What ingredients do you need for a compelling landing page?
Landing pages help in lead generation and sales. The surveys show that companies with 30 or higher landing pages tend to do seven times more business than those with less than ten. A landing page is a marketing tool, a separate webpage that targets a specific keyword. You promote them through emails, ads, and search results. In essence, the purpose of these pages is to stir users to take the action you desire, so they end up buying a product/service, or signing up a newsletter, and others. But what makes them engage with these pages? The focus, design, and copy play an integral role here.
You can be in a hurry to create a landing page for your next marketing campaign. But before you jump start, you need to get clarity about a few aspects. Here is a quick look into them.
The value proposition
A user that comes to your landing page will most likely spend less than eight seconds or so. You have to get his attention within that time frame. For this, you have to make your landing page quite impressive. You need to figure out what you want to offer and how to present it well. It is nothing but a value proposition. Some people write a sentence addressing two points – solution of the problem or the advantage, and the method to fulfill it. For example, Skype intends to help users with easy interactions through chat and video calls. If you analyze, you will discover that smooth communication is the benefit, and chat and video conferencing indicate how to achieve this.
Make sure you don't take a generic approach to this by saying the best product in Brooklyn or very friendly. Most companies already follow this path. It would be best if you were straightforward and believable. For example, you can say, "We sell handcrafted items for our buyers." In simple terms, find out all the benefits you can offer your users and the features that can deliver them. It will be the ultimate value proposition of your page.
The call to action
The purpose of a landing page is to get your users to take some action you have planned for them. Hence, it needs to have a clear call to action. Don't be greedy and add multiple calls to action. If you wanted them to perform a specific task, focus on that. You cannot add a social media link and request them to follow you there. It can distract them from the primary goal. Anyway, having a secondary call to action still makes sense. Even if they are not ready to do the first thing, you can get them to commit to something lesser.
To be precise, if the primary objective was to convince them to buy something from you, the second part can urge them to subscribe to your newsletter. You need to ensure that the second call to action features on the lower side of the page and is not too overpowering. Some people use popups for this purpose. But users don't appreciate it much. Hence, you have to be careful when you use it. If you know an agency specializing in web design in Brooklyn, you can entrust them with this task. They can have better ideas for you to go about these elements.
It is a general belief that you need to give incentives to your target audience to motivate them to take action. For this, you can offer a free e-Book or a discount coupon for any Brooklyn store through your landing page. These can be little things, but they can push them to act now.
The personality
As per the research studies, a user takes 50 milliseconds to form an opinion about your website. Branding and aesthetics play a huge part in influencing the mind. To achieve this, you need to be clear about your communication and reflect on the design. When it comes to deciding a message, you can make a list of words that give the impression you want your users to witness on your site. For example, it can be the trustworthiness that you want to portray. No matter what it is, once you select it, your designer can visualize how to covey it through the design.
A designer can come up with multiple designs. You can select from them and ask your users what they think about them. You can also do testing to measure how your website fares well against the set of keywords.
The visuals
While aesthetics matter, you also have to follow a correct visual hierarchy in your design so that the users reach the main content first and the secondary later. You can create this if you provide the right information on the top. For arriving at this, you need to think like your target audience. How do they view your landing page? You cannot be accurate, but you can ask questions around value proposition, benefits, features, social proof, and call to action. In essence, a visual hierarchy is nothing but an order in which a user can ask a question.
If you explore any random landing page, you will most likely come across this structure – summary, call to action, trustworthiness or social proof, benefits, call to action, features, social proof, call to action. While this is a task in itself, there is another thing that needs equal or more attention, screen elements, or the use of colors, images, animation, negative space, placements, etc. Besides, there should be fewer distractions.
In the end, your interface should be simple and easy to use. For this again, you need to ensure the proper use of the elements. Whatever you add or remove, you should ask yourself if you made the right decision.
The landing page is the most common marketing tool in the digital world. Still, not everybody knows how to make it useful and efficient. Your web design agency in Brooklyn can help you design it with the right number of elements in the right positions. So, if you haven't engaged them yet, you should get them to do this.
7 Tips for Designing High-Converting Landing Pages
A landing page can be defined as an online salesman (or web page) that leads users to your website once they click on an advertisement posted on another page. The main aim of creating landing pages is to capture more leads by sharing highly relevant content with each user who clicks on a specific ad. Read more
How to create a gorgeous landing page
Creating a website that showcases your products or services is the way to go in 2019 if you just want to have a business. But if you want to have a business that outshines the competition and is able to feed your sales funnel and convert visitors you’ll have to be more strategic. You’ll need to create landing pages that can capture emails or instantly lead your visitors through the sales pipeline.
In fact, we can divide landing pages into 2 different categories based on their goals and purpose:
- Reference Landing Pages
- Transactional Landing Pages
While both of these types will try to achieve the same goal which is a sale they will implement different strategies to do it.
Whichever type you choose to go with you’ll have to be precise with this process as there are various steps that are involved and each one of them has its own importance.
Creating a highly effective landing page also requires both technical and analytical skills, not to mention that you’ll have to call to arms your imagination.
