Simple, Conversion Based Pages to Boost Sales & Credibility.
What are they?
Landing pages are single-page subsets of either a full website or single-page solitary websites that are designed with one main purpose; conversions. Basically a landing page combines the aspects of a full, multi-page website within a single page to allow visitors to be guided through the process of learning about the problem, how the presented solution solves that problem, features/benefits, social proof, offers, call-to-action, etc. The landing page acts as a sales employee in a retail store and drives the sale along through the funnel process to conversion.
The design and flow of a landing page have to be optimized with the end goal in mind, the conversion. There is quite a bit of sales and persuasion psychology that goes into the design of the landing pages to increase conversions. Based on which type of conversion you need, the design and flow of the page will need to be adjusted accordingly. The goal here is to decrease friction as much as possible. To make it very simple for anybody to flow through the page and either opt-in or purchase.
Every business should develop and optimize their Unique Selling Proposition (USP). When designing a landing page, this aspect of the business can be highlighted to create a clear and trustworthy message on why visitors should buy from your business above all others.
Going back to the concept of trust, and how we can bring visitors to trust your brand, we come to social proof. Social proof refers to utilizing different tools to increase brand awareness and trust through previous customer reviews, ratings, comments, etc. Social proof must be used liberally in landing page design in order to generate trust in both the product/service and the company very quickly. This portion of the landing page is arguably one of the most important, as social proof equates to digital word-of-mouth advertising, and can drastically improve your conversion rates when done properly.
Where a website is more multipurpose, landing pages are very specific. While landing pages can serve many different purposes, they work best when they are designed to be very good at one specific purpose. The primary conversion action of most landing pages is to either sell something (product/service) or to capture customer information for lead generation purposes for further marketing through email, text, social media, etc. Frequently a ‘squeeze page’ will be used. The squeeze page acts as a gatekeeper to information. Let’s say that you have an offer for a free trial version of your product, when a customer clicks through your call-to-action (CTA) to get to the free offer, the squeeze page will load before the offer can be accessed and will ask that the user input their information to be eligible to access the free trial. There is no option for them to opt-out of inputting their information. Thus, funneling the more qualified and interested prospects through, or ‘squeezing’ them through.
The primary action on a landing page is the Call To Action (CTA), and one of the most important aspects of website design is always the CTA. This includes the messaging, styling and layout of the areas on the page that prompt the visitors to take some type of action (ex: buy something, give contact info, visit a store, etc.) There is quite a bit of sales psychology that goes into the development of a landing page, and the bulk of it is applied to the call to action. The better the call to action, the more conversions for your business.
No landing page is complete without the integration of unique and beautiful imagery and video content. Breaking up the monotony of large text blocks, imagery allows those of us with short attention spans to skim through pages to find relevant information as well as see products or services in action to increase trust and conversions.
The primary advantages of landing pages are related to the specificity of the page itself. A whole website can be summed up in a good landing page and can potentially be equally as effective as a larger website with way less maintenance, complexity, and backend work.
Because landing pages are designed with only one goal, TO CONVERT, all resources can then be crammed into one or two brilliant, stunning designs to achieve that end goal.
If your company hasn’t built up brand recognition or you don’t have a one-of-a-kind product that sells itself, it can sometimes be hard to build up enough trust and brand awareness in only one landing page. So the simplicity of a landing page can also be its downfall. There are certain instances in which landing pages do better than a full website build, and vice-versa.
The BEST NEWS out there is that you CAN HAVE BOTH. Having a primary website consisting of multiple pages with built-in landing pages, squeeze pages, etc. is completely normal and can also significantly increase conversions by mitigating the disadvantage of only having a single page to build trust and recognition.