Sorry, but before you start you have to know that the perfect landing page does not exist.
However, this does not mean that we cannot create a very well optimized landing page which is also a conversion machine.
To help you achieve this, in the following lines I share with you the Keys to keep in mind to create a perfect landing page (or almost) and also some Examples of landing pages that I think are very close to perfection. Shall we start?
Goal: perfect landing page
Currently there are many tools that allow us to create landing pages quickly and easily, without having too much technical knowledge. So the main challenge that we usually find ourselves falls more on conceptualization of our landing pages and not so much in its configuration.
In this sense, the first thing we need to start define a good landing page is to have information about the context, so we should ask ourselves the following 3 questions:
- How do users get to my landing page and what prior information do they have?
Is not the same define a landing page for users who reach it from an ad a landing page for users who already know us and are subscribed to our newsletter. We should always have this clear point to be able to decide what our landing page will be like and the elements that will compose it.
It is also very it is advisable to have specific landings for each case, instead of a general landing page, that serves us for everything. In this way we can adapt them to each of these situations and optimize the conversion as much as possible.
How is my audience? What characterizes my competitors?
On the other hand, it is also essential to know what our audience is like (aka buyer persona). That will give us clues to know the best way to address her, the best way to persuade them, the best design for our landing page, etc.
Also, doing a quick scan of what our competitors are doing on their landing pages can help us identify their strengths to inspire us, and their weaknesses to overcome them in ours and achieve better results.
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Keys to creating a perfect landing page
Once we have this prior information, we can take action and start defining the elements of our landing page. At this time, and In order to create a (almost) perfect landing page, you should take into account the following keys:
1. Clear, concise title and highlighting the benefits
The title is the first element that we see on a landing page and, many times, allowing us to decide in a few seconds if it is something that interests us or if we leave to continue browsing. So it is It is essential that you explain the value and the offer in the clearest and most concise way possible.
We think this Airbnb example perfectly illustrates this point. In the title they have managed to describe in a very concise and clear way what the landing page offers and the benefit it brings.
2. Persuasive and impeccable caption and copies
Usually, our landing page will have a subtitle to give more context to the offer and a copy that describes and explains it.. It is important that we dedicate the necessary time to define the subtitle and copy of our landing. So we will make it persuasive and attractive, to invite the user to want to know more.
In this case, we should continue to develop what our offer consists of and its main benefits. Anyway, we should:
- Avoid too long texts.
- Get our copy is easily scan able and readable.
For this, we can use techniques such as dotted and bold listed.
On the other hand, although it may seem obvious, it is also essential that Let’s make sure that the grammar and spelling of our copies is impeccable. Otherwise, we will generate mistrust in users and our conversion ratio will drop.
From my point of view, the subtitle and copy of this Moz landing page is very well worked. As we can see, the subtitle complements the title detailing what the offer consists of. On the other hand, the copy is divided into fragments with prominent titles for easy reading.
3. Testimonials and confidence indicators
Including this type of elements is a very good strategy to build user trust and improve the conversion of our landing pages. Especially in cases where the objective of the landing page is to get a purchase.
We shouldn’t limit ourselves to only including testimonials, but also press mentions, trusted seals, security certificates, samples from current clients … the possibilities are many!
The famous American mattress company Casper has done a very good job on this landing page in terms of testimonials and trust indicators. In fact, in this case, even the landing page title can be considered a testimonial!
In addition, including the recognitions they have obtained from relevant brands such as TIME is a very good strategy to build trust in the users who reach the landing page.
4. Audiovisual content that supports and complements the offer
Add audiovisual content to our landing page It can be a fantastic resource. However, it is important know how to use it correctly and not abuse it. It is not useful at all to add a video or an image to our landing page simply because we like it. In fact, it can even be counterproductive and become an element of friction and lower our conversion.
When in doubt, we must ask us if our offer really needs any audiovisual support to help describe it or make it tangible. If so, we must include elements that help us achieve this goal.
On this Masterclass landing page, including a video makes perfect sense to help you quickly and easily explain the courses on offer and why it’s worth it. Also, audiovisual content is incorporated in a way that does not distract users, They are ready to convert without having seen the video, and at the same time it is accessible to users who may have doubts or want more information.
