A landing page is the destination on your website reached by a user after clicking on an entry point; e.g., a link, text, video, or an online advertisement. The purpose of landing pages can be anything; to convert users into customers, to convert customers into loyal customers, or to just find potential buyers from visitors.
Although landing pages do not guarantee success in reaching an objective, they can still do wonders due to the power they possess. Landing pages are the first thing when a user visits your website and therefore it creates a lasting impression.
In this article, we’ll illustrate how you can create a successful landing page, with real world examples and templates for you to get inspired.
Introduction to Landing Page Effectiveness
Landing pages play an important role in any digital marketing campaign. To make an effective landing page for your website, it is important to study success cases, that is, landing pages that lead to high conversions.
The Crucial Role of Landing Pages in Marketing
Landing pages lead clients to a particular item, benefit, or offer and push them to require activity. This is often your opportunity to make changes and construct your client base.
Landing pages offer assistance to increase your conversion rates and lower your cost-per-acquisition.
Why Studying Success Cases Matters
Client case studies can be an effective instrument for improving the impact of your landing page. By displaying real-life cases of the successes of your satisfied clients, you’ll be able to construct trust with potential buyers, show the value of your item, and rouse confidence in your brand.
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Real-World Examples of High-Performing Landing Pages
We have compiled two examples of real-world corporations that have shown remarkable success and growth by optimising their landing pages.
Case 1: “Product Launch Perfection”
Our first example is that of Shopify, an eCommerce platform where users can set up digital stores easily and without any technical knowledge e.g., coding.
- Objectives and Goals
The goal of Shopify’s landing page is to educate the visitors on how easy it is for them to set up an online store and sell about anything. When you reach its landing page, you are explained by the website about its purpose. The objective behind spreading awareness and using an informational layout is to convert visitors into entrepreneurs.
Key Features and Elements
The main features of Shopify’s landing page is its simple design and easy to understand information. It has just the right details on the procedure to open an online store. Then there is an action button that leads to creating a store. The landing page also has reviews and testimonials of users who had successfully converted. This evidence of reviews provides new visitors the most convincing element to convert.
- Conversion Rate Impact
Today, Shopify is used by 4.8 million users according to the statistics provided by Demandsage. This shows the impact of Shopify’s landing page success and how it has helped millions of users to run and grow their online businesses.
Case 2: “Email Subscription Sensation”
Our second example is that of Mailchimp, an email marketing platform. It allows its users to manage cold emails more efficiently.
- Strategy and Audience Targeting
What Mailchimp did was it landed users in a simple and easy to understand landing page. Its strategy was to provide a free trial to its users to encourage subscriptions.
- Compelling Copy and CTA Placement
When users arrive at its landing page, they get a Call to Action button urging them to learn more. Their headings are always providing information about their service and how it helps its customers.
Mailchimp makes sure that its use of pronouns is catered to the users. There should be a balance between how many times your ad copy uses the word ‘you’ versus ‘we’. More than half of their copies use second person pronouns.
- Subscribers Gained and ROI
In 2020, Mailchimp earned more than 0.8 billion dollars in recurring revenue. That is an extraordinary growth from when it started. It has now become the most popular B2B email marketing platform.
Lessons from Well-Designed Landing Pages
There are certain elements that are common between effective landing pages. They include their themes and unique designs.
Common Themes in Success Cases
The headings are one of the most important elements in a successful landing page. Headlines and subheadings of successful landing pages are never hard to read or understand and they are free from technical jargon.
Another important thing is that the material on the landing page should be aligned with the ad copy. This ensures that your conversion rate remains high and visitors are not disappointed.
Displaying certifications and client testimonials also immensely enhance the confidence of visitors in your brand and build trust. A webpage that does not prove its mettle by client reviews may look fishy to some visitors.
What Sets These Landing Pages Apart
Obviously internet users do not want to be disappointed by an ad copy landing on a webpage totally different from what the ad copy suggested. What makes a perfect landing page is the use of A/B testing by marketers. That way, marketers employ only those strategies that have been proven to work.
Assessing Landing Page Samples
You have learned what a landing page is and how to make it more effective. After putting in all the effort, how do you evaluate its effectiveness?
