Making an effective landing page is not an easy task. Lots of experiments had taken place to achieve an effective one finally. When it’s done well, it generates more money than you think while done it poorly will end up like a barren page. Let’s take a look at the anatomy of an effective landing page and the elements of what makes it useful.
1. Unique Value Proposition on Headline
You only have 5-10 seconds to capture your reader’s interest, so use it wisely in the headline. A headline is where you should stimulate the interest, attention, and understanding of your visitor. It’s the first and most critical action of a landing page thus; you need to grab the reader’s attention, inform the value of your product or service and write clearly and concisely.
A unique value proposition is a killer message that shows how the visitor can benefit on your site. It's the starting point of the marketing campaign - the point of differentiation and value. You need to communicate this immediately on your landing page.
Notice this landing page header from Unbounce. Immediately the reader knows what it can benefit from the site:
2. Pictures or Videos or Both
A visual representation of your offer can help people gain a better understanding of what it is or what it looks like. An effective landing page mixes text and imagery. Too much emphasis on either will go amiss. Videos, on the other hand, had been proven to do more in increasing conversions. Even a short video, highlighting the benefits of the offer is already a compelling way to showcase your product.
Here’s a sample of video utilization from Up work:
3. Highlights the Benefits
This will go back to the unique value proposition, and this time it's more detailed. You already grab the reader’s attention on your headline, now, you have to provide a little more details about the offer, a small amount of self-promotion on how you will help them, a solution to their problem.
See how Crikey highlights the benefits in a bullet way.
4. Social Proof or Testimonials
Social proof is your key to more powerful marketing. It’s a use of the signal to illustrate what other people experience when using the product/service. The landing page is more likely to convert if readers see satisfied product/service users.
5. Call to Action
Your call-to-action is the lifeblood of your landing page; this is where the conversion goal happen! Proper placing and good design are critical for CTA, check out our blog on where should you place CTAs on the web page and how to create a stand out CTA design.
In conclusion, knowing the elements of an effective landing page will pay all your effort. You can create a highly effective landing page by implementing elements above, and once done, A/B testing is always recommended.
