Landing pages can be converted by placing your most important content at the top, making it part of your sales funnel and displaying your brand’s story.
Oli Gardner, founder and foremost CRO expert in the industry, stated that a marketing campaign should never be started without a landing page.
A landing page, for the uninitiated, is a web page that provides information about a product, service, or campaign. A landing page’s purpose is to encourage visitors to take action that ultimately leads to a purchase. User experience designers and Web design firms can help you decide what landing pages should contain to convert.
It’s quite a daunting task. This is why treatises on landing page optimization are written, and certificates are offered.
Conversion rate optimization (CRO) is the more general term for creating the perfect landing page. This is the natural continuation of Miami’s digital marketing channels like SEO and PPC.
It’s not surprising that it takes a lot of trial and error, adjustments, and experimentation. This post will discuss some of the less-known, but more powerful options that you can use to “nudge” your visitors toward conversion on your landing pages. These tactics are equally effective for websites that offer different products or services. They also work well for transactional divisions like B2B or B2C.
Three Ways to Enhance Your Landing Pages
- Your most important content should be at the top
- Include the landing page in your sales funnel
- Your brand’s story should be displayed
1. Place your most important content at the top
The landing page should be as clear as possible. Users should understand your main message from the moment they land on the landing page.
Your website should display your main points at the top of each page, just as a newspaper’s headlines grab attention first. This design principle is known as “above-the-fold” and allows customers to quickly understand your products or services from the moment they visit your website.
While people scroll intuitively, every page should encourage them to do the same. Nielsen data shows that more than half of people spend their time scrolling through the content on a page.
It is important to make sure your most important content and elements are prominently displayed at the top of your screen. These elements can include CTAs and taglines, banner images, form fields, headlines, and the first paragraph (if you’re writing a blog post), products images (if you’re creating an e-commerce product webpage), widgets and ads (if these are the things that you want people to click on).
QuickSprout makes it crystal clear what its main message means: “Grow website traffic.”
QuickSprout’s landing page will make you understand what it is all about.
Also, you need to understand your target audience’s browsing and interaction habits (including page scanning and reading), and then design the visual hierarchy for your app screen accordingly.
2. The Landing Page is a crucial part of your sales funnel
Before you spend hours planning digital media campaigns, creating target personas, designing the journey of your ideal customer, and fine-tuning your landing pages, 96% have no intention to buy anything.
So what do they need? Your marketing was probably what brought them to your site. They are most likely just browsing the web, looking for information, and trying to solve a problem.
To keep customers moving through your funnel, you need a dependable, integrated marketing strategy. This includes clicking advertising with retargeting and drip email marketing. Personalized content is also important. Multivariate testing, non-interruptive customer relationship management (CRM), multivariate testing, and proactive customer relations management (CRM).
The landing pages are the heart of all paths that bring in visitors through these channels. It is crucial to align your customer experience strategy across all channels. Your marketing automation stack must facilitate customer workflows and capture leads as they enter, interact, leave, return, or return to your landing pages.
Contrary to the oft-given “expert advice” of using just one clickable CTA per landing page, you might need a balanced set of on-page elements to convert the bulk of your visitors (except for the “ready-to-buy-right-now” segment). These elements include:
- Chat live
- Email subscription box
- Send an inquiry
- Video
- These links will take you to important resources and references
Kajabi can be a great platform if you want to monetize your brand using a DIY website that uses automated marketing sequences to sell products. It offers a multifunctional interface, which allows businesses to publish and sell premium membership subscriptions and courses via landing pages. These landing pages can also be used as part of multichannel buyer channels.
Pipelines are one of the most important components of Kajabi. They allow you to transform your landing pages into powerful funnels using pre-built templates. These can be modified according to the purpose of the Pipelines, such as a product launch or invitation to an event, or limited-time promotion.
You can make your landing pages multimedia-rich by including overlays, video backgrounds, and scroll-triggered animations. These animations can be integrated into your pipelines that include email message drips and webinars.
Your landing page should be an integral part of all cross-channel sales funnels. Your landing page must be built and maintained using the following tools:
- Let you create a complete customer experience
- Set up triggers for further interactions
- Facilitate multivariate and A/B testing
- For further segmentation and remarketing, track visitor behavior
- Your CRM can collect and use customer data
- Integrate other tools into your martech stack
Every step in your sales funnel requires a landing page.
3. Tell your brand story
There is no way to convert without storytelling. It doesn’t matter if your brand has the most compelling story or noble values, it won’t be able to communicate them to your audience at the crucial moment they are about to establish a financial association.
For example, take Patagonia outdoor clothing brand. It has grown to be one of the most respected brands worldwide over the years. What are your first thoughts when you hear Patagonia mentioned? These traits include:
- Active contribution to the environment (not awareness or concern)
- Adventurous
- Transparent
- Socially responsible
- Quality obsession
Patagonia’s success is largely due to its brand story and values. Its homepage stated, “What if running saved the rainforest?”
How can you duplicate this success and create a relationship with your customers on every landing page? Behind the scenes, the copywriting team uses its exceptional storytelling skills to sell more than just gear. They also sell a lifestyle. Wearing anything with the logo on it is a declaration of everything Patagonia stands behind.
Patagonia has, for example, a section on every product page that explains how and where the product was manufactured.
Patagonia is completely transparent about the origins of its products.
Are you able to go behind the scenes and be completely transparent about your product/service like Patagonia?
Amazing storytelling is what sets you apart in today’s competitive landscape.
Selling your brand story is the ultimate goal. It connects people on a personal level, aligning with their values and goals. This creates long-lasting relationships and loyalty.
Conversions are possible when landing pages are successful
Buyer journeys in every industry are becoming more complicated and fragmented. The competition is increasing, making it more difficult. Brands can exert some control over the sales process through behavioral changes via landing pages that incite action.
New technology is enabling conversion optimization to improve. It uses user data and behavior to identify user problems and deliver dynamic and relevant content to create a seamless, cross-channel customer experience. A customer-centric approach to conversions, which focuses on both the customer’s needs and the revenue targets of the company while building brand loyalty, is a winning strategy.
A landing page that converts well will bring in more customers and more revenue for your company.
