Which attributes describe a good landing page experience?

16 min readAug 22, 2021

I prepared a couple of elements of an efficient landing page which may assist you to know or learn something new about it.

After Read You Can Start With 14 Days Trail :-

Logo

The placement of the brand on the landing page seems obvious. However, have you ever ever wondered why this is often so important? First of all, the recipient who “lands” on the location are going to be sure that he’s within the right place — on a trusted site, a trusted company. Secondly, the brand is a picture element and if you’ve got many landing pages it’ll simply build your company recognition.

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On the opposite hand, there are tons of landing pages with the brand of an imaginary company or maybe without it. this is often dictated by various reasons, e.g.

A landing page is a component of the mailing campaign and although the corporate may have everything needed to send it, they’ll still be afraid that a number of the people will think that they’re sending SPAM.
a corporation could also be brooding about building a replacement product, which is usually related to a really large investment and therefore the risk that the merchandise is unsuccessful, then it’s an honest idea to make a landing page for a non-existent brand, with a logo designed just for this campaign, and therefore the landing page is employed then to bring the target group to see their interest during this product.
The landing page is a component of a lead generation campaign administered by one company for an additional company — then fairly often the corporate providing such a service doesn’t place a logo in the least or puts a false logo to limit its risks.

An eye-catching headline

This element of the landing page will first draw the eye of the web user and therefore the outcome of the campaign depends thereon considerably , hence it must attract attention and trigger a sense of a robust got to read the whole page. within the header, you ought to inform about the broadly understood benefits that the customer will get by using your offer, e.g. Durable leather bag 30% cheaper for you!

You should know the requirements of your target group to which this landing page is addressed, hence you ought to easily come up with a really good headline, and you’ll certainly know what’s the foremost attractive value for this group, so you’ll know around what to create a beautiful headline.

The most important benefits

Now it is time to convince the recipient with the assistance of the foremost important benefits. Benefits aren’t an equivalent as features! The benefit should be something that somehow solves your consumer’s problem. Let’s take the instance of Canva. the most page reads “Canva allows anyone to become a designer.” If someone is trying to find a tool for an individual who isn’t knowledgeable graphic designer — the advantage of using Canva was presented to him immediately after “landing” on the location .

The most important values

Another informative element is to list within the sort of short sentences the foremost important values that the product/service will provide. These elements are to differentiate the offer from the competition. Internet users don’t read, but scan information found on the web , so it’s important to skillfully and economically manage space with the quantity of content. you’ll read more within the article: Selling content, or the way to create an efficient text for a landing page.

Advantages of the offer

The fact that the customer has found a landing page isn’t synonymous with the very fact that he’s determined to use your offer. it’s therefore important to present him a product or service in such how on convince him that this is often what he needs, and buying in your company is that the best choice . Highlighting the advantages the user will achieve, ask their desires that your product or service will satisfy. Warning! you do not need to have the simplest offer directly , both in terms of quality and price, and in terms of design, etc. … it definitely increases efficiency significantly, but there also are arguments like simple purchase, the necessity for a customer to unravel a drag , … so since the client has already found your offer, make him see it as attractive enough and trust her, then the results will come.

A coherent message

The landing page must refer/be according to the place from which the potential customer came thereto

(for example, when he clicked on the banner that moved him to your landing page, the banner and landing page should be consistent and visually and in terms of content).

After getting to the landing page, the web user should see exactly what he expected and suggested by the banner he clicked on. Otherwise, it’ll quickly leave our landing page, and that we will remain with an enormous bounce rate and ineffective landing page, thus losing time and/or money.

Effective CTA

Make sure you add a call to action that encourages users to require the precise action you care about

. Remember to put them high within the page layout.

The key to achieving the goal on the landing page may be a call to action (CTA) — a button that encourages the recipient to click and leads him to perform the action we would like . First of all, it must be an expressive, appropriate size and contain a clearly defined message.

If because of the above elements, we will convince the customer to require advantage of our offer, we must direct him to the acceptable path, at the top of which he will achieve the goal. Here again, we’ve to offer the customer everything on the tray, therefore the buttons directing him must be visible and placed during a place that the user won’t miss. The button should stand call at color. It should contrast strongly with the encompassing elements, but it also has got to match the planning of the page. It should contain a brief and legible message informing about what it’s used for, e.g. ‘Buy now’, ‘Book’, ‘Order a test drive’ etc.

