will certainly make a difference. Use imperative verbs such as "Try", "See", "Buy", "Start", combined with expressions such as "Now", "Immediately" that direct the user towards a direct and immediate action. If possible, also use scarcity, i.e. emphasise that the offer is short term and you should take advantage of it before it expires.
Insert images with a good resolution: quality always counts. In the case of images, this is a key factor because it is unlikely that users will be tempted to interact with content that is grainy, cropped or otherwise not very visible. So check that the images on your landing page have a good resolution - also using special tools that help you with this, such as Stickermule - before launching the page on the web. - Insert images with a good resolution: quality counts, always. In the case of images, this is a key factor because users are unlikely to interact with content that is grainy, cropped or otherwise not very visible. So check that the images on your landing page have a good resolution - also using special tools that help you with this, such as Stickermule - before launching the page on the web.
- Include reviews from other users: social proof plays a decisive role in the decision-making process of people who choose to use a particular service. Including testimonials from satisfied customers or sections such as "X users are viewing" will positively influence new visitors to that page, who will be more likely to take the action we are directing them to.
- Reassure the user: remove any possible doubt from the visitor, especially in terms of privacy and payment security. If sensitive information is requested, it is important to reassure visitors and highlight the privacy policy. As far as payments are concerned, if you are offering a free trial and do not ask for credit card details in advance, you definitely have an extra card to play in your favour. Use it! In this case, we recommend that you highlight this advantage so that the user is even more inclined to start the trial period.
- Do some tests: since there is not a landing page version that is absolutely good, but this may depend on the target audience and the message conveyed, it is always useful to do some tests on the most performing elements within your communication. The aspects to be tested can be different: for example, two different calls to action, two different images, two different copy and so on. Individual elements can have a different impact on users so it is important to analyse the performance data of the landing page and, based on this, make decisions for subsequent messages.
-
Make sure it is displayed correctly on mobile: with most people nowadays using their mobile phones instead of their PCs, you need to make sure your newsletter is displayed correctly on mobile phones and tablets.
This brings us to the end of this article. We hope you have found it useful and that you have gained some interesting insights for your email marketing activities. But we would also like our articles to be an opportunity for discussion and to lead to an exchange of ideas, so if you have other tips - that are different from those provided here - write to us: we would love to hear other voices on the subject!
We also want to remind you that, if you need support in setting up your campaign, you can contact us via the support section on our website or via chat on our Facebook page. Get in contact with us and we'll be happy to help!
