To buy a product or service.

A successful landing page is already 90% of business success. In the digital age, a well-designed landing page consisting of a single page can attract numerous customers, while large websites with dozens of pages may struggle to generate orders. What is the secret to the success of a landing page? Let’s try to understand in this article.

What is a landing page?

Technically, it is simply a website consisting of a single page with the necessary minimum of information. The goal of a landing page is to quickly entice and convince visitors to make a purchase or order a service.

A landing page is a collection of all the necessary information for sales, its concentration, and at the same time, a landing page is a vibrant wrapper in which you need to package your product to make it attractive to the end user.

Therefore, to make a landing page successful, you need to pay attention to the following points.

1. Call to action

The visitor’s goal is to take action, such as making a purchase, ordering a service, or subscribing to a newsletter. To make your call to action work, you need to:

Clearly and unambiguously convey the final goal of your landing page, what the visitor should do. Therefore, write clearly and understandably. Use a single call to action – avoid placing multiple buttons, links, or different forms. Make one prominent call that the user can focus on. Make it a button. A button attracts much more attention than plain text. Therefore, a call to action in the form of a button will be more noticeable and effective. Add a reason to take action right now. For example, if the user signs up now, they will receive free shipping (or a 10% discount, or something else). Place the offer next to the call to action so that it can influence the user’s decision.

2. Effective headline

The headline should grab the user’s attention and make them spend as much time as possible on the page (and take the desired action).

The key point is whether the headline is interesting enough to continue browsing the page. If the answer is “yes,” then the headline was well thought out; if “no,” then it may be worth changing it.

Here are a few rules for an effective headline:

Conciseness and simplicity: the simpler and shorter the headline, the faster the user can grasp and become interested in what your landing page offers. The headline should be placed at the top of the page and have an attractive design. Optimize the headline for SEO if you want visitors to come to you, especially from search engines.

3. Simple structure

Since a landing page is generally not even a website but just one page, it’s best to keep it as simple and understandable as possible. If you overload the landing page, the user may get confused and fail to take the desired action. When creating a landing page, target a wide audience – your page should be understandable to everyone, so it’s better to include only necessary and essential elements.

To create an effective structure, follow these principles:

The landing page should motivate the visitor to take the desired action. Anything that doesn’t contribute to this should be removed. The landing page should provide the user with the opportunity to take one main action. If there are multiple actions, it can confuse the visitor, and they may leave the site. The landing page should have ample white space. Avoid cramming too much information, buttons, or images. Visual information is read faster than text: use illustrations and infographics; it will also have a positive impact on the design.

4. Eye Tracking

Monitor the visitor’s gaze. Imagine how the visitor will land on your page, where they will look, and what they will want to do. The main question at this stage is: does everything lead to the completion of the desired action?

The trajectory of the incoming user’s gaze should lead them to perform the desired action. If you place all the elements of the page correctly and logically, it can guarantee the success of your landing page.

What can be used?

Graphic elements: arrows, icons, contrasting shades, emojis. Anything that can shift the user’s gaze from one element to another.

Sequence of elements. Not only visual but also logical: imagine that you are telling a story – do the blocks follow a logical order, is the information presented correctly?

5. Adherence to Advertising

If advertising leads to a landing page, its content should fully align with what you ultimately offer: price, discount, product type, etc. If something doesn’t align, it will lead to mismatched expectations and a negative overall reaction.

Remember that you can, first, create a separate landing page for each advertising campaign, and second, the page itself can vary depending on the traffic source.

6. Trust

Whether a visitor will perform the desired action or not can also depend on the trust the landing page evokes in them. Think about the questions that would arise in your mind if you were on such a site. What doubts can the content raise, and how can these doubts be dispelled?

Usually, the following methods can be used:

Warranty for the product.

Trial period (if it’s a service).

Testimonials (preferably from social media accounts).

Certificates.

In general, a detailed explanation of the purchasing process in your store and what the user will receive after the desired action.

7. Setting a Deadline

If the visitor feels that the discount on the product, free shipping, or the product itself will soon expire, it can prompt them to make their choice faster (and perform the desired action).

The most common techniques used are:

A timer counting down to the end of the offer.

Specific deadlines for the promotion are stated.

Prominent phrases like “Only today!” or “Only 3 items left in stock.”

Examples of landing pages with modern design, created