How to design a landing page for maximum conversion

(How HubSpot and Zoho Marketing Hub can help customers create landing pages)

The first impression is the last impression. The sole purpose of landing pages is to increase conversion for your business. And to do that, it needs to have elements that make your value proposition enticing enough to the customers. Everything about the landing page is tailored for leads followed by a good quality conversion 

The only purpose of a landing page is - conversion.

Why a Landing page?

A landing page can be a homepage, an offer, or a product page. While by outbound marketing, or by word of mouth one reaches a homepage or product page, landing pages are reached by organic search traffic or from social media promotions, or online ads. 

Before creating a landing page, a complete idea of the final accomplishment is to be kept in mind. Are you promoting a new product? Or is it a product launch promotion? What do you need to do with it? Need more emails? Or subscriptions? What is the problem that should be solved or question answered with the action in the end?  

It is most preferable to have a product page for all the offers and events you have. A landing page can offer downloadable content with a click, in return for information about the visitor. Or they can sign up for offers. 

Landing pages make customers find what they need easily.  Let us view it from two perspectives:  

 

The functional marketing and the visual marketing

I. Functional marketing:

Each landing page has different purposes. Consumer persona is the first thing to be taken care of while designing a landing page. UX research is needed for an insight into the buyer’s persona. 

This is about communicating the value through the customer’s eyes. An important question that should be consistently answered while designing a landing page is about the value a visitor would find in it. 

1. Indicate a pain point

Showcase their pain without having this offer/ product. Make them want this product as a solution. Conclude that your product resolves their pain. Be crisp and bold about the solution they would take from following the action at the end.  

For example:  

Landing page

2. Indicate pleasure.

What will a visitor get? There should be something more intriguing in the proposition. Let them know that beyond resolving their pain, a particular pleasure is also guaranteed along 

3. Go Above and Beyond with Your Value Proposition

As a part of guaranteeing pleasure, a list of bullet points that explain all the benefits should be displayed. This must contain points above your value proposition. 

Benefits should be focused on the potential customer. It’s easy to drift off the mark with benefits and start talking about yourself as a company. Don’t do this! Instead, always think about the potential customer and how they will benefit. 

4. Keep a human touch

Show them social proofs such as case studies, testimonials, Social Networking Services (SNS) and posts. The video or photos that are exhibited can showcase real people or their speech. Video testimonials lasting a few minutes will lead to high-quality conversion.  

5. Guarantee

Guarantees can take many forms. Choose a type of guarantee that resonates with the purpose and state this guarantee on your landing page.  

For example, ‘money-back guarantee’ 

Position your guarantee statement close to the CTA.  This proximity improves trust while signing up. 

6. Call to Action (CTA)

All of your elements should follow a logical flow to keep your visitors moving towards your CTA and, ultimately, completing the goal you set out for them. Here’s how to do this well:  

Start with your explanation > Continue with your benefits > Include your testimonials > End with your CTA

Picture2

II. Visual marketing

From the heading to the final CTA button, there is a flow to the content and the visual design that represents the purpose. The landing page shouldn’t have any navigation, for navigations distract the visitor from the result. 

Multimedia

Presenting the information about the proposition in image, video or any interactive methods like polls, can retain the attention of the visitor and funnel their interest into claiming something– a pdf, gift etc. CTA words like “Sign up for free”, “Download now” etc. can be implemented here.  

Landing page components

Now, let us explore essential components of the landing page. The content of the page can be broken down from headlines to button.  

Heading: 

There will be the main heading and a subheading. The main heading and the subheading should grab interest, attention, and understanding, all at the same time. It should be concise and should tell the reader what the product or service is all about.  

The headline should be short. Never write more than 20 words, and preferably limit it to 10. 

Form: 

The Lead capture form: this is the most important feature of a landing page. Everything must lead towards and revolve around this form to smoothly provide the needs of the visitor/lead and to capture that for sales.  

Some visitors come to just fill in the form. Longer forms will result in higher quality leads, while the shorter form will give a greater quantity of leads.  

Include a short line of the privacy policy in the form. Assure them that it won’t be misused. A form is supposed to be as simplistic and less complicated since it needs only a little. 

Button: 

The button should pop out visually and have a compelling button copy: which reminds a visitor of their true needs and makes them want it. 

If it provides downloadable content, printing “Download Now” instead of ” submit or download” vaguely matters a lot. The most appropriate and intriguing content on the button is proven to increase the leads.  

Landing Page Checklist

It is preferable to have a landing page checklist when it comes to designing a landing page. While creating a landing page checklist, keep the purpose in mind. The audience persona is taken into account in design and content.  The value proposition needs to resonate with people. 

Now, how can we optimize the landing page for maximum conversion?

Feedback: 

Feedback can be obtained through testing. Test each component, one at a time. You can implement significant results that are aligned with statistics right away. Permanent changes are to be made with prominent results.  

