One of the topics most webmasters and designers discuss is what constitutes an amazing landing page. To be able to create and design a winning landing page that sells, you need enough research about the specific needs of your target audience, loads of information on the psychology and science involved in landing pages, and the webpage techniques used.
A landing page takes more than just making an attractive website that is functional and beautiful. You have to make sure that your viewers land on your page and take the appropriate actions. Drawing your customers into your page and motivating them to make the intended action involve plenty of psychology and science, just like how you would with any other marketing methods.
The chances are that you may have already worked with various digital agencies in Cambridge to build an amazing website. You have invested in the copy and the products, started a blog to enhance your whole content marketing craze, and maybe even set up the whole package of different social media accounts. Yet, something is missing. Traffic is hugely landing on your site, but nothing seems to be working—none of your viewers is making any actions.
Have you ever considered the idea of an effective landing page? Probably, not. By fully understanding the science behind these landing pages and why certain practices work, you will eventually be able to build a successful landing page that will help to supercharge your marketing efforts.
A landing page is basically an online page that motivates your visitors to take action that could range from downloading a brochure to signing up to a membership or newsletter to buying a service or product. The main purpose of a landing page is to develop interest, promote interaction, attract leads, and ultimately convert visitors to loyal customers.
The Art and Science of Contrast
When you look at a web page, have you ever noticed how a CTA or call-to-action button always looks different from the other elements of the page? Say, for example, it is a red and bright colour while the rest of the page in a light colour? This certain technique follows the Contrast Principle in psychology, which suggests that you can create an object or event to stand out based on its surrounding context. This contrast makes you see the button right away, making you decide upon what to do next.
The Power of Elimination
In life, when you are confronted with multiple options, you get too overwhelmed and oftentimes, succumbed to analysis paralysis. Most landing pages are presented with too many choices, thinking that each of those options is relevant. Business owners and marketers are quite hesitant to remove those choices they present to the viewers.
Certain features, such as the sidebar, links to internal pages, or navigation bars, are mere distractions to the main focus of your landing page. For a landing page to be effective, you must decide on one major thing you want your viewers to do and eliminate all the deterrents. Remember that if a person wants to leave your site, they can always use the “back” button.
Everyone focuses on functional and attractive web design. What they don’t know is that the landing page is equally as important. The mishmash of psychology, art, and science is meant to transform that landing into something more meaningful that will result in your viewers making a required action.