Landing Pages are the most effective funnels for driving conversions from internet marketing campaigns. Visitors first enter your landing pages if they follow your social media, Pay Per Click(PPC), or other campaigns for conversions. In many instances, the pages are used for email building, selling services, or introducing new products.
When the visitor gets to this important landing page, you need to explain, persuade, and develop trust to make him or her click the call-to-action(CTA) button. Because a client takes less than 5 seconds on average before making the decision to quit or click the CTA button, it is very critical that the page is properly constructed. The following are five most crucial things to include on your landing page to convince the visitor to stay and move to the next step.
A vivid value suggestion
While a client might have followed your campaigns to the landing page, it does not mean you have made a sale. Many people often read through web content very fast but are never thorough. Therefore, you must reintroduce value suggestions vividly to get their attention. One way of applying this is working like a newspaper by making the most critical info come first. Ensure that the page has a clear outline of the product or service on sale and the benefits consumers will get from them. Consider this format:
- Main heading
- List of benefits
- Images to support the message
Evidence about your product or service’s trustworthiness
At the last minutes of a buying process, the level of trust must be taken to the highest possible level. This trust must be developed and demonstrated well in the landing pages. To do this, include logos, certifications, and even testimonials that tell the client that he or she can expect better value after buying or joining you. For example, a landing page for selling a new drug will convince the visitor to make a purchase if it has certification stamps from relevant authorities.
A good call-to-action (CTA) button
Though some marketers think that putting a CTA button is enough, it is not always the case. The right CTA button should be well thought about and geared towards making the client click and buy, provide their mailing list details, or claim a discount. To ensure that your clients hit the CTA button, consider using the following tips.
- Utilize action filled texts such as ‘get our free ebook’, ‘submit’, or ‘next’ among others.
- Only use 2 to 5 words because long texts will be considered a text block and not a CTA button.
- Utilize the possessive determinant ‘my’ and not ‘you’ to make the entire pitch more personal.
- Do not give orders by using words such as ‘click here’ or ‘sign up’.
Use clear wording
In addition to having a clear value suggestion, the wording must be carefully selected. Make the headline informative and grab the attention of the visitor while explaining the product. In a single or two short lines, the visitor should be able to tell what you are selling, get convinced, and make the right decision. Make sure to read the landing page from the viewpoint of a visitor to understand the effectiveness of the wording.