How to create an effective landing page

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Create Landing Page
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Create Landing Page

I always say that having a lot of followers in our different social profiles is all very well, but that those followers, regardless of which social network they are, should be turned into subscribers.

It should be borne in mind that of all those people who follow us we have no information or way to contact them directly.

On the other hand, growing our subscriber database is synonymous with working on one of the main assets of a website.

The same thing happens with web traffic; visits that enter and leave our website, that probably some of them will not come back and that in some way we are interested in capturing.

It is here where a landing page plays an important role, since with it we will be able to convert a higher percentage of the traffic we receive into subscribers.

What is a landing page?

If you already know what a landing page is, you can move on to the next section, if you don't need to read the content of this one to understand why the rules published in the rest of the article.

A landing page is a page specially designed to achieve an objective. All the content of the page is focused exclusively to achieve the objective, it is a different page from the rest of the pages that compose the web. The landing page is translated into Spanish as a landing page.

Normally the design gives greater relevance to the data capture form, and the message to convince the visitor to fill it in.

Its purpose is to provoke action to every user who arrives at the page. In this case (see image below), the action is for the visitor to enter their email in the form and click a button on the button to become a subscriber.

The Landing Page is usually linked to a promotional action, this is the one that the user arrives at after clicking on a Google Adwords ad, Banner located on another website, etc..

HOW DOES A LANDING PAGE WORK?

Its operation is very simple: we derive traffic to that landing page in which the user has few alternatives, or enter their data to access a number of benefits that we offer or close the page.

No more, but the fact that the user has few options and little to choose from makes the effectiveness of the landing page really high.

What points does an effective Landing Page have?

There are a number of points to keep in mind if we want to achieve good results with a landing page:

BENEFITS

What benefits does the user get if he enters his data in our landing page? Whether it is a document in download, access to exclusive contents, additional information that we only share with our subscribers... whatever it is must be made clear in a way that serves as an incentive for the user to give us their data.

AN ATTRACTIVE IMAGE

What are you offering your visitors in exchange for their subscription? A picture is worth a thousand words, and a clear picture of what you're offering makes the user have a tangible perception of what they're going to receive.

It is a way of turning something intangible into something material and palpable that the user will receive in return.

FORM IN THE "ABOVE THE FOLD"

"Above the fold" is the expression used to define that part of the screen that we see as soon as we access a website, without the need to move the cursor down (scroll down).

And statistical data ensure that the forms or opt-ins that are located in this area are much more effective than those found in other areas of our website.

FEW FIELDS IN THE FORM

A typical mistake in landing pages is to ask potential subscribers for a lot of data. When a user is faced with a form that asks for a lot of data, they usually do not enter it due to laziness or lack of time.

So the less data we ask for, the better. We will already have the opportunity to complete our database with the rest of the information that we lack on another occasion.

My personal recommendation is not to include more than 4 or 5 fields.

INCLUDES BULLET POINTS

Bullet points are just text bullets (dots before each sentence) that quickly collect the benefits of your landing page.

This way the user at a glance can read the points with the benefits of signing up on your landing page.

USES A CALL TO ACTION (CTA: CALL TO ACTION)

Buttons that include a "Point Me", "Register Me", or "Sign Me Up" call to action have a higher success rate than the typical "Send" button.

If you are offering a product in download you could use the action call "Download now" or if you are doing a draw the CTA could be "Participate now". It is a matter of encouraging action on the part of the user.

MAKE USE OF REVIEWS

Reviews are recommendations from other users who have already enjoyed what you are offering.

This is typical on sales pages for products or services. Reviews can be very compelling and motivate the user to take action.

If you can, and those people who do their review let you, it is advisable to introduce good quality photos with their faces.

Remember that a review with a poor quality image can generate an opposite effect to the one we are pursuing.

ELIMINATES DISTRACTIONS

As I explained at the beginning of this article, the purpose of a landing page is to capture user information, and for that reason it is advisable to remove distractions and remove all links that may be on that page.

You're not interested in introducing links because they become traffic leaks. In this way the user has 2 options: enter their data or leave.

Design is not everything

Finally, I would like to convey what we learned in the last tests that caught our attention powerfully.

When we made a Landing Page to improve conversions, we measured it with Google Analytics, over time we were learning that not always the one we thought was going to win in advance ended up being the page with better performance.

According to this learning, today we measure absolutely everything, from the change of color of a button to the change in the wording of a title and even the smallest detail. Everything as a whole formed by individual parts can alter the final result.

We recommend doing A/B testing all the time. Compare the page that had the best results against another that we think will achieve better conversion.

We must always be attentive to new technologies as they emerge, but without losing sight of the fact that any new change must be measured successfully.

It is not always the case that what we assume is going to work better is going to be true before the eyes of a new potential customer who does not know our service and has a totally different perspective from what we have in our current context.

Orienting the user

One detail that is often overlooked when developing a landing page is losing sight of how a new client is going to interpret it.

In this factor, what strongly influences are the images that we are going to use in the development.

It was learned over time and with evidence, that if we use a human resource to transmit our value proposition, this person's eyes must be focused on the service we transmit. In this way, the user is also unconsciously going to do exactly the same as can be seen in the following example:

The importance of speed

Last but not least, is the speed with which our sales page loads. Understanding that neither we nor anyone else is going to be waiting more than 35 seconds for a page to load in your browser is key.

According to a study carried out by Google, people are not going to wait more than 5 seconds for our Landing Page to open to generate a new customer.

As much as we develop all of the above points, if our website takes an undue delay to show itself in front of a customer's eyes, then we've already lost it and nothing we do is going to get it back.

Investment in marketing, design, effort and dedication are lost. In our case we recommend to monitor a fast load using the services of google webmaster to measure the response time. In it will tell us precisely when our site delays in loading. It is important not to forget and check this point frequently.

HOW TO CREATE A LANDING PAGE WITHOUT BEING A DESIGNER?

Luckily, generating landing pages is within everyone's reach and you don't need to be a graphic designer to be able to create a landing page.

In the market there are many tools that allow us to create landing pages without having to have knowledge of graphic design.

In addition, these tools are mostly "Drag and drop", this means that with a single click we can move the elements of the pages and drag them to the area of the page where we want to place them.

Instapage
Unbounce
LeadPages
Themeforest: Templates you can download and use as landing page (affiliate link

Some of the tools mentioned have a limited version for free, but they are usually paid, although we are talking about a completely affordable cost for anyone that will allow you to create landing pages completely professional and, best of all, without any effort.