How to create a strong landing page in 2020? Do these steps

Marketing

Contents

Brief summary: The process of building a convincing landing in 2020 includes a combination of a clear focus on conversion action, a catchy text, thoughtful design, and relentless testing. If any of the listed items are missing, your page will fail.

If you need more leads or want to increase sales in 2020, you will need attractive and convincing landing pages more than ever. According to a Hubspot study, businesses with more than 30 landing pages generate 7 times more potential customers than companies with less than 10 landing pages.

A landing page is a web page created to support a specific marketing campaign or intended to be issued for a specific search query. As a rule, landing pages motivate users to fulfill a specific call to action – for example, make a purchase, sign up for an email newsletter or leave a contact.

But how to create a high conversion landing page without resorting to the use of manipulative techniques or “dark patterns”? The answer lies in a combination of clear focus, convincing text, thoughtful design, and relentless testing. Therefore, before you open the designer and start developing the landing page, we suggest you read this guide, which begins with the definition of a value proposition.

Define your value proposition

When a user lands on your landing page, you only have a couple of seconds to attract his attention. This means that the first step in creating any convincing landing is the clear wording of the offer or value proposition. Start with the simplest possible description of what you are offering. This description should consist of two parts: what your product solves the problem/benefits and how you achieve it.

For example, Skype proposition looks like this: “Skype helps you stay connected. Conversations. Chat Collaboration.”

The first part of the offer talks about what benefits the service brings, and the second part explains how it is provided. However, be careful: a value proposition is easily discounted by general phrases. For example, call your product “the best in its genre” or “friendly and affordable.” Any company could say so about its offer.

Define your calls to action

Each landing page needs clear calls to action. Therefore, before proceeding to their creation, you should ask yourself: “What actions do I want to get from visitors?”

To support your audience’s interest and increase your chances of conversion, do not give in to the desire to add too many calls to action on the page. For example, if, in addition to calling “Download trial version”, you also ask users to subscribe to your page on social networks, this will simply be a distraction.

Nevertheless, placing on the landing page a secondary call to action is often quite appropriate. If you did everything right, then your landing page will convince many. Many, but not all: there will be those who are not ready to close the deal right now. And instead of just abandoning them, offer them a secondary appeal that requires less determination.

For example, if your main call to action is to get a consultation or download a demo, a secondary call can be reduced to a request to subscribe to the newsletter.

Understand and forestall user objections

Do you know what makes users leave your page? Could it be paid delivery or privacy issues? Or do your prices seem excessively high when compared to competitors?

If you cannot easily compile a list of objections that visitors to the landing page may have, then you need to conduct a survey to find out what they consider to be obstacles to their conversion.

Do not worry that such a study will take you a lot of time or will be expensive. All you need is one question that pops up on the page if visitors leave your landing page without performing any actions, for example:

“You are already leaving ☹ We would be interested to know why?”

Then you can show visitors a list of possible answers to choose from or offer them a free-response form.

Emphasize your personality

The main part of the decision to act in people is carried out at a subconscious level. In fact, according to a report published in Behavior and Information Technology magazine, visitors form an initial 50-millisecond impression of a site/landing page. The rest of the article says that because of the halo effect, this impression lasts for a long time.

In other words, the branding and design of your landing page plays a huge role in shaping the opinions of users about your value proposition, despite the absence of a causal relationship between the offer and layout.

What does this mean in practice?

This means that you must clearly understand what kind of sensation you want to cause visitors to your landing page, and then – make sure that the page design really serves this purpose.

Decide what your emotional message is

A good starting point is to create a shortlist of words that describe the impressions you would like to bring to your visitors.

Paying attention to what the user remembers and the order in which s/he names the elements, you can better understand how effectively your hierarchy draws attention to the most important elements of the landing page.