Did you know that you can make choices instantly – in the blink of an eye? One simple look and you already know you want to buy that something.
Have you ever felt this way? Feeling that you instantly want something once you saw it?
I bet you did. So did I.
But these decisions aren’t as simple as they may look like. This is the idea that Malcolm Gladwell tries to explain in his great book “Blink – The power of thinking without thinking”.
So, by now you’re probably wondering, what this all has to do with landing pages?
Let’s think. What is a landing page about?
Exactly, leading your visitors to a purchase decision. Making them want to buy. Instantly.
In the blink of an eye. Just like with the content you make for them, that fuels them to stay on your website.
A great landing page makes you really want that product, service or free e-book.
This feeling was the inspiration for this article.
Let’s see what is a landing page, its planning stages, and key elements and how you can easily build one using The Core’s Visual Builder and shortcodes.
And most of all, find out how landing pages should feel like.
Let’s start with:
What is a landing page?
Landing pages should be perceived as particular parts of your website that are used for your product/service campaigns and have a single simple task.
For this reason,
Landing pages should never be confused with homepages.
What’s a homepage? It’s the main area of your website which displays the general info about your products and company, as well as the navigation links for other areas of your site.
A homepage is used to explore your website.
On the other hand, a landing page is a separate webpage that’s focused solely on promotion and has the purpose of a) capturing your leads or b) warming up the customers through your sales funnel.
This means that landing pages can be of two types:
- Click-through landing page – for warming the path between the marketing add and the final sales page. The CTR landing page should provide enough info about your product to the visitor, so he could become a customer and easily decide on making the purchase:
Thus, a landing page has only one objective – making your customer press the call-to-action button.
But before proceeding to describe the call-to-action, you should get to know the planning process of your landing page and its essential elements.
How to plan your landing page?
Since the landing page is the foundation of your campaign, certain things must be planned ahead before working on its design.
You should keep in mind that the planning process of any landing page consists of three main stages:
1. Establish one goal;
2. Create the landing page based on its essential 5 elements;
3. Instantly deliver your offerings.
The first stage is very simple: you should decide what you want to receive from your customers? Is it their e-mail or you want them to buy your product? The key thing to remember is that it should be only one goal because otherwise, your landing page is completely inefficient.
The second stage is where things get creative because it’s basically the creation of your landing page. It must be composed of the following 5 essential elements:
1. Unique Selling Proposition (USP)
Your USP should answer the question “What is this page about?” in the most comprehensive and convincing way so the visitor could find out why they “are here”. It should contain the headline, sub-headline, the reinforcement statement and the closing argument.
Starting with the headline, which is the first thing to notice on your page, you must get the visitors to feel that they came to the right place. The subheadline’s purpose is to support the headline by giving more details. Both of them shall be written in the most persuasive way to convince your visitors that they’ve found what they’ve been looking for.
The last two elements (the reinforcement statement and closing argument) are used in the middle copy and at the end of the landing page to sustain and highlight the USP.
Use USP to “smooth the way to conversion”.
Also called the “hero shot”, the demo is usually an image or a video showcasing your offering. It should dominate the page, reinforce the USP and trigger the purchasing action.
Also, make sure to provide a preview of the product or services that are referred on the landing page. Since it’s not a face-to-face experience, your visitors would definitely appreciate trying your offering before deciding to buy it.
“Try before you buy”.
The body copy should describe the benefits of your offerings in a very structured way, beginning with brief introductory paragraph followed by the detailed description.
But, you must remember that you shall never mistake the features of your product with its benefits. The last ones explain what particular problems your product/service is solving. In this explanation, you can mention what features make it possible, but try to maintain your focus on benefits.
Therefore, make sure that once your visitor reads the copy, he thinks of “Oh, this will definitely make my life easier”.
4. Social Proof
It’s the most powerful and persuasive type of copy which serves as a trust indicator. Through testimonials or popularity meters, like user numbers, customer satisfaction rate, etc., you will be able to convince your visitor to give your offering a try, since others use it and enjoy it.
