12 Most Vital Landing Page Factors
A landing page is a website page dedicated to visitors referred from a company’s marketing efforts and search engines. Landing pages are designed with a specific end in mind; either a sale, signing up for a subscription, or gathering email addresses for marketing campaigns.
Landing pages differ from other website pages because typically the primary goal is to trigger customer action, as opposed to a list of articles or raw information. The following 12 factors determine how successful landing pages can be — however, it’s easy to overlook these and wind up with calamitous landing page mistakes.
By the time leads reach a landing page, they have a very specific goal in mind. Unless you prove your page’s relevance to those goals immediately, visitors will exit without converting. Every word on the page and every graphic should reinforce the visitors’ impression that they’ve come to the right place. If we’re searching for “organic dog treats” and the landing page has nothing to do with our search, we’ll bounce.
Because a landing page is the second step in a referral sales funnel, the page must be relevant and targeted. If you have multiple services, it’s far better to build a landing page for each, rather than trying to shoehorn everything into a single page.
2. Customer and industry validation
Customer validation refers to testimonials and reviews. Determine what your customers are willing to pay, which products or product features they enjoy the most, and consider any suggestions they make.
From here, customer validation is a process of adjusting landing pages to meet the needs of current, new, and potential customers.
Industry validation involves displaying a banner stream of clients and/or any press mentions from noteworthy publications. Industry validation helps new landing page visitors validate your product or service. Here is an example from the home landing page on Empire-CAT:
The bottom banner represents industry validation (a stream of logos). The other red box identifies an example of customer validation through charity.
3. Value proposition
Before you design your landing page, it’s important to determine your value proposition. A value proposition explains what makes your service ideal for your target customer. When writing your value proposition, answer the following questions:
What do you offer?
What makes your product unique?
How do you offer your product to customers?
What value does your product have?
How does the product create this value?
Use the answers to these questions as a foundation for your landing page content. But don’t stop there; build on this foundation by jazzing up any boring sales copy.
4. Call-to-action buttons
Call to action buttons focus page visitors’ attention and encourage them to take immediate action. An effective call to action button stands out on the page.
As mobile searches increase, the call to action button is, in many cases, giving way to a “click to call” option. If your visitors are viewing your page on a cell phone, offering a chance to talk to an actual customer representative can greatly increase your conversion rate.
In this product example, there are numerous CTA buttons (highlighted in red boxes). Viewing pictures and videos are CTAs in the respect that they support and validate the product.
5. Loading time
How fast does your page load? As already noted, visitors come to your landing page highly motivated, with specific expectations. Most people on the internet have little patience with slowly loading pages. A page that takes over four seconds to load will miss out on over half their potential traffic.
Test your landing page’s loading time to ensure visitors have to wait no longer than necessary. There are many free tools and tips to test and increase page loading time.
6. Promotional copy
Your promotional copy has one goal: to convince visitors to take action, either by ordering a product, signing up for a newsletter, or providing their contact information. As such, every element in your copy — headlines, subheadings, text body, your closing pitch and your postscript all need to reflect this need. Additionally, people read and digest information differently. Consider the variables in promotional copy that influence people.
Positioning refers to the locations of everything on your landing page, from the CTAs to the social media buttons. The goal of successful positioning is to utilize whitespace and not overwhelm visitors with too much information.
A common strategy is to place your CTA and primary promotional copy in multiple locations throughout the landing page. So as visitors scroll down they are reminded of why your service is awesome!
A successful landing page has seamless navigation. New landing page visitors have limited time. If they cannot find a certain button or piece of information within a few seconds, they may bounce. A standard in landing page navigation is to create a prototype first and have others test it out. They’ll help identify your navigation problems.
9. Color choices
The colors you choose for a landing page need to fulfill two objectives. First, consider the practical issue of readability. Your text should contrast with background and surrounding colors to allow for easy reading.
At the same time, consider the psychological impact colors have on people. For instance, red is an exciting color which stimulates people and encourages action (there’s a reason many call to action buttons are red). Green has a relaxing effect, and in the Western world at least, is associated with wealth and money.
Graphics can make or break a landing page. Know your audience, and use graphics consistent with their demographic, their needs, and the services you provide. Because you need graphics which fill a very specific purpose, stock graphics only occasionally fill your need. Designing your own graphics is generally a better choice. Additionally, there are other popular low cost options for creating not just a graphic, but a complete landing page design.
11. Mobile friendly
With 31 percent of Americans using their cell phones as their primary means of accessing the internet, it’s reasonable to assume a significant percentage of your page visitors will use mobile devices. This means more than just adding a “click to call” button to your landing page. The page needs to be optimized for both mobile and tablet screens. Even if your competitors have not extended their reach into mobile, you should.
Constantly evaluating, testing and revising your landing page are essential for continued success. From bounce rate and click-through-rate, to goal completions and page visits, analyzing metrics and making landing page changes based on them will separate you from competition. If 20 percent of visitors are coming from Chicago, create a Chicago-tailored landing page. Utilize A/B testing tools and eye-tracking software such as Crazy Egg to make your landing page the most effective sales machine in your industry.
I found these factors to be extremely vital, but there are many others to consider as well. What other factors do you think are important landing page influencers?
Featured image courtesy of martinak15 licensed via Creative Commons.