landing page

Every successful campaign needs a dedicated landing page

 

 A landing page is any page on a website where traffic is sent specifically to prompt a certain action or result. The power of landing pages is often underestimated, and because of this many business run unsuccessful poorly executed campaigns.

The elements of successful landing page

Value proposition

Probably the single most valuable element of landing page. When a visitor lands on your landing page, you have about 3 seconds to get their attention.. You need to grab attention and communicate exactly what your offer is about fast.

Your value proposition answers the questions: “why should I buy from you instead of them?” What is it that differentiates you from everyone else, or separates you from the competition? Your value proposition is what will get attention in the first instance and compel a visitor to continue their journey on your landing page.

Great landing page copy sells visitors on benefits, not features

A value proposition can be displayed as a headline and sub-heading, displayed above the fold and the first thing that your visitors see when they land. It should be concise, set expectations and give a “reason why” they should stick around and care. It’s the first thing people see, and so you should put a lot of time and effort into crafting one that will help you gather conversions.

Ask yourself, “what problem does this feature solve for our customer ?

The benefits of your offering

If you have a great value proposition your website visitors will further explore your offer and this is where you further elaborate the benefit of your offer. When you “sell a benefit,” you are still essentially describing a product feature–but you tie it to some way that it improves the customer’s situation.

You can use for example  bullet points  to  explain what the visitor is getting as well as the benefits of doing so. There’s not one-size-fits-all solution but there are some best practices you should follow

Social proof

Social proof is considered prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that the surrounding people possess more knowledge about the current situation.

Expert proof relies on the expertise, education or approval from a credible source. What someone else says about you is 100 times more believable about what you say about yourself. You’ve heard it a hundred times  and that’s because it’s still true.

Look at your best clients and find who has the most influence within your market. Including a decent photograph of the client that has given you the testimonial will help add to the credibility. Putting a face to the name really helps because, again, we’re visual creatures.

The Hero shot

A hero shot is an image that helps prospects envisions what it would be like to reap the benefits of your offer. Your product or service is what transforms them into the hero. Humans are visual creatures, and when it comes to landing pages it’s sometimes hard to illustrate what the user will be receiving.

We need to use a relevant hero shot to fill in the visual void. The hero shot is generally a photo or a video and should clearly show benefits and context of use. Basically it is a visual representation of your offer that shows how your product or service actually works so your prospects can picture themselves using it.

A single conversion goal -Your Call-To-Action (CTA)

Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page. It can be tempting to give your visitors more than one option or offer, but it will confuse a visitor and result in low conversion result  .

You need to make the journey through your landing page as linear as possible, making the only obvious option the one action you’ve laid out for them.

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