No matter what stage of business you're in, one of
your primary goals is to drive traffic to your online store.
But what if your customers aren't converting as much
as you hope they would?
That's where a landing page comes in.
Think of your landing page as a pre-planned destination for
traffic that visits your website.
A well optimized landing page allows you to take your
prospects that you've attracted to your website and convert
them into new customers.
Whether your goal is to sell products, bring in more leads,
or just collect customer data.
In this video, I'll be showing you how to create a
landing page that converts.
Hi, my name is Stephan.
And for the last seven plus years, I've been designing
e-commerce sites on Shopify, working with industry leading
brands, such as Nestle Canada, Unilever global, as well as local
businesses making a huge impact.
For those who aren't too familiar with what a landing page is,
a landing page is a standalone webpage on your website or online
store, commonly built as part of a digital marketing effort to grow an
audience and/or to get new visitors to convert on a specific goal.
There are a ton of effective reasons to incorporate a
landing page, and here are a few I'd like to share with you.
First it's improved search engine ranking.
Landing pages are crafted to target a specific set of search terms.
They're also promoted typically with Google AdWords or other
paid acquisition methods, both of these move the landing
page up and ranking and get your product promotion or sale
in front of targeted people, searching for similar topics.
Second is built hype for future product launches, a
landing page focuses on a promotion or a product or sale.
It lives outside of your site and exists specifically
to get one message across.
This is good in a couple of ways, it gives one specific sale or
marketing goal, the forefront for higher conversions, and it gives
you the opportunity to track the success of a particular product,
goal, or even a set of keywords.
Number three, make the buying/subscribing
process more efficient.
A high converting landing page acts simply as a portal to move visitors
down the funnel more efficiently.
Rather than people stumbling upon a call to action, somewhere on
the right rail of your homepage, they find it the right way on
the landing page and move on to subscribe, sign up, buy or join.
Before we even get started with building your landing
page for your brand.
There are a few things I want to make sure we can establish first.
What's your primary goal?
Ask yourself what would your visitors do upon
reaching your landing page?
Would they maybe buy something?
Fill out a form, sign up to a newsletter, maybe
even download an ebook.
The first step for any strategy is determine your goals.
Next and second, who is my target audience and what are my target
audiences' hopes and dreams.
The better you understand your audience, the more you can
cater to their wants and needs.
Unless you know your ideal customer, it will be very
difficult to write persuasive copy in their tone of voice.
So second is to try to get into your audience's head.
Three.
How did they get to my landing page?
Consider changing your messaging depending on
where users are coming from.
A different message might be appropriate for users who arrived
to your landing page coming from Google versus Twitter or Facebook.
Businesses with more landing pages tend to generate more leads
than those with just a handful.
Try beginning with one custom landing page per campaign, and
add from there for individual ad groups, as you find success.
Now that we've established a few important points to
take into consideration before getting started.
Here's what you'll need to know about how to go about
building an actual landing page.
In the past a landing page could be quite time consuming
and require external help of a developer or a designer.
Luckily with services like Shogun, a Shopify native page
builder app, or Unbounce a standalone landing page builder.
They both make designing and building a landing page, a breeze.
And the best part is they both have incredible features
to maximize conversions.
If you're just getting started, I also like to
recommend an app like page fly.
It offers a lot of value without even having to break the bank.
Regardless, no matter what tool you plan on using their high converting
design practices that need to be taken into consideration, as
you build out your landing page.
Now the one size fits all rule doesn't always work when it comes
to designing out your landing page.
However, there are common elements that characterize a
highly successful landing page.
And here are my top five.
One.
Straight to the point, headline and subtitle.
Your headline should grab your reader's attention and match the
tone of your target audience.
An ideal headline should be short, simple, and should tell
the reader the value your product or service provides to your user.
If you want to add more copy to communicate efficiently,
use a subheading for more explanation or value proposition.
It's also worth noting that your headline compliments an image that
explains your product or service.
That way you don't need to go into too much detail with your sub copy.
Spotify does a great job of this by keeping their heading and subtexts
extremely minimal, but catches your attention with their bold content.
Two.
Have a clear call to action and offer.
Make sure your call to action is clear and entices
your customers to convert.
There should be no question as what are the next steps necessary.
Tell your customers exactly what you want them to
do in big, bold text.
For me, the easiest way to get conversions is to simply have
an offer that is irresistible.
Make sure your call to action is enticing enough to users that they
actually want to go about learning more or even clicking add to cart.
Also ensure to communicate why the offer is special,
and you're good to go.
