Without a good landing page, marketing is a waste of time and money. Literally, a landing page is a page on which your visitors “land”. In other words, the first page that your visitors see when they click on a particular link, an ad, or a banner …
It can even be the home page of your site.
The purpose of this page (sometimes also called a squeeze page) is to persuade your visitor to take action:
- Subscribe to your newsletter;
- Buy a product or service;
- Or any other action you want your visitor to take.
The most common measure of the effectiveness of a landing page is its conversion rate.
The conversion rate is the percentage of visitors who perform the desired action (“the conversion goal”).
For example, if you want a visitor to subscribe to your newsletter via your page and you get 10 subscribers for 100 unique visits to your landing page, your conversion rate is 10%.
It is very difficult to give a “typical” conversion rate for a landing page.
This rate varies from less than 1% to more than 80% depending on your industry, your conversion goal and your traffic source (where your visitors come from).
The 10 elements that follow (this post is in two parts: first the first 5 elements and then another 5 others, the most important of which!) Are not necessarily specific to a type of landing page. However, they apply to pages that have a conversion goal and a measurable conversion rate.
Also keep in mind that these 10 elements are not a detailed tutorial for building effective landing pages. These are things you can use, and should use, to test the potential for optimizing Landing Pages on your site.
1. Does your title encourage you to continue reading?
The title of your landing page is the most important thing – the key element of this page!
It’s the first thing your readers read, and if you can’t get their attention, you’re not going to get to your conversion goal.
So what is the purpose of a title in your opinion? Think for a moment…
Encourage your readers to buy your product?
Encourage your readers to subscribe to your newsletter?
No, the title is just there to encourage your readers to keep reading. It’s his only goal.
How can you accomplish this?
Your title should simply start a conversation with your reader, creating an information gap. A gap that your reader will try to fill.
You can find more information on Professor George Lowenstein’s research on the information gap theory here.
Here is a little test to tell you if your title is good or not. Take this title for example:
“You have found what you are looking for!” We offer the best WebDesign at the best price you can find in Paris. ”
Now imagine a boy approaching a girl in a bar using this title to start a conversation with the aim of achieving a “conversion”:
“You have found the one you are looking for!” I am the most reliable boy (funny, charming, muscular, handsome, you choose) that you can find in this bar. ”
It doesn’t take much imagination to deduce that this will lead to something equivalent to a page closure on a website;).
So make sure your headline inspires you to continue reading and start a conversation with your reader.
2. What is the optimal length for your first paragraph?
Do you have any idea how much time you have to make a good first impression?
30 seconds ?
Psychologists Janine Willis and Alexander Todorov of Princeton University have conducted a multitude of in-depth research on this subject:
Their research and experiences have shown that you have time for a wink!
What does that mean for your first paragraph (or your subtitle)?
It must be punchy, very concise, and give a good impression.
So do not exceed one or two lines (not one or two sentences!) for your first paragraph or subheading.
Make sure this is a natural continuation of the conversation you started with your headline.
3. Do you speak in the language of your readers?
Too often I see Landing Pages or blog articles with language that has nothing to do with the language that the readers you are looking for speak.
If your readers will not use a certain type of expression, you should not use it either.
Except in some very specific cases, simplify your content and don’t use complex expressions.
Also write as short sentences as possible and break your text into several paragraphs. Studies have shown that you can keep your readers’ attention longer.
Ask yourself the following question: what level of skill and experience will your desired readers have in your field of activity or field of expertise? Adapt.
4. Are you focusing on the personal interest of your reader?
A multitude of scientific research in the area of persuasive psychology has shown that people are above all interested in themselves and their own goals and problems.
So write around the benefits they are going to get. Create content around resolution of their problem.
Talking about yourself can help in certain situations. But this must imperatively be related to their needs, their problems and their objectives.
5. Did you understand the real added value of images, videos or graphics on your page?
You may be saying to yourself: everyone does it then it must have its usefulness.
Indeed these elements have a utility. But only if they are used correctly.
If you use images, videos or graphics, they must necessarily reinforce your message, your value proposition.
Here is an example where the image gives credibility to the title and the subtitle:
So don’t use images or graphics just because you think you should use them.
These are the first 5 elements to test your landing pages.
In the next article which will introduce you to the other 5 elements, you will learn in particular:
- How can you get the most out of the reptilian brain (the part of the brain that makes decisions)?
- How to avoid a major error found on many landing pages: The paradox of choices.
- And finally the most crucial point of your landing page. All the other elements, however important, are trivial in comparison.
So stay tuned! See you soon.