Everyone knows well, we don't get a second chance to make a good first impression. The same principle also applies in the virtual world and landing page. If your business has a website, making a positive impression on potential customers who come to it from the search results page is the most important thing. According to research, you have... only 7 seconds to do this! That's how long it takes the average internet user to decide whether to stay on a site or leave it and keep looking. So how do you make sure that your audience's first interaction with your website is a positive one? The answer is a landing page that is optimised as much as possible, both in terms of content and design.
What is a landing page?
Landing pageA landing page is simply a website to which an internet user is directed in connection with a particular campaign. Its purpose is to attract attention, present the most important information and, above all, encourage the visitor to take the action expected by the site owner. Therefore, the most important element of any landing page (also known as a "landing page") is the following CTA buttonThe call to action. Its role is to direct internet users to perform a given action. This could be, for example, making a purchase, creating an account, subscribing to a newsletter or downloading an ebook.
Some of you are probably now wondering how a landing page differs from a regular homepage. While a homepage is usually characterised by a wide range of options, a landing page must focus on a single objective, communicating one piece of information.
Creating a landing page - how do you retain site visitors?
Ubiquitous advertising and spam are making internet users increasingly sceptical and it is becoming increasingly difficult to keep them on your site for longer than the 7 seconds mentioned at the beginning. This is why you need to win their trust. So-called "credibility builders"These are elements that build the company's credibility. These include: a clearly visible name and logo of the business placed at the top of the page, right below them testimonials, i.e. opinions about the company, a short text containing its credo, mission.
Testimonials and feedback from existing customers are particularly important, as most internet users take them into account when shopping, for example. The 'case proof' strategy is one of the most popular and effective ways to increase conversions on websites. Other elements that have a positive effect on website visitors are charts or studieswhich provide evidence of the effectiveness of the product/service offered. Remember, too, that it is worth integrating a landing page with e-mail marketing. In this way, you will be able to gain trust and build a lasting relationship with your audience.
When talking about the landing page, one cannot forget the importance of the responsive design. It ensures that the website is automatically and correctly visible on any device, adapting to its screen. To see how important responsive design is for any website, and for a landing page in particular, just imagine a simple situation. A user accessing the Internet on a smartphone, if he/she accesses a website that is not responsive and sees that the text and graphics do not fit on the screen, is bound to leave it in frustration and then visit its competitors.
Landing page - a must do!
- Identify your site visitors and their needs. Creating a landing page must start by thinking about what potential customers expect to find and need on it. To find out, ask yourself the following questions: what questions does the landing page need to answer immediately upon opening it?; how do you let visitors know they've come to the right place?; what attention-grabbing headlines can you use?; how can you make your website stand out from the competition?; how can you prove the value of your company, its services, products?
- Make sure the landing page has a clearly defined purpose. When entering a landing page, visitors need to be immediately clear about why it exists in the first place. Otherwise, they will not know what action is expected of them and whether they are in the right place for them. This, in turn, may cause them to lose interest in the site and leave it.
- Write attention-grabbing headlines. They should make an impact on landing page visitors and be action-oriented. It is a good idea for the text included on the landing page to be written in a conversational style. This way, even if you are offering a highly specialised product, you will not bore interested users.
- Make the site helpful and user-friendly. It is clear that first impressions are influenced not only by the content, but also (and perhaps especially) by the design of the website. Ensure that it is well organised and consistently use colours and fonts associated with the brand. When creating a landing page, remember the 'less is more' principle. Too much detail and combining different styles can overwhelm users. In turn, to be helpful, the page must tell visitors why they should take a particular action and explain step-by-step how to do so. In addition, easy access to contact information is very important.
- Offer a return guarantee. If all your competitors are offering refunds if you are not 100% satisfied - you need to do the same. If your product/service is of the level you assure those who come to your site, you have nothing to worry about.
How do you check if a landing page 'works'?
Of course, if you (or the specialists you employ) have spent the time and effort to create a landing page, you will certainly want to know what results it is producing. A tool such as the following can be used for this purpose HotJar. It allows you to record users' movements around the site, tracking their mouse movements or clicks. What's more, it also allows you to find out where site visitors get lost in the forms. Observing conversions, for example using HotJar, makes it possible to verify whether a landing page is performing as you intended. Remember that constant optimisation based on data analysis, will help you to continuously increase your conversion rates.
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