Landing Customers Successfully
Ways to Improve Your Landing Page
Congratulations! You’ve made visitors successfully land on your page. What do you do next? How do you persuade them to stay and sign up for that newsletter subscription you want to market?
A landing page should have the basics: persuasive headlines and content, an urgent call-to-action statement and short form. Once you’ve planned the layout, there are still considerations you need to think about. Does your landing page invite visitors to linger? Were you able to use the right words to convince them to fill out the form? Here are some elements you additionally need to make customers pay more attention to your page and be actually interested in what you’re saying:
1. Font and Color
Using color psychology in web design is important because colors are proven to influence a person’s mood and state of mind. Many brands like Coca-Cola, Starbucks, and Kraft use specific hues and shades, as different colors convey different messages. One demonstration of how color perception influences customers is Nestle.com’s website.
The blue-gray-white color scheme makes visitors feel calm, as blue suggests tranquility and security. The tagline, “Good Food, Good Life” assures everything’s all right with well-prepared food. This message reiterates the calm feeling that the colors convey. This subliminal idea is indeed successful, as many loyal customers report feeling happy whenever they buy their favorite Nestle products.
A font must also be properly chosen to entice visitors to read the text. Letters should be immediately recognizable so readers will not have difficulty reading it. If the text is too hard to read, visitors will leave soon after. How do you choose the best font for your website?
One thing you should consider is the theme of your web page. What exactly are you trying to communicate to your readers? Are they plain directions or something more creative? If you’re trying to market formal content, encode your text in simple fonts. Make technical content look easier with simple fonts, not those complicated Latin fonts you see on some newspaper headings. This would make the content appear more complicated and confuse your readers. That is why textbooks and journals use Times New Roman, Arial, and Calibri fonts.
Conversational content, on the other hand, can use ‘artsy’ fonts. Casual topics like menus and comic and funny or feminine-related posts can use ‘cutesy’ fonts to make readers feel more relaxed and receptive to the message. Take a look at this picture:
Cute, isn’t it? And more attractive to read, too.
This proves that both types are useful in making your message clear to your readers. What you need to do, though, is to determine the proper font to use.
2. Pictures (or Video) and Text
The right combination of words and text can make the message more potent. For example, you’re using your website to advocate stopping mining activities in your town. One way you can persuade more people to sign up for the petition is to post an evocative message, and add photos of the damages that mining caused in your community. You can also upload a video that highlights the effects of mining on the health and well-being of the children. Advertise across different platforms like banner ads and social networks. You’ll surely fetch more petitions for your cause.
An example for this would be the World Food Programme website:
See how the World Food Programme attempts to persuade you to do more for their cause? They use pictures to make visitors visualize what the text is trying to communicate. Using this technique will earn you more leads for your landing page campaigns.
3. Copywriting
When readers are gripped with the message, they want to respond to your call to action before even finishing the text. That’s how powerful effective copywriting is. Engage your readers from the first word to the last. Enhance quick understanding of your message with bullet points, sub-headlines, and proper formatting. This will enhance the flow of your message and make it so seamless that readers are convinced of your pitch before they reach the end of your content. Such writing style can be achieved with practice and effort. You can start with detailing the benefits readers can get when they sign up for your landing page. Write magnetic headlines and support your statements with correctly spelled words written in a way that flows well, especially when spoken. Here are some keys to writing a good copy:
- Open your copy with a catchy statement that captures the attention of your readers.
- Each paragraph should have a compelling main idea that makes readers immediately react, contradict contrasting ideas, or agree with popular sentiment.
- Illustrate your points with supporting statements that answer why readers should pay attention to your message.
- Demonstrate credibility. Quote experts, show statistics or provide testimonials to serve as proof to what you’re saying.
- Offer benefits readers would enjoy should they enter their contact details on the form. State reasons they should choose to sign up with you.
These elements help you create the right landing page for your campaign. Run experiments on three test landing pages with your analytics software to see which one works best for your marketing goals.
References:
Photo Credits:
Nestle.com Home Page