Best practices for landing pages or landing pages

Designing a landing page can be complicated. Follow these best practices to ensure your website is functional.

Despite the fact that most Internet users fly by them, landing pages are a very special part of the online experience.

When you type a search term, you may get a large number of results or very few. In either case, there is a chance that the results you get will not contain the content you are looking for. That can be frustrating, especially if what you're looking for is personal or dark.

Plus, if you click on a link thinking it's going to take you to something you're interested in, chances are it's going to take you to a sales pitch that's completely irrelevant.

A landing page can make your audience more likely to get where they want when searching for your business. But the most important thing is that your landing page confirms to them that they have arrived at the site they were looking for unequivocally.

A landing page should be simple, attractive and easy to use. A landing page is like the cover of a book. It should clearly express what's inside and look good. But before we continue, let's clarify how landing pages work.

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What is a landing page and how does it work?

Landing pages can be a powerful tool for attracting new customers, telling people about your products, and driving conversions.

While a website home page is typically designed to provide an overview of a business, landing pages help you build customer loyalty and increase sales or sign-ups by focusing on a specific goal. short term. When you create landing pages for campaigns, specific audiences, events or unique promotions, you can offer a call to action (CTA) and make it easy for them to join your audience or buy what you sell.

A landing page is like a landing strip. It should be easy to find and perfectly visible. But it can be much more than that. With a landing page you can:

• Allow visitors to subscribe to a newsletter
• Promote your material
• Sell ​​a product or service
• Offer discounts
• Present offers and events
• Offer a free trial
• Give away demos or consultations

A landing page is a standalone page created on a specific topic to attract users and collect information. It's a place to collect leads and start them into the sales funnel with a CTA.

Unlike most web pages, a landing page usually does not have navigation features. It is a place to stop, and it guides visitors through the website. In this way, it is a bit like an airline terminal. When passengers get off, they cannot get into their car and go to the beach. They have to go through the gift shop. That's the idea.

In summary, a landing page can or should accomplish 4 things:

1. Give users searching for your site a clear greeting
2. Offer visitors the opportunity to register (or start the registration process) and become potential customers
3. Collect user information
4. Direct website visitors to your sales funnel

With Mailchimp, you can create and publish as many landing pages as you need in the same place where you manage the rest of your digital marketing. Our intuitive drag-and-drop editor makes designing your pages a breeze, and makes every page you create mobile-friendly. This way, it will look great on any device. Plus, they are completely free.

Landing Page Design Tips

So far, the landing pages seem pretty simple. You lure them in, grab some names and send them out shopping. Not much, right?

Well, there are a few more things. For starters, your landing page needs to accomplish these things with on-brand execution while consuming few resources so that it runs smoothly when users take an action. This is a question that designers and developers should consider. However, when designing a landing page, there are a few things to keep in mind.

Determine your goal

Before you begin, it's important to determine the goal of your landing page. Mailchimp makes it easy for you with two landing page templates to choose from: the subscription page or the product page. A subscription page is designed to help you grow your audience by giving visitors a form to join, while a product page is designed to sell your products.

Take your audience into account

Increase the relevance of your landing pages and improve your conversion rates by knowing who your target audience is and the message you want to convey to them. Instead of offering everyone the exact same experience, try creating several different landing pages, each targeting a specific segment of your audience.

If, for example, you have a clothing business, you could create several different landing pages with content tailored to customers who live in specific areas of the country and add a sense of urgency where appropriate.

You could design a landing page that promotes swimwear for people in warmer areas and another that showcases your winter collection for people in colder climates. You could create a social sharing landing page that drives audience subscriptions. Then, you could design another one to link to in an email campaign to VIP customers, highlighting best-selling products to generate sales.

Try creating several different landing pages with each goal targeting a specific segment of your audience.

Choose a type of landing page

There are several successful landing page ideas you can choose from before you get started. Later we will talk about what they are. But what you have to keep in mind is that these types of landing pages have been around for a long time in millions of different forms.

That means they have been tried, tested, measured, and proven to work for good landing page optimization. So it's a good idea to follow the formulas. Another possibility is to look at successful competitor landing pages. Of course, you don't have to copy them, but it doesn't hurt to be inspired by their designs.

