Last week I was mentoring in the Google Campus Open house program in Tel Aviv, where some of the most interesting startups and entrepreneurs come together every few weeks to enjoy a coworking space, great atmosphere and insights from industry mentors on a variety of topics. While mentoring, I had an interesting chat with an exciting company founder (has not launched yet) about landing pages, mostly optimizing them and what constitutes a great landing page.
TL:DR: keep it simple, focus on usability, efficiency, and value proposition.
According to the folks at Unbounce, A landing page is any web page that a visitor can arrive at or “land” on. It’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective. This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
What’s in a landing page?
Landing pages are generally comprised of several key elements. First and foremost the design of the page itself, followed by the forms present on the page, the copy of the text involving “stop” and “go” words and the headlines.
Before we dive into further details, another term worth mentioning in this context is Form Friction. Which is defined as the force that fights against you in the battle to get your visitors to complete your forms. Form friction can be either “Perceived friction” as it is based subjectively on an aversion someone feels when looking at your form and “Actual friction” as it is actually being measured by the physical (clicks) and emotional (tears) effort it takes to fill your forms.
“When you give people too much choice they often choose nothing at all”
A common psychological phenomenon is called “Decision Fatigue”, which essentially boils down to having so many choices as a reason for ultimately choosing nothing, and in our case bouncing and abandoning the page without filling the forms and converting. You see, as your prospects land on your pages you should keep the message clear and simple, as many time we’re faced with having too much choice.
The more options your prospect is faced with, the more anxiety they feel, the more likely they are to bounce. Keep it simple! One campaign goal, one call to action. As you reduce the number of contact fields in the forms on your pages, the more likely your prospects will fill them out, and convert rather than bounce, according to Neil Patel from Quicksprout.
Another vital issue worth mentioning is the inclusion of “Stop” and “Go” words that are being used in the textual copy of your page. Research has shown that the following words are considered “Stop” words:
Don’t worry << I wasn’t, now I am
Once your prospects read through some of those they are likely to stop, think, and potentially reconsider taking action. While other words are considered to spur positive emotions and may encourage (“Go” words) people in favor of taking action. The most common type is connected with the psychological elements of both urgency and scarcity. Example: “Just 5 tickets left”, order now”.
Let your headlines shine
Finally, the last element of crafting a great landing page is all about headlines. There’s a saying that you only get one shot at making a first impression, well headlines are in fact the very initial (textual) impression your prospects get, so you’d better take the time and come up with quality ones. The good news is that there are a few common attributes to writing great headlines.
First of all, keep the headline focused and very specific. Headlines are designed to spark interest among readers, curiously and keep them on your page to read on. Don’t write long overly complicated headlines, If possible, I’d try to focus on only one desirable thing that the page provides, that way you will manage and reflect the expectations of the visitor, without over promising your value proposition.
Landing pages are an essential part in today’s digital marketing arsenal, and crafting landing pages that will appeal to your prospect, convert and achieve their purpose is no easy task, but can be valuable if done right and yield great results over time.
Have I missed anything? What are your must-have tips and tricks for creating great landing pages? I’d love to read all about it.