In a world where consumers are being bombarded with marketing messages left, right and centre, it’s more important than ever to know how to provide a unique user experience for the success of your landing pages. But with the ever-changing world of web design and digital marketing, it can be hard to keep up with the latest trends, especially when you’re already wearing so many hats in your business.
So, here are the latest elements we believe are the most important to create and optimise a winning landing page in 2022. But before we delve in, let’s take it right back to the basics.
What is a landing page?
A landing page is a single webpage that functions as a marketing tool in itself. It is where a user lands after clicking on one of your ads, marketing email or any advertising link. It’s a purpose-built web page for the promotion of a specific campaign. They should be built with one specific goal in mind. Whilst a homepage showcases your brand’s mission and values and is used to navigate to other parts of your website, landing pages are designed to convert.
Best Practices You Should Follow
1. Focus on one goal only
Every landing page should be optimised for one goal only. Don’t confuse your users with too many different calls to action. This is especially important if you’re driving paid traffic to it because it’ll end up being a waste of money as it won’t convert well.
2. Benefits over features
Always focus on the solution to the problem. Before writing the copy of your landing page, remind yourself of your customers’ pain points, and focus on how you can solve them. Use your landing page to cut right to the chase!
3. Optimise for mobile
In 2022, the percentage of mobile users has surpassed desktop users. Therefore, it’s more important than ever to optimise your landing page for mobile. However, whilst you should always optimise for mobile, always remember to put your audience first. If you’re targeting an older demographic, optimising for tablets or desktops is still equally important.
4. Make your message clear above the fold
With people’s attention spans shortening, it’s never guaranteed whether they’ll read through your whole landing page. Unless of course, your offer above the fold is good enough to get them scrolling. Keep your main message and call-to-action in the area they can see as soon as they land on the page, and entice them to scroll further to find out more.
5. Use Social Proof
This is especially important in 2022. People buy from people, not businesses! Leverage the power of social proof, which can be done in the form of video or photo reviews from your customers.
6. Always test
The golden rule in digital marketing! The only way you’ll know whether it works or not is if you test until you find that winning formula. Don’t be scared to experiment with the big elements, such as the headline, design and format of your landing page. The only way to make data-backed decisions is to have data in the first place!