How to Design a Landing Page that Turns Visitors into Customers

Through an analysis of more than 350 businesses (from small startups to international corporations like Apple, Coca Cola and Nike), combined with expertise from our own endeavors, we now have isolated one primary variable that has a powerful impact on conversions.

We named this variable the “exclusive conversion trigger.” It truly is the largest error webmasters make when designing a landing page: neglecting to clearly outline the value proposition.

Defining the Exclusive Conversion Trigger

An exclusive conversion cause identifies expressing the chief message in less than 5 seconds: “What is the single value proposition that we want to transmit to our prospective clients?”

According to the Google Webmasters official blog, a fresh visitor 5 seconds on a site are the most significant.

Based on the structural design of the website, those 5 seconds will define the future behaviour of the user — whether they will left the website or explore it further. This really is one of the main reasons why Google has underscored the loading speed of a web site during the last few years. We are going to show a definite example of a landing page where the notion of an exclusive conversion cause was successfully achieved and compare it to one in which this variable failed to exemplify this point.

In the first example, we can definitely see that there is no direct alternative for buying without distractions.

Now let us compare the website above to that of its competitor in the image below.

At a glance we can see that by offering the visitor one single alternative, the Kayak website has a substantially better possibility of reaching the aim of converting the customer in less than 5 seconds, thereby minimizing the likelihood of losing the user. From this example, we can reason that keeping the landing page simple and focused is the key to successfully converting visitors into clients.

Executing an Exclusive Conversion Cause

Designing an exclusive conversion cause is simple, but there are certain guidelines which should be followed. These include:

Defining the value offering in one line of text

Describing the benefits of the service in three sentences or no more than two

Revealing why you are distinct from your own competitors

Efficiently clarifying the alternatives which you offer to your customers

Focusing on the language of the customer (on a landing page, do’t state the assignment of the firm)

Preventing superlatives like “the finest”, “the ” that is most efficient, “ the fastest”, etc.

The image below is a screenshot of a landing page for ConstantContact, which is a fantastic example of the right way to include all the points.

Next, the site is focused on the language of the client, solving each problem users face. Lastly, there isn’t any use of superlatives that are unneeded. The business simply records the features of its services in a way that is clear and organized.

Recognize Your Business from Competition

One activity that strongly increased our conversion rate was analyzing the competition with great devotion.

The user who is seeking for the service you can expect likely seen with a competitor’s web site to be able to compare and select the right one. Many Internet users have already incorporated this custom into their purchasing procedure.

Boost Your UX Skills

Every webmaster should study the competitors and transfer precisely the same advantages to their own landing page, whether it is free shipping, a product or service warranty, or refunds.

Even today our adversaries are still analyzed by us as a way to stay one step ahead. We determined to add that benefit as a worth cause that would distinguish us from the remainder to our landing page. By the time our competitors started offering free trials, most of the clients were using our applications and didn’t need to attempt a brand new one. Our pre emptive action had created a fantastic retention impediment for our firm.

Use to Other Pages, Also

The landing page shouldn’t be the only and last place where you express your differential value to the client, i.e. “Why we should be chosen by them.” The value proposition should be repeated from the moment the website is entered by the user until he/she becomes a client, in the whole procedure of your site.

Learn from Error and Trial

One single standing is always maintained by the value proposition based on your own work as an enterprise. Nevertheless, there are many options transmit and to express the message of your service to the potential customer. The responsibility is yours to find the vocabulary of prospective customers out to be able to create empathy with them.

Making adjustments that are constant to the exclusive value trigger increase sales, reduce the bounce rates, and will generate more clarity for users. Testing new landing pages, making mistakes and then learning from those mistakes is all part of the process, and with technological advances, the landing page that worked successfully for desktop computers can now be redefined for mobile phones and tablets.

Finally, always be sure you measure results of the design changes implemented on the landing page.

 

How to Design a Landing Page that Turns Visitors into Customers