Your landing page is one of the key elements of the sales conversion puzzle. When you have high-converting landing pages, prospective customers from all over can learn more about what you offer. They can also see why this benefits them and how they can get more information or make a purchase.
But landing pages don’t just convert on autopilot. There are several steps you must take to improve the user experience. Eventually, with the right actions taken, you can create a lead conversion machine that constantly picks up new prospective customers.
But what are these steps? What must you do to turn your landing page into a hotbed of conversion activity? In this article, we’ll walk you through what makes a landing page great before advising on specific steps you can take to enhance your landing page user experience.
What Makes a Landing Page Great?
One of the best ways to create a high-converting landing page is to examine the success of others. By looking at what some of the biggest and best names in the industry are doing or not doing, you can identify tactics that resonate with your target audience.
Let’s take a look at one such example.
Clean Origin’s diamond landing page, pictured below, exemplifies what a high-converting destination for potential customers looks like.
So, what is this page doing right that so many others get wrong?
Here are a few key reasons this landing page is effective in capturing and converting leads:
Visually Engaging Design
The landing page greets visitors with a visually engaging design showcasing the beauty and brilliance of Clean Origin’s diamonds. High-quality images and a clean layout instantly grab attention and create a positive first impression.
The carefully selected visuals evoke a sense of luxury and elegance, reinforcing the desirability of Clean Origin’s products.
Clear and Compelling Value Proposition
The landing page effectively communicates Clean Origin’s value proposition. The headline and subheadline emphasize the brand’s commitment to ethically created lab-grown diamonds, appealing to customers seeking sustainable and socially responsible options.
The concise and persuasive messaging highlights the unique selling points of Clean Origin, instilling trust and generating interest.
Streamlined Product Selection
The landing page offers a streamlined product selection process. The interactive search filters allow visitors to easily refine their search based on various criteria. This can include diamond shape, cut, carat, and more.
This user-friendly interface enables a seamless and personalized browsing experience, empowering visitors to find their ideal diamond quickly.
Detailed Product Information
Each diamond listing on the landing page provides comprehensive details and specifications, including cut, color, clarity, and certification.
This level of transparency and information empowers potential customers to make informed decisions and builds credibility for Clean Origin. By providing all necessary information upfront, the landing page removes friction in the purchasing process and instills confidence in visitors.
Now that you understand the elements of a high-converting landing page, let’s discuss the various ways you can enhance your page’s user experience.
1. Write in an Easy-to-Understand Language
High-converting landing pages are crucial for any business. These are the first interaction points between your product and potential customers, so they must be meticulous.
When we mention design, we refer to your page’s visual elements, like images, layout, navigation menu, videos, etc. But, the design goes far beyond those elements. Your design includes everything, right down to the words you select.
You must make sure that your landing page copy is easy-to-understand and appeals to your target audience.
If you talk above their heads, you’ll confuse them, and they’ll look elsewhere. If you over-simplify, you’ll bore or insult them. Once again, the result is that they’ll leave without clicking through.
When we refer to the written language on your site, it means everything from your headline to your body content and image captions.
Start with a compelling headline that instantly grabs their attention. Make sure it articulates your value proposition in a way that anyone can understand. Then, pay careful attention to every word that comes out of your keyboard. Think about your target audience with every keystroke and craft content that fits into their experience and knowledge levels.
An important tool that can significantly enhance your landing page content experience is text-to-speech software. It provides an alternative method for users to consume content. It also makes the page more accessible for visually impaired users or more convenient for those who prefer audio content.
This software can read out your landing page content, providing a more inclusive and accessible experience. It can increase your potential audience pool and, ultimately, conversion rates.
2. Deliver a Seamless, Hassle-Free Experience
Another important element of any successful landing page is functionality. You want to guarantee that the user experience is seamless and free of all hassles.
If you create a page that’s buggy, slow, or involves jumping through unnecessary extra hoops, you’re going to drive away your target audience.
That’s why it’s crucial to prioritize usability when designing this page. Put yourself in the shoes of your target audience and ask yourself what they want to see and what kind of issues might prevent them from converting.
Make sure that the page loads quickly and that all images populate.
Give a lot of thought to messaging consistency and how easy it is to understand your landing page the first time someone arrives. Finally, give careful consideration to your call to action. The conversion process should be straightforward.
3. Keep Your Website Design Simple
Speaking of simplicity, it’s something to remember when conceiving the initial landing page design.
You might go overboard when designing the page, overloading it with visual elements, flashing graphics, and a litany of information. But, when designing a landing page, less really can be more. You don’t want to overload the visitor or confuse them with an outside-the-box design or a not immediately noticeable CTA.
The landing page for TSplus is perfectly designed for businesses seeking efficient and secure remote desktop solutions. It manages to stylishly streamline toward conversion.
The page, as seen above, immediately presents a clear and concise value proposition. The headline and subheadline communicate TSplus’ expertise in remote desktop solutions, highlighting the benefits of enhanced productivity, cost savings, and secure access.
This succinct messaging effectively captures the attention of potential customers and establishes the value of TSplus’ offerings.
The landing page also features a visually appealing design incorporating relevant imagery, clean layouts, and strategic colors without ever overloading the visitor. The design elements are carefully selected to evoke professionalism, reliability, and technological expertise.
