Landing Page Strategies that Serve Up Delicious Results

by 7 06/21/2013

Landing pages are mission-critical to your marketing strategy. You can drive all the traffic in the world, but if you’re failing to make that momentary connection, you’re throwing your branding dollars out the window.

  • Do your high bounce rates bring you to tears?
  • Do you feel like you’re flushing your web traffic down the toilet?
  • Do your A/B tests feel like you’re running in a hamster wheel?
  • Do your leads feel like leprechauns — mythical creatures who perpetually run and hide from your engagement tactics?

Add spice to your landing page

British Design Experts comes to the rescue with the following infographic, outlining the recipe for a perfect landing page. In a nutshell, you need the following elements:

  • An eye-catching headline
  • A compelling image
  • High quality text (designed for smart humans)
  • One awesome call-to-action
  • A clear sign-up form
  • User testimonials (social proof)

landing page recipe240413

Use only high-quality ingredients

When sitrring up your own landing page recipes, keep these important guidelines in mind:

  • Add a dash of emotion, which is more than twice as effective as logic in advertising.
  • Leverage power words that resonate with your prospects.
  • Prioritize trust through security certifications, partner logos, social proof, and testimonials from your favorite customers.
  • And most importantly, keep it simple.

Resist the urge to add multiple calls to action. It only confuses visitors. All you need is one CTA that is clear, compelling, and concise. Any more, and your landing page becomes an instant mess.

Taste-test some inspiring recipes

Let’s look at a few sample landing pages that do it well. They’re beautiful, engaging, and well-designed.

1. WeHostels — Value in Few Words

WeHostels is a mobile startup that helps travelers find hotels. Simplicity, efficiency, and innovation are values that are core to the product’s mission and vision.

WeHostels is a company that does more than simplify travel accommodations. Their goal is to “increase unity in the world by empowering youth to travel and to connect with and learn from others.” WeHostels

The landing page screams that exact value proposition, loud and clear:

  • Beautiful imagery instantly showcases the beauty of world exploration.
  • A strong CTA tells users exactly what to do to get started.
  • The subheading, “make friends around the world,” positions WeHostels as an emotional and transformative life experience.

Keep scrolling down the landing page, and you’ll find an explainer video that brings these values to life.

The key takeaway? How much WeHostels communicates with so few words. Awe-inspiring imagery and video do all the work of orienting users.

WeHostels2

2. NewsCred — Data Humanized

Data is a double-edged sword: equal parts confusing and compelling. When marketing for B2B, however, numbers are invaluable for explaining your company’s value proposition.

Take NewsCred’s homepage as an example. This content marketing and syndication platform explains a powerful metric, that clicks from shared content are five times more likely to drive a purchase. It’s a simple, single-digit number that signifies strong results.

The key takeaway? Humanize your data as a storytelling tool to move your prospects to a clear and simple action (via your CTA). NewsCred1 NewsCred2

3. Pulse — ‘You’ Is the Magic Word

Whatever your marketing message, make it about your users. Right off the bat, using the word “you” can build instant rapport. It’s also the simplest way to strike an emotional chord.

Take a look at Pulse’s homepage, and stake a step back. How does it make you feel? It’s a mobile news reader that’s customized to you.

The key takeaway? Get to know your customers, then introduce details that let them know you “get” them.

Pulse

What are some of your favorite landing page tactics? Feel free to share your thoughts in the comments section below.

About 

Ritika Puri is a San Francisco-based blogger who writes about trends in business, internet culture, and marketing. She’s inspired by the intersection between technology, entrepreneurship, and sociology. By day, she works for a large online media company, and after-hours, she runs her writing consulting business, UserGrasp.

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7 COMMENTS

Samuel Pustea

It seems simplicity along side a simple call to action is a very effective landing page design.

For my landing page, I have blown up the cover of eBook and increased the size of the email input bar with a large button next to it.

Minimize the amount of text and directly converse to your audience via an emotional opportunity.

Again, it takes testing of this particular design of a landing page.

Thanks Ritika! :)

June 23, 2013 Reply

    Kathryn Aragon

    Great approach, Samuel, particularly the way web design is changing. Keep us posted on your results.

    June 24, 2013 Reply

      Samuel

      Yes I will Kathyrn!

      Thanks for responding. :)

      June 28, 2013 Reply

James

What do you think of Lead Pages?

August 3, 2013 Reply

twitter followers

Wow, very nice… Thanks!

September 18, 2013 Reply

Designer Rob Russo

Excellent points for a great landing page!
I’m looking at adding video for that extra conversion rate.

September 19, 2013 Reply

Landing Pages and Conversions

I recently posted this list of landing page tools that might help. There are plugins, tips and other resources that are all about landing pages and increasing conversions.

October 1, 2013 Reply


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