Anatomy of a Landing Page: Key elements & examples //
Many assets are needed to guide prospects through the funnel. The landing pages are a crucial part of the process. They aim to convert your target audience by removing distractions.
This guide will explain the anatomy and core elements of a landing page, as well as how to master them. Also, you’ll find some important design and optimization strategies for landing pages to help you achieve your conversion goals.
We’ll give a brief definition of this asset and then explain the benefits.
What is a landing page?
A landing page is an standalone web page that has a single call to action. Its primary purpose is to generate leads and convert them. You can, for example, create a landing-page to promote an offer to customers and prospects, such as a free ebook or a sale, and share it through marketing channels like emails and social media.
To save time and energy, many marketers and business owners use landing pages builders such as Unbounce and other marketing platforms that have built-in builders such as Moosend and customizable templates. The majority of templates include the elements that we will explain later. However, it is important to check the templates to make sure everything looks perfect.
Are you ready to create your next landing page? Sign up for a Moosend Account, choose one of our templates and customize it to your needs.
Why should I use a landing page?
Increasing conversion rates is one of the primary reasons for adding landing pages to an existing marketing strategy. It’s difficult to keep your visitors’ attention on channels like your website or social media. They are full of distractions. Landing pages, on the other hand, have one CTA that is easy to locate.
Landing pages help you to target your messages, and can clarify your value proposition for your buyer personas. They’re also easier to track and analyse, so that you can gain better insights into the needs and behaviors of your audience to optimize future marketing efforts.
How To Create A Landing Page That Converts?
Here’s what a high-converting page looks like. We’ll dive deeper into the details and explore the key elements to ensure optimal user experience, based on the below structure:
1. Main headline
Your landing page should have a headline that is powerful enough to grab your reader’s attention. It should also reflect the campaign’s goal with clear, concise copy.
Here’s an excellent example from Calm. This app’s reader understands what it is all about, and how it compares to its competitors.
Landing pages can include subheadings based on their text blocks. Each one should be relevant to the page’s main goal.
2. Unique selling proposition (USP)
The headline is followed by the “unique selling proposition”. This is a natural follow-up to the headline, shedding light on the offer/product and the pain points that it addresses.
This block of text should be used in conjunction with the headline to attract readers. It should set the right expectations, and include the call-to action before the attention span begins to wane.
Check out this DropBox landing page. The copywriting team clearly stated the value proposition so that prospects can understand the features and benefits of using this product.
3. Hero image/ video
An image is worth 1,000 words. Add an image that demonstrates the offer to your landing page, or add a video/GIF.
If you want to show your audience a new service or product, you can provide a sneak preview to encourage them to give it a try. Stock photos are also a great option for small business owners who have limited design resources.
Make sure your creatives are of high quality and perfectly complement your copy. You could confuse your reader. Look at how Talkspace has positioned its business service in this landing page.
4. Sign up form
All of the examples that were shared previously have a clear call-to action under the value proposition. This is logical. If you want readers to take the desired action quickly, include a sign-up form on the page.
Add the smallest number of fields you can, as most prospects will be in a rush or may even hesitate to provide excessive information.
This is the landing page for a webinar that we hosted in Moosend. Sign up and save the date for those who are interested.
5. Call to action button
It’s crucial to make your CTA buttons or sign-up forms stand out. Use a color that is more vibrant than the background to create a call-action that converts.
The copy should also be written in a concise and actionable manner, as shown by the example VANMOOF. Words like “free” or “now” are also words that consumers tend to associate with and click on.
6. Supporting copy
You can add extra copy to different sections of your landing pages for clarification. You might write a brief text on your signup page to make sure readers understand the task. Here’s a sample from Midwest Sea Salt.
Your landing page copywriting must be clear and concise in order to highlight different page elements. Add keywords strategically throughout the text, emphasizing headings. Avoid over-stuffing, however, as it could hinder performance.
7. Social Proof
Customer testimonials can be a powerful tool to help companies gain the trust of prospective customers. You can therefore use your best customer reviews to gain valuable points from your prospects by displaying them on your landing pages.
You can use reviews of big brands who are part of your target market to help you attract buyers.
How GOBY – an electric toothbrush brand – used reviews by dentists to gain authority
8. Offer benefits/features
You must also mention the features or benefits of your offer to create landing pages that are effective and convert. The reader will be able to determine if your product or service is suitable and relieves their problems.
You can highlight the benefits in the form bullets or images, with a short supporting copy. Here’s how shopify highlights their best features:
9. Footer
You can also use the footer of your landing page for other purposes, depending on what you want to achieve. You can include the terms and conditions if, for example, you are promoting a contest or a sale. You can also add a FAQ section to answer your prospects’ questions on the spot.
Remember that landing pages should contain a specific CTA. Avoid sending users to multiple web pages which could confuse or distract them.
Netflix, for example, used this in their footer.
Landing page best practices for higher conversions
Let’s look at some tactics that will help you increase conversions.
1. Set a goal that is SMART
A good landing page will usually serve a specific purpose, which can be seen in the copy and images. When creating your landing page, you can use the SMART Framework to make sure that you achieve your goals.
By checking off all the boxes you will be able to deliver your message successfully and measure it accordingly.
2. Use a landing page builder
You can save time by using a page builder. They have pre-made templates and customizable building blocks to suit different needs.
Check out these landing pages tools:
- Unbounce
- Leadpages
- Moosend
- Instapage
Find a template that matches those landing pages shared previously to save time and effort. Most builders also offer templates that are mobile-responsive, ensuring a great user experience on mobile devices.
3. Add Brand Elements
Your landing page should reflect your brand and be similar to your other marketing channels, like your homepage. Use imagery that matches the brand guidelines, and make sure that your landing page text is similar to what you say in other marketing channels.
You’ll be able to ensure that prospects and customers have a consistent user experience and know what they can expect from your brand. If you’re using AI tools for new copy, make sure to edit it to match the overall style of your brand.
4. Test A/B
Split testing or AB is one of the most powerful weapons available in digital marketing. You can test out different versions of a landing page or other assets to find which one appeals to your audience.
You can, for example, test different copy and images and the ones that grab attention will win. You can increase your engagement metrics while saving valuable time.
5. Analyze Your Metrics
What metrics can a marketer use to track their landing page strategy? Here’s a quick look at some of the metrics you should be tracking to improve your landing page strategy over time.
- Conversion Rate
- Bounce rate
- Page Views
- Sessions by Source
- Form abandonment
You can use the data to determine what you should do to improve engagement and conversions in the future. Depending on your metrics, you might decide to shorten the copy or to move the signup to a higher position to make it easier to see.
Takeaways
Our landing page guidelines and examples should have inspired you to create your own. You can customize these elements to meet your needs and goals, and convert more visitors from your landing pages into subscribers than you expected.
Are you ready to create your first landing page or the next one? Create a free Moosend account to try our builder!
The post Anatomy of a Landing Page: Key Element & Examples first appeared on Email Marketing Automation Platform For Thriving Business.
