I think you'll agree when I say that keeping users on a landing page sometimes seems impossible. Well, it doesn't have to be. With the right elements in place you will be able to engage those users and turn many of those leads into conversions.
Your product or service solves problems and provides value for users, but that in itself is not enough to get them using it. In today’s crowded market, your product or service needs a landing page with the right elements to ensure success.
Here are five elements that can help you engage users and convince them to give your product or service a try:
- Compelling and clear headline
- View of product/service in action
- Clear call to action
- Features as selling points
- Mobile-ready view
1. Compelling and clear headline
A single line that explains how your product or service can help users is a crucial element. The line must be clearly visible and provide a compelling and concise message.
This is as important outside the boundaries of your website as within it: Think search results and the one-line description that Google shows under your website title. This could be your only chance to compel users to click!
2. View of product/service in action
A picture is worth a thousand words and a video is worth a million! With mobile applications this is especially true since you can quickly understand the core functionality of an app in a few seconds by seeing a video capture of it. Showing the benefits of using your app is the most powerful way to prompt users to give it a try.
3. Clear call to action
Getting users to try your product is the first step. Next, make it as easy as possible for them to take action. To do so, remove competing elements from the page and allow the main action to be the center of attention. A few tips to help achieve that:
- Make the main call to action very obvious through size proportion, position and color.
- Eliminate unnecessary competing actions.
- Keep extra details and product features below. Remember, your main objective is to let your users take action.
- Make sure the language is clear and reflects the actual action taken. Instead of “Get started,” try “Download app” or “Start 10-day free trial.”
4. Features as selling points
Sometimes it takes more than a video and a great headline to convince a user to try your product or service. Some will seek a deeper understanding of features, functionality, and how a product or service stacks up against the competition. It’s best to make this type of extra information accessible from the landing page. One way to do that is to place it below the top area where you keep your headline, video, hero image and call to action. Most users will give you about seven seconds to make your case, so your content must be concise.
5. Mobile-ready view
In 2016, more users accessed the web from mobile devices like smartphones and tablets than they did from desktops or laptops. This new reality must be taken into account and your landing page must work as effectively on mobile as it does on desktop.
Make sure your headline and call to action are clearly visible on the smallest phones that are still popular such as the iPhone 5. Remember that on phones users’ thumbs are much closer to the bottom, which means positioning your call to action in the lower part of the screen is the most effective strategy.
If you feel it's time to optimize your landing page, let us know and we would be happy to help.