The visual appeal enhances user engagement, creates a positive first impression, and contributes to a high-converting experience.
4. Adopt a Clear and Concise Writing Style
We touched on writing earlier, discussing how it should be easy to understand for the benefit of your potential customers. But it’s equally important not to overload your visitors with complicated language. Doing so could confuse them or divert their purchase intent.
Keep your landing page concise enough to convey the value proposition and demonstrate how you can help alleviate customer pain points. They can continue to your main site if they want more information. Offering just enough information to encourage further exploration of your site can be a successful landing page tactic.
LeatherCult, a leading brand specializing in premium leather products and jackets for both men and women, sets itself apart by emphasizing exceptional craftsmanship and attention to detail. It does this by creating concise copy that articulates why its products are perfect for its audience.
On its landing page, pictured above, LeatherCult showcases how its products are meticulously crafted by hand, using only the finest raw materials with headlines and brief but detailed descriptions.
5. Simplify the Navigation Menu
Your navigation menu is an important landing page element. The menu interface opens the rest of your site to potential customers.
Make sure the menu is in a central spot, someplace like the header or lefthand side of your page. The navigation menu should also be a static element of the page. If they scroll down, the menu should remain visible.
Getting an interested prospect to continue on your site is easier if they don’t have to scroll and search for the navigation menu.
Just mark the menu clearly and make it easy to understand.
6. Personalize Content Based on User Behavior
Personalization is a word that comes up a lot around modern marketing. Customers today, more than ever, want a personalized user experience that feels like you created it specifically for them.
That’s why it’s important to know everything you can about your target audience and divide them into segments. Creating separate landing pages attached to marketing campaigns aimed at specific audience segments becomes a simple matter.
To improve the end-user experience on high-converting landing pages, using Composable CDP software can make all the difference. This service allows you to customize landing page content based on visitor information and preferences. That means you can offer a more relevant and engaging experience, providing users with what they need or what they are looking for.
Using a CDP, you can create specific audience segments. It then becomes easy to create customized offers and use real-time data to tailor the message and layout of landing pages.
Additionally, you can allow the user to personalize their own experience, like in our next example.
Surety Systems, a leading consulting firm, has taken a user-centric approach to enhance user experience and conversion rates on its landing pages.
By integrating brief contact forms with multiple options, Surety Systems empowers users to select the specific problems they are facing. This personalized approach not only streamlines the user’s journey but also allows the Surety Systems team to provide tailored consulting solutions.
When addressing the needs of its users promptly, the company guarantees a higher chance of conversion and a more satisfying user experience
7. Include Customer Testimonials
Social proof can go a long way in today’s marketing world. Potential customers are far more likely to put weight on the testimonials and success stories of your satisfied customers than any corporate messaging.
Including testimonials and positive results on your landing page can inject some social proof into your page. That can work to mobilize your target audience into action.
Put yourself in the shoes of a customer interested in buying your product.
After thoroughly researching many companies, you start browsing websites. While you come across visually appealing designs and compelling product descriptions, there’s a lingering feeling that something crucial is missing, although you can’t pinpoint exactly what it is.
Meanwhile, you recall House of Joppa, a retailer specializing in Catholic necklaces and other items. When you visit its e-commerce platform, there’s a notable difference. Under each product listing, it displays not only the number of reviews, but the corresponding rating stars.
After clicking on a specific product, you get a comprehensive collection of customer reviews at the bottom of each page.
It suddenly becomes clear to you what was absent from the other websites — social proof and customer reviews.
If you can include social proof in the form of visual media, you can make an even more powerful statement. By showcasing the results of a product with striking before and after images, you can demonstrate the effectiveness of your offerings. This tactic can ultimately push landing page visitors toward a conversion.
The landing page for ForHers’ minoxidil product shows how this can work for individuals seeking effective hair loss solutions for women.
You can find customer testimonials and before/after images on the page that provide the social proof we’re discussing.
By featuring real experiences and visible transformations, ForHers demonstrates the positive impact of its minoxidil product. This social proof adds credibility and reassures potential customers that they are making a sound choice.
8. Use High-Resolution Images
The images you choose to include on your landing pages should be high resolution. Choosing striking and clear images that make an impression is important.
Unfortunately, you’ll never get that desired initial impact if these images are blurry or too small. You can prevent this by double-checking image resolution and compressing the images you choose to ensure their resolution doesn’t slow your site’s performance.
If you include video content, the same rules apply. The video should be high quality with professional editing. It also needs to be accessible.
If you have videos on your landing pages, invest in an AI subtitle generator to enhance the user experience. An AI subtitle generator can automatically add subtitles to your videos so your audience can understand this valuable content.
9. Showcase Credibility with Badges and Certifications
When trying to improve your landing page conversion rate, you need to prove your credibility and establish trust in your audience. It’s a space that can help you generate authority.
To accomplish this, showcase any certifications or badges your business has received. If you’ve won any awards, that can also be something to highlight. The more accolades you can tout, the more meaningful and impactful your messaging will be.
The landing page is the face of your business. It’s a key element that’ll help you drive business. Enhancing its user experience is crucial to converting visitors into customers.
Keep these nine tips in your business plan and reference them when designing your next landing page. You’ll be able to create a winning online presence with a sky-high landing page conversion rate.
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