Author: Kurt Schauer
We distinguish between two variants of landing pages here. On the one hand, it is possible to place the advertised product or service in the foreground and aim for the visitor and potential customer to obtain further information via email or telephone.
On the other hand, there is the variant of the so-called „exchange transaction“ – contact details for content. The interested visitor and potential customer thus receives an eBook or a whitepaper in exchange for disclosing some data.
Which variant is the most suitable depends entirely on the product or the service to be advertised.
In general, it can be summarized that every landing page must fulfill the following aspects to achieve a high conversion rate:
1. The landing page must „pick up“ the visitor as close to the problem as possible.
Internet users mostly search for solutions to their problems using Google and other search engines. The content of the page should therefore be designed and promoted in such a way that the desired target group is picked up as close to the problem as possible and guided towards a solution – i.e., the advertised product or service. Therefore, ensure that the unique selling propositions and distinguishing features of your product or service are communicated accordingly. The „length“ of the landing page depends entirely on the complexity of the product being advertised. For example, someone who wants to take out a building savings contract will take significantly more time to gather relevant information than someone who simply wants to open a checking account.
2. This creates a smooth transition to the next important point for achieving a high conversion rate:
There must be a prominent call to action on the landing page that clearly states how the website visitor can obtain further information or avail themselves of the advertised products and services.
3. Build trust.
Because only those who trust you – and it is completely irrelevant whether it is a B2B or B2C customer – will buy your products or give you personal data. So-called „testimonials“ or quality seals help here. On the one hand, consciously and visibly use trust-building elements such as social signals and customer testimonials. For example, a statement from a well-known customer who explains how your service helped them. Many companies appear very anonymously online. But what every customer truly values is consulting expertise and service. Do not hesitate, for example, to include pictures of your consultants on the page or even to produce an explanatory video in which the board or managing director of the company says a few explanatory words about the product or service. Behind every company and every product are people. As soon as the customer can identify with these people, a bond is created which, among other things, in turn builds trust. Think, for example, of the „Hipp“ advertising. The managing director, Mr. Hipp, is personally seen in every commercial and vouches for the quality of his products with his name.
4. Make sure to optimize the page content for the user – user-centered design.
While poorly chosen images tend to distract from the call to action rather than support it, companies also easily make mistakes or miss potential when writing text. For example, with headlines: „One of the biggest mistakes when setting up a landing page is a totally promotional headline that doesn’t explain the real benefits to the user. Marketers often confuse features and benefits. Apple repeatedly demonstrates how to do it right. The company excites users by, for example, telling them: With this iPod, you can store 10 thousand songs. Nobody would have been interested that the iPod has eight gigabytes of storage.“
Do you have questions?
Eliana Gramer
Head of Web/Digital
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