Top 5 Critical Factors of a Dedicated Landing Page
A landing page is the most important factor that should be addressed before staring a marketing campaign. The failure is obvious if the there is no dedicated landing page. Having a dedicated landing page is the first step but what should have landing page look and have on it is the most important. There are a number of factors that a landing page should have, but there are 5 critical factors that a landing page must have.
- Unique Selling Preposition (USP)
- The Hero Short
- The Benefits of offering
- Social Proof
- A single conversion goal
Let’s discussed every factor in a details now.
Unique Selling Preposition (USP)
Unique selling point or the value proposition is the most important factor of a landing page that describe what the page is about. USP is a higher-level of term for a collection of statements that you used to describe your page. The USP can be broken down four page factors which collectively describe the story of your offering.
- The main heading
- The supporting subhead
- The reinforcement argument
- The closing argument
The Main Headline
The headline is the very first thing that people will read or see on your landing page. It is critical that it clearly describe what visitor will get from the page and the message match is strong enough to argue that visitors are on the right place.
Your headline only can say so much if you keep it short or easily digestible. The bust way to keep your head line is the use of supporting headline.
The Reinforcement Statement
Visitors will scan your page from top to bottom so it is critical that your title stands out throughout the page that you used in headline, sub headline, feature or benefits. It is another page title that can be used to describe the purpose of you landing page. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Essentially it’s like a second headline.
The closing argument
When landing page come to the closing, you have another chance to define the benefits of your offering. It backs up your main value proposition as similar to the reinforcement statement. It should be accompanied with a repeat call-to-action for a click through page.
The Hero Short
The hero short is the best photograph, image or video of your product or services that is specifically designed to make it stand out as something worth attaining. There is another factor of successful hero short, called context of use. This is the idea of showing product or services in real life action and that can be done with the help of:
Online service: video demo/screencast
Physical product: video of the product being used for its intended purpose
EBook: a preview of a portion of the content as proof of its value
People are more likely to understand your product or service if you can demonstrate it in action. Seeing it in action can produce the “Aha!” moment that triggers purchasing decisions.
Benefit statement is really important part of a successful landing page. It inspires the visitor by highlighting the main benefits in nut shell. The best strategy to highlight the benefit of your offering is the use of bullet points as it makes easy for the reader to digest easily. Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
People get inspired from the suggestion of others and their feedback. Social proof is an effective way to demonstrate that other people have bought the product or services or what you are offering. The concept being that you are more likely to convert if you see that others before you have, and were glad they did.
People love having decisions made for them. That’s why reviews are so popular. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant. Leverage social proof to make purchasing decisions easier.
The conversion goal – your call-to-action (CTA)
Your conversion goal is a term that describes what the purpose of the page is to you. It’s purely a label intended to keep you focused on this page element when designing your page. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. How you design it, where you place it and what it says are all important considerations.