Landing pages have been growing in popularity for years now, thanks to how effective they are at converting visitors into customers… at least when done right. Unfortunately, it’s not a case of setting up a landing page with a template and letting it do all the work – nowadays people are savvier than ever and you need to implement the right strategies to get a landing page that converts in 2020.
To help you create a landing page that converts in 2020 (and years to come), here are 5 tips you need to know.
Landing Page that Converts Tip #1: Design Matters
This is a controversial tip and one that old-school online marketers will probably argue against, but in 2020 design is more important than ever.
We’ve all landed on a page, thought “yikes!” and bounced. In 2020 people aren’t willing to give a badly designed landing page a chance – the ability to create visually beautiful websites and landing pages is now more accessible than ever, and visitors expect to find aesthetically pleasing pages.
In fact, old-fashioned pages and badly designed pages are now seen by many as untrustworthy and suggest to visitors that you are unprofessional, out-of-date, or even a scam.
To see the best conversion rates on your landing pages, you need to design them to not only guide the visitor’s eye to the most important places but also communicate wordlessly that you are a quality and trustworthy business.
Landing Page that Converts Tip #2: Streamlined Minimal Landing Page
Many landing pages have chosen to take on a clear, minimalist style that uses simple copy and a straightforward CTA (call-to-action) for many years now, but in 2020 this is definitely the most effective approach.
Every minute we have a thousand things vying for our attention – be it elsewhere on our computers, phones, or in real life, so your landing page needs to get to the point as soon as possible, while still giving your audience enough information that the page actually converts.
Once upon a time long sales letters worked, but present a modern audience with a wall of text and they’ll run the other way.
Focus on clean design, getting the information they need to know quickly (good copy, infographics, clear tables – whatever makes sense for you) and then deliver a crystal-clear CTA.
Landing Page that Converts Tip #3: Incorporate Live Chat
Live chat big in marketing in 2020 and beyond, and you need to be ahead of the curve and using them on your landing pages. Many landing page services already integrated live chat into their templates or make it easy to do so with a plugin.
If you want a landing page that converts you need to answer every question a potential customer has, but sometimes you can’t foresee what information a visitor’s eye will slide over or what basic questions they may have that you assume they’ll already know.
Instead of losing these customers, the live chat function can offer these customers a way to open a dialogue with you before they make a purchasing decision.
This means you have a chance to prevent customers from slipping through your fingers and discover trends in the questions or needs your customers have during the purchasing journey.
Landing Page that Converts Tip #4: Utilize Social Proof
Social proof isn’t anything new (the term was coined in 1984 by Robert Cialdini), but it is now an essential ingredient to a landing page that converts. Social proof was always something good to have, but nowadays it is a must.
High quality images, whether your own or stock, works well along with persuasive testimonials. Start with your happiest clients and customers since they might really want to help you.
In 2020, it is absolutely worth making an extra effort to find real people who are willing to give you the social proof you need, ideally with a link to their social media profiles or website so people landing on your page can click through and see that there is indeed a real person or business behind the positive words.
Landing Page that Converts Tip #5: Stand-Alone Landing Pages
Landing pages shouldn’t be a part of your website – they should be a stand-alone page with no distractions.
That means no header navigation or website-style footer, no sidebars, and no links to other pages on your site (at least until the very end after your CTA). As we talked about in tip #2, you need to capture a visitor’s attention and lead them by the hand through what to do on your landing page to the CTA.
If a visitor is going to take action on your landing page, the only option should be to follow your CTA or CTAs. If it works best for your style of landing page it’s still okay to start with a simple CTA, explain the product, and then repeat the CTA in a slightly different way.
The key here is to focus on the product and on the outcome – this isn’t the place to take them to “about” pages or blog posts.
If you are panicking about how your visitors will possibly know enough to buy from you, you may be targeting the wrong audience or not explaining the product clearly enough on the landing page.
Quick recap
- A landing page design should not only guide the visitor’s eye to the most important places but also communicate wordlessly that you are a quality and trustworthy business.
- Clear, minimalist style that uses simple copy and a straightforward CTA (call-to-action) is definitely the most effective approach.
- Integrated live chat is a must on your landing page in 2020.
- Utilizing social proof, start with your happiest clients’ testimonials.
- A landing page that converts in 2020 should be a stand-alone page with no distractions.
Landing pages can work equally well for cold traffic and warm traffic, but know the difference and have two separate landing pages when necessary for cold and warm audiences to maximize your conversion rates in 2020.
Contact BUJOI Media today, and we’ll get started with your landing page that converts in 2020.
