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7 strategies to design landing pages that convert in 2020

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Did you know we have an online conference about product design coming up? SPRINT will cover how designers and product owners can stay ahead of the curve in these unprecedented times. “You never get a second chance to make a first impression.” While getting people to visit a website is important, what businesses actually want …
Did you know we have an online conference about product design coming up? SPRINT will cover how designers and product owners can stay ahead of the curve in these unprecedented times. SPRINT
“You never get a second chance to make a first impression.”
While getting people to visit a website is important, what businesses actually want is a conversion. In other words, grab fickle visitors who may be interested enough in the company’s unique value proposition to sign up, subscribe, stay updated, share with friends, and become loyal customers.conversionTNW online events
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That being the case, a landing page designer’s primary goal is to create a high-converting landing page by making a strong first impression, and they have less than 7 seconds to do it.less than 7 seconds
When developing the visitor experience for landing pages that convert, landing page designers typically take different approaches based on a set of considerations. They must carefully factor in the industry and market vertical, the audience, and the minimum information needed to seal the conversion.landing page designers
The following are some innovative and successful strategies to improve landing page conversion rates.
Snipcart follows landing page conversion best practices by keeping it uncluttered and to the point.
Sell a better life
Companies persuade people to visit their website through various marketing efforts. Firstly, they explain how their unique product or service can benefit a potential user. The first few lines of the pitch need to strike an emotional chord that elicits a possible solution to the visitor’s problem, and it needs to happen in less than 7 seconds.
[Read: How to avoid stereotypes when designing for global markets]How to avoid stereotypes when designing for global markets
For example, rather than talking about the size of their customer base or how many contractors they have, the personal help and hospitality service Alfred tells visitors in just a few words how the service can help them get their free time back. The right language inspires prospects to envision how the offering can improve their lives. It’s a great sell. Alfred
Investment startup Betterment has a landing page that presents a convincing case to prospects. Harmonious colors, a smiling person, compelling copy, a unique value proposition, and a clear call-to-action (CTA) all help people immediately understand what Betterment has to offer. Betterment
Provide proof
Another way to convert users is to highlight testimonials.
As Neil Patel explains, “It’s impossible to write copy as good as your customer. Why? Because good copy depends on the source, not just the style and substance. Testimonials are compelling because they show the customer what she will experience if she uses your product or service.”Neil Patel
Testimonials help sell the experience and visitors can easily internalize the possibilities.
Speak the visitor’s language
Striking the right mood for the right audience is also vital.
It’s important to match the language and visual design of the pitch to the emotion that is to be communicated to site visitors, whether it’s a sense of trust or flirting with danger, formality, or friendliness, stoic seriousness or cheek.
Tailor the message to customers. Here is a comparison of the language and imagery of two private jet services.
NetJets targets business people interested in luxury and exclusivity—feelings commonly associated with the idea of private air travel. On the other hand, VistaJet focuses on well-heeled families, making it sound like a completely natural fit for their life. The company’s offering is attempting to attract a core customer that fits a specific persona; hence, the landing page’s design conveys a mood and style that speaks to that target market’s sensibility, particular needs, and values. NetJetsVistaJet
Solve people’s problems straightaway
Designers need to ask themselves why people are visiting the site. To drive commitment from visitors is to focus on the primary action of the offering.
Airbnb’s landing page immediately communicates what it’s about—both with its headliner pitch and the form below it. Airbnb
Designers sharpened the focus on the essentials of Airbnb’s service so that people can immediately start taking actions that escalate their commitment.
Once they’ve started planning their trip and exploring their options, they have invested time and emotion. It’s important to note that only after people decide to book or save a listing to their wishlist are they asked to sign up for an account.
This design simultaneously helps people complete their desired action (if they are committed to book) or can stimulate the desire to “save their work” (if they were exploring their options).

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