Landing pages are easy and difficult. They’re easy because anyone can slap together a landing page, but they’re difficult because it’s hard to get one to do what you want (make you dirty, filthy rich). In addition to the fact that there’s no one-size-fits all landing page, even an landing page that works spectacularly may eventually stop working as well because the way people shop is always evolving.
Now that I’ve depressed you and beaten your dreams with a stick, here’s some good news. Great landing pages tend to have similar elements, and knowing what they are can give you a foundation to build upon and not leave you weeping the middle of a pile of HTML tags.
Unique Selling Proposition
If you’re selling a product or service, you’ll need to explain what is is as well as highlight what makes it unique and different from the competition. This may depend on your audience, and you may want to create different landing pages depending on your ads to focus on certain features or aspects of what you’re selling. For some people, cost is the most important while others want to be sure a product or service works and is well rated. Be sure that you’re focusing on what people are looking for because hailing the low cost of something may not work in your favor with someone who is focused on quality.
Call To Action
There are a LOT of opinions on calls to action in landing pages, so I recommend testing to find out what works for you. Some common CTA arguments focus on large versus small CTAs, using text or image CTAs, where to place a CTA and the type of CTA to use if your goal isn’t a straightforward sale. There is no quick and dirty answer to any of these options because each may work better or worse on particular pages or for particular products. Start off by building the page you like best and then A/B test from there to find out what actually works.
Reviews, Ratings and Confidence Boosters
Landing page case studies are all over the place on a variety of topics, but there are a few items that practically always improve conversions, and those are customer reviews, testimonials and verification symbols. You can choose one or all of them, but the goal is to show that you are a legitimate company with a good product that others have benefited from using. This is especially important if you are a less-known or fairly new company.
Images and Color Scheme
Images of some kind are key, and case studies where landing pages features pictures of people tend to do best, but it’s not an absolute must to have an image of a person on your landing page. Additionally, color may factor into landing page conversion rates, but they don’t tend to have a huge impact in the way that reviews and ratings do. So long as your background isn’t electric orange with lemon yellow text, you’re probably fine.
For a more image driven and less wordy explanation of landing pages, check out the Anatomy Of A Perfect Landing Page.
You can also find a plethora of landing page case studies and their results here.