5 Important Parts of Any Effective Landing Page
Are you creating your first landing page or are you just working on your next one? In any case this article will describe you all element needed for successful landing page.
If we take a closer look to the anatomy of any effective landing page, we can allocate 5 main blocks in any of them.
5 “Must-Have” Elements for Any Landing Page
Any successful landing page must contain five core elements. In the list below you can find more detailed description of these elements.
- UPS or Unique Selling Proposition. It can be present in the headline (a) or in the supporter line (b) as well as in the clothing argument (d) or in the reinforcement statement (c).
- The shot of hero (video or image that shows a context of use).
- The benefits that brings your offer. They can be present in the bullet list (a) or given with details with feature list (b).
- Social proof. Give user the desire to obtain what the one already has.
- Conversion goal also known as CTA or Call-To-Action (button or form).
The scheme below presents example how the landing page with this 5 essential elements can be look like. Take into the account that landing page must tell the complete story about your product or service for user. Your landing page can have different layout, we thought that this one diagram below will be helpful for better understanding this article.
Import template of this landing page wireframe FOR FREE:
1. USP or Unique Selling Proposition
Every marketing campaign must start from the answering for simple question: “What is the difference between our product and the concurrence one?” The answer for this question is the main idea that you need to communicate through your landing page. Also, try to reorganized presentation of your USP to the simplest form that you can. The unique selling proposition describes what exactly benefits your customer obtain by choosing your proposition.
Good example of the USP is a slogan of the Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less, or it’s free.”
Nobel unique selling proposition is clear and gave right understanding for your customers why they should care.
Any USP can be presented in 4 different elements on the landing page. In total, they tell the complete and unified story about your product or service.
- Headline. Above the slogan of Domino’s pizza was mentioned. It can be used as a headline for their landing page.
- Sub header. In most cases, it is used, as the headline must be as shot as possible. In the sub header can be some information that explains the information in a headline. In many cases the sub header is done in the smaller font than the headline.
- Reinforcement statement.
- Clothing argument.
The information in the headline is very important, as it is the first one that the user will see and read. It must clearly provide the main goal of the page. It will give the user understanding that they are in the right place.
1B. Supporting headline or sub header
You need to keep your headline as short as possible. In this case, it will be more digestible for users. The best idea how to do that and stay clear for your users is to ad sub header with additional information.
There are two ways how to do this rightly:
1) The sub header is just the finishing of the sentence that you start in the main headline.
2) In the sub header, you provide additional information that can persuade users. It must be based on other arguments than are different from the argument used in a main headline.
1C. Reinforcement statement
Under reading your page, users will scroll and scan it. So, it is important that any title that can persuade your future customers must stand out and can be easily noticed.
You can use one more type of page titles to make your landing page more efficient. It is named the reinforcement statement. On your landing page, it is situated in the halfway down. It will add some information that you want to communicate to your users. You can think about it as about second headline.
For example, if the main headline is “The Easy Way to Build and Test Your Landing Page Without I.T”, than the reinforcement statement can be something like this: “Create wonderful landing pages in 10 minutes without HTML knowledge”
1D. Clothing argument
As users scroll down to the end of your landing page, you have one more moment to communicate with them. It is important for landing page efficiency to show one more time the benefits of your proposition. Clothing argument play the same role as the reinforcement statement does. The best one is to couple clothing statement with one more call-to-action button.
Note: If you have very short landing page you need not this header as the main headliner is still in the visible area.
2. Hero Shot
In the case of landing page, proverb “a picture is worth a thousand words” is actual. The photo or the video is a visual presentation of your offer and give the ability for users better understand how it will be look like. For better efficacy, use the shot that present your product or service in use. It is much better to show how the product can be used than to write about this.
The idea of such shot is to give customers ability to empathize and to put their selves in the scenario that is described on the photo or in the video. There are few ways to present “hero shot” on your landing page, among them:
- Photos. Think about including photo slider in your page. A well-done photo of the item on the white background will work good. To increase a successfulness you may consider adding a photo on witch some use of the item or place it somewhere in the office or at home.
- Video. As we know the camera never lies. Video is even more engaging way to show your product.
Section benefits is in some point of view the sequel of the USP in the headline. The last one gave you the attention of the visitors, so, now you have an ability to answer to questions that they might have. When you create text for your benefit description concentrates on the customer question “What will this do for me?” Write direct answers for such question. You can create the virtual persona that choose your offer. That will bring you better understanding how this person think.
3A. Benefit bullet point list
This type of the benefit presentation gives you an ability to say only most important things. In this case, you will not fill out all landing page by text and will keep it clear to the user. Write just one paragraph about your product and provide 3-5 points below it for maximum clarification. Reread this text few times trying to through away all prolixity from it.
For example, benefits points for some phone:
Bad example (it more talks about feature then about benefits)
Our new battery is triple as powerful as the competition ones.
Better example (it is more benefit oriented)
Our new battery – you will need to charge phone every couple of days
3B. Detailed benefit and feature descriptions
If your product or service need more explanation about the benefits that it brings for users, you can provide this in the separate section. Try to keep it in the format – one short sentence for any benefit you provide and below it you can provide a description of that benefit (perfect is one paragraph length).
Keep in mind that you need first to provide benefit description for your customers, only after that provide the description of the product or service feature. Simple rule – feature describes what the product is, benefits describes what problems it can solve.
4. Social proof
Social proof is one of the most persuasive element on the landing page. It shows that others people also use/bought/read what you proposed. Users are more likely buying things that are recommended by other customers.
Some time ago, Basecamp has the social proof element directly on their home page:
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Let’s analyze this page. There are two types of the social proof on it:
- Customer personal testimonial, that include a link to the company, where she work. It adds believability for the review.
- Number of the signups in the main headline. It presents how popular this product is.
Other types of the social proof element that you can use in your landing page:
- Count of the users that you have
- Awards obtained from the reputable organizations
- Social signs. They will show how your product is received on public networks.
- Testimonials from customers
- Trust seals. They will establish how secure the information is.
- Reviews from customers. Especially powerful in the internet-shops.
5. Call-to-Action or Conversion Goal
This element presents the main aim of the landing page creation. You must remember under landing page design process about this mark. Conversion goal can be done in different forms based on the main aim of the landing page. It can be a button with a call-to-action text or the form, which can help in lead generation process.
CTA is the critical point on the landing page. You want a user to interact with it. Therefore, here everything plays an important role – where you place it, how you design it, what text you write 0n it.
Let’s talks a little bit about CTA in the B2B segment. Mainly here the main purpose of the landing page creation is lead generation. A good idea is to ask visitors their Name and Email for exchange for something, for example for a good free e-book. Keep the privacy statement near the CTA, and this will help you to increase conversion rate of your landing page.
You need to experiment with the text, which would be on the CTA button. Make A/B tests for that purpose. For example, poor statement for call-to-action is standard Submit or Click Here. Try something that will present what user will obtain after data submission. If you need to advertise something for women in middle age, the good idea for CTA is “Get your $50 spa coupon”.
Now you have understanding what elements are needed for efficient landing page. As I wrote at the start of the post, you can compose these five elements of landing page for quick construction of the pages for your marketing campaigns. It is a good idea use mockups or wireframes for this process. They can be done, for example, in Mockup Builder. It will take you only couple minutes to create simplest wireframe of the landing page. Also, remember that you can use for this purpose templates of the landing page wireframes that are available in the Mockup Builder Gallery: http://blog.mockupbuilder.com/5-free-templates-of-landing-page-wireframes/. And the last thing. Keep in mind that the focus of any landing page must be on the Call-To-Action button.