High-quality photos

Buyers are shopping by sight initially . If your landing page contains blurry, low resolution or quality, or unattractive photos, your customers will cop out of shopping for the things you present. attempt to create a stimulating arrangement. By selling, for instance , handbags, attractively show them, you’ll present items sold within the presence of a newspaper, book or specific phone model. during this way, the buyer are going to be ready to imagine the particular size of the bag. The customer must even be ready to enlarge the photo and consider the item from different perspectives. Show the front, back, side and inside the bag — don’t sell a “pig during a poke”, it’s rarely effective.

Photos and graphics

A customer buying over the web makes a choice supported visual stimuli. If the page on which the campaign is targeted will contain only text or low-quality photographs and graphics, they’re going to discourage the customer from further actions (he will lose confidence) and there’s a risk that he will hand over the acquisition . It is, therefore, necessary to make sure that the materials placed aren’t only of top quality but also professionally made. The frame presented within the picture must be thought out and will inspire confidence. Graphics should present all the benefits of the merchandise and show its greatest plus sides.

Readily understood descriptions and texts

remember that the landing page is to encourage the client to a selected action (conversion), e.g. purchase of a service or product. Provide information that’s necessary to form a purchasing decision — the customer can’t have doubts and you’ll not force him to guess, everything should be “black and white”, then you’ll gain his trust and you’ll be ready to calculate high conversions. Product description — its features, functionalities, material from which it had been made, method of use, duration of the warranty, delivery cost, etc. don’t put wording that would confuse the potential customer or introduce some ambiguities. Also, provide encouragement to ask questions if needed.

Body text

Another important element on the landing page is that the text. Many website owners feel that the outline makes no sense and therefore the user, if they need to understand something, will call or write an email thereto . If you would like to encourage the user to shop for , make certain to explain the merchandise or service offered. However, don’t post an extended essay which will discourage users from reading. Insert short, themed paragraphs, bold the foremost important information in them, use formatting, headers, bullets, and other treatments. a really good move is to put a photograph or video next to such a paragraph presenting the described service or a given product feature. within the text, attempt to answer the foremost commonly asked questions of the client, place information to whom our offer is directed and what a given group of recipients will gain by making a transaction.

Emphasize the advantages of the merchandise or service at every step and concentrate to the advantages that the user will get when buying the merchandise . means to the landing page how the services or products you sell stand out on the market.

Visible contact details

Don’t forget to place your contact details during a prominent place on the landing page. The customer must know what number to dial to succeed in your office or what email he should enter within the recipient’s field in his electronic mailbox and most significantly — the customer must know from whom he buys (frauds are commonplace on the web , so don’t be surprised by prudent customers). It also shows what the whole purchasing process seems like and the way much the customer will need to await the order to be delivered.

Address data

Despite your efforts to make sure that the landing page contains comprehensive information about the offer, there’ll always be a customer who doesn’t find all the knowledge that’s important for him. during this situation, the potential customer will presumably want to contact you and ask additional questions. Don’t force him to go away the landing page and attend the contact page or search for the telephone number or email address everywhere the page. If the user leaves the landing page, there’s a risk that they’re going to not come to him, and thus probably all the work and costs involved in downloading it’ll be wasted. For this reason, the telephone number and email address must be prominently displayed on the subpage selected for targeting. If you use only locally, it’ll be equally important to supply the address of your business, and if the access can cause problems, accurately describe it with the addition of a map. Also remember to supply working hours, because you are doing not want the client to return to your company after it closes.

References / Recommendations / Opinions — trust

Commands and Opinions

Recommendations. These magical sentences, which make it easier for us to form decisions, on the web are an equivalent as friends’ recommendations within the world — they’re the idea for building trust in your company and its offer. We sleep in an “information technology society” and with the very visible trend of moving an outsized a part of our lives to the virtual world, to online, they’re going to only gain in importance, and it’s already huge today. Already today, opinions are one among the foremost important elements that ought to be found on every website and landing page of a micro, small or medium company.

