Before we go into more detail on all the elements that make a great landing page, first we need to know what is most important. In order to identify this, we need to decide what we want to achieve with a landing page.
Not all landing pages are created equally. Consider the purpose of a blog landing page, or a landing page for a product on a online store, or a lead generation page, or an FAQ page, or a social responsibility page about what a company stands for. So, the purposes of landing pages can be very different, and the design and content of the page will depend on this.
But for the purposes of this article, let's assume that the goal of a landing page is to bring in potential prospects, provide them with all relevant information, and turn them into a lead or customer.
The main thing that separates the poor from the good, as well as the good from the outstanding when it comes to landing pages, is multidimensionality. In other words, how many different dimensions of the digital business we take into consideration when building the page.
What are the most important dimensions? The digital landscape is very complex and constantly evolving. For this reason, it is important to have a broader perspective on digital practices.
In my experience, these are the most important elements to consider.
I cannot stress enough how important content is. Excellent content has a whole range of benefits. Probably, the most important benefit is a good SERP position, and therefore traffic. Great content will provide enough relevant information to visitors to encourage them to take the desired action on the page. In addition, the content will allow you to position yourself as an expert in your industry, and develop long-lasting relationships with the audience, and consequently to create loyalty and trust. We should not forget to mention that it is a good base for communication through social networks.
SEO stands for Search Engine Optimization, but to be completely precise, it's not very technical in practice. Although the Google SERP algorithm considers more than 250 different criteria for ranking sites, not all are equally important.
To simplify the whole thing here, it is important to consider the title tag, meta description, alt attributes and headings, as well as keywords and their position. My suggestion is to take some time and create outstanding title tags and meta descriptions, as these will play a huge role in bringing traffic to your site. Do not neglect the speed of the page, as it is also an important element for search engine ranking.
Design / UX
This is all about colours, images, fonts, sizes, shapes, etc. - but in a way that will have the best possible impact on visitors. Design is crucial to the success of a landing page. To avoid explaining web design too much, Google carried out some very interesting research together with the University of Basel in Switzerland. They found two fundamental conclusions. For visitors, a good design is one that has a high level of prototypicality and a low level of visual complexity. In other words, make it simple and understandable. Of course, these are basic design preferences, and specific ones will depend on numerous factors like your goals, specific industry, competitor’s performance and so on.
Conversion rate optimization is adjusting your site to the expectations of your visitors so that they can achieve the desired action as easily as possible.
There are several small tricks that can have a huge impact on conversions rates. Perhaps the most important element to consider is your USP - from our experience, this can often nudge a visitor in the right direction. In addition, reviews are another important element. Some research shows that the majority of visitors will read reviews before deciding to act or convert. You can also include urgency or scarcity messages here. My recommendation is to look at Robert Cialdini’s 6 principles of persuasion and try to apply some of the elements that are right for your site.
Booking.com is a very good example of a website that uses a very large number of ‘persuasive’ elements.
If you have considered all of this and made a page accordingly, then almost certainly you have a good or even a very good page. But still, it almost certainly is not outstanding. The way to make it stand out is to test it.
The human cognitive process is extremely complex and page layout, colours and content have a huge impact on the decision-making process.
There are several things you can and should test, such as CTA buttons, headlines, copy, forms, layout, colours, etc.
We strongly recommend that you base your testing on data, not feeling. Before deciding on the elements you want to test, check Google Analytics, heatmaps, and any other tools you use. This is a very complex and knowledge-based process, and if you have no experience, our suggestion is to consult specialized experts.
Measuring is an objective indicator of performance. At the end of the day, you can't escape the numbers. They will show whether you are going in the right direction or not.
Here are our suggestions for metrics you should address:
Take my word - from this information, you can discover a whole range of interesting insights.
In the end, the whole process can be reduced to a very simple equation:
Outstanding Landing Page = a(Content) x b(SEO) x c(Design/UX) x d(CRO) x e(Testing)
Do not forget, if the value of one of these variables is 0, the whole result will be 0!