Insights into Effective Landing Page Structures
Header design, ad copy, and graphics are all what makes a landing page effective in structure.
- Header Design and Clarity
To evaluate your header design, ask yourself: how easy is it to understand? Make sure the headings are simple to understand and are not too many to confuse a new visitor. Here, it is important to make the theme consistent by employing the colours of your brand logo.
- Persuasive Copywriting and Value Proposition
For a persuasive ad copy, the first thing a user notices is its value proposition. So marketers must make sure that the headings and text of the ad copy immediately communicate it clearly to a user about the benefits and solution they provide.
- Visual Elements and Imagery
Visual elements like texts, images and your company logo add to your web page visual appeal. Like headlines, visual elements should not be too many lest they overwhelm a visitor and the visitor leaves without understanding the value proposition of your brand.
Key Takeaways for Aspiring Landing Page Creators
Though the success of an effective landing page depends from business to business, two things have shown to be the most important nevertheless. The first is mobile responsiveness and A/B testing.
- Usability and Mobile Responsiveness
Landing pages should be designed in such a way that they are easy to navigate on a mobile phone. Unless your target audience is desktop users, it is recommended to keep your landing page accessible on a mobile phone. Moreover, keeping images optimised may also help load your landing page faster, which always adds to its performance.
- A/B Testing and Data-Driven Optimization
A/B testing is perhaps the best strategy in finding the right landing page structure for your website. In simple words, A/B testing refers to dividing your audience into two segments and assessing the results. Thereafter, stick with that landing page structure that showed the best performance. It should be ensured that the assessment of the right landing page is data-driven and not whimsical experimentation.
Landing Page Templates for Inspiration
Landing page templates are available over the internet for web designers and marketers to use for free.
The Role of Templates in Streamlining Design
Templates are pre-designed structures for landing pages to imitate. They have their own benefits compared to landing pages that are custom-designed.
- Benefits of Using Landing Page Templates
Using templates for your landing page will save time, which you can spend on doing something more urgent, like getting new strategic ideas. Page templates also save your costs as you would not have to invest into designing layouts from scratch. As a result, you may be more likely to get higher rates of conversion.
- Customization and Brand Integration
If landing page templates do not yield good results, you can use your custom designs and integrate your brand values into your landing page. This way, you can make your landing page more personalised to your target audience.
Free Landing Page Templates Resources
If you think landing page templates are for you, here are a some free resources for you to explore.
Top Platforms Offering Free Templates
There are landing page builders that design landing page templates based on your instructions. They include:
- SITE123
- Wix
- Jimdo
- Carrt
- ConvertKit
- ConvertFlow
Design Tools for Template Customization
If you already have a pre-designed landing page template, you can use the following tools to customise it further:
- Unicorn
- Leadpages
- Instapage
Conclusion
Landing pages play an important role in driving conversions in your digital marketing campaign. Use them for retargeting your audience to drive more conversions. With the advent of AI, landing pages are expected to be made more personal. Machine learning will likely be employed in assessing user patterns to design a unique landing page for each user based on his past behaviour on the internet. Always remember that the key to designing a successful landing page is to align it with your ad copy and to guide the user to his desired action.
FAQs
What is a landing page, and why is it important?
A landing page is the destination on your website reached by a user after clicking on an entry point; e.g., a link, text, video, or an online advertisement. The purpose of landing pages can be anything; to convert users into customers, to convert customers into loyal customers, or to just find potential buyers from visitors.
How can I measure the success of a landing page?
Google Analytics is the most popular tool to assess the performance of a landing page. Other measures include conversion rates, cost per acquisition, and page views.
Are there any universal design principles for effective landing pages?
Though the success of an effective landing page depends from business to business, two things have shown to be the most important nevertheless. The first is mobile responsiveness and A/B testing.
Can I use landing page templates for different industries?
Yes, absolutely. Landing page templates work for all industries, be they tourism or education. Landing page templates are available in abundance and even template builders abound that you can use to design at your liking.
What are some key mistakes to avoid when creating a landing page?
Making unclear headings and showing too many images on a landing page are perhaps the most common mistakes when creating a landing page. They not only confuse a visitor on what the page is all about, but also breaks trust in the ad copy.
