Great Ways to Communicate Conversion Focused Messaging on Your Landing Pages
Making your landing page visually engaging is a key way you can increase your conversion rate. It will make your pages easier to comprehend, and increase the likelihood of important messaging being taking in by your target audience. Here’s some visual idea’s to get across the important, conversion focused messages on your landing page…
You may have a product or service range that’s directly comparable, or you may have competitors which you out perform in a number of areas and wish to highlight. A comparison table is a great tool to quickly highlight these differences. It’s easy to understand and ensures the important information is more likely to be absorbed.
If you have a service or product which may not necessarily be fully understood by your target audience, a useful tool to educate them is a simple diagram which explains what your product/service does, how it works and that communicates the benefits.
There’s lots of quality information you might want to convey on your landing page. You may have more than one strong sales message you wish to push, maybe you have a number of strong product offers, or you wish to convey the range of services you offer, you may want to highlight your strong client base with their logo’s and testimonials, or advertise your accreditations or awards? Whatever it is you want to convey, a rotating showcase is an excellent way to pack a prominent area of your landing page with conversion focused messaging.
The banner on your landing page can play an important role in the overall perception of your company and product/service. Because of its prominence it can also be a good place to highlight important information about the product/service that’s reiterated in the copy below.
Video, when put together well can ensure your target audience retains more information and will better comprehend your product or services. It can also create a more positive perception of your company and product/service.
The Net Pool from HowitworksMedia on Vimeo.
If you have a strong offer, or you want to highlight a simple important point, a web badge can be a very useful tool. It stands out on the page and ensures most people will read it.
Buying a product or service is often based on emotion. It’s not all based on factual information. Allowing users to browse through an interactive gallery can create an emotional attachment to the product/service.
Process Chart (It’s as easy as 1, 2, 3)
The buying process for selling certain services is not always immediately obvious to potential customers. If they are to give their details they may not know what happens next, which may make them dubious about filling in the form. Put their mind at ease and simplify the process in their mind. Try splitting the process up visually with 1, 2 ,3 steps, a simple example of this would be:
Use of images as bullets
When formatting copy such as product features, unique selling points, or breaking down the service on offer; it is worth considering using descriptive images to illustrate the points being made, rather than simply using dots or ticks. It can significantly increase engagement with the messaging on the page.
Large emotive images
A very large, emotive image of your product/ service placed prominently on the page can significantly increase engagement with the audience. It can be very persuasive and create an emotional attachment to your product/service.
Applying a few of these visual techniques should make your landing pages more engaging. Test a combination of elements to see what difference it makes to conversion rate and the quality of your leads.