You can have the most beautifully designed website in the world, but if your users find it difficult to navigate and don’t feel inspired to take action, then your site will fail. Users won’t even bother to look at your brilliant homepage photos or read through all of your carefully crafted blog posts. It’s that simple. In order for people to take action, you need to make them feel something. You need to give them a good reason—or reasons—to engage with your brand. The first place that most people will judge your company is on your landing page (also known as the home page). This is the first thing that visitors see when they arrive at your site, so it’s essential that you leave a strong first impression.
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Why is a great landing page so important?
A study by MarketingSherpa indicates that a whopping 89% of visitors leave a site after three seconds. So we have just three seconds to make an impression and capture the interest of potential customers fast. This is even more important if your site is e-commerce based: conversion rates are a crucial factor in deciding whether or not your site is profitable. A high-converting landing page has the potential to increase your company’s revenue. With that in mind, it’s essential that you create a page that is both engaging and easy to navigate. After all, you only have three seconds to make a great first impression. You can do this by ensuring that your landing page is visually appealing, easy to navigate, tailored to your specific audience, and has a fast loading time.
How to create an effective landing page
To create an effective landing page, you need to know your audience. What are their pain points and what are they searching for? Once you understand this, you can create a page that solves their problems, educates them on your product/service, and encourages them to take action. You can do this by creating a visually engaging landing page that is tailored to your specific audience. Here’s how:
Use powerful, persuasive copy
The copy on your landing page is the first thing that your visitors will read. That means it’s your opportunity to really sell the benefits of your product or service. Use wording that is tailored to your specific audience and resonates with them on a gut level. Use positive words that illustrate the benefits of your product or service. Rather than saying, “Our software is easy to use,” you could say, “Our software is simple to use, so you can get work done in no time.” Choose words that resonate with your audience and that encourage them to keep reading.
Use A/B testing to find out what works
A/B testing is a method you can use to determine what works best on your landing page. This entails creating two different versions of your landing page and running an experiment that determines which version is most effective. A/B testing allows you to make adjustments to your landing page based on user data. You can find out what headlines, images, and calls-to-action work best by testing different versions of your page. Once you’ve created your variations, you can use an online tool like Visual Website Optimizer to run an experiment that determines which version performs better.
Don’t forget about the visuals
While the copy is important, you also need to create a visually engaging page. The colors or images on your landing page can make or break your conversion rates. After all, a picture really is worth a thousand words! The images on your page should be visually appealing and relevant to your product or service. They should also be easy to read, with minimal text. This will help your visitors understand your product or service more easily and make the decision to purchase from your company. You can also use video on your landing page. Video is an excellent way to engage potential customers and drive conversions. Just make sure that you have high-quality visuals, so your video looks professional and not standard poorly chopped stock footage.
Your landing page is the first opportunity you have to make a lasting impression on potential customers. You need to create a visually appealing page that is easy to navigate and sells the benefits of your product or service. You can do this by creating variations of your landing page and testing different versions. You can also use video to increase conversions on your page.