Boost conversion rate of your website

1
Important Elements of a Landing Page
crowdy.ai/important-elements-of-a-landing-page/
May 1, 2018
Elements of a Landing Page Landing pages are
becoming increasingly common among digital
marketers and for a good reason too. A landing
page can be used to effectively establish a
lasting first impression with potential clients
and can be your best strategy to increase your
conversions. However, a landing page is only as
useful as long as it is entirely optimized and
optimizing a landing page can be quite
challenging especially if you are new to the
idea. Before you can start designing your landing
page, you should have a framework of how you are
going to develop every single element of the
landing page. Ask yourself questions like what
items should you include in your landing page,
what are the best design practices to influence
the conversion rate of your pages and more
specifically, what is the best framework to
adopt for your landing page? As a digital
marketer, you should already know that there is
no one specific design framework for a landing
page. However, there are some universally
accepted components which should be included in
an effective landing page. These components will
enable you to come up with a robust framework as
well as keep your site visitors engaged on the
page long enough for them to convert into actual
long-term customers. If you design your landing
page by perfectly piecing together all its
elements, you can end up with a page that will
always keep the conversion rate high. In this
article, you will be guided on how to come up
with the optimal framework for all the elements
of a landing page to maintain an ever-rising
conversion rate.
2
No Navigation When designing a landing page, the
main idea is to make it hyper-focused on a single
product. However, caution should be taken to
avoid external links except where privacy policy
and terms of service must be provided. No
external links also mean there are no navigation
bars at the top of the landing page. The reason
for leaving out navigation bars on a landing page
is because the prospects are shown everything to
convince them to convert to real leads, and that
is mainly everything included in this article.
Should it become paramount to add a small
navigation bar, then use a style that will be
less distracting such as a hamburger
menu. Captivating Headline Your headline is the
most crucial element of your landing page for the
simple reason that it is the first thing that
visitors will be visually attracted to when they
land on your page. It is essential that you come
up with a captivating headline which will entice
visitors and prevent them from bouncing
immediately and instead encourage them to
consider what you are offering. Irrespective of
the product you are promoting, a good, compelling
headline should have these three main
traits Empathy Clarity Relevancy n some
landing pages, you will find the main headline
supported and re-enforced by a sub- headline.
Here is an outstanding example of how a headline
should be enforced on your landing page.
If your product is an alternative to something
already in the market, make sure you capture
that in the three traits of your headline
clarity, relevancy, and empathy.
3

• Create An Effective Copy Of The Main Content
• Having a decent and persuasive copy is important
  because it is without a doubt one of the primary
  ways you get to put your point across to your
  potential customers. To come up with such as
  copy, you need to incorporate the following.
• Amount of text- Should not be too little or too
  much. Depending on the product or service you
  intend to offer the customer, the amount of copy
  might be less or of an average value. Some
  products only need the basics.
• Writing style Your copy should address the
  prospects directly using a simple to a simple
  language that even a 5-year old can comprehend.
  It is crucial that you avoid buzzwords such as
  brand new and improved or cutting-edge and
  innovative. These words dont mean much to the
  reader because what they are interested in is
  how your service or product will solve their
  problem so make sure you address that directly.
• Formatting When arranging your content, you
  should put in mind that most online visitors are
  skimmers which is why you must apply a range of
  formatting styles such as numbered lists, bullet
  points, bolded copy and italics among others.
  This should help to amplify the most important
  parts of the idea you are trying to sell to the
  readers.
• Here is one example from Infusionsoft on how to
  achieve this take note of the bolded and
  customer-centric wording.

Ensure the potential customer understands what
they stand to gain or lose if they accept or
reject your offer. Wrap the benefits in short,
precise and simple words. Hero shot Now that we
know the majority of online users dont like to
read web content, how else can you better your
methods of passing your information across to
your prospects other than by using an engaging
media? There are three types of media you can
use, namely, video, image, and
GIFs. Video Using a video as your hero shot can
be exceptionally useful in demonstrating the
context of use of your product compared to any
other type of media or wording. The following are
the stats that show why you should embrace video
when choosing which hero shot to apply on your
landing page. These statistics are according to
GetElastic.com.
4
Internet surveys show that 52 of online consumer
prefer watching product videos because it makes
them more confident when making purchase
choices nline shoppers who watch product views
are 174 more likely to place an order than
those visitors who did not As you can see in the
image below, Shopify has used a video as the hero
shot on their landing page.
Imagery If you are using images on your landing
page, they should not just be pretty but
attention- seekers literally. Ensure the image
you pick maintains relevancy and helps the lead
generation and conversion.
Landing page image should be able to accomplish
the following tasks Introduce customers or
employees.
5

