To give potential customers confidence right away, it’s crucial to use quality landing pages. But first of all, why use landing pages at all, and above all, how can you ensure that they have a respectable conversion rate? Let’s take a look at the best of the best to get a better idea of the standards and best practices to follow. The perfect landing page probably exists, so don’t despair!
The goal of the perfect landing page
Let’s never forget it: first and foremost, a landing page is designed to gather as many prospects as possible, then send them on to the next stage of their customer journey. The perfect landing page won’t be designed the first time and completely by chance, but will be refined through numerous test phases. Does your landing page have too high a bounce rate? Check to see if the problem isn’t one of the following:
- an overly complex or unclear registration form;
- a page with too many links and too many buttons;
- no easily identifiable call to action ;
- too many visual elements ;
- too much text ;
- no social proof;
- no storytelling to tell the story of the brand or its customers;
- a poor choice of colors;
- a poor choice of words.
Other parameters come into play, but these are the first to be verified. It’s also easy to carry out A/B tests to verify established hypotheses.
Clarity must always come first
No idea how to recognize the perfect landing page? Let’s take a look at some specific examples. Without knowing their exact conversion rate, they have all the qualities that suggest they should be effective. When it comes to clear forms, Lyft does a very good job. In this case, we can see that it’s possible to collect more than just an e-mail address, as long as you do it without asking for too much information. And, contrary to popular belief, you don’t have to offer anything in return. It all depends on what you’re looking for at this stage! The Mule Soft site is another good example, this time offering an Ebook but keeping it as short and sober as possible. As for pages with an easy-to-follow path, Muck Rack shows that you can do this even when you’re targeting different audiences. Do you offer your products or services in B2B and B2C? No problem!
Reassure your prospects!
Never forget that if your brand isn’t widely known, you’ll need to earn the trust of potential new customers. To do this, multiply the signals of professionalism, without overdoing it either. This can be done by referring to the customers who use your products or services, whether in the B2B or B2C sector. For example, Codecademy simply but effectively communicates what is possible thanks to its services, using testimonials from people whose lives have been changed by learning to code. Read It For Me, for its part, chooses to display discreet but clearly visible logos at the bottom of the page. It all depends on your positioning and the profile of the customers you’re targeting, but never forget your “social proof” if you want the perfect landing page.
Test, test, test …
Over and over again. Sometimes, a clumsy choice of words or colors can change everything. But if there’s one thing to remember, it’s that the Anglo-Saxon principle of “less is more” really works. So, is your call-to-action button red, green or blue? Test them all, compare and you’ll be one step closer to the perfect landing page!
