A landing page or landing page is a valuable tool that allows you, among other things, to increase the reach and positioning of your brand. It is very versatile so you can easily adapt it to different uses, from inviting the user to do some action on your website, to promoting your new product and / or service. Of course, it is important that you take into account a number of factors that allow you to optimize it. In this note we tell you more.
Keys to designing a successful landing page
Landing pages represent a key factor in improving the efficiency of our digital marketing strategies. So let’s take a look at a series of tips that will allow us to create an effective and powerful landing:
Keep a simple design
Soft colors, professional style and a single column, the less reloaded the landing page is, the more likely it is for the user to remain there until the desired action is taken. Remember, “simple is powerful”, do not distract your users with irrelevant information. On the contrary, it focuses efforts on showing them what we really want to consider.
Landing pages should provide confidence to visitors to further motivate them to perform the desired action. A good way to achieve this is to place reviews, comments or positive testimonials from other satisfied customers. This also increases the chances of a second purchase. Remember that users give a lot of value to third party references during their purchase process.
Likewise, another tactic that we could use would be to show in a visible section (preferably at the beginning of the landing) brand contact data. That is, company phones, email, official social networks, physical address (if applicable), etc.
Or even enable a chat where they can ask questions before deciding to complete the action to become a lead.
Short, simple and direct form
Do you really consider it necessary to ask the user to indicate their favorite music when they are going to make a food purchase? Absolutely not! If a box on the landing page form does not relate to the products and / or services you sell, or is not necessary for your database, ignore them!
Keep in mind that users will pass by if they see a form with more than 5 boxes, this only visually depletes them.
And, in general, it is customary to request only your name and email. According to the required action, some brands also request the telephone number. However, this increases the chances of chasing away the user, who fears for his privacy.
So the shorter you are in the data request, the more the chances of the user becoming a lead are increased. Of course, remember to request the necessary (and relevant) data to fill your database, without exceeding yourself.
Focus on the message
Although what is sought is to guide the user to become a lead, the action calls must not be abused. The most ideal is to focus on just one per landing page. In this way, we do not compromise the visitor’s attention or put the action buttons to compete with each other.
In fact, in the title you should emphasize what the visitor will find on the landing page. This ranges from appearance to design. And if you are looking for better results aimed at getting a better user experience, customize the page in general. For example, forms, surveys, relevant content, among other topics.
Locate the action button in a strategic area
As mentioned in previous lines, an action button per landing keeps the user’s attention focused. And this must be located at a strategic point, that is, visible or easy to locate.
Include images or video
Visual content attracts more traffic than just spreading text, the same happens on a landing page. Even though we have stressed the importance of simplicity, this does not mean that you will saturate the landing page with videos or images. However, you can vary the format of the content to keep the user’s attention and encourage it even more to press on the action button.
A brief free sample of what you will see once you click on the action call, is a good tactic to spark your interest.