How To Set Up A Customer Focused Landing Page in 6 Steps
Brands spend a lot of time, energy and money to make the best product for their customers which makes them successful. However, when it comes to the factors that do not serve customers directly like a website or a landing page, brands often miss the basic things to engage the users.
A landing page is one of the most important aspects that should be worked on by each and every business. There are reports which claim that great landing pages have a higher conversion rate than average landing pages. The question remains, how to create a customer focused landing page? Let us find out.
Eradicate Common Problems
The first thing to do to create a customer focused landing page is to confront a common issue they face regularly. It can be related to growing their email list, customers not opening their newsletters or simply not being able to increase their sales. For instance, if you have an app development service website, you can create a landing page with an exciting headline to invite more people to come and checkout your website. To get rid of these problems, you must know who your target audience is and what exactly they are looking for so that you can offer a decent solution.
The headline of your website’s landing page is fondly known as the ‘hero title’ and it is quite apt. It is the first statement that drives a user to click on the landing page. Typically, it decides whether or not the user is going to stay on your website and move to the next part of conversion. So, it is quite crucial to write a captivating headline that compels the user to click and open your website. The most vital goal of a landing page headline is to inform users what your business is all about. Hence, you must always try to:
- Precisely define your value proposition
- Be clear and concise
- Keep the headline in sync with the remaining part of your website
Call To Action (CTA)
There are three important parts of any marketing funnel – top of the funnel or Tofu, middle of the funnel or Mofu and Bottom of the funnel or Bofu. A compelling CTA can assist a user’s transition journey from one step to the next in the marketing funnel. There are multiple studies which point to the fact that plain text drives users away from your website. For instance, think about your landing page offering mobile app development services in New York. For this particular example, think about including two different types of CTAs like “Sign Up” and “Request a Free Quote”. The first CTA is a more general type of CTA but the second option provides an incentive to the user by making it personal. In the end, you must try to avoid using direct CTAs like “Download” or “Register”. By simply customising your CTA, you can more than double your conversion rate in a short span of time.
Power of Keywords
The next crucial factor is the keyword. It is the most important part of your marketing strategy because if you fail to do so, then your landing page is quite difficult to be found on the search engines. For example, a fast food restaurant in Toronto uses local keywords like “fast-food restaurants in Toronto” but the important thing is to use related keywords and Latent Semantic Indexing (LSI).
Almost half of the top landing page rank in organic search. They have realised that their landing pages attributed a large part of their SEO. So, you must try to use trending keywords and make it easier for your landing page to rank on organic search. Ranking on organic keywords is necessary, just like you do with PPC where you are bidding for a particular keyword. It is best to find trending keywords through tools like Moz, Google Keywords Planner, Semrush or UberSuggest.
Attractive Form Layouts
The layout of the signup form that you offer is as essential as the layout of your landing page. Around 50% of the landing pages that optimise their form layout have a greater impact on increasing conversions. To get the best possible form layout, you must conduct A/B testing to determine the target audience and their expectations. This kind of testing will allow you to optimize your landing page in the best possible way. Try not to include personal questions which can lead to an increase in the bounce rate. More often than not, users are simply looking for details like contact information, location or direction etc.
Try not to confuse the homepage with the landing page. Generally, a homepage has multiple links to attract the user but a landing page has a few links with amazing CTAs to entice the users. So, if you decide to use your homepage as a landing page then you must ensure that:
- It has only one primary goal
- The content must be to the point
- Try to diversify your marketing funnel.
Creating a customer focused landing page to get the desired results depends on multiple factors like getting digital media support, providing link sharing capabilities etc. One of the most usual mistakes brands make while setting up their campaigns is observing their target audience from a distance. It might give you a fair idea of what they are looking for but it won’t take you to the bottom of their requirements. Hence, try to dedicate some time to understand your audience on a deeper level to understand their preferences and triggers. We hope these guidelines will help you to convert your visitors into loyal customers of your brand. If you have an alternative strategy, write to us in the comments section or you can Contact us for more information.
Keval Padia is the founder & CEO of Nimblechapps, a fast-growing mobile app development company. The current innovation and updates of the field lures him to express his views and thoughts on certain topics.