About the Guide
Day 1: Intro to Growth
Day 2: Customers
Day 3: Data
Day 4: Metrics
Day 5: Analytics
Day 6: Analysis
Day 7: Growth Priorities
Day 8: Funnels
Day 9: Psychology
Day 10: Conversion Rate Optimization
Day 11: Copywriting
Day 12: Landing Pages
Day 13: Acquiring Customers
Day 14: Pricing
Day 15: Trials and Plans
Day 16: Onboarding
Day 17: Retaining Customers
Day 18: Upgrading Customers
Day 19: Referral
Day 20: Keep Learning
Day 12: Landing Pages
A landing page is the first page a visitor hits when they come to your site. Landing pages are the Walmart greeters of your site. They set the mood for how a potential customer expects their interaction with your company to go.
For most startups, the home page is the most frequented landing page. A landing page specifically built for a certain group will out perform a homepage built for the average of many groups.
The degree of control you have over which landing page a visitor will hit depends on the channel. For example, you have very little control over what landing page a visitor from Google’s search engine will see. Whereas with a paid channel, you have complete control.
This is why landing pages have a much larger focus with paid channels than organic ones.
Many companies have found better conversion rates by removing navigation on landing pages. Keeping the navigation lets your potential customers wander around and leave the funnel you’ve put so much effort into designing.
For help creating landing pages quickly and especially if you don’t know how to code or design, take a look at Unbounce.com.
There are analytics products specialized for landing pages such as Crazyegg or Mouseflow.com. This kind of software will help you improve your landing pages with specific tools such as heat maps built off your landing page visitors’ click data and recordings of how visitors navigate your landing pages.
Landing page components
While a landing page can have a lot of components, there are a small number that you always want to have.
First and most important is what you’re selling. This is called the Unique Selling Proposition (USP). It’s typically mentioned in the headline and further conveyed in supporting headlines, statements and the closing offer.
The next element is what’s called the Hero Shot - this comes in the form of an image and sometimes a video that shows what using the product is like. This is where you visually convey the benefits of using your product. It's common to see a landing page headline overlaid on the Hero shot.
After the Hero shot, there are the benefits of your offering. This usually starts with a bullet list of benefits and the features that get your potential customers those benefits. It is then reinforced through the rest of the landing page copy and in any supplemental images.
Finally, there’s the Call-to-Action (CTA). For example, this is the button your visitors click to submit their information in a form or to go to the next page in your funnel. This button should draw attention and the text should encourage your potential customers to take an action.
Landing page optimization
You rarely will get the design or messaging of a landing page right the first time, so you’ll want to A/B test aspects such as the layout, images and even what the landing page is offering.
All tests aren’t created equal, though, so keep in mind that some, while more work, have a lot more potential. For example, testing your USP will have a lot more potential for big gains than changes to benefit/feature bullets or call-to-action text.
There’s a hierarchy to what to test and generally a direct relationship between the amount of work you put into creating a A/B test variation and the effect it will have on your conversion rate.
A common mistake made with landing pages is not having the headline (and other copy on the landing page) match what was in the ad that drove your visitors there.
This is disconcerting - you wonder if you’re at the right place. This doesn’t mean that your ad and landing page headline should match exactly, but that your headline and other copy on your landing page should continue the theme of your ad.