8 Essential Elements For A Killer Landing Page
Your website tells your customers who you are, but your landing page is your online sales person. If made right, the landing page will be your money making a machine that effectively converts viewers into buyers.
Here are 8 Essential Elements For An Effective Landing Page:
1. Create A Killer Headline
There is always a killer statement that simply hooks your reader which eventually leads to conversions. The headline is the first and critical action of your landing page and here are tips to a great headline:
- Create a captivating statement that informs use of your product or service
- Keep it short! There shouldn’t be more than 20 words, and preferably only 10.
- Killer TIP: Your headline should include an image that complements the use of the product.
Consider the example above, we can see three elements included: a killer headline, subheadline, and value.
2. Power Persuasive Subheadline
If the headline gets the reader hooked, then the subheadline lure them in to STAY. Here are some ways to cook a powerful subheadline.
- Positioning of subheadline below the main headline
- Power of Persuasion – How would you persuade your reader to STAY? You gotta take the headline and push it a little, throw in some offers if you can.
- Provide some detail (but not too much), the subheadline can be used to explain the main headline.
3. Picture Speaks Louder Than Words
It is a known fact that our brains processes images over 60,000 times faster than words. No wonder why Apple Marketing Team uses BIG and CLEAR images and it simply works. How many of you still have some apple ads still in your mind? Therefore, your pictures should be:
- BIG at least to the size of the section.
- The picture should be CLEAR and relevant to your product or service.
- If your business is service based, the image should demonstrate the relevance to your service.
- HIGH QUALITY – cannot be emphasized enough, the picture should be crisp and clear.
4. Section Logical Flow
Start imagining that every reader has a limited attention span and time. How would you lead them to the goal? A good landing page is strategically designed and leads the reader through a process of thinking that is both logical and compelling. Below are some tips and steps that apply to most landing pages:
- Start with an explanation (headline, subheadline), continue with benefits, include your testimonies and end with a form. This is an obvious logical flow for most landing page structures. However, some products or service may have the form right at the beginning of the section and this is also strategically placed. Put yourself in the customer’s shoe at every step and ask yourself what would the customer think and are they persuaded?
- Strategic placement of Call To Actions (CTA) is a critical component of every landing page. A call is usually placed below the first section and the benefits section. You must never place too many of this or your landing page may look spammy or desperate.
- Allow your design to differentiate sections, and bring them together in a compelling way. The logical flow can be augmented with design features to improve the process with visual and cognitive coherence.
5. No Pain No Gain
Human beings are hardwired to be greatly influenced by pain. According to the theory of loss aversion, the pain of losing is twice more powerful than gain. And this greatly influences the decision-making process. A good landing page can cause the reader to think about their pain which will cause them to subconsciously seek relief from that pain.
- What will the customer lose? It certainly feels good to get RM 100 likewise, we feel much worse when losing RM 100 although the sum remains equal.
- Pain references are powerful when implemented through testimonials. A real human testimony is often powerful in conveying this pain in a trustworthy way. Example testimony “Company ABC has reduced our headaches in doing our accounts, enabling us to focus on our customers better!!“
- Be sure that your landing page describes relief to pain. This means that your product or services are provided as an antidote to the pain. Draw the customer to a conclusion by featuring the answer to the pain.
Consider the example below as a great way of using pain to get the customer thinking and then immediately offering the antidote. This psychological tool increases conversion by up to 30%
6. Pleasure After Pain
Just as how we are greatly influenced by pain, we are also greatly influenced by pleasure. Pleasure is a great motivating element in an effective landing page that affects the decision-making process.
- The goal of your landing page is to show how pleasure is a by-product of using your product or service. For example if you are selling arthritis-relief medication, you aren’t just selling a pill but you’re selling freedom, relief and joy. If you are selling a clothing apparel, you are not selling something that people put on. Rather you are selling trendiness, vibrancy, and fulfilment. You get our point…
- Use emotional pleasure cues. Explore ways which your product can be described beyond its mere functional roles. Some of the basic human needs are being loved, appreciated, recognized, honoured, compensated, admired, etc. How can you leverage these needs to satisfy your reader’s emotional craving?
7. Trustworthy Testimonials
Testimonials send out powerful trust signals to your audience. Having real customers to be a spokesperson for your products and services goes a long way!
- Use testimonies from real people, and use testimonies that are most relevant to your target audiences. It is totally unecessary to get testimonies from celebrities unless if you are raising brand awareness.
- Photos of your customers using your product are a keystone of trust in testimonials.
- Testimonials should be specific with backed up numbers, with real data or specific applications.
8. Contacting You
Are you a real legitimate company? How do you prove it? Most persuasive landing page has multiple methods of contacts such as a phone number, an address, an email address and contact form. Some good ones even have popups where a customer service rep or a sales agent will speak to you directly.
They go a long way to help strengthen trust in the company and reduce any friction in the conversion funnel.
- In a basic level, provide at least a real office number and a physical address.
- There are many FREE fully featured chats such as tawk.to that you can use to offer live chat functionality.
- Have a visible, attractive contact form so that it will be easier for people to contact you.
There you go, 8 elements to a killer landing page! If you have any questions, give us a call at 03-74980077 or drop us a mail at [email protected]