It’s the “Oh, yes, I’ll have what he/she is having” thing.
The superstar of your landing page – your Call-to-Action button. The single conversion goal and the main objective of your landing page.
If it’s a lead generation landing page, your CTA should be a subscription form; if it’s a CTR landing page, it’s just one single conversion button.
The CTA button consists of two pieces: the design and the copy.
Obviously, its design should be very eye-catching to point out where the user shall click. So, many would think that its color is crucial, like having a big red button it’s the best thing.
It may be, but in most of the cases it’s irrelevant: what’s the point of having a red button if the background is pink?
The only thing that really matters in designing CTA buttons is the contrast.
Make sure to make it visually stand out from the entire page. You can achieve this not only through color contrast but also by using encapsulation, white space, directional cues and clickability. Lock the eyes of your visitors on the most important element, let it “breath” on your page, guide them to it and make it easy to be clicked.
Less is always more. Be smart, not sophisticated.
Yet, the design of the CTA button will mean nothing if it’s not psychologically sustained by the best copy. For you to figure out what text your button should contain, you must complete the following sentence:
“I want my lead to …” The words that come after is your CTA’s copy.
Download the e-book. Buy the software. Enter the giveaway. Register for the webinar. Buy the book.
As simple as that. Your CTA button should immediately instigate to take action. You can ensure the urgency and scarcity by using power words like “Now” and “Free”, or additional copy like “Last chance” and “Only a few remaining”.
Another thing to keep in mind is the CTA placement. If the complexity of your offering is rather simple, then you should place your CTA button on the top of the page, right above the fold.
On the other side, if your product’s complexity is high, then the CTA should be definitely placed at the bottom of your page to make sure that the customer is aware of its benefits before making a purchase decision.
Moreover, remember that the headline should match the call-to-action message. This way, you will ensure your visitors that they’ve made the right choice and didn’t get to your landing page by accident.
Also, since most of the times, clients come to your landing pages by clicking on your ads, be sure to match the ad’s copy and design with those of your landing page, so the visitors don’t get confused.
The third and last stage is, again, extremely simple: if you promise something, you must deliver it instantly, either it’s an e-book, product or a service subscription. Once the visitor pressed on your CTA, be sure to be quick in giving them your offering.
Now, that you know the basics and the hints of an effective landing page, you can easily make it by yourself.
But practice makes perfect, right?
Let’s see how you can use The Core to build a landing page.
Building the landing page for “Outliers” book
First things first:
Establish the goal: The visitors should buy this amazing book.
Then, the essential 5 elements:
- Headline: Discover what makes us all unique.
- Subheadline: Outliers will change the way you think about your own life story
- Reinforcement statement: Find out why some people achieve so much more than others
- Closing argument: No one, not even a genius, ever makes it alone
2. Demo – the image of the book
3. Copy – the introductory paragraph consists of the ‘reasons to buy the book’ and ‘about the author’ column. Then, since it’s a book, it’s “benefits” are showcased as quotes that have the purpose of arousing the visitors’ curiosity.
4. Social proof – testimonials from famous editors and publications.
5. CTA – “I want my lead to …” buy the book.
The last step, instantly delivering the book – link to the book’s page on Amazon.
Once you have all the above, you can proceed to build your landing page.
With the Drag & Drop Visual builder and its shortcodes, making the “Outliers” landing page with The Core is a piece of cake. The best part of it, is that you can easily change elements for A/B testing purposes:
1. Image vs. video
2. Changing the color of the button
Or any other change, it only takes a couple of minutes.
Plan. Build. Test. Find the best shot.
Creating landing pages isn’t a scary thing anymore. With the right tools and tips, it can be easily done by yourself. All you have to do is be sure what you want from your visitors. Once you know it, you can achieve so much more than others. Good luck!