Landing pages often look almost too easy to create. And they can be – as long as you cover the basics. Think about it this way: writing a killer ad copy gets your user through your door, but the right landing page has the power to close the deal. And therefore it deserves our time and dedication.
Making sure you present matching messaging, a clear value proposition and concise wording are only a couple of the important points we’ll be covering in this article so that your next landing page gets you all the results you are aiming for. So – let’s get to it!
Match the messaging on your ads with the landing page
Ad copy that fails to align the offer with the according landing pages, leads users to dissatisfaction and confusion (which ultimately causes them to abandon the website altogether). But first things first, you might be wondering what does matching messaging even mean?
Here is an example. Let’s say that the text of an e-commerce ad promotes a specific product sale, but when clicked, the user lands on the home page… where’s the sale? It’s a total mismatch, right? Chances are most people who clicked on the ad did so because of the sale item that was advertised, but when they arrived at the destination and saw nothing mentioning the sale… well, they left. Giving place to the previously mentioned dissatisfaction and confusion.
Luckily, avoiding this unfortunate outcome is not hard at all. Simply make sure that your ad looks and feels like your landing page and that both share the same message. Pretty straightforward. Now, the best way to ensure that is to create specific landing pages for each variation of ads. Sure it might take a little extra time to write all these personalized landing pages – but the increase in conversions at the end will make it all worth it. 😉
The landing page should be a no brainer
The best landing pages are the ones that cut straight to the chase. This is not the moment for long technical texts, but rather a concise and engaging summary of your company’s sale proposition combined with a killer call-to-action. When it comes to creating landing pages, less is more. Meaning the less the customer needs to “work” to get to your proposition, the better.
A couple of ways in which you can make the journey on your landing page easier include having an engaging headline, unique sales proposition and call to action – all visible from the get-go. In other words, the user should get all the essential information before even feeling a need to scroll through the page.
(This of course does not mean that your content should be so short that the user can’t scroll through… Only that the essence of your message should be easily & quickly understood)
Visual indicators can also be a great way to ease the visitor’s journey and direct their eye through the content while highlighting the most important points. These could include literal pointers like arrows, as well as other shapes, images or even bold contrasting colors.
Make the outcome result fast’n easy
As previously mentioned, the landing page should be a no brainer for the visitor. And as such, the less friction the better. One example of this is staying clear of long forms. Moreover, whenever possible try to avoid manual entry – after all it takes visitors less time to click on one option out of a list of 5 rather than typing answers manually. These extra seconds might not sound as important now, but believe me, the easier this journey, the more conversions it’ll lead at the end.
Focusing on a single conversion goal also works in favor of this. Resisting the temptation of adding unnecessary links out of your landing page or additional calls to action will benefit your landing page’s performance. Always keep in mind that landing pages work best if they stand alone.
The more you try – the more you’ll know!
Best practices are important and you should always keep them in mind. However, creating landing pages is not a science, as it leaves a lot of space for experimentation. Language and delivery depend a lot on who your target audience is and what your business offers. Therefore, A/B testing is still the best way to ensure that your efforts are bringing you as many conversions as possible.
For instance, are you stuck between one problem-focused and one more general headline? Unsure of what visual indicators to include to guide your visitors’ eyes through your message? Our advice is to run tests before you commit. Make sure your decisions are based on data instead of gut instinct.
Last but not least, keep in mind that landing pages are dealmakers. Employing the right combination of the previously mentioned “rules” and A/B testing can and will get you the increase in conversions your business deserves. Here’s a good takeaway to guide you in this journey: always match your messaging, write concisely & to the point, and try to minimize distractions as much as possible. Your future customers will be thankful 😉