One of the biggest mistakes that brands make is spending a ton of money on advertising, SEO, ads on social media platforms, and email marketing without also investing in landing pages. No matter how great your marketing content is, poorly designed landing pages could be driving potential customers away. As a result, you may want to utilize landing page optimization tools to help drive conversions, take advantage of user behaviors, and get the best possible return on your investment.
What Are the 5 Different Components of a Good Landing Page?
While real-time landing page optimization tools are great, they won’t do all the work for you, which is why it’s important to start off by covering the basics of landing page design. There are five different components of a good landing page: a headline, unique selling proposition, product images and/or video, social proof, and call to action. Let’s explore each one more in-depth:
The first element to include on your landing page is a headline that immediately grabs the attention of the viewer. Include authoritative keywords, and entice them to continue looking at the rest of the page. For the best results, your headline should be short, sweet, and to the point. Experts recommend that you keep it between 10 to 20 words at the most. Below your headline, you should also include a sub-headline to provide a bit more information than is provided in the main headline.
2. Unique Selling Proposition
The second element to include on your landing page is a unique selling proposition. Also known as a USP, this statement presents the value of your product to the viewer as well as what sets it apart from the competition. It’s important to take the customer’s viewpoint into account here to pitch how you can solve the problem. From there, focus on what makes you different from the rest and why the customer should purchase from you rather than another brand.
3. Images and Video of Product
The third element to include on your landing page is a product visual. Visuals help the viewers better understand what it is your product does and how it works. You can do this through photos, or videos — or both! In fact, we recommend incorporating both photos and videos onto your landing page. Photos can provide more details about what the product looks like, whereas videos can provide more details about how the product is actually used.
4. Social Proof
The fourth element to include on your landing page is social proof. Social proof is a social phenomena that occurs when people “go with the crowd” and conform to how others are behaving in a given situation in order to “fit in” or be more likeable. In marketing, social proof is the evidence customers need to feel like a product or service is worth their time and money. There are many types of social proof.
Customers are unlikely to want to purchase an untested and unproven product because it’s too risky. Instead, you can help them mitigate that risk by including social proof. There are several different forms of social proof that range from customer reviews to awards. No matter which approach you choose, just make sure that your social proof is positive and relevant to the product.
5. Call to Action
The fifth and final element you need to include on your landing page is a call to action. Also known as a CTA, this calls on the viewer to do something after reading through your landing page. For instance, your CTA might be to actually buy the product. On the other hand, your CTA might be to subscribe to your email list or reach out to your experts for more information.
8 Landing Page Optimization Tools for Conversions
With these components in mind, you can start building your landing pages. However, for the best results, you may want to consider using a landing page optimization tool to help boost conversions. Here are some of the best tools that you can use to improve your landing pages:
Unbounce is a landing page builder that’s great for beginners thanks to its drag-and-drop editing capabilities. This tool gives you the option to work with a designer or choose from pre-made landing page templates. Furthermore, this tool differentiates between mobile landing pages and desktop landing pages for the best end results.
Leadpages is another landing page tool that’s quite easy to use. This tool comes with all of the same features as Unbounce but for a lower price. They have other tools that you can use for your online business operations including website builders, popup lead forms, and sticky banner CTAs.
While Instapage also has similar features when compared to Leadpages and Unbounce, it goes above and beyond when it comes to analytics. Analytics can help you better visualize and manage your campaigns for the best results.
4. Google Analytics
Speaking of analytics, Google Analytics is another great tool that you may want to use to improve landing page conversion rates. This tool can be incorporated with the others to allow you access to all sorts of different metrics and dimensions related to your landing pages, including customer behavior.
5. Google Optimize
Another Google tool that you may want to consider using for your landing pages is Google Optimize. This is a landing page testing tool that utilizes A/B testing and split testing to help you determine the best layout and copy for your landing page.
If you’re looking for more robust testing to really take your landing pages to the next level, then you should check out landing page software Convert. This conversion rate optimization tool provides you with all the testing documentation you need to incorporate that data into your landing page design. Convert allows for 100-plus integrations with dozens of analytics tools and other software, including WordPress.
HotJar provides you with qualitative insights as it relates to landing pages. For instance, you can use heat maps, session replays, polls, surveys, and form analytics. All of these different features can be used to help you optimize your landing pages.
Wynter is a messaging and copy testing tool that provides feedback at lightning speed. Instead of wasting time and money on testing, you can get the information you need to optimize your landing pages within a few days.
What Makes a Good Landing Page?
Now that you have landing page basics and tools down, it’s time to dive deeper into the details. Here are some final things you need to create a good landing page that’s going to drive conversions:
- Match or at the very least coordinate the design and look of your landing pages with the design and look of your advertisements to promote a seamless user experience that’s going to make sense.
- Place all of the most valuable information “above the fold” so that users don’t have to scroll down to get the full picture. Specifically, include your headline, USP, and CTA above the fold.
- At the same time, it’s nearly impossible to create a landing page that’s so short that the entire thing is above the fold. As a result, you’re going to need to take steps to direct the eye downwards to view the complete page. You can use elements like arrows and animation to prompt scrolling. Views are more important than clicks, so the more website visitors viewing your landing page, the better.
- You also want to pay close attention to the design of your buttons. These CTA buttons need to stand out from the rest of the page by using bold shapes, colors, and fonts. You can also direct viewers to these buttons by using arrows and animations as well.
- Focus on achieving fast loading times for your landing pages. Landing pages that are slow to load can easily turn customers off and drive them away unnecessarily. Try to get your load times below three seconds.
- Make sure that your landing pages are designed properly for different devices. For instance, a mobile landing page should look different from a desktop landing page. These days, it may actually make sense for you to prioritize mobile landing pages over desktop.
- Remove all unnecessary distractions from your landing page design. For example, navigation menus, toolbars, etc. These extras can distract from your main CTA and USP to negatively affect your conversion rates.
Get Help With Your Landing Pages for Better Results
Instead of dealing with all the intricacies related to landing pages on your own, such as building your own heatmap or messing with landing page creation, you can get help from experts.
MuteSix offers professional graphic design services for brands looking to build top-notch landing pages that result in favorable conversion rates. We can help boost your landing page performance and help with overall website optimization.
We offer a variety of different design packages to meet your needs. You can either choose to receive two landing pages with A/B testing included for $6,000. If you’re looking to take it a step further, we also offer a Strategy Bundle that includes 20 static banners, 16 animated GIFs, and two landing pages for $10,000.
For more information, including a complimentary marketing consultation, reach out to the marketing and creative experts at MuteSix today!
What a Unique Selling Proposition Is (And Isn’t) Plus 10 Examples to Inspire You | Shopify
How to Create a Compelling Call to Action | Entrepreneur
What Makes a Successful Landing Page: 11 Must-Have Elements | Forbes