A successful landing page is composed of a number of different parts, all of which are important for different reasons. Let me walk you through what you need and why.
Ideally your landing page should have a heading followed by a subheading in smaller font. The heading should signal to the user that they are on the relevant page and draw them in. Many successful marketers often use a question for a heading as it makes people want to read on to find the answer. The subheading should continue to encourage users to read on.
Content and copy
Less is more when it comes to text. If your product needs lots of explanation, consider using an explainer video on your landing page to minimise text and keep your page clean and uncluttered. Your content should clearly state your unique selling proposition and provide a list of the product/service benefits.
Long forms are a common reason for high bounce rates from landing pages, so think about each element you are asking for on your form and re-evaluate to see if you really need to know that information. A study by MarketingSherpa found that adding in one additional form field decreased conversions by 11 per cent.
The hero shot
Whatever you are selling you need to be able to show a picture that visually represents what the product or service has achieved. For example if you are selling a beauty product you need a photo of a model showing you how good you will look after you use the product. We all want to see what we are buying and for online purchases the only way we can see what we are getting is through the hero shot.
Word of mouth sells. Even it appears if we don’t directly know the other person. Social proof is the concept of using social signals to demonstrate your credibility. Social proof provides “evidence” of other people having bought or consumed your product and being happy with it. The most obvious example of this is a written or video testimonial, but social proof can also be obtained by mentioning the number of followers you have on social media (if you have impressive numbers) or awards won. Remember if including a written testimonial to use the customer’s full name, location, website address or photo for added believability.
All the above landing page elements are merely setting the scene for this one: the call-to-action. Your call-to-action should prompt customers to take one clear focussed action. What you want the customer to do and how they would benefit should be clearly spelled out in one short and succinct line on a clickable button. The button should then link through to form or shopping cart (as required) to complete transaction. ‘Click here’ or ‘submit’ are bad examples of a CTA as they are very generic and unevocative. A better example would be “Get your free gift here”.