A properly designed landing page motivates the user to make a conversion: checkout a product, order a call, subscribe to a newsletter or pay for a service. There are many articles on how to create an effective landing page. But not all of the tips in these articles are universal and applicable to any business topic. In addition, it is often unclear what to do when you are just creating a new landing page and you do not have statistics yet. Create at random? Focus on visual design? Or maybe create several versions of the pages and test each one? All of these options work, but a mistake could cost you lost conversions and lost time.
Marketing Land specialists have compiled a list of 15 questions, the answers to which will guide you when creating and auditing a landing page.
Question 1. Is the content of the landing page relevant to the ad?
Advertising sets expectations for a landing page. If the content of the ad does not match the content of the landing page, the user is confused as his expectations are not met. In this case, you don’t have to wait for conversions.
Let’s take a look at this example. The ad refers to a shopping trip to Finland.
We expect that the site will contain information about shopping tours to Finland, but we see something completely different.
The content of the relevant landing page must match the information in the ad.
For example, this ad mentions the opportunity to get a 40% discount.
When we go to the landing page, we immediately see information about the discount, our expectations were met.
In addition, the design of the page should be similar to the design of the creative, this has a positive effect on the user experience. The smoother the transition from ad to landing page, the more likely a conversion is.
Question 2. Does the headline clearly define your business and proposal?
One of the main ways to communicate consistency between your ad and your landing page is by choosing the right title on your landing page. The headline is the first thing that users look at to make sure the page lives up to their expectations. With its help, you indicate the topic of the business and your offer to a potential client.
The main purpose of a headline is to nudge the user towards conversions and build trust in the business. Therefore, it should be concise, accurate and reflect the main information from the ad. After all, it was the ad that brought the user to this page.
Let’s fix it. This ad offers to book tickets for the meteor to Peterhof.
On the landing page, we immediately see a headline that reveals the content of the ad.
Question 3. Does the title and subheading contain a value proposition for the user?
The headline and subheadline should contain an interesting and valuable proposition for potential customers. In order for the user to stay on the page, become interested and convert, you need to clearly indicate what benefit he will receive by contacting you.
In the headline and subheadline, tell us how your proposal will help improve the client’s life. Avoid generalized language such as “The best software in the industry.” Instead, use something more specific, such as “Our software will allow you to make twice as many sales.”
Question 4. Does the CTA match the targeted action you want from the user?
The main purpose of a landing page is to motivate a potential client to take a targeted action. Therefore, you need to clearly state what kind of action you expect from the user. In one case, you need a call to action that encourages people to buy a product or service. In another, it motivates you to look at more content on the site, subscribe to the newsletter, etc. It all depends on the purpose for which you created the ad and the landing page.
Also pay attention to the decoration. The call to action must stand out and be visible.
This site uses a red CTA button on a white background. Firstly, it is a successful combination of colors, and secondly, the button is large, bright, and it is noticeable.
To make the CTA stand out, use typography, contrasting colors, and more. The clearer you tell the user what next step they should take, the more likely they are to do exactly what you want them to do.
Question 5. Is the user benefit reflected in the CTA?
If you want people to share their contact information, buy or subscribe to newsletters, you need to clearly indicate how they will benefit from this.
You can tell potential customers what they get in exchange for their contact information or money in the text of the call-to-action button or in the collection form. When users understand the benefits they will receive, they are more motivated to take the action indicated in the call.
Question 6. Are there extra links on the page?
Unlike the home page of the site, which the user could go to for various reasons, you know exactly why people go to the landing page – to find out what interests them and take the targeted action. Therefore, all the necessary information, buttons and forms should be directly on the page. You don’t need to redirect the user somewhere else. Unnecessary links distract potential customers from the actions they intended to take.
Question 7. Are there any distractions on the page?
Yes, you probably want to include as much information as possible in the call. But you shouldn’t do that. Too many pictures, calls and information can distract the user, confuse him and interrupt the conversion path. Remember, the landing page is not about telling everything about your business and your offerings. It should focus on one specific proposal and motivate the user to take one targeted action.
Let’s look at an example. We go to the page and immediately see a bunch of elements: an application form, an offer to subscribe to the newsletter, order a call back, find out a free date, send a message.
Looking at all this variety of elements, I do not understand what I need to do in the first place and why I came to the site at all.
Determine the main elements of your page, and remove all the secondary ones.
Question 8. Does the text on the page contain information about customer benefits?
Many advertisers commit by talking only about how good their business is, how long they have been in the market, and how many awards they have received. But potential customers are interested in what the advertiser is willing to do for them.
Therefore, share how your product or service will help potential customers. How can you improve and make their life easier? How will they benefit from contacting you? If the user finds answers to these questions in the text on the page, he is more likely to convert.
Here’s an example of good text on a landing page. In the text, point by point, it is described what benefit the client receives by ordering plastic windows from the advertised company.
Question 9. Are all reviews on the page genuine and relevant?
Testimonials from real customers are social proof and a way to win over your audience. But irrelevant and fake reviews, on the other hand, undermine the credibility of the business. This applies to reviews both on the landing page and on a third-party site.
Unlike third-party sources, on your site you choose which reviews to publish and which to delete. Landing page reviews need to be especially credible and compelling. Good reviews should be directly about the product or service that is presented on the page, and come from a reliable source.
Question 10. Are there unnecessary fields in the application form?
The user, making the target action, gives you something: money, information about himself, etc. Therefore, you do not need to ask too much from a potential client. The less you ask, the more likely you are to get it. For example, if you are building a base for email newsletters, it is not necessary to ask for a phone number.
Here is an example of a simple tour application form. Only two required fields, that’s enough:
And there are too many fields in this application form.
Question 11. Is the title tag registered on the page?
The title tag may seem like an insignificant element of the page, but our brains are wired to consider divergence from the norm as dangerous. Most verified authoritative sites display a clear, relevant title in the page tab. If it is not there, it is unreadable or does not match the content of the page and ad, the user may decide that such a resource is unsafe.
Question 12. Have you checked the text on the page before publishing?
Good copy should be easy to read, understandable and well-written. If the user does not understand what information you want to convey to him, sees errors in the text, too complex, incomprehensible words and constructions, he will begin to doubt your competence. Therefore, the text must be proofread, checked for errors and edited before publication. Ideally, give the text to a trusted editor for proofreading.
Question 13. Have you tested all forms and buttons?
As attractive as the landing page is, the user will leave it if they have problems interacting with the main elements. Every time you make changes to a button, form, or other interactive element, be sure to test if everything is working correctly.
Question 14. Is the page optimized for mobile devices?
The share of mobile traffic is growing, so without thinking about the convenience of smartphone users, you lose the lion’s share of potential customers. Of course, it will take some effort and financial investment to create a mobile version of the page, but these are the requirements of modern realities.
Question 15. The user, considering your offer, feels that it suits him?
Moving along the sales funnel, a potential client constantly asks himself: “Is this product or service right for me?” If you convince the user that your offer is right for them, it will be difficult for them not to convert.
Of course, it is difficult for the homepage to predict who will visit it. But the landing page is targeted at a specific audience. Mostly people who meet the targeting conditions and are interested in ads will visit it. Study the target audience, identify the needs and main pain points of the client in order to offer him exactly what he is looking for.
These are general rules that must be followed when creating landing pages. You may not be able to create a perfect page the first time, but you can improve it gradually by observing statistics, audience behavior and testing innovations.