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Creating a Killer Landing Page

Choosing a place to eat...

How many times have you had this conversation: “Where do you want to eat?” “Oh, anything is fine.” “How about ___?” “Nope, not there.” “Well, how about ___?” “No, not there either.” “I thought you said anywhere!!”

A quick meme search shows that I do not suffer from this alone.

I don't care where we eat...

If you’ve been in this situation, you are not alone. It actually stems from analysis paralysis. You have so many choices (in this case, every restaurant in town) that it paralyzes you so that you unable to make a choice. It’s easier, however, when you’re presented with one choice to make a definitive decision on it.

So what does this have to do with creating a killer landing page? Because the exact same principle applies: when presenting five or six different calls to action, or worse, no clear next step for the customer to take at all, a landing page is ineffective.

Many studies will tell you they changed the color of their button and saw an X% increase in conversion rate. While this is great, without a clear call to action, it will be hard for your customer to decide to press the button at all.

Suggesting a place to eat...

Ways to make a killer landing page

Let customers know what you want them to do.

What is the one thing you want someone to accomplish by visiting this landing page? Register for a webinar? Grab an eBook? Let them know. De-clutter all of the various options and give them one clear choice. Make your button say what you want them to do so that they can understand how to navigate the page.

You’ll want to make sure that the clear call to action is above the fold. Don’t make the customer search for the next step, present it to them.

Simplify your message

Make your message clear. Some websites are able to do it with a single line or two. Unbounce does it with a heading.

Screenshot of Unbounce's landing page design

Figure 1. Unbounce’s message is very clear in its heading.

It’s clear what they do and what they want you to do. They are in the business of building optimized landing pages, so they know a thing or two. You may ask yourself, what if someone wants to learn more? You should include that information, but put it below the fold. They can scroll and read to their heart’s desire more about the product. For retailers, we really want people to buy the item; they probably don’t need to read all of the details about the product before they can reach a button that says Buy Now. Include the information and reviews, but at the top make it clear what you want them to do.

Show your visitors what you want them to do

We all hear, read, and interpret things differently. Don’t assume. Show your customers what you want them to do. If you have multiple colors and prices, help them come to a decision by highlighting one or featuring the most popular one. You need to guide your customer as restaurant guides present options. If you present them with the option that would probably fit them best with the five other options next to it, it’ll be easier for them to make a decision.

Let your visitors show you what they want you to do

Data, data, data! Use heat maps and calculate conversion rates, along with time on page, bounce rates, and so much more. Your customers will tell you if they are watching the video or skipping over it to read more about the product. They’ll let you know if the page appeals to them and if it’s worth the time. The data is there, so use it to make a killer landing page that your customers will want.

What can you do right now, with very little programming effort, to make your landing pages killer?