Craft a Creative Landing Page to Convert Visitors

published on 10 November 2023

The Importance of an Eye-Catching Landing Page

Landing pages are often the first impression a visitor gets of your company, so they need to capture attention quickly. According to research by Unbounce, high-quality landing pages have been shown to provide around a 20-30% increase in conversions compared to low-quality pages. The color schemes, fonts, and imagery you select all work together to set the tone and feel for your brand. The goal is to get visitors to take your desired action, whether that's signing up for a trial, making a purchase, or downloading content. Unlike other website pages, landing pages are focused on a single purpose and conversion goal.

For example, when Mailchimp redesigned their landing pages, they increased conversion rates by over 200% by focusing on a clean, benefit-driven design.

Choosing the Right Layout and Structure

It's essential that your above-the-fold content and main call-to-action button are visible without scrolling. Only include necessary elements on the page such as brief headings, succinct copy, relevant graphics, and clear CTAs. Use directional cues like arrows or lines to guide the eye through the page. Generous use of whitespace allows your key elements to stand out. Opting for a single column layout tends to provide the best experience for mobile visitors.

For example, Dropbox effectively used directional lines on their landing page to draw attention towards their main CTA button.

Crafting Compelling Headlines and Copy

Your headline and subheading should quickly communicate the benefit your offer provides to the customer. Briefly describe what you're offering and what problem it solves. Use conversational language and avoid overused marketing terms. Make sure your CTA button has clear, action-driven text like "Start Free Trial" instead of vague text like "Submit".

For instance, DocSend's landing page has a great benefit-focused headline of "Share Docs. Get Signoffs. Close Deals."

Selecting the Right Images and Graphics

Choose striking, relevant images that align well with your offering. Original photographs tend to perform better than stock photos. Consider including images of real people engaging with your product or service. Illustrations, data visualizations, or infographics can also be useful for some businesses. Use animations and video sparingly as they can be distracting.

For example, invoice software Freshbooks uses a relatable image on their landing page showing a woman happily working on invoices, clearly demonstrating the software benefit.

Optimizing Forms and Reducing Friction

Seamless form integration with only essential fields reduces dropout rates. Stick to asking only for necessary information like name, email, and phone number. Implement smart form validation and inline error messages using tools like JavaScript form validators. Use checkbox opt-ins instead of mandatory checkboxes where possible. Platforms like Unicorn make it easy to customize and optimize forms.

Testing and Refining the Page

Build in analytics like Google Analytics to identify any drop-off points on your page. A/B test elements like headlines, CTAs, and copy using tools like Optimizely. Heatmaps revealed how users navigate your page. Continually refine based on data and user feedback. Platforms like Unicorn allow quick and easy design tweaks and A/B testing.

Integrating Engaging Elements

Subtle micro-interactions like hover effects or animations can delight visitors. Social proof elements like customer testimonials and trust badges boost credibility. FAQs help address common concerns from visitors. Chatbots provide instant support and answers to questions. Unicorn Platform has robust integrations for micro-interactions and chatbots.

Choosing the Right Multimedia

Short, professional brand videos help build trust quickly. Behind-the-scenes videos make your company appear more authentic and transparent. Embed relevant YouTube or Vimeo videos. Unicorn Platform makes it easy to customize and embed multimedia content. Use short gifs or animations to briefly demonstrate or explain your product.

For example, this animated gif quickly shows how the Stripo email builder works:

Stripo Email Builder

Displaying Social Proof

Showcase real customer stories and testimonials to establish credibility. Display logos of reputable companies you work with. Embed positive reviews and ratings from trustworthy sites like G2 and Trustpilot. Strategically include certifications and trust badges where appropriate. Unicorn Platform enables seamlessly adding and customizing testimonials, reviews, and certifications.

For instance, Intercom effectively displays logos of customers like Amazon and Lyft as social proof on their homepage.

Offering Value to Visitors

Provide free tools, calculators, checklists or other resources that offer value to prospects. Consider giving away free samples, templates, or eBooks. Link to related blog content for those interested in more in-depth information. Add an FAQ section to address common concerns. Integrate a chatbot to provide instant support and answers.

For example, SEO tool Ahrefs offers visitors a free SEO audit report on their landing page to capture leads.

Guiding Visitors with Cues

Use progress bars to encourage completion of key actions. Highlight important information or use subtle animations to draw attention. Numbering steps in a process helps guide visitors. Directional arrows subtly direct eye flow down the page. Micro-interactions like hover effects provide feedback when users interact with elements.

Optimizing Speed and Performance

Page speed significantly impacts conversions and SEO. Uncompressed images slow down load times. Use a content delivery network (CDN) like Cloudflare and cache to quickly serve assets. Platforms like Unicorn optimize and compress images automatically. Consider lazy loading non-essential elements that appear below the fold.

Key Takeaways

  • An eye-catching, well-designed landing page is critical for making a great first impression and converting visitors.
  • Focus layout on above-the-fold content with a clear call-to-action and minimal distractions.
  • Compelling copy and headlines quickly communicate customer benefits.
  • Relevant visuals like photos, illustrations, and multimedia engage visitors.
  • Seamless form integration, social proof elements, and micro-interactions delight users.
  • Continual optimization using analytics and testing improves conversions over time.

If you're looking to create a high-converting landing page for your SaaS startup, Unicorn Platform makes it easy with customizable templates, drag and drop editing, and built-in analytics. Unicorn was designed specifically for SaaS and web-based businesses, with everything you need to launch fast while saving time and money. Learn more about how Unicorn can help you maximize conversions.

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