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The 7 principles of a high converting landing page

Good online businesses starts with a high converting landing page.

But do you know how to create a landing page that is really persuasive? Let’s start by talking about the purpose of your marketing strategies.

Suppose you need to collect data from your customers to create a CRM, or even supplement it with more relevant information.

You will need to create an online registration form. In this case, the landing page can be used as a capture page.

It is important to highlight that a real-time email validator multiplies the ability to turn contacts into leads.

But if you are launching a product or service campaign, you need to create a sales page.

If your goal is to increase engagement with the public, a newsletter can be a good way to promote communication between your company and leads.

SafetyMails has prepared a special article for those who work with lead generation and want to know the fundamental principles of a high-converting landing page.

Get inspired to create yours!

1. Interactivity

Interactivity is a way to capture and keep the reader’s attention, increasing the lead’s permanence time on the landing page.

A communication that involves public participation is the premise of what we know as engagement.

Imagine that you’re trying out a trial version of an insomnia-fighting app.

In the first contact with the service, you fill out a registration form containing questions that will outline your user profile for that application.

That is, by answering the questions, you will know the best way for that application to suit your need for use, which can be more or less intense.

This is a classic example of interactivity in a communication piece. But just inserting questions is not enough to create a high converting landing page.

The “ace in the hole” is to promote people’s participation in a different way than they are used to.

In this sense, gamification — or other ideas that your creativity allows — become a differential when it comes to promoting interactivity.

Imagine that the questions on that insomnia-fighting app are now a game.

Much more interesting than simply answering questions, right?

Of course, gamification can become costly, but if this is the reason for not working with games, adapt the questions on your landing page to a quiz.

Your leads will certainly feel more involved taking a quiz than simply filling out an answer form.

2. Movement

It is a fact that moving images have a great power to attract attention.

The internet facilitated access to audiovisual communication, which is present in social media, emails, landing pages and wherever else it can fit.

As well as interactivity, videos and gifs provide entertainment, making the visitor spend more time on your page.

For example: a sales page that contains videos of customer reviews is much more likely to convert than a landing page that doesn’t have audiovisual resources.

Likewise, a newsletter has more power to engage the reader if it has interesting gifs to complement the texts.

In general, the strategy of inserting movement into landing pages makes them lighter, more attractive and pleasing to the eyes.

But have you ever stopped to think about why moving images help you create a high-converting landing page?

The human brain makes thousands of neuronal connections per second and doesn’t rest even when we’re sleeping. Energy expenditure is continuous and only ends when life comes to end.

So, the mind is conditioned to save energy. Reading a text requires more mental effort, as a series of connections is needed to understand what the words are communicating.

In other words, it means that anything that catches the eye without requiring many connections is better received.

Use moving images as an ally when building a high-converting landing page.

3. What are your landing page arguments?

Turning a landing page into a high converting landing page requires a clear and compelling case. And that’s when copywriting makes all the difference.

Many people work with ready-made landing pages, collecting copy that already exists to apply to their communication needs.

Just as one product is different from another, each copy must have a creation aimed at meeting a specific demand.

More than that, each copy must be created to involve a persona with their own needs. In this context, using copys that already exist becomes a risky decision.

Those who copy and paste ready-made copy increase the chances of making a mistake, because if the argument on the page has any detail that is not consistent with its persona, all marketing efforts go down the drain.

The correct way to use ready-made copy is to seek inspiration. If you think that a ready-made text suits your audience’s needs well, integrate the concept of this copy into your planning.

And conclude, after a thorough analysis, whether or not to apply the meaning of the text you found to personalize your copy.

4. Mobile and lead generation

If your landing page setup is the same on desktop and mobile, you are making a serious mistake.

This can cause your lead not to convert and worse: that he quickly leaves your page published on mobile.

Design, text and all other items to be served on mobile should be designed for people who are ready to take their eyes off your communication at any time.

After all, mobile is a highly portable and small device, which makes it easy for visitors to look in all directions outside your landing page.

Here, an impeccable CTA is essential to retain the public’s attention on what matters most: conversion.

Everything on mobile is faster. Therefore, landing pages correctly configured for mobile are more likely to convert faster than on desktop, as communications in this field must be more direct.

Nobody spends a lot of time looking at a landing page on their cell phone. And you don’t even want that!

5. Tests

You think you’ve created a high-converting landing page. But wouldn’t it be better to be sure?

A/B testing is very effective in finding out if your strategy is working or if it needs a few more tweaks.

To avoid taking a “shot in the dark” and wasting investments of time and money on your landing pages, do as many tests as you can.

The big benefit of testing is that all of your planning can be data driven, and this is an important step for marketers to reach their goals.

Here are some suggestions for items that can be tested on your landing page:

  • CTAs: button colors, sentence length.
  • Texts: email subject line, titles, tone of voice, size, font.
  • Images: illustration or photography; gif or video.
  • Argumentation: offer X and offer Y; trigger X and trigger y.

6. Time and volume

Can you count the time your audience spends on your landing page?

The visitor must remain on the page for as long as necessary to resolve doubts and perform the conversion.

It is common to find long sales pages containing repetitive arguments. Lengthy application forms are also common.

The volume of information determines the amount of time a person can stay on your page and, interestingly, it can backfire on your conversion goals.

The greater the number of information, the greater the risk of the visitor leaving the page. On the other hand, if you have a product or service that requires a lot of explanation, try to be as brief as possible.

Include text volume and time on the page in your planning. Communicate only what is necessary. No more, no less.

7. The finishing touch to your high converting landing page

Last but not least is the Data Protection Act (DDPR – EU; ADPPA – USA).

Companies that do not comply with legal requirements suffer penalties.

When creating your landing page, think about elements that identify with your audience.

Therefore, even before planning your communication piece, it is important to consult all the legal prerequisites.

Given that, when creating your landing page, think about elements of identification with the public.

Nowadays, just communicating is not enough. People also need to feel represented by the language, colors, format and all the other items that make up your communication.

More than a conversion channel, a landing page can be used as a strategy to bring your company closer to the public.

Use it wisely!

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