A great example of this is Hello Fresh.
Here we can see with their meal subscription landing
page, they have their get started call to action, with an
enticing offer of get $20 off your first three meal boxes.
Now for customers that's extremely enticing and more
importantly will save their customers a good chunk of change.
Number three, incorporate social proof.
Trust signals like logos of well-known companies you've
done business with, awards you've won or maybe associations
you're a member of, really helps build trust in the minds of
visitors, especially new ones.
Now a great landing page puts its best foot forward to comfort
and reassure visitors so they can convert with confidence.
Number four.
Testimonials are user-generated content.
Show your raving testimonials.
Word of mouth has been and always will be a
driving force for success.
Now with virtual word of mouth, it comes in a few different forms.
A couple of them are maybe user generated social media content from
raving customers, or maybe even online customer store testimonials.
Regardless if you have a business and have received outstanding and
shining recognition in the past, please make sure to showcase them.
Now, a great example of this is the Taster's club.
For the Taster's club they take their product testimonials and
embed them on their landing page.
Now that is quick and more importantly, effective.
Number five.
Remove links.
When a user visits your landing page, you have one goal for them.
So by removing your heading your sidebar or your footer navigation
from your landing page, you can ensure that future customers are
taken down a desired float to reach a specific conversion goal.
Now, in this example, Lyft does a great job of funneling their
users directly down their webpage.
They ensure that they're educating with the benefits of their
platform and finishing them off with a simple, interested in
driving with Lyft, call to action, overall simple and effective.
Number six.
Keep consistent with your brand design.
Last but not least, it's important to keep consistent
with your brand guidelines.
You want to make sure you're adopting the same tone of voice,
typography, color scheme, and photography art direction to
ensure your landing page shares the same court guidelines as
your online store and brand.
Why it's for a cohesive and trustworthy experience.
Now, if you are looking for inspiration for high converting
landing pages, please make sure that checkout unbounce's
landing page template examples or famous', which is a Shopify
app, example of three high converting landing page concepts.
All links will be in the description below this video,
similar to your online store.
Your landing page needs to be optimized to ensure you're
maximizing its fullest potential.
But how can we ensure we're getting the most out of our
landing page you might ask?
For me, an the effective option is to A/B or split
test your landing page.
Now A/B testing is a whole video in itself.
However, for those who aren't too, too familiar with the term.
A/B testing is the process of showing two variants of
the same webpage or landing page to different groups
of users at the same time.
And then comparing which variation of the two options you gave your
users drives the most conversions.
A/B testing could be quite advanced, but if you start off
small and have a good amount of traffic visiting your landing
page, you'll notice by testing out a few minor elements like
your heading text or the placement of a button can have a large
significance on your conversion.
Here are three common A/B test elements, I recommend testing out.
First headline and Sub text.
You're heading and subtext could be unique, but is it persuasive enough
to get your customers to convert?
Number two.
Call to actions.
Try to update the text in your call to actions perhaps using get
started now, could convert better than learn more, or start saving
today could work better than submit at the end of a contact form.
Number three.
Hero images, perhaps your hero banner image could be a little
confusing and not reflect the value proposition as it best could.
So try swapping it out with another image that might even work better.
You'll usually find A/B testing functionality already built
into the tools that you plan on building your landing page with.
However, if you don't have one available, I
recommend trying out VWO.
I'll link down VWO below in the description, along with examples
of companies testing out different variations of their landing pages.
And there you have it, you should now have a great starting
point to build landing pages for your business that will convert
potential leads into customers.
Keep in mind the steps that are laid out in this video, and
remember, once your landing page is live, the real fun can begin, with
tracking and A/B testing so you can maximize your lead potential.
Staying on top of your landing pages and getting creative with
relatable holidays and sales offerings will keep providing your
visitors the information they need, to keep your business exciting and
to allow them to continue choosing your products and your services.
If you're serious about building a landing page or starting
an online business, Shopify has everything you need.
It makes building an online store fast and easy.
Plus the powerful features of free apps will really simplify
running your business and make building a landing page a breeze.
You can get started with a free 14 day trial with
no credit card required.
Just click the link right here to get started with
your business journey.
If you thought this video was helpful, make sure you're giving
it a thumbs up that actually helps our channel and our community
grow and make sure to leave questions in the comments below.
And I'll try to get back to each and every one of you.
Now for simple actioniable tips on how to grow your
online business, make sure to subscribe to Learn with Shopify.
We release new videos every week that will help you start, run and
grow a successful online business.
So make sure you're subscribed, so you don't miss out.