Attract. Persuade. Convert. It’s the main objective of every landing page. Hanging in the balance is conversion rate – the percentage of users who take a desired action. Down the line is the CMO expecting the needle to move in the right direction. Then there is the marketer – the one responsible for creating a landing page designed to convert. If conversion rates are on your mind, then it’s time to explore the anatomy of the perfect landing page.
1. Respect the fold.
First, a quick lesson. “Above the fold” is the portion of a web page that is visible in a browser window when the page first loads. The portion of the page that requires scrolling in order to see content is called “below the fold.” So, what does the fold have to do with conversion rate?
The idea is simple – visitors should never have to scroll to locate key information on a landing page. Every second a visitor spends searching for important information is another crucial second closer to them bouncing from your website to track down a competitor.
It’s vital to place the two most influential elements of a landing page – the core benefits and testimonials – above the scroll line.
Some people think placing information above the fold is expecting too much of someone who just arrived at a website. When time is of the essence, a quick and easy way to earn their trust is to create a mini experience above the fold.
- Start with a powerful and descriptive headline. Check out Bowen Media’s 6 Simple Tips for Creating Great Website Content.
- Highlight a complimentary supporting sub header – the extra information that would otherwise cramp the main headline.
- Introduce a brief statement of the core benefits.
- Create a sense of urgency. Communicate a limited time offer to entice a click.
- Close with a call-to-action. Reinforce the deal with a message closely tied to the headline.
It’s important to promote the same mini experience across all devices and screen sizes. Show your respect for the fold with a responsive design and test the experience from desktops and laptops to smartphones and tablets. Need a responsive website to boost conversions? Partner with Bowen today.
2. Simple is the new smart.
In an online world dominated by notoriously short attention spans, less really is more. For landing page optimization – minimalist design should always be top of mind.
Minimalism is design in its most basic form, stripped of all superfluous elements to bring the most important content to the forefront and minimize distractions for the user.
Every design element is another potential distraction from the main focus of your landing page – the call to action. A beautiful minimal design with less clutter and fewer options leaves visitors with no choice but to click a button, fill a form or complete a purchase.
Minimalism is a focus on purpose and functionality over design – and simple is the new smart. High-converting landing pages require nothing more than plenty of whitespace, 2 to 3 complimentary colors, and a bold and brightly colored CTA button.
3. Make them an offer they can’t refuse.
Do you know why telemarketers and salespeople mention price at the end of the pitch? It’s because with all the benefits on the table, people will buy at any price. The common technique may close the deal half the time in the sales industry – but never on the Internet.
Online shoppers want all the cards on the table – all at the same time – for a complete picture of the purchase. Respecting the fold comes into play once again.
It’s smart to display the price boldly in the top half part of the web page. For an even more effective landing page,display both the original and sales price on the same page. There’s nothing like a discount to make people hurry up and make a purchase.
4. Evoke the emotions.
It’s basic human psychology – people associate smiles with positivity and honesty. Smiling faces on landing pages increase trust, boost confidence and increase the desire to reach the same happy state.
Studies show smiling faces boost conversion rates higher than any other type of photo – from generic stock photos to photos of company vehicles.
Create the right emotion – a mix between happy and confident but not ecstatic – and consumers will warm up to your brand.
5. Trust is built with consistency.
Consistency is the most important part of building a brand. Your landing page should reflect your brand with a consistent design to avoid confusion.
People want recognizable elements from a remarketing ad to a landing page (let BOWEN teach you how to remarket Like a pro. Consistency builds confidence and makes customers feel safe. It reinforces the customer reached the right place – their expected destination.
Use the same typeface, colors and navigation throughout your landing pages. Consistency in messaging is just as important. Always make it easy for visitors to know who you are, what you do, and why they should do business with you. It’s the crucial first step to earning invaluable trust.
Need help building the perfect landing page to boost conversions? Bowen is an award-winning design and marketing agency. We’re always here to help you get the most from your online presence. Contact us today.