According to statistics,

97% of potential customers visiting your website leave it and search further

. at the most 3% of them plan to use your offer. the foremost important reason for this example is that the lack of trust and it particularly affects companies within the SME sector, as they’re mostly unknown. Trust is that the basic feature that builds sales in your company! consistent with surveys,

91% of consumers buy products and services from companies they trust!

Placement of satisfied customer statements reduces anxiety and helps answer the question: “Is it worth it?”. Of course, you’ll have doubts about how true the opinions are. However, there’s how to dispel them by using reviews taken from Honaro, i.e. an area where only verified customers can leave them, to use them simply register on Honaro

, add your company then use the system review verification. Simply ask customers to go away reviews by giving them a special code to authorize them or use other options to verify whether someone may be a customer or not. Last but not least, add their Feedback app to your landing page, and that they will appear automatically on your landing page.

Customer testimonials

In the case of companies directing their offer to a business client, the presentation of references from existing clients can also work, you’ll roll in the hay in several ways:

within the sort of a reference list — that’s , listing all or most companies that have already benefited from your offer. it is best to sign this section within the sort of “Reference List”. If it’s possible, it’s worth briefly describing what project you’ve got implemented for every of your clients, and within the case of permanent cooperation also indicate it, for instance by writing “permanent cooperation for 7 years”
Posting scans of references received in writing on the location . it’s best to put them during a section like typical sections with opinions, choose between the reference a quote that reflects the simplest cooperation with a given company and rewrite it and above it, e.g. Place a photograph of the whole reference, company logo or photo of the reference author
within the sort of videos with references — this is often an excellent form that builds trust in your company because the video content is extremely pleasant to “consume” and you’ll also post these videos on YouTube and from there also new customers can come to your company after watching such video.

Customer List

Adding your clients’ logos to the landing page will emphasize your credibility — this section on the landing page will work very similarly to the reference list (described above). It are often visually designed during a very attractive way and thus very effectively attract the eye of tourists to your website and that they certainly are going to be made within the memory.

Putting this section are going to be particularly effective if your customers are recognizable, especially once they are known within the industry -it would be a sin to not do! If you do not have known clients, don’t be concerned , the mechanism will still work.

If you address your offer mainly to companies, make certain to also list your partners, especially if they’re large and well-known brands — this is often also a crucial factor for several buyers. If an outsized company has trusted you, then you want to have carefully analyzed similar offers from your competition.

To sum up, if many purchasers have trusted you, it means your offer was the simplest in various respects for them, so it’s highly likely that other companies also will be satisfied with the cooperation together with your company.

Expert opinion

This is another sort of recommendation that you simply can suggest on the landing page. If one among your clients is an industry expert, you’ll want to ask him a couple of words about your company. Adding such an opinion to a landing page can simply increase the company’s authenticity rate. If a well known person within the industry has agreed to sign your company under your name, you’re never a nasty offer.

Putting recommendations on the landing page allows you to extend your company’s credibility. a brief presentation of opinions, presentation of specific projects or awards won confirm the company’s competence, which can translate into greater confidence of recipients and can facilitate the choice to use the offer.

Each landing page presenting the offer should be equipped with the above elements. Remember that the foremost important of them — headline, values , and call to action button — should be within the area accessible without scrolling the page. Below this area could also be additional information, which can reach the foremost interested visitors. The result are going to be a well-structured, effective landing page.

Of course, you do not need to include all of the weather we mention (the landing page would be too extensive and will distract attention from the conversion you expect) — hence choose those elements that are important for your clients in order that they will perform the action you expect with none doubt — they might convert.

Price

The price of the merchandise must be displayed prominently. there’s nothing worse than trying to find information on what proportion something costs, consistent with statistics over 70% of consumers expect that the web site of the corporate or the offer presenting prices should tend . For services that are sold in packages, this is often another opportunity to showcase the advantages of the offer to your customers.

Price comparison

Internet users compare currently available offers before making a sale decision. Showing a comparison table on the landing page, e.g. of functions included within the context of your competition, can simply save them time. it’s also an easy thanks to show your uniqueness and stand out from the competition.

Counter

The impulse to shop for is additionally the numbers that support your offer. It are often a counter showing what percentage people have made a sale or information about what percentage products are still available. If you offer something on a selected date, the counter indicating the time remaining to the top of the offer are going to be great. Nobody wants to miss an excellent opportunity, and when the clock is ticking and other users are buying ending products or services, many purchasers also will buy under the pressure of your time to not be left empty-handed or doomed to a worse offer.