Create attractive headlines

In the news industry, most people only read the headlines. For sales, this is a problem.

Sharp and attractive headlines attract people. In sales, it's all about suggesting what they're looking for, which is value, in a nutshell.

If you're not sure if your title captures the attention of your target audience, you can conduct an A/B test to see if an alternative performs better. A/B testing compares titles to see which is the most popular option.

Write a compelling text

Landing pages, like email marketing campaigns and advertising, are most effective when they contain concise brand copy that's relevant to your audience.

• Titles should capture your visitors' attention from the moment they land on the page.
• The body of the message should be simple, informative and concise. If necessary, use bullet points to make reading easier.
• Keep your CTAs clear and executable. Think about what stage of the purchase your customers are in and adapt your CTAs accordingly.

In the footer, include your contact information so customers can contact you if they have any questions or concerns.

Use attractive images

You can access an indexed library of gifs in Mailchimp's flexible Content Manager, and if you connect your store, we even pull your product images automatically. With just a few clicks, you can include photos showcasing your latest products, an eye-catching background image, or engaging visuals to grab your customers' attention. If you need a little help finding the perfect image for your landing page that matches your color scheme, check out resources like Unsplash and Pexels.

Check out these landing page design examples for inspiration.

Includes detailed product information

Landing pages, especially those designed to help you sell your products, give you the opportunity to highlight a specific item and entice customers to purchase it. To create a high-converting landing page, include descriptive product information and don't forget to expand on important specifications, such as sizing or dimensions.

Write a compelling product description

One of the most important elements of any product page is a well-written description, clearly laying out what you sell and what makes it worth buying. As with all your marketing, the copy on your product page should be on-brand and relevant to your audience. Good copy will help you convert visitors into customers.

• Get to the point. Most people tend to scan a web page rather than read it, so the first description customers see on your product page should be clear and direct.
• Anticipate the questions. Buyers will want to be sure they know exactly what they are buying. Although you probably can't anticipate all the possible questions that may arise, you will need to ensure that customers have enough information to buy with confidence. If, for example, you sell an item of clothing, tell buyers what type of fabric it is and how they can expect it to fit.

Bring your product to life with images

Customers cannot physically interact with products while shopping online, so they rely on product photos to choose what to buy.

Make sure the images on your page convey the texture, size, color, or any other aspect of your product that may interest your customers.

• Many images are better than one. When considering a purchase, a series of photos is usually more convincing than a single image.
• Fortunately, most mobile devices come equipped with powerful cameras (as well as built-in editing tools), so even if you don't know professional photography, it's easy to take all the beautiful, high-quality images you need for your online store. .
• Show different angles. Help your customers visualize what the item will look like in person using images from different perspectives or locations. When planning your photos, try to include at least one that shows scale.
• Use lifestyle images. Lifestyle images tell the story of your products and help your potential customers imagine how they might use them in their everyday lives. Incorporate places, accessories and people that give your audience more context about what you are selling.

Build trust with opinions

Do you ever read reviews about a business or product before making your final decision? If so, you already know that online reviews can directly affect a business, since buyers are interested in what others think.

Include the positive comments you've received from your customers on your landing page to take advantage of them. Their reviews can not only advertise your business or products but also be the final push potential customers need before making the final decision to buy.

Incorporate promotional codes or discounts

Coupons and promotional codes are some of the most effective tools for driving signups and sales. When creating landing pages for your business, consider including unique promotional codes or other offers as an added incentive for your customers to join your audience and make a purchase.

Each landing page can target a specific segment of your audience and be independent of your website, store, and other marketing activities. This way, you can announce an incentive to a small portion of your audience without it affecting any of your other promotions or marketing strategies.

Plus, since there's no limit to the number of landing pages you can create in Mailchimp, you have the freedom to experiment with your layouts, run A/B tests for different layouts, and then use our intuitive reporting and analysis tools to see which version you get more visitors, clicks, conversions, and an overall better user experience.

Create an offer

In addition to incorporating promotional codes and discounts, many landing pages also offer a free sample or bonus of some kind.

Part of the idea is to give the impression that if they come back often, they have a chance to get something for free or at a deep discount. Make the offer seem time- or action-dependent, meaning that they have to do something within a certain period of time to get something.