5. Calls-to-action that highlight and guide the user
Call-to-action is one of the most important elements of a landing page, since it is the one that leads users to perform the action that we pursue. For this reason it is essential that calls-to-action achieve grab attention and stand out on our landing page. In addition, we must take care that the design, structure and arrangement of the rest of the elements guide the user towards this call to action.
On the other hand, we must also take care of the copy of our calls-to-action so that they are very attractive and it is practically irresistible to click.
Neil Patel, one of the kings of digital marketing, has made fantastic use of call-to-action on this landing page. In addition to stand out with a very striking color On the other elements of the page, the copy of the button is very descriptive and makes it perfectly clear what benefit the user will get when clicking.
On the other hand, the structure and arrangement of the rest of the elements, in the form of an inverted pyramid, visually guide the user to the call to action.
6. Forms with essential fields
Another crucial element on any landing page is the form. He number and the nature of the fields that we request in the form will have a direct impact about the number of people who will be willing to fill it out, and, therefore, will determine the conversion ratio and the performance of our landing page.
To correctly define our forms, we must limit ourselves to requesting the essential information for the offer in question and the objective that we pursue with the landing page.
For example, if we are talking about a landing page to download an ebook whose objective is to capture leads from potential clients, it will be essential that we request the necessary fields to determine if the leads we capture fit the profile of our potential client.
This Wistia landing page is a good example of a well defined form. I think we have all come across endless forms to create an account on some platform. However, in this case, Wistia requests only the essential information to create an account and, in addition, a question with qualitative information to analyze how its marketing strategy works.
Another point to note is that the form has all the prominence, and very intelligently Wistia has added the main FAQ below when scrolling for those users who may have doubts.
7. Eliminate distractions and vanishing points
In most cases, especially when it comes to landing pages for paid campaign ads, we will be interested in avoiding that the user has temptations to leave the page at all costs.
That is why it is highly recommended eliminate any vanishing point or distraction that deviates the user from the objective of the landing page. To achieve this, we must make disappear or, at least, minimize any menu, option or button that may cause the user to leave the landing page.
MailChimp has done a great job on this landing page eliminating any user distractions. As you can see, it has eliminated the navigation menu of the landing so that there is no vanishing point, and has even minimized the option of “log in” for users who already have an account to a simple link in the subtitle. Really leaves no escape.
8. Keep the most important thing in the visible part
This is an aspect that can be overlooked with relative ease. The visible part of a page without the user having to scroll is what is known in English like “above the fold”, and it is where we should keep the essential elements of our landing page. We should never leave elements like call-to-action in the non-visible part of the page.
A very illustrative example of this good practice is this Marketo landing page. In this case, Marketo has ensured that both the form and the call-to-action are the first elements visible on the page, while it has left the rest of the additional information below.
9. Short, simple and clean landings
As in so many things in life, many times “Less is more”, and this is also the case of landing pages. Whenever we can, we should strive towards minimalism in the design and elements of our landing pages.
Beyond the aesthetic sense, we must bear in mind that everything we decide to include on our landing page can cause friction between the user and the objective that we want them to meet. So we will be interested that users who visit our landing pages have the clearest path possible to maximize conversion.
A case taken to the extreme but very effective is this Quip landing page. As you can see, only a title, a product image and the call-to-action have been included in the “above the fold” part of the page.
Below, the user can find more information and images of the product, as well as some acknowledgments he has received. Just enough. In addition, the design avoids any distraction and puts all the focus on the product as the protagonist.
Optimized and fast
One last point that has to do more with the technical side than with the conceptualization and good optimization of our landing pages. We must always make sure that they are seen correctly on the most used devices and that their loading time is fast, to eliminate any type of barrier or friction between the user and the objective of our landing page.
In conclusion, we could say that the point of union between all these good practices is eliminate friction. This should be our mantra when defining any landing page.
The objective is make life easier for the user and remove any obstacles there may be for you to perform the objective action.
In addition, we must continuously analyze the results of our landing to identify improvement points and achieve better conversion rates. If in doubt, we can use A / B tests to objectively determine the best solution.
Do you already know how to create a perfect landing page? Ready to clear the way for users towards your goal? Share your doubts in the comments section!