In this article, we’ll list most important landing page elements as well as tips on how to maximize the effectiveness of each element. But first, let’s see what the landing page is
A landing page is a standalone website that is created as a part of a marketing campaign and is distinct fr om the main website. There is no navigation or clues that would allow visitors to connect the landing page to your main corporate site. While your corporate website can have informational value, a landing page is created for the sole purpose of converting the customers. The exact structure of landing pages is dictated by the final goal and sales funnel. Landing page is, in a way, a sales funnel, but it’s also a part of a separate campaign sales funnel.
There are two types of landing pages:
- Click-Through pages are intended to direct visitors to an e-commerce website, where a purchase can be made.
- Lead Generation pages are meant to capture contact data such as emails and names.
Now that you know what a landing page is, let’s review some of the important elements.The elements of a winning landing page:1. Logical flow
A landing page is never created as a separate marketing asset. It’s always a part of the campaign. Whether you’re investing in paid search ads or social media ads, a landing page is a logical continuation of your marketing efforts.
Landing pages were invented to convert customers. Sometimes business owners make a mistake of directing customers from an ad to the main website. This is wh ere customer experience gets disrupted. Customers need a continuous story, a narrative that will slowly and step-by-step lead them towards purchase. If you think that a social media ad is enough to convince your customers, think again. People don’t trust other people right off the bat, and so brands can’t expect customers to get instantly excited about the product. A landing page helps continue the story logically and guide the customers through the sales funnel.
Take a look at the story you’re creating. The more seamlessly you connect your ads to the landing page the higher chances that the customers will stay longer on the landing page.2. State the problem you solve
People don’t buy products, they want their problems solved. Your product most likely solves a problem for the customer. It might be an emotional product that brings joy and happiness or a rational product that eliminates some pain. Your product can also possess both emotional and rational benefits.
Take the time to understand your target market and determine what problem you’re solving. Then state that problem on your landing page. Before customers can buy your product, they need to feel the significance of the problem fully and understand how convenient and pain-free your solution is.3. Lucrative offer
Lucrative offer can be two things: a Unique Selling Proposition or a special offer. A Unique Selling Proposition (USP) defines the benefits of your product and differentiates you from competitors. Usually, before you even launch your brand and start a business, you outline your USP. A special offer can be a discount, a limited time offer or sales announcement.
Landing pages are rarely used for branding campaigns, as they have a strictly commercial purpose. But when you have a specific product or service to promote, the landing page is your best bet. Make sure you know what customers want and make them an offer they won't be able to resist.4. Killer headlines
If logical flow, the problem you solve and your offer are strategic elements of a landing page, then killer headlines are the tactical elements. Headlines can express different things: the problem, benefits or offer, but most importantly, headlines must be eye-catching and ignite interest.
Short, succinct and attention-grabbing headlines can prompt the user to scroll the landing page further and thus consume more information about the product. You need to keep a balance between creativity and purpose of the headlines. You want the customers to catch the meaning of the headline instantly, but also to be amazed by its uniqueness.5. Benefits description
If the customer gets interested but then doesn't understand your product, your efforts can go to waste. Benefits description serve the purpose of explaining in very simple terms what the product is about and how it can be used to solve a problem. It’s best to organize benefits into lists or bullet points. The clearer and more straightforward your explanation is the easier it will be to maintain customer attention.
When explaining benefits put yourself in customer shoes. It’s not enough to state that you do great work. You need to explain the benefit from a customer standpoint. Consider replacing “We are the best agency” with a more direct “You’ll get the first-class service experience”6. Supporting proof elements: testimonials, pain and pleasure points
To increase the efficiency of your landing page, you can sprinkle some additional elements that support your main statement. Here are the three elements to use:
- Testimonials work because they use human psychology to elicit a response. There is a so-called “social proof” psychological principle that states that people assume the actions of others in an attempt to correct their own behavior. When someone states that they liked the product, we’re more likely to want to try the product as well.
- Pain points are used to emphasize the problem, state what the user will lose and make the user think about pain non-stop. However, make sure you always present your product as the ultimate solution to the pain.
- Pleasure points. As much as humans try to avoid pain, they tend to desire pleasures as well. Describe what the viewer will get in emotional terms and make them feel like they can’t live without your product.7. Clear call-to-actions
Without call-to-actions landing pages lose their selling power. If you don’t tell people what you expect them to do, they will leave. Don’t assume that your customers know how to proceed. Provide clues and direction to the next steps.
Call-to-actions must be easily understood. If you’re battling between an overly creative version and a simple version your competitors are using, always opt for the later. People want call-to-actions to be as road signs - clear, straightforward and non-confusing.
8. Contact information
Contact information serves two purposes: it proves that you’re a real company and it also shows that you care about your customers. Try to provide as much contact information as possible. Add a real address, email and phone numbers. Additionally, you can install live chat feature on your landing page and give customers direct access to a salesperson.
Even though you might have covered all the pain points and benefits on your landing page, customers often have more specific questions and doubts - a chat feature helps overcome last objections.9. Set up a proper lead capturing system
If you're launching a lead generation landing page give your customers an easy way to submit their contacts. Web forms are a perfect way to get a new lead or contact. From a customer perspective, it takes significantly less time to fill out the form than to send an email. Forms also help you avoid email spamming that follows when you disclose your email to the public.
It can be a nightmare to transfer all the contacts from a landing page to CRM so take the time to set up the integration. If you're using Bitrix CRM lead capture forms, the contacts will automatically transfer to CRM and you don't need any programming skills.
There are a lot of things that go into landing page creation. But one thing for certain - no landing page is equal. Every landing page has a different purpose and different arrangement of elements. There is no single solution that fits all. Examine your goals, target audience, your strategy, and marketing campaign and design your landing page accordingly. After the campaign launch, conduct various tests to see how each element performs and adjust the initial design and headlines. Then test again and keep improving.
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