How to create an effective landing page

It’s not hard to create a successful landing page; it’s not a trade secret known only to a select number of marketers. And yet we still quite often run into pages that do not convert very well. In this blog, we’ll share 5 tips to create an effective landing page.

What is a landing page?

A landing page is a standalone web page, created specifically for people that visit your website via online ads, print advertising, mailings and social media messages. Landing pages are designed to spur people into action with one single focus or goal. The action might be direct sales, downloading a brochure, signing up for a newsletter, etc. This focus makes landing pages the best option for increasing the conversion rates of campaigns.

But what are the essentials of a successful landing page? A landing page must convince users, inspires trust and contains a clear Call-To-Action (CTA). In this blog, we’ll tell you more about the rules of a good page through our 5 tips.

1. A landing page has one clear goal

A landing page should be designed with one clear goal, so it’s important to decide this goal beforehand. What action do you want your visitors to take? Your landing page must reflect this goal. Avoid annoying or distracting elements; visitors must know straight away what the page is about. So, what are potential distractions? For example, pages with too many navigation possibilities, ads, long lists of your latest offers or pages that simply contain too much information. Landing pages that make these ‘mistakes’ are at risk of losing users at the beginning.

2. Succesful landing page design

The design of a landing page can be a crucial aspect of how it converts. The design must match your goal. For example, it’s your goal to have 10% more registrations for your newsletter. Then it would be wrong to place a large button on the page with the words ‘These are our top offers’. This will focus people’s attention on buying instead of signing up for your newsletter. Don’t distract users, but encourages them to take the desired action.

An extra design tip: Do you want users to sign up for a newsletter or event? Add a clear contact or sign up form. Is your landing page designed to turn users into buyers? Then make sure that the shopping cart and the product categories are easy to find.  Don’t overcomplicate those pages, that’s the trick!

Use atmospheric images

Images on your landing page can increase your conversion rate. Using images help you to create the right atmosphere. Never use images that have no connection with your content, only use images that add value to your message and correspond with the goal of your landing page. Try to avoid these pitfalls:

  • Don’t use images that are too big or too present

  • Avoid images that do not correspond with the content of your page

  • Avoid images that detract from your company’s vision

Important: This may be a bit off-topic, but we can’t help ourselves. Once you tip you can’t stop: Make sure you add search words to the titles of your images! This will boost your SEO.

3. Write a powerful headline

We’ve mentioned this earlier: The key to a successful landing page is clarity. This already begins with the page headline, so make sure you choose one that tells users clearly what the page is about. A powerful headline is tempting and persuasive enough to for example convince users to buy your products.

4. Keep it short and simple!

Do not write elaborate, detailed texts on a landing page. You might love to write everything you know about the product or service you’re offering, but do your customers need to know this? Keep it short and simple, kill your darlings! That’s what online readers like.

5. A clear call-to-action

A clear call-To-Action (CTA) is essential on your landing page. After all, you want to encourage users to take action. What would you like them to do: Buy something, sign up for a service, participate in a survey? Whatever your goal may be, without a clear Call-To-Action you’ll fail at converting visitors into customers. So always make sure that visitors know right away what they need to click on. Use bright colours and/or large buttons to attract attention. Your CTA needs to pop!

Also, we advise you to continue refining your landing page by conducting A/B testing. With this type of testing, you’ll collect data to see what version of a landing page results in more clicks, better conversions, and reduce bounce rate. You should not only focus on the colour and size of your buttons but also the position of your CTA, landing page design and style in general, etc. This will all contribute to a higher conversion rate.

Create a succesful landing page

You’ve reached the end of our 5 tips to create an effective landing page. It’s time to start creating some amazing landing pages! Would you rather have our marketers take care of that? Then please contact us right now.

P.S. Did you know that Gett is Platinum PrestaShop Partner? This means that we have a lot of experience with developing and building all kinds of PrestaShop sites. So, are you dreaming of a new online shop? Gett loves to help you out!