In digital marketing, landing pages are standalone pages consisting of various elements created for specific purposes like the promotion of a new product or for capturing leads.
While putting everything together is a matter of finding a great landing page builder to design the most amazing pages, creating landing pages that will convert depends on which elements you decide to put together and how well these elements work together efficiently.
To help you get the hang of creating compelling landing pages that will promote your growth and give you more conversions, we put together the most essential tips and tricks you need to know to create the best landing pages in 2020.
Now Let’s See 6 Incredible Tips to Rock Your Landing Pages for the Future
1. Visuals Can Make or Break Your Page
It is a fact that we humans are visual creatures who are influenced by images more than anything else.
After all, research has shown that half of the human brain is devoted to processing complex visual information received throughout our daily lives.
With that in mind, it is not difficult to understand that the majority of consumers act according to the visual stimuli they are presented.
If something looks appealing in their eyes, then their purchase intention increases only because they feel the need to get it in their hands regardless of price, availability, etc.
As marketing has evolved, finding and using the right elements that appeal to modern consumers is the best way to convert more.
Now, let’s take a look at an amazing landing page from Shopify:
Shopify’s landing page manages to deliver an eye-pleasing result that combines white and purple with minimal visuals.
While fewer visuals might make you think that you don’t show your visitors the full capabilities of your product or service, keeping it simple can effectively increase your conversion rate optimization (CRO).
Landing pages that are tidy and to-the-point will prevent visitors from feeling overwhelmed by the number of visuals and CTAs scattered on the page.
So, if you aim at rocking your landing pages you should focus on designing more laconic landing pages both in terms of copy and visuals to give your visitors all the right reasons to click on your CTA without distractions.
2. Say Goodbye to the Navigation Bar
Speaking of distractions, one of the things that you should avoid adding to your landing pages is a navigation bar that will give them reasons to leave your landing page without clicking on your call-to-action.
As visitors can be easily distracted, either by clickable links or logos, minimizing distractions is the golden rule to reduce your landing page bounce rate and increase your conversions.
Here’s a great example from Industrial Strength Marketing:
The absence of navigation links at the top of the page minimizes your visitors’ distractions and motivates them to fill in their contact information and download the guide.
]To increase the chances of converting new visitors, the company also makes sure to optimize their landing page copy to show their audience what they will learn after downloading the guide.
By doing that, visitors get a clear idea of what they are going to learn and since the landing page doesn’t distract them in any way, they only have to fill the form, enjoy the guide and increase your conversion rate.
3. Social Proof Your Landing Pages
Landing pages can successfully increase your lead generation with their compelling visuals, amazing copy and clever CTAs.
However, sometimes these elements alone are not enough to convince a visitor to click.
As we live in an era where scams and phishing are on the rise, visitors might not click on your CTA because they are unsure whether your page is credible or not.
To combat the problem and have the best landing pages out there, the best thing you can do is to equip your pages with social proof.
Here’s a definition:
“Social proof in a marketing context is evidence that other people have purchased and found value in a product or service offered by a business. Because people are more likely to purchase a product which others are already purchasing (the bandwagon effect), social proof can be a way to increase conversions by showing customers how popular a product or service is.”
For landing pages, social proof comes out into various shapes and sizes:
Trust badges are usually displayed at the bottom of a landing page and exist for the purpose of showing visitors that a business is trustworthy and secure enough to share their sensitive information.
According to a study by Bayard, people rely greatly on trust badges to determine whether a page is safe or not.
By taking this into account, you can see why adding trust to your landing pages through reliable third-party sources is absolutely necessary to encourage visitors to click on your CTAs.
Here’s a great example from Salesforce:
Online reviews are a powerful means to combat a visitor’s uncertainty about a product or a service.
According to this survey by Brightlocal, 91% of consumers trust online reviews as much as personal recommendations.
The power of testimonials, in this case, is so immense that visitors rely on other people’s reviews to find out about the pros and cons of a product or service and whether it’s working or not.
Using testimonials on your landing pages will not only give potential customers more reasons to use your product or service but it will also increase the credibility of your business and establish you as a trustworthy source.
Here’s a great example from Freshdesk’s landing page:
Displaying customer logos is the easiest way to add credibility to your landing page without showing either trust badges or testimonials.
To use customer logos effectively, you should equip your landing page with the customer logos that will have a great impact on your visitors the moment they see them.
For instance, Logi Analytics uses some of its most popular existing customer logos to attract visitors’ attention and earn favor.
For this company, showing that Coca Cola, FedEx, and Hewlett Packard are part of their trusted companies instantly adds credibility and trust to their page since the customer logos represent some of the biggest companies out there.
4. CTAs That Make A Bang
To attract your visitors’ attention, you need something more than compelling visuals and engaging copy.
While your images and text can contribute to the success of your landing page and boost its conversions, you also need to pay special attention to your CTA button.
Codecademy’s CTA, for instance, manages to stand out due to its bright purple color that also matches the visual on the left.
What Codecademy does is to take advantage of the minimal design and white space to make their CTA button pop out and attract the visitor’s attention.
As for the choice of this specific color, color psychology has a different interpretation for each color and the effects it can have on people.
In this case, purple is a color that’s usually connected with mystery and creativity.
As coding can be a complex yet fascinating subject that not everyone is knowledgeable about, this landing page has evoked the power of color to make the CTA more appealing and easier to click on.
5. Social Landing Page Continuity
When we talk about social landing pages, we refer to the pages that are specifically created for social media ads.
Social ads can be valuable conversion rate boosters as they target specific people and are the means to get them one step closer to conversion.
Your social landing pages, though, are what will help them click on your CTA.
If we look closely at social ads and social landing pages, we’ll see that in order to convert more with landing pages you need to continue the social media experience.
To provide a continuous experience, landing pages should not only have the same keywords but be able to continue a visitor’s experience by enhancing and promoting the same aesthetic, feeling and urgency that the ad caused in the first place.
Having consistent pages that deliver what your ads promised will help you ensure your landing page success and increase conversions beyond measure.
Here is an example of a Facebook ad from The London School of Economics:
And here is the social landing page:
6. A/B Test Your Landing Pages
A/B Testing is all about finding the best elements and element combinations that will make users convert better.
To A/B test your landing pages, you need to come up with variants of your original landing page design and let your visitors’ actions and online behavior determine what works best in terms of click-through and conversion.
According to this case study, Kiva, a non-profit organization, wanted to increase the number of donations on their landing page by enriching the page with additional elements.
By creating a variant of their landing page that included an information box, FAQ and social proof, Kiva managed to increase the efficiency of its landing page, achieving an amazing 11.5% increase in their donations.
To increase your landing page conversion rate, you need to constantly test and optimize your landing pages to find the ones that will make your marketing endeavors more successful.
Also, combining your A/B tests with usability testing will further help you test the functionality of your page and help you improve your visitors’ landing page experience.
Landing pages can help you boost your organic traffic and turn visitors into loyal supporters who will be with you throughout their customer journey.
To have high-converting landing pages, though, you need to find a way to create incredible pages that will grab your visitors’ attention at first glance.
In this article, you got to see some of the most important tips and tricks you need to design such amazing landing pages that will help you convert more and promote your success.
So, select the best visuals, say goodbye to the navigation bar, equip your page with social proof, make your CTAs stand out, test your elements and in no time you’ll have at your disposal a tool of immense conversion power to promote the growth of your business.
Marilia is a Creative Writer working for email marketing software Moonsend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her enthusing over marketing tech and automation.