In the case of time-limited offers, it’s worth considering building the whole landing page layout in such how that it creates a rush feeling for the client who encounters it. it’s going to appear to be an undesirable impression to you, but it often happens that just such landing pages achieve sensational results. Using the words “Teraz”, “Sign up today”, “Limited time offer”, “Last items”, “Buy Now” can contribute to achieving great results.

Team

Adding photos of the leaders behind the corporate , and sometimes the team on the landing page will allow C and show the corporate from a more human side and can confirm that it’s not created by robots, but real people. The more natural the photos, the higher . you’ll also add job descriptions or information to contact individual team members.

Bragging about leaders or teams is particularly important within the case of service companies because you recognize what the customer is buying is that the results of the work of those people and their satisfaction with the acquisition depends on them.

Video

In some situations, it’s going to be worth using video materials, which are often characterized by higher authenticity and therefore the ability to present more precisely some elements of the offer concerning alternative methods. which can often raise additional trust in your business and end in better conversions.

A video also allows you to reflect on the atmosphere of labor or show the way to perform the service.

The most popular video materials on landing pages:

company presentation, e.g. video presenting the headquarters
showing how you are doing the service
presentation of leaders and team
product presentation, e.g. within the sort of a product review
presentation of the consequences of the service

The video doesn’t always need to be made with the assistance of professional equipment and team. In most cases, a mobile is enough — when deciding whether to use the assistance of execs , first of all, think about: the effect you would like to make , the budget and therefore the expected return on investment.

Contact form / contact information

Any element that permits you to receive any feedback from the customer should be considered gold.

Usually one among the last steps before converting is to finish the shape . Unfortunately, on many pages, they’re poorly constructed, in order that they become an area where many users decided to shop for thus far , being the foremost important moment for you, hand over filling it! Why is it like that?

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When constructing the contact form, consider the subsequent aspects:

the shape should be as short as possible and need as little data as possible from the client — don’t invite e-mail, telephone and address, and you’ll always be contacted by an interested customer by phone,
it’s also inadvisable to force the user to register and found out an account because this will discourage and you’ll lose the customer. After all, the customer will provide you with an email address and provides the required consent. Yes, it’s good if the customer are going to be within the system and can come to him, but you furthermore may got to have the proper resources to encourage him, and this is often a very big challenge
it’s necessary to make sure that the fields of the shape are clearly understood and possibly legibly described,
validation (checking the correctness of the given data, e.g. Whether the worth entered within the Email field may be a valid email address, whether the customer has entered the right telephone number or e.g. “1234”) should add real-time,
if the customer requires consent to processing , it should be indicated,
the shape submission button should be immediately visible,
the whole form should usually stand out from the background of the page,
and therefore the content of the shape should indicate why it’s completed.

Chat

Placing the likelihood of direct contact via chat won’t only help during a relatively short time to dispel doubts of the recipient but also show him that you simply are always available to him and help him in making shopping decisions. Chat also shows customers that you simply are responding to their feedback and feedback. Of course, on the opposite side of such a talk , there must be an individual available who will answer potential customer’s questions if necessary. If you’re unable to supply this, you’ll opt-out of the chat.

Layout

Should Landing Pages relate to the looks of my homepage?

First of all, landing pages must be effective and encourage visitors to perform the intended action on your website. Of course, it’s worth making the landing page visually ask your home page, but remember that your home page can perform a rather different task than the landing page. Therefore, it’s acceptable to vary the layout to at least one that guarantees the very best possible number of conversions — users who perform the specified action.

This situation often occurs within the case of lead generation campaigns administered by third parties, once we aren’t convinced that the currently used graphics are of top quality , we will test alternative graphics, or once we want to sell an equivalent products, but under another brand, e.g. Cheaper.

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Use of empty spaces

Have you ever bought products during a very busy marketplace trying to seek out the simplest offer for yourself? you almost certainly agree that shopping in such conditions isn’t the simplest and it’s hard to form a sale decision in them. an equivalent situation can happen on landing pages that are overloaded with information or on which information “blend” with one another .