So you have built an interesting product or service and it’s time to spread the word about it.
Where do you start? And how do you ensure that your visitors understand your business and go about buying your product?
Over the last months, we have designed a ton of landing pages at ManyPixels so I have decided to set up a small guide on what goes into creating a conversion oriented landing page.
Before we dive into this, I’ll start with bold claim: There are no special tricks - or shortcuts.
This post is not about which colour or fonts will help you convert best but rather about sharing some common principles for what needs to be in a high conversion landing page. These ideas and principles are mostly about business and not design. If you’re looking for design inspiration - we’re producing a lot of other articles.
I will lay down those principles in this post.
It is important to ask yourself two questions:
In other words the goal of your landing page is : How can my website explains so well what I do so that my visitors will buy?
Julian Shapiro wrote a great guide on landing page structure which essentially consists of four sections:
Your landing page should mostly convey all of this!
by Alex Banaga
by Jess Eddy
Your hero should comprise of a few things:
Let’s take have a closer look at ManagedByQ hero section, an office management solution.
We can notice a couple of things:
Once your value proposition is clear and makes sense to your visitor, that’s when you’ll really have to stand out of the crowd and counter objection.
Here’s what happens in most visitors head: "I do not see what is interesting here. What’s in it for me?" Then they eventually leave your website.
Asking yourselves these questions can help:
Here are some examples:
MakeSpace, an on-demand storage experience is doing really great by using natural languages, simple icons and a call to action about each feature they have.
Another example, from FlatFair is conveying really well their value proposition (for both tenants and landlords)
Once your value proposition is clear and how you’re going to solve it by countering objections, a key aspect of landing pages is actually to provide validation (case studies) and proof (it can be social proof, companies you’ve helped work)
A few questions worthy to ask in that regard are:
Here are some good examples:
Blyss, a Mobile Mssage company in Australia is doing a good job by doing two things really well:
Another example of social proof is from Orca, which shows how many people already joined the service.
Some other ideas to include as validation / social proof:
Last but not least, you need a clear call to action to get your visitors to actually do something on your website (leaving an email address, signing up for a free trial, etc).
Here are some examples of great call to actions:
ZeroEight is a SaaS for designers. They have two CTA’s : Get started for free (the main CTA) and See example, which directs visitors to an actual demo of their product.
Another great example is from Spendesk, a management platform which also offers two CTA’s:
Some ideas / tips:
I have summarised a list of tools and resources we often re-visit or to design our landing pages. Do let me know if you have any other resources!