• Add personal appeal and invoke human emotions.
• Showcase the product and its features.
• Reveal the story behind your product.
• Direct the visitors attention towards a target
  element such as the CTA button or form.
• GIFs
• You can use GIFs as substitutes for videos
  although they are simple animated images which
  help to explain the products being offered. GIFs
  are known to be highly interactive than images
  but less than videos.
• A Landing Page Should Have Trust Building
  Elements
• It is essential that you incorporate
  trust-building elements on your landing page
  because you want your potential customers to
  start trusting your product from the word go
  before they even decide to convert on your
  offer. There are a few components which make up
  this and are referred to as the trust
  indicators.
• The five trust-building elements that your
  landing should have included Statistical
  evidence

6
Customer testimonials and reviews Trust
badges/Authority badges Third-party seals
(MacAfee, Verisign or PayPal) Privacy Policy You
might have come across some of the following
elements when browsing specific sites on the
internet. These are what we refer to as Trust
badges and Third-party seals.
7
And whats about make use of social proof by
sharing yourusers activities and success? Our
Deal-Maker displays how many visitors have OptIn
or purchased any product. Why not use your
existing customers or leads recent activities to
build trust? crowdy.ais Deal-Maker is a tool
used for conversion optimization. It uses social
proof in helping clients such as Opvizor, Fit
Schlank und Sexy, and Kleeberg.BUSINESS. And
with social proof, clients get the trust of
their market, improve their conversion rate, and
lessen their cost-per-action to name a few of
the benefits of crowdy.ai. You can try it 14 day
for free by signing up here. Form Lead capture
forms are there to give you a chance you have
been waiting for to capture the visitors
information. However, for your form to work as
expected, you have to design it properly. Ensure
your form does not ask for too much unnecessary
information. The form should only require
essential information from your prospects. Too
much information might raise eyebrows making the
visitor become paranoid, and hence you end up
losing a significant lead. The higher your offer
sits on the marketing funnel stage, the lesser
the information the form will require. Organize
the form in an easy-to-fill manner to give your
visitors more time to continue skimming through
your page. What is even relevant is the location
of the form on the landing page. A strategically
placed form has a higher chance of getting filled
than a poorly placed one. There are several ways
one can design the form on the landing page, and
one of these is the two-step opt-in method. This
method enables simplification of the page by
getting rid of the form and replacing it with a
CTA button. As soon as the visitor clicks on the
call to action button, the form will
automatically pop-up.
8
A Compelling CTA Your landing page should stand
out from rest. However, the only way to ensure
that happens is by making sure there are no
confusions whatsoever regarding the click-to-
redeem offer button. Your call to action button
should be designed by considering its position,
color, size, and copy. The position of the CTA
should be such that it does not prematurely
appear on the page because you will run the risk
of losing potential conversions. Place the call
to action after introducing and explaining what
you are offering in a manner that will convince
them by the time they come to the CTA. The size
should also be measured because we dont want the
CTA too small that it gets disguised in the
page. You can also ensure the CTA does not
disappear from plain sight by using a color that
contrasts well with the other content on the
page. If need be, try to avoid overused words
such as Subscribe, Submit or Download in your CPA
copy. Your creativity should become lively here.
A sample call to action should look something
like this
A/B Testing And always keep in mind to test
different variants of your landing page. Check
out our post here to learn more about this
https//www.crowdy.ai/most-important-things-about-
ab- testing/ Very useful resources If you want
some examples of great landing pages, check this
post from Hubspot https//blog.hubspot.com/marke
ting/landing-page-examples-list Kissmetrics
offers a great beginners guide to learn
everything you need https//blog.kissmetrics.com
/beginners-guide-to-landing-pages/
9
Unbouce explains the difference between a
homepage and a landing page as well as the
different types of landing pages here
https//unbounce.com/landing-page-articles/what-is
-a- landing-page/ Further check out this landing
page course from Unbounce http//thelandingpagec
ourse.com/landing-page-101-intro/