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Landing Pages For Jewelers Part 2: What Makes A Good Landing Page?

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Don't sabotage the success of your marketing campaigns by directing all your visitors to your homepage. Last week we learned about Attention Ratio, and explained the basic principles of landing pages. In Part 2 here, we learn what goes into making a successful landing page.

Last week we covered part 1 in our Landing Page series. We learned that website homepages are designed for organic, general traffic – and that landing pages are where you should be directing traffic from your marketing campaigns. We also learned about a landing page’s attention ratio.

Today we’ll learn what makes a good landing page that converts site visitors into customers.

What Makes A Good Landing Page?

The most successful landing pages include 5 key elements.

  1. Strong, contextual images  – a large background image or other pics relevant to what the landing page is trying to sell.
  2. A compelling value proposition in the form of a headline and sub-headline
  3. One Call To Action (remember, your landing pages should only have one goal)
  4. Clearly outlined features and benefits of your offer or service
  5. Social proof – testimonials or other kind words from people who have used your product

Here’s an example from Unbounce. Note the numbers on the graphic, matching with the 5 key elements noted above.

#1 – Strong Images

The images you use on your landing page should be extremely relevant to what you’re trying to sell. Usually, a big background image is a great idea. When I developed the JewelryEcomm.com website, I went back and forth about what types of images I should use throughout the site. I decided to add pictures of people on the computer instead of people buying jewelry. In the end, thats much more relevant, and better illustrate to visitors what the site is about.

#2 – Value Proposition

You need an extremely clear headline and sub-headline to tell your visitor what you’re offering. This headline should NOT BE FANCY. It should be extremely clear. You can use a program like Usability Hub (which I covered in my last article prior to this) to test the clarity of your headlines.

Many people, for some reason, try to be clever in the headline and then use the sub headline to explain why they’re there.

For the JewelryEcomm.com homepage, we tested two different headlines. The first said “The Jewelry Industry’s ECommerce Learningplace”, with a sub headline explaining the program. We now use this:

We adjusted the headline to instantly clarify to the visitor what we’re all about. Our click-through rates are way better with the clearer headline.

#3 – Call To Action

Your landing page should have one, single call to action. Rather than normal pages throughout your website that encourage exploration, the landing page’s job is to discourage exploration, and instead convince the visitor to take advantage of the SINGLE goal of the landing page. So, you should have one very clear call to action. I typically like to put the CTA button in a few different spots on the page – but they all go to the same place. Multiple buttons to make sure the visitor sees the button. But still, all buttons go to one single place.

#4 – Outline Benefits

This is the easy part. This is your info about what you’re selling. A couple paragraphs usually suffice – people aren’t going to wan to read pages and pages of information. If you’re giving something away for free, I’d personally use a bit less information. If you’re directing customers somewhere to pay for something, you’ll need to use a bit more text to encourage them.

 #5 – Social Proof

Showing people’s proud opinions of your product does wonders for your conversion. People like seeing that other people trust your product. I wouldn’t add more than 2-3 testimonials, but I’d use 2-3 strong ones. For example, use testimonials of people your target customers can relate to.

By organizing your landing page in a cohesive manner like this, your visitor will much more likely take advantage of your offer. All marketing campaigns should go to landing pages. So make them rock and give them real thought when making them!

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