Do you want to improve your website traffic and your prospect or qualified lead acquisition strategy? Are you looking for an effective way to stop the bounce rate? Think landing page! Also called “landing page “, “conversion page “or even “landing page “, it is devoted to the promotion of a specific offer (product, service, campaign, etc.) for a defined profile of potential customers.
Well-constructed, it encourages the visitor to perform the expected action, it is your best conversion asset. However, a few rules are in order to create a successful landing page. In this article, find the 3 main fundamental principles for a successful landing page.
1. Target the offer to create a successful landing page
Before designing your landing page, it is imperative, on the one hand, to carefully study your offer in order to precisely target visitors likely to be interested and to take action. On the other hand, you must define the conversion objective of your promotional page. 1 landing page = 1 objective: that’s the principle!
Present an offer adapted to the buyer persona
To target your audience, the offer must be personalized. No need to promote all of your activity, because what you offer on your landing page is aimed at a specific profile. It is therefore essential to identify your buyer persona. This step is the cornerstone of any good inbound marketing strategy and the first phase of the sales process. The persona is your ideal customer, the one who will consume the product or service you are promoting. So, you need to ask yourself:
- his age;
- his place of residence;
- his concerns;
- their areas of interest;
- their preferences;
- its needs;
- sees aversions;
“Don’t make a product for everyone, because it will be a product for no one. »Seth Godin
Thus, you will be able to meet the expectations of your buyer persona and find the right words to convince him to order your service or leave you his contact details. In this way, you limit the bounce rate (percentage of Internet users leaving a website after having visited only one page) and generate more qualified traffic conducive to conversion.
Set a specific conversion goal
To succeed in your landing page, you have to define your objective. In short, what do you want to obtain from Internet users who visit your site?
The objectives differ depending on the persona you have determined, your marketing strategy and the place of your conversion page in the sales funnel. This can be to obtain a subscription to your newsletter, a quote request, the purchase of a product, a service or even email addresses. Remember the rule of thumb: only one conversion goal per landing page. Do not hesitate to create as many landing pages as you have objectives!
Write a title and a description of the copywritten offer
It is well known; we do not catch flies with vinegar! Your title and your message must seduce. For that, opt for copywriting. The words chosen to speak in the user’s ear must reflect your understanding of their problem. You have THE solution. Then think of a real catchy slogan encouraging your visitor to take action.
Capture the user’s attention with a compelling headline that promises an answer to their problem. If the Internet user is challenged, he will take the time to discover your offer. Then, maintain their interest with, in the subtitle, a concise and persuasive description of your product or service, in particular by listing the benefits. This description must correspond to the title and complete it. You need to cut to the chase to ease your visitor’s journey to conversion. Watch to learn more about Wikipedia editing services and using powerful words.
Think about a single message
Who says unique offer says unique message. Your objective and your persona determined; you can build the message of your landing page. It should be succinct and state your offer unequivocally. In other words, it must be crystal clear. Too much information kills information… and the bounce rate! Too many messages will make your landing page confusing and won’t tell the visitor what action to take. Moreover, it will not inspire confidence. However, mistrust does not promote conversions, especially if you plan to collect personal contact information. Moreover, for lack of time, the Internet user will leave the page whose meaning he does not grasp at first glance.
These are the prerequisites for effectively building your landing page. Add to that a content strategy with small onions and you will have a successful conversion page.
⏩ Read to learn more about the landing page
2. Develop qualitative and optimized content for a successful landing page
Let’s get to the heart of the matter: the content of your landing page. To leave nothing to chance, your landing page should include the following elements:
- a title;
- a presentation of the offer and its benefits;
- un bouton call to action (CTA);
- reassuring social proof;
- a conversion form;
- premium content also called “leadmagnet “, offered to the user in return for his contact details, if applicable.
The drafting of these elements must be qualitative and optimized. Look for keywords that convert!
Create an effective call to action
Your call-to-action button is the centerpiece of your landing page. This is the conversion tool. To make a successful landing page, the CTA must be visible, attractive and above all convincing. Keep in mind that this is where you want to lead the user. Choose powerful words to entice him to click.
Include testimonials from satisfied customers
What better way to reassure Internet users than proof of the effectiveness of the product or service you are selling? Adding social proof such as testimonials from satisfied customers or partner logos builds credibility. Thus, you show, without saying too much, your expertise and the quality of your landing page will only be better.
Build a concise and practical form
Getting Internet users to fill out the form on your landing page is a challenge. A poorly thought-out and information-intensive conversion form could discourage your visitor. To avoid making a mistake, design it simple, easy to complete. Limit yourself to really useful information and tell users that their data will be protected.
3. Take care of the structure for an optimal landing page
The structure of your landing page should serve your content. It must underline it, reinforce it and allow, without dispersion, to win the visitor’s support.
Prioritize a clean design
Just like the content, the form of your landing page must inspire confidence. Choose a design in line with the graphic charter of your site or the emails you send to your prospects. Don’t be afraid to leave blank spaces. The appropriate design is minimalistic and allows access to essential conversion information at a glance. It is, therefore, important to place them above the waterline. The Internet user does not have to scroll to access the information encouraging him to act.
Also, to avoid unwanted exits, remove distractions: no external links or navigation menu.
In addition, think of responsive design so that your conversion page is fully readable from all media. Also make sure that your page load time does not exceed 3 seconds.
Choose qualitative visual elements
Visual cues should only serve one purpose: conversion. They should guide the user to the final desired action without distraction. Inserting visuals such as a photo or even a video is not mandatory, but highly recommended. Indeed, visual information is processed more quickly by our brain and contributes to the understanding of your message by speaking directly to the Internet user. Choose an emotional photo or video detailing your offer.
The visuals must add value to your promotional message and offer excellent definition. An image that is irrelevant to your offer or of poor-quality fuels confusion and mistrust.
Stand out with a few tricks
That’s it, your landing page is ready. However, a few additional tips could make the difference! You can add social network buttons: Instagram, LinkedIn, Facebook, etc., inviting your prospect to share their experience and thus generate more traffic.
Another tip is to thank your prospect or customer after they convert! You can send him a follow-up email or create a thank you page, for example.
Finally, call on a professional web editor to write your landing page! Free up time to focus on your business and get guaranteed relevant content that converts.