Almost every marketer I know has a problem.
This problem, often difficult to spot, starts off in a way so subtle you barely notice it. You start off with this innocent desire for more signups, and soon, things start heading south. It’s a serious condition, and if it doesn’t get addressed, the results can be fatal (for your conversion rates).
So what is it?
Bright shiny object syndrome.
You pick up another tool, another tactic, and once again… you end up distracted. You still find yourself irresistibly drawn to using whatever the latest trend is without focusing on how it can increase your conversions.
But thankfully, there’s a cure for this disorder.
You want more signups? Then let’s start by acknowledging tactics will never replace solid and consistent strategy. (A tactic might be your growth hack, but it can’t replace a faulty plan). And when it comes to generating and optimizing for sign ups, you know you should be using the best in landing page strategies.
So how can you combine the tactics you’re seeing and desperately wanting to test out without compromising your strategy?
Show and tell.
Yes, show and tell. Something you learned in kindergarten is actually an incredibly useful tool for how to communicate effectively on the web.
A recent study revealed 86% of buyers expressed a desire to access interactive/visual content on demand. You can’t afford not to have a highly visual and engaging landing page.
Your users want to see it in action first. Then you can tell them about it.
With the web becoming as interactive and visually driven as it is, you have a responsibility to give your audience what they are asking for. The landing page strategies below will help you skyrocket signups for your next offer by incorporating hot trends and tactics.
Basecamp does a great job using an illustration to show how complicated project management can be and simplifies it down to the most basic problem that the software solves. The headline “Chaos, organized” does a phenomenal job of this as well.
Illustrations are a major trend right now, and they help make your site feel more human and accessible.
Full-screen contextual videos are a hot trend right now for a reason. Without your audience having to do anything, they are instantly immersed in whatever world you’ve created on your page. Airbnb showcases the power of this here by demonstrating what your next temporary home could be like. They give you the option to search first, which makes sense for the service.
When you’re looking for sign ups, it’s best not to leave much to the imagination. Shopify’s example here brilliantly uses a help box on this form, clearly identifying a major reason someone might not signup. Addressing any potential issues in advance gets you the conversion here.
I know, I know. I can hear your objections already.
“But wait, didn’t you just say…” Stick with me. This example from Outbrain actually makes you part of the experience of what their software does by allowing you to interact with it on their landing page. On the first page, it asks you to enter a test url. Note that it doesn’t ask for any information yet.
The URL is then loaded into an example where your ad is shown off under a CNN article, just the way it would be if you chose to use Outbrain. It’s a powerful statement that demonstrates social proof and authority in an impressive way.
Can you have an effective landing page without excellent copy? If the concept is so clear that an image alone will suffice, yes. This landing page for Allthecooks doesn’t even have a headline – because it doesn’t need one. It’s instantly clear what the site is for, so once a user finds what they’re looking for, trust is established, and the sign up is asked for. Smart move.
All of the research around landing page heat mapping shows that English-speaking users always look left first, which makes sense since it’s the direction we read from. Fleksy employs this knowledge by putting their headline and signup in the first place you look.
How can you show your user what to do by not showing them anything? Ghost buttons. HARBR’s design is inspired and draws attention to the next steps they want you to take in a subtle and effective way. At the end, they bring you to their contact form – which naturally, you will fill out because they’ve already trained you that it is the next logical thing to do.
By employing show and tell landing page strategies, you can demonstrate to your user exactly what to do next which will drastically improve your CTR – and you can also use all your shiny new marketing gadgets. Have your cake and eat it, too. (You’re welcome).
Are there any tactics you’ve seen lately that you’d love to see incorporated into a strong landing page strategy? Let us know in the comments.