Landing Page analytics: 

Analytics is the only way to measure the performance of the landing page. Pageviews, view to submission rate, and conversion rates are some important parameters that are to be measured.   

Use tools: 

 Some tools that are available in free or paid versions have enormous databases. They can break down each element specifically for your products and perform well in exposing it to the right leads.  

What are the factors affecting the conversion rate?

Video: Adding video/multimedia embedding increases the conversion rate by up to 86%. A video will help customers to understand more about the product. Technology like JSON-LD supports video on the landing page and increases google ranking. 

Form/ content: Keep them short and easy to complete/ read. You need to go above and beyond with your proposition. Give them that extra nudge of reward. This will increase the conversion rate.  

Interactivity: provide positive reinforcement in anything, an assurance when you click a button to submit.  

Understanding visitors: While a form is enough to fill in the basic info of a new visitor, to understand further, we need more info and need to study what the visitor needs.  

SEO and organic traffic: Each landing page is indexed in google, which means it leads to more exposure to traffic to your site. Therefore, making different landing pages for unique and different products on your site will also increase this possibility. Which then can be made SEO Friendly.  

Make visitors stay longer: It is important to make visitors stay on the page. If the landing page has a captivating story, it is more likely that people will stay on the page longer. 

More pages: Increasing the number of landing pages will increase the number of leads. More landing pages will bring more leads and optimized landing pages will bring more conversion. 

Long-term leads: The landing page may be for one of those one-time offers, mega-events, etc. But long-term benefits should also be aimed. It comes from evergreen content that demands less or no maintenance.  

Returning visitors: Returning visitors should be tracked as they find a lot of value in your service/ products/ content. They can be contacted by the sales team.  

Conclusion 

While some industries benefit from long form content, some benefit from short term ones.  

Trials? Demos? Bottom of the funnel findings/ offers? 

What inspires a visitor to click the button today might repel them tomorrow. So never let go of experimenting and keeping up with new trends. Landing pages are supposed to be renewed from time to time, at the same time, retain contents that are there to stay for a long time. 

Landing pages are not the only tools in your inbound marketing toolbox. It should also pave the way for other marketing campaigns, where if it is used, it will generate more traffic, engagement and conversions. 

Now let us discuss some easy ways to create landing pages from tools offered by HubSpot and Zoho, which come along with their marketing software packages.  

How HubSpot Marketing Hub and Zoho Sites can help customers create landing pages that have high conversion rates.  

HubSpot and Zoho help in marketing through their unique marketing solutions. Both of these products offer quick and easy no-code landing pages. More importantly, Zoho Sites and HubSpot Landing page is integrated with their CRM. This can manage visitor information. 

HubSpot Landing page: The functionality to create landing pages comes with all products and plans in HubSpot. HubSpot provides free tools and a domain that is ready for publishing. With HubSpot Marketing Hub, you can create website pages and landing pages and optimize pages for search engines.

HubSpot landing page templates

Despite the templates offered for landing pages, it also offers other functionalities like forms of different types, which are mostly vital for landing pages. Depending upon who’s viewing the page, we can automatically tailor different content.  

The analytics by HubSpot allows seeing all landing pages in one dashboard, allowing us to analyse which is the best converting landing page.  It gives SEO suggestions to optimise the page for search. Even more, to test variations of a page and run test on every element on the page, images, CTA, forms, etc.  

In short, this is what HubSpot is offering to enhance conversion from Landing page: 

  • Themes with minimal designs 
  • Themes that can change with visitor’s category 
  • Forms can be easily designed to increase submission rate 
  • Analytics – a dashboard which shows analytics  
  • Connected to CRM 

 Zoho Landing Page: In a similar way, Zoho Sites also has the facility to create Single page or landing page website. (To find out how, go to Zoho site’s help.) 

Landing Page templates available in Zoho Sites 

Like HubSpot, Zoho Sites contain page versions and responsive templates. Zoho Sites provides a member portal to manage views of different customers. This application also allows auto-publish in social media.  

 It can manage visitor information with Zoho CRM, Optimize the content using Zoho PageSense, and analyze visitors’ behaviours with Marketing Automation. 

In short, Zoho helps to enhance conversion by 

  • Page versions 
  • Member portal – analytics and even more- social media automation 
  • By providing CRM facilities along with visitor information 
  • Analytics provided by Zoho Pagesense.  

HubSpot and Zoho integrations 

Zoho and HubSpot focus on inbound marketing by simplifying the process of making landing pages and shedding more light on usability. With Seamless integration with its CRM software, it is easy to manage numerous customers and boost sales. 

Target Integration believes in the power of leading software solutions to change businesses in their unique ways. We are premium partners with Zoho and do integrations with HubSpot. To know more about landing pages and to integrate along with a CRM (Customer Relationship Management Software), Contact our consultants.  

We have offices in the US, UK, India and is headquartered in Ireland. We provide implementation services and support. 

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