The 8 keys to creating a successful landing page
One of the most important parts of your entire inbound and outbound marketing strategies for product marketing is the landing page. Your landing page is essentially the 2019 version of your top sales rep. This is the most important point of contact for leads brought in online. This is where you will make your pitch and hope they make the next move to convert.
There are so many factors at play that can affect how your target leads will react to your product landing page. How you structure, design, and lead from your product landing page can heavily affect your conversions. You don’t want to be dumping your advertising and SEO dollars into guiding traffic to a landing page that won’t convert.
We’ve identified the do’s and don’ts to know and apply to create a product landing page that is your best sales tool.
Do use a concise, clear H1 header:
You don’t want potential customers confused from the first moment they land on your page. You have mere seconds to make an impact and demonstrate your value to your target personas. The average lead will scan your landing page and determine whether to leave or not within 15 seconds. Your H1 header is extremely important for this reason. You want your statement to quickly let a potential customer know what your product does and why it is valuable to them. It should be no more than one or two phrases. Your H1 header is also important for focusing on your target keyword and ensuring that search engines index your page strategically. It’s a ‘don’t’ to have a vague phrase that isn’t specific about the value of your product. For example, “changing business expensing” is much less powerful than “the easiest way to create and organize expense reports”. Be direct and make your value immediately clear.
Don’t use slow loading media at the top of your product landing page:
This is more technical than creative but a very important point that can be easily overlooked when you want to put together something that looks impressive. Avoid heavy sliders, videos, and images that are too large and take too long to load at the top of your landing page. This will slow down the overall page landing page and cause a bigger issue particularly because it’s at the top. With images throughout the page, you can use lazy load settings to improve performance but if you have something that slows down the page at the top, it’s going to be slower no matter what.
How important is page speed? Very, despite being a seemingly small detail. A 100-millisecond delay in load time can cause conversion rates to drop by 7%. A few milliseconds slower because of a large piece of media can hurt your conversion rates. If you absolutely must have the larger media, look into CDN options to keep the page performing well.
Do include customer reviews and testimonials:
As people become more and more ad blind, are easily able to read through overly sales-y copy, and have access to hundreds of competitors, using the opinions of your customers has become more important than ever. It’s the most powerful way to convey the value of your product to other potential customers. 92% of B2B buyers are more likely to purchase after reading a trusted review. People research reviews before purchasing products, especially longer term service-based products like SaaS. Giving this to them on the landing page can help increase your conversion rates significantly. Include reviews written by customers as well as visual ratings like stars or scales. These help customers quickly determine your value. If possible, include video testimonials. They are personal, impactful, and video is becoming the most preferred medium. Video testimonials from real customers with a length between one and five minutes are best. To make sure they do not slow down your site, embed them from a hosted site or use a CDN.
Don’t include long paragraphs of text without visual breaks:
It can be really easy to want to spill out as much information as possible on how amazing your product and service is on your landing page, but you have to take into account that leads will likely be scanning this page looking for the highlights. Don’t share all of your features. Stick the most impactful, popular, and relevant ones for your audience and tailor information around perceived value for your leads. You want to visually guide their scanning and direct them to the most impactful information and CTAs. Break up paragraphs of text with bullet points, grids, and boxes to better display information. Try to quantify your results with numbers as much as possible and break up text by showing real people using your product to gain empathy.
Do include clear and frequent CTAs:
You don’t want your customers to need to scroll too long through good info to figure out what to do next. Make sure you have clear calls to action with buttons that stand out throughout the page. Don’t wait until the end; this can be frustrating. Use colors and style for your CTA buttons that stand out from the rest of the text and design from the page. You want them to be very clearly the next step after each section. Use text on your CTA buttons and before them that gives leads a good idea of what their next step is and conveys value. For example, instead of “Learn more”, say “Sign up for a free demo now” or “Sign up and start saving time today”. People don’t like to have to struggle to find where to go next or not understand their next action.
Don’t make it too short:
Landing pages are meant to be a condensed version of your offering but stats say they should still be decently long. A general rule of thumb from Neil Patel: “The bigger the ask, the longer the page”. SaaS products are normally a pretty big ask. You want to make sure customers get the full pitch and it makes sense. You want to cover a good amount of value. Additionally, the more friction you create, the more likely it is that you lose customers throughout the process. Make it easy to get to signing up, scheduling a demo, or inputting information so you can ensure that lead as a possibility to convert in the future. The ideal landing page length, text wise, is between 500 – 1000 words. Landing pages in this range perform the best. You want to add visual elements and break it up with space as well which all help to contribute to a better conversion rate.
Do include new updates and features to show your product’s growth:
Have you ever come across an app download or software download that clearly hasn’t had any updates or new features or feedback in months? It feels outdated and like a bad investment, right? You want to show an evolving, not a stagnant product and company. Share updates and new features in a visual place for leads coming in right within your site so they feel in the loop and looking forward to your evolving product. Beamer is a great way to show leads your product is growing on your landing page. Beamer is a news feed that sits within your site and can be opened on your product landing page when leads click “What’s New” in the navigation and an icon in the interface. A news feed with updates on anything appears in a discreet sidebar. You can create updates for new features, updates, upcoming features, etc. You can add photos, videos, and GIFs to better explain visually your updates. It’s the best way to show progress and coming changes so that leads know they are working with a product and team that is working to fit their needs.
Don’t have just one landing page:
You likely have a handful of different buyer personas who find your product valuable and you are actively targeting. Don’t count on using the same generic landing page for every persona. Create multiple landing pages that are dedicated to each persona so you can target the features and benefits to better convert them. You can target specific industry pain points and use different language as well as include case studies and testimonials from clients in different industries. This has been proven time and time again to highly increase your conversion rates. You can use tools like Google Optimize or Proof Experiences to automatically tailor any element on your landing page like headlines, images, call to actions and so much more to fit the specific buyer persona of the visitor.
Using Beamer, you can also segment updates to share upcoming features, new content, and updates focused for different personas and types of leads to further customize your landing pages. You customer shouldn’t have to guess whether this product will work for them or think of how to apply it to their process; you should tell them in targeted content and landing pages.
With a couple of great, intuitive landing pages that really resonate with your target leads, your team can create an automated sales converting machine through advertising and greatly help out your sales team in closing deals. For a great way to greatly boost lead engagement on any page of your site including your product landing page or app, try Beamer on your site today.