Designing Landing Pages That Convert

High-quality landing pages are an excellent online marketing strategy.

Chris Torres

Chris Torres

5 May 2015

There is a tried and tested method for creating a successful one.

A combination of marketing skills and excellent web-design is paramount to creating a landing-page that successfully influences your target audience’s online behaviour, and the finished product must provide an excellent visitor-experience.

In order to create that excellent visitor-experience, there are several factors to consider:

Know Your Goal

Think of a landing page as a page that stands alone, separate from your website, with the purpose of achieving a single goal. This goal may be to convert visitors into subscribers, to gather emails for newsletter distribution, or to sell a product. Therefore, the goal of your landing page should be to encourage visitors to take this action and nothing more.

Aesthetics and Functionality

High-quality web-design can provide both aesthetics and functionality. A combination of visual and text elements need to quickly attract and convey benefits (5-7 seconds) to avoid high-bounce rates and inspire visitors to answer your call-to-action.

Tried and tested elements that can help you achieve the above are:

Headline: eye-catching and compelling in large fonts.

Call to action button: use a strong, passionate colour and place in white space.

Conversion form: make them simple and easy to fill in.

Benefits: summarise in succinct bullet points.

Click triggers: Testimonials, indicators of high numbers of subscribers, and a short sign-up time all give visitors a push towards answering a call-to-action.

Conversion Factors

Whilst all the aforementioned elements may affect conversion rates, it is important not to forget pre-marketing analysis to determine what may attract your intended audience to visit your landing page in the first place. Armed with that knowledge, designers should be able to create a landing page that attracts visitors and holds their attention.

AIDA Model

The AIDA model (Attention, Interest, Desire and Action), is a fundamental consideration when creating and designing a landing page, and in can be used to create the desired flow of emotions required to convert visitors into customers. Like a good film, a landing page needs to tell a story in such a way that the visitor wants to know the end. You must grab their attention, maintain their interest, fill them with desire, and prompt them to act on that desire.

If your landing page isn’t achieving all it should be – then the chances are that one of your competitor’s landing pages will be; and it will be outperforming yours.

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