These 7 points will help your landing page conversion rate soar!

A landing page , also known as a "landing page", is often used in marketing or advertising activities. It mainly refers to the first page that potential users click on through channels such as in-site banners, off-site information flows, and search engines. The purpose is to persuade users to complete the actions we specify, such as filling in information, downloading apps, and purchasing products and services.

Many people plan landing pages by putting whatever they think of, without any overall logical order. In the end, the effect is not good and they don’t know what went wrong. An excellent landing page needs to have four core elements: valuable, trustworthy, low threshold and scarce . Today we are going to talk about the process of planning a landing page.

1. Determine user needs first

Before planning a landing page, we must first understand our target users, what kind of people they are, and what pain points they have? What do you care about most? The points that users are most concerned about can be used as topics, and then sorted in order, and the page framework will be ready.

For example, the target users of educational products, "parents", are most concerned about learning effects, user reputation, lectures by famous teachers, course content and course prices; decoration users are most concerned about decoration renderings, designers, decoration materials, decoration prices and decoration guarantees, etc.!

2. The topic should be practical and valuable

After drawing the page framework, the next step is to write the most critical page theme. The first priority of the theme is to attract users and keep them staying to read, so that there is a possibility of conversion!

Try to think about what kind of product landing page theme can attract you? Content that is useful and valuable to you will attract you. In the end, the more popular it is, the easier it will be to understand, and the shorter it is, the easier it will be to remember!

It is best to highlight the practicality of the topic from the point that users are most concerned about, while also highlighting the value of the product. For example, the education industry can write topics from the perspective of grades and teachers: "Teachers from Tsinghua University and Peking University are here to teach you, the last 30 days to sprint for the college entrance examination", "Mathematics final sprint class to help you improve 30 points"; the decoration industry can start from the decoration renderings and decoration prices: "Get 3 decoration design plans for 0 yuan"; "Check how much it will cost to decorate your home?".

3. Lower the registration threshold and simplify the process

After the theme is determined, the next step is not to solve the trust issue, but to lower the user threshold and guide the target users to complete the actions we want. Because when the threshold is low enough, users don’t need to think, and we should try not to let users think. They just need to follow our prompts and that’s it!

The simplest way is to use a registration form and ask users to leave their name and mobile phone number. Sometimes, in order to ensure the quality of users, users are generally required to fill in multiple pieces of information before submitting, which will reduce the registration rate a lot! What we need to do is to lower the registration threshold and simplify the process. A better way is to receive it for free and fill it out step by step. You can get it for free without any threshold just by filling in your mobile phone number, and then we will guide you to complete the information, and finally you can get the information you want, and the registration rate will be significantly improved!

In addition, we will add as many registration entrances as possible to increase the chance of registration! The common practices are as follows:

1) Add a registration floating box on the right side of the page, or add a pop-up window at the bottom of the page;

2) Add a registration button under each content module, and it is best to have a pop-up window pop up when you click the registration button!

3) If the user wants to close the registration pop-up window, a pop-up window will pop up to save the registration!

4. Create a sense of product scarcity

When guiding users to sign up, we need to take advantage of their herd mentality and create a feeling on the landing page that "the product is good but the quantity is limited, registration is very popular, and if you don’t sign up now it will be out of stock or the price will increase immediately", shortening users’ thinking time, speeding up registration, and increasing registration rates!

Registration countdown, limited XX places and XXX places left are usually used to inform users that the places are limited in time and quantity. The effect will be better if the number is dynamically decreasing. A real-time registration scroll bar is used to inform parents that if they don’t grab them now, they will be gone!

5. Enhance user trust

If the landing page can make users trust it, then users will definitely be more willing to sign up! Generally, user trust can be enhanced through third-party authoritative organizations, user data and real user feedback, so landing pages often contain celebrity or KOL recommendations, real user reviews, certifications from authoritative organizations and brand strength certificates!

When it comes to educational products, parents are more concerned about the teachers and recommendations from old users. Statistically speaking, famous teachers are more likely to teach excellent students, and the products that old users are willing to recommend are generally not bad. The essence of this is actually a trust issue!

6. Consider different usage scenarios

When planning a landing page, you must consider the user's usage scenarios. It is impossible for one landing page to be suitable for all user scenarios. Making adjustments for different scenarios will have unexpected results!

If you are an online education product, you can add a real classroom scene on the landing page, such as a teacher from a famous school who is broadcasting "XX Grade XX Course" for free, and users can make an appointment now; if you are in the decoration industry, you can add a construction site that is currently under decoration and let users make an appointment to watch immediately!

If your landing page is within WeChat, your landing page can simulate the real WeChat chat interface to guide users to follow and download. After testing, the attention effect of WeChat chat can be increased from 50% to 80%. The design of course coupons can also be simulated into the style of WeChat red envelopes, which will undoubtedly increase user clicks!

If it is a mini program, it is best to get the mobile phone number by clicking a button.

7. Page layout and design color matching

After planning the framework and copywriting of the landing page, the final effect presented to the user still depends on the design drawing, so page design is critical! Regarding page design, the color matching effect is red>yellow>blue, and the overall color tone should give priority to warm colors such as red, orange or purple; the color combination should not exceed 3 colors, otherwise it will appear messy; the page hierarchy should be clear, the main and sub-titles should be distinguished and leave appropriate white space, and not be too crowded.

These experiences are summarized from the daily process of planning landing pages, and they are also accumulated through stepping into one pit after another! I hope this can give you some inspiration, that’s enough!

Author: Sun Ming

Source: Internet Operations School

Related reading:

How to improve the conversion effect of landing pages?

Complete a landing page design in 7 steps!

A guide to information flow landing page form design!

Tips to improve landing page registration conversion rate!

Real estate and furniture industry landing page construction guide