Fortunately, there are more than enough tools, successful landing page examples and templates out there that will make your job easy.
At the end of the day creating a landing page is vital for every online business and a skill that every digital marketer needs to have. Fortunately, it is not nuclear physics so as long as you have access to knowledge and time to invest in, you will be able to create a delightful experience for your visitors.
Check out this astonishing guide and find out how to create a gorgeous landing page.
Opt-in Landing Pages with GDPR
Since it came out applications on Facebook openly took user information without account holders knowing about it, new general data protection regulations, or GDPR, have come out from nearly all major Internet application and software providers, ranging from Google and Apple to Snapchat and Twitter. These GDPRs are designed to both clear up a potential issue with user data while providing the highest level of service possible. The general data protection regulation affects just about everything online, including business opt-in landing pages. Due to this, businesses need to understand how to ensure all landing pages are GDPR compliant. Here are several important tips, suggestions, and requirements all companies need to utilize when building and updating all opt-in landing pages.
About the GDPR
The GDPR lays out easier to understand rules with regards to what software companies and online marketers can do while collecting information. This includes tracking a site visitor and what the website can or cannot do with regards to a customer’s personal information (or, in this case, a potential customer on an opt-in landing page).
While created in the European Union, it is not just for citizens of the EU. Instead, the requirements are for any business with stored data assets within the EU. Due to this, it isn’t necessary for a website user to be located inside of Europe. Instead, it’s based on what assets the company has located in the EU.
Companies failing to comply with the new GDPR regulations may see fines of up to four percent annual global turnover (or up to 20 million euros). According to Engadget, while the initial updated GDPR came out specifically for the EU, large companies such as Facebook are expanding coverage worldwide. Due to this, it’s vital for a company to comply with the general data protection regulations.
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The Data Collection Process
The entire purpose of an opt-in landing page is to collect some kind of information (such as an email address). While the individual knows they are providing their email address, a company needs to explain exactly what will happen with the data. Even if the email is to just be stored on site for future newsletters, the company needs to inform the individual opting their supplied information will be stored.
The language used with regards to data storage and intended usage of the information needs to be clear and specific. This information needs to be visibly presented and a visitor to the opt-in landing page needs to indicate they have read the information (such as checking off a provided box on the form indicating they have read and agree with how the data is to be collected and used).
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Requesting Access to Data
Breakthrough Advertising heavily relies on data and the information obtained from both customers and potential customers. However, according to the GDPR, those who provide their information have the legal right to request access to all of their personal data.
Those who provide their data have always had this right, although not all knew about it. Additionally, businesses had a 40-day period to provide the requested information. Although no specifics have yet been put into place, the 40-day request period will likely drop in allotted response length. Due to this, a business needs to actively monitor all information and have easy access to it, in the event of a data request from a customer.
Whether a customer originally signed up for a product made available through an opt-in page or e-commerce product videos on a video platform, new regulations are now in place for what a business needs to do with regards to someone requesting removal from an opt-in email subscription.
Within the send email, a business needs to provide a recipient with the opportunity to request removal from the email list. When requesting removal from the email list, all customer data needs to be expunged from any and all data serves.
How the GDPR Affects an Opt-In Landing Page Appearance
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The physical appearance of a landing page will not change. The GDPR does not alter the visual look of a website or landing page. What may need to change in order to remain compliant with the GDPR is the fine print and how an interested visitor opts-in to the content.
Using a double opt-in landing page can help with this. The double opt-in landing page requires a potential subscriber to not only enter their email address but to check off requests asking whether or not they read and comply with the data agreement.
How This May Affect Landing Page Opt-In Success
According to Clever Touch: Intelligent Engagement, the newly revised opt-in language may impact the subscriber database size. When informed of exactly what a business intends to do with data, those prospective clients on the fence may decide against signing up in order to prevent their information from being stored on a third party data server. However, while the database size may drop, the quality will likely increase. As customers are informed of exactly how their information is to be stored, used and accessed, those who do comply and opt-in are clearly interested in the products or services offered by the company.
Additional Regulations To Come
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The GDPR requirements are currently EU specific. However, as the new changes went into effect in May, it's likely not only additional regulations will come to Europe but North America as well. Due to this, it's crucial for a business to stay up to date on all of the latest GDPR developments in the coming months. As Facebook has stated it will make its EU GDPR a global standard, other companies will likely follow a similar path. However, as Facebook announced these North American changes would eventually establish set U.S. or Canadian standards, it’s possible either some or all companies will establish unique North American GDPRs, or federal governments will step in and create new GDPR specifics.
In Conclusion
The new and upcoming GDPR requirements are designed to provide software and service subscribers with new levels of data protection. In general, the new changes shouldn’t have much of a visual impact on an opt-in landing page. The same product videos, images, and other e-commerce content may remain. However, the way data is collected and stored will change. Additionally, a company must inform subscribers as to what the attended usage of the information is, that it will be stored and it must provide access to stored information upon request. These updates will not drastically alter the way companies do business, and by remaining proactive with updates, a business will avoid any potentially extravagant fines levied by government oversight organizations.
Mike Giannulis