In order to be a successful entrepreneur, you must have 3 basic things. First of all, you need traffic to your site. Then, you must have the product that people want. Last but not least, you should have a landing page – a landing page that converts visitors. Does your landing page convert?
Well, then it may take you 5 minutes to go over this short list of key components of effective landing and see what you need to improve in it.
It is important to remember that the landing page is the very first thing that people see on your site.
This is your only chance to make a first impression.
According to statistics, only 22% of all firms are satisfied with how their landing page converts. So we can say that most entrepreneurs, managers and marketing specialists make a not very favorable first impression online.
This is sad because a weak landing page can scare people who would otherwise like your offer. In this sense, this is a breach in your business …
That’s why you should take the time to do everything right and create a high conversion landing page as soon as possible.
And the good news! Here is a list of 9 key components of effective landing page should have.
9 key components of effective landing page
Out of every 10 people reading your headline, only two will end up reading the entire page.
This means that the headline is your first and surest opportunity to interest the reader. If you fail at this stage, they will simply leave your site and you will not be able to do anything about it. Very sad!
This is the secret of a working headline – to arouse curiosity and grab attention without giving extensive information.
One company that has mastered the art of heading is Apple. Their headlines are always short, interesting and exciting.
Another place to search for powerful headline ideas is in kiosk magazines. Cosmo, Playboy, and other magazines know how to instantly grab the attention of readers, and they have a lot to learn.
Once you’ve captured their attention with a headline, it’s time to offer more specific information in the subtitle.
It is here that you place your unique selling proposition and show exactly how you can solve the reader’s problem and relieve it of pain.
(Or, here you can put the slogan of your company, if it turns out to be convincing).
The human brain identifies and processes visual elements 60,000 times faster than text. This means that long before the user begins to read the title, the photos and graphics on your page already work, making a first impression on the visitor.
In the past, standard photography was standard. Nowadays, users are a little tired of them – so we recommend using “realistic” images that look like live, not artificial.
A great way to find these photos is to use sites like pexels.com, as well as other photo directories and libraries, including unsplash.com, LibreStock, and StockSnap.io.
Call to action button
If you don’t tell people what they should do, how will they find out? They are not psychics!
That is why every successful landing page includes a highly visible call to action button. You should not be an exception; just be sure to not make it too noticeable, to the point that it distracts you from the rest of your text.
Features and Benefits
Properties are the qualities that your product possesses. For example, the properties of a toaster are “to be made of metal” and “toast bread”.
Benefit is the way your product can be useful to consumers. The main benefit of a quality toaster is that it produces delicious, warm, crisp bread in seconds.
If you want your landing page to convert, you must know the properties and benefits of your products – and list them in free form or in bullet points – bulletins.
A rule of thumb is to focus on benefits if you are selling to a wide audience (B2C), and use a 50-50 ratio for properties and benefits if you are selling to firms and businesses (B2B).
As soon as people see your headline, subtitle, images and benefits – they are captured. Now you can tell them with some text more about your business and offer.
You can write a few paragraphs explaining how your product works. Combine visual elements with text to create compelling infographics; include short bulletins that emphasize your features and benefits.
Ultimately, the main goal is to show potential customers exactly what you are selling, so at this stage it is important to present the value of your product.
Videos on the landing page can double conversion – and today everyone can do it. At a minimum, all you need is a microphone, a webcam, and special software.
The rule of thumb for videos on the landing page is to keep them short – typically no more than 4 minutes, and use the same information that you had in text form.
This works so well, because watching a video is much easier than reading a lot of text. If you have a landing page, but no video, add it as soon as possible!
A person is 4 times more willing to buy what was recommended by a friend. Unfortunately, there is no technology to receive recommendations from nothing, but still you have something better … Reviews.
This is closest to the recommendations that marketing experts have, and you should use them as widely as possible.
And if you do not have recommendations yet, try to get a few in exchange for content or copies of your product.
Recently, a lot has been said about how live chat improves conversion …
However, while live chat is a really powerful tool, most companies on their website do not even have their phone number and email contacts.
If this is your case, put your contacts on your landing page as soon as possible. By doing this, you increase confidence in yourself and your company, so that you become more like a real business where you help people who have legitimate questions get in touch (and ultimately buy from you).
So, here are the 9 key components of effective landing page that should be on your site:
- Call to action button
- Features and Benefits
- Free text
- Contact details
And although they may seem simple enough – but you will be surprised at how they can increase the conversion of your landing page.
Check this list again and make sure that your landing page has all of the above elements – this is the whole difference between the lack of conversion and high conversion figures.