Do you want to attract people to your new product and make them try it out? One of the main things you got to handle is your presentation page. That is the page that the user will see when he “lands” on your site. Depending on your end goal, your message should be clear and effective. So, we have written down a number of points that will ensure you have a landing page that converts your visitors to active users.
Define your message
To start off, you need to understand the basic of your user’s behaviour psychology. That is a fancy way of saying you need to think of things from your user perspective and understand what he would like to see. More so, you need to understand that a lot of information at once is not useful, so you need a strategy. That strategy is as simple as: simple hook – substance – sticky part.
That’s how the brain works! So, if you want to see great positive effects, follow this simple rule: start with the most simple and easy to understand message. Then go into more depth and explanation and close off with a hook – something that will spark something in your user(like trust or excitement).
Let’s see how we can put that into blocks of information:
1. The elevator pitch
This should be the sentence that makes event your grandpa understand what you are building. Simple, witty, easy to understand, it should be similar to your mantra – what is that you are trying to do?
2. The what = Position + Value Proposition
This is the positioning statement that tells your users what is it that you want to achieve. This is not the definition or description of the product, but the mission that you are trying to create. State it boldly and try to make users remember you by something!
Some good examples are: “A/B testing you’ll actually use” – Optimizely or “A better way to do marketing “- Moz.
3. The how = Product
This is where the description and details go. The length of this part can vary, depending on what you want to let the users know about your product. It should go into the features and benefits, focusing on what the user has to gain exactly from it.
4. The why us = Testimonials
This is the sticky part – the people that vouch for you. Focus on quality and not quantity! List your top customers or reviews, positive remarks, anything that builds up the confidence for your users!
Create an awesome looking page
Once you have your message strategy figured out, you should bring out a great visual! A beautiful looking landing page can make all the difference in the world. We have compiled a list of free resources that you can use to customise your page:
- Awesome Landing Page by Creative Tim – it looks amazing, has multiple customisation options and has all the parts that you need for your product! Demo | Download
Things to keep in mind
- Extremely clear call to action – you should want only 1 thing from the user and he should be able to figure it ot at once!
- Narrow focus aka ‘Keep It Simple, Stupid’ – make it extremely hard for someone to lose focus while scrolling!
- Handle your users effectively – you are no longer fighting for your customers attentions at this point. If they have got to your website, your main part now is convincing them you are the solution they need!
- Must be responsive – this is pretty obvious. You do not know where the users are accessing your website, it can be a phone, tablet or full-sized screen, either way your landing page has to look great!
- Be social – make it easy for people to share what they found and also let them know what other think about your product online!
- Test it a lot – you most probably won’t get it right from the first try, but you can get better. How? By testing everything you do and seing who users react.
Mistakes to avoid
- Too many messages – it gets overwhelming very fast.
- No hierarchy in content – remember the users need to be guided through the product messaging!
- Omitting to name the audience segment or type of user/buyer you are targeting – Don’t assume it is obvious.
- Lack of originality – nobody likes to see the same thing over and over again, try to bring something new to the table!