Share your page

Once you've designed and published your own landing page, it's time to start promoting it to your audience. You can share a landing page's custom URLs as often as you like, so keep the purpose of the page in mind and determine which of your other marketing channels can help you achieve your goals.

For example, if you want to grow your audience, you can drive traffic to your landing page using digital ads . Or if your goal is to sell a new product, you could choose to include a link in your next email marketing campaign. Be a strategist and use other marketing channels to your advantage.

Prepare a plan for new customers and subscribers

As you add new contacts to your audience and drive sales through your landing pages, it's important to have a plan for who converts. Mailchimp's marketing automation and segmentation tools will help you stay in touch with personalized, relevant content that makes your customers feel appreciated.

You can keep the conversation going and introduce new people to your business with an automated welcome series that is sent to those who subscribe through a specific landing page. You can also design and send custom order notifications, invoices, and other customer notification emails to people who make a purchase. Or automatically follow up with buyers to thank them for their purchase, give them useful product information, or ask them to review their experience.

Keep the conversation going and introduce new people to your business with an automated welcome series sent to those who subscribe through a specific landing page.

Landing pages are an effective way to boost conversions, and with these tips, you'll have everything you need to create landing pages that get more clicks and signups, generate leads, and increase sales for your business.

Landing Page Examples

To understand what makes a great landing page, it can be helpful to look at the ones that already exist. These are some of the best and most effective landing pages out there today.

Netflix

It's not the most attractive landing page, but it does what you'd expect and it does it quickly and easily. You have the brand name and logo in the top left corner, leaving no doubt that the user is on the Netflix site.

Then there's a interrupted background of movie thumbnails that subtly makes clear the sheer number of options. Add to that the basic value proposition: "unlimited movies, TV shows and more."

The user is also presented with a search field so they can start choosing the schedule they want without wasting time. Finally, the lower third of the screen is an additional popular option, accompanied by a clever promise of broad compatibility.

Goby

What makes this a great landing page example is the colors they use on the landing page for their electric toothbrushes. The soft pastel shades of blue, pink and white suggest that everything is clean and dental. The objects in the images appear to be made of the material that dental models are made of, which is brilliant image psychology.

The front and center text is a concise form of their value proposition: "MODERN LUXURY MEETS EVERYDAY BRUSHING." Just below is a “buy” CTA, which ensures that the potential customer does not waste time and heads to purchase the available products. At the bottom, there is a demonstration of customer satisfaction.

doordash

This landing page is a bit like Netflix's. It has a top 2/3 and a bottom 1/3 which offers some flexibility. After all, there are people who want food delivered and others who need an extra job. However, you get the key value proposition front and center, "Restaurants and more, delivered to your door." The English version rhymes, which is nice, and it sticks in your head a little.

It also has some messy-looking foods, although not too messy. This suggests freedom and a sense of informality. "Get what you want, don't worry about it." The most important detail is that there are healthy food and snacks in the picture. So there is no room for doubt. Now comes the color psychology: the dark red background and texture is the color of hunger. There is also a central registration form to help you avoid making mistakes. If you are dedicated to food delivery, take note.

amazon

When people go to a site like Amazon, they are usually looking for a specific product or type of product. Even more often, users arrive after clicking on a link to a blog that lists the 10 best deals in a given category.

That being said, one may wonder what the point of Amazon having landing pages is. Well, there are still people who buy from the competition to convert, and Amazon's landing page does its job well. It's simple, uses a soft blue and white scheme as a backdrop, and gives you several categories of product types to choose from front and center. It mentions options, offers alternatives, and lets you know that free, fast delivery is available. That's all you need on a landing page in the simplest format possible.

Boost conversions

When looking at landing page examples, the configuration we've seen the most is horizontal, top 2/3 and bottom 1/3. It is a simple format that facilitates a simple flow of information. If you want to start creating your own landing pages, that may be the best design for you. Remember that your core value proposition should be short and front and center, and then start offering options.

At the end of the day, it's about converting store-hoppers into buyers. That's why it's so important for your landing pages to be successful. Invite them in, make them feel comfortable, and give them what they want without distractions. Mailchimp can help you turn your landing pages into lead-generating engines with smart metrics, flawless design, and more. Get in touch today to find out what we can do for you.