7 Landing Page Design Elements That Will Convert Visitors into Buyers

Rachel Rowely — Mon, 31 May 2021 09:14:34 +0000

You’ve finally launched your new marketing campaign, and it appears to be going well. Prospects are opening your emails, following the links in your social posts, and sharing your content with their friends.

But once they’re on your landing page...well, things start to fall apart. Engagement is down, and the conversion rate,is far lower than it needs to be.

When this happens, it’s time to take a good hard look at your landing page design.

Everything about your landing page, from the color scheme to the imagery to the wording of your CTA button, can play a part in turning a visitor into a customer.

Remember to make your landing page appeal to a wider audience by designing for diversity.

Here’s a great example of a website that truly nails diversity on its landing page. A quick peek at the Genbook website— an online appointment booking software, and you’ll see that it speaks to everyone (we suggest a quick scroll).

In this article, we’ll look at a few critical elements of landing page design and show you how to incorporate these principles into your marketing campaigns.

Have you ever thought of adding chatbot on your landing page? It certainly leverage up the visual representation of the page

1. An Attention-Grabbing Headline

Visitors form their first impression about your landing page in just a fraction of a second. Right away, you need to give them a reason to stay.

Headlines also help visitors know they’ve ended up where they intended. There should be a clear connection between the ad users clicked on and the headline on your landing page.

Your headline should be brief — typically less than 10 words. The copy on your landing page will provide more details, so at this point, your headline is just serving to keep visitors on the page.

This landing page headline from Monday.com, a project management software, is a great example of how to capture the attention of visitors.

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Monday’s headline accomplishes two things. First, it reassures visitors that they’re in the right place by clearly stating what their software does in the headline.

Second, it entices visitors to stay on the page and take a closer look by claiming that Monday is easy to set up and the perfect tool to manage your workflow.

Once visitors are drawn in by your headline, they’ll stick around to learn more about your offer. The next few landing page design elements will bring your visitors even closer to making the purchase.

2. Clear, Compelling Copy

Landing page copy is your opportunity to make a case for why visitors should purchase your product or service.

You can explain how your product works, how it will benefit your customers, or any other information that could entice your visitors to become buyers.

Your landing page copy is also a great place to optimize your content for SEO, giving the landing page even more ways to bring in new customers.

This landing page from Twilio, an email marketing software, uses copy very effectively. The main benefits, like flexibility and automation, are bolded, so they’re easy to notice even if someone is merely skimming the page.

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If a visitor does take time to read every word of the copy, they’ll find simple explanations of benefits that get to the heart of the customer's pain points.

Landing page copy should be brief, to the point, and broken up into easy-to-read sections, just like we see on Twilio’s page.

Lastly, make sure to thoroughly review your content for errors with Grammarly or another editing tool. Error-filled content can cause visitors to distrust your brand. Using business English and avoiding abbreviations is recommended.

3. Good Use of White Space

White space is a critical element in any design, but it’s particularly important for landing pages.

It might sound counterintuitive for blank space to entice visitors to convert, but spacing out your content has several benefits:
-It prevents visitors from getting overwhelmed by a page crowded with text
-It provides emphasis to your most important landing page elements
-It makes your landing page easier to scan and digest
-It balances out your design
-It allows visitors to “fill in the blanks” with their own needs and wants, helping them see how your product solves their problem

This article on credit repair companies is a great example of using white space effectively.

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As you can see, it’s easy to rest your attention on each individual element of this page before moving to the next one. You can absorb each piece of information before moving on.

Lastly, notice how the page doesn’t feel blank or empty at all — it simply feels balanced. If you’re a small company and don’t have a dedicated graphic designer to take advantage of elements like white space, consider one of these landing page builders.

4. Custom Imagery

Let’s get one thing straight: stock images have no place in landing page design.

Stock imagery is boring and rarely contributes anything of value to your landing page. Custom imagery, on the other hand, draws visitors in with your unique look and branding.

The best part about using custom imagery is that the possibilities are endless.

Here are just a few types of images you can incorporate:
-Photos or videos of current customers
-Product demos or visualizations
-Illustrations
-Icons, graphics, and charts
-Photos or videos of your employees or team

Accounting software provider Stampli incorporates custom icons and graphics throughout its landing page, with each icon representing a different part of its product.

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Data center monitoring software, Nlyte, incorporates custom icons and graphics throughout its product page.

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Later on, the page includes visualizations of the software in action, giving users a sneak peek at what they’ll get when they sign up.

Even QR codes with logos can be used as branded visual call-to-actions, by linking them to actions like following social media pages or downloading gated content.

When thinking about custom imagery for your landing page design, consider what you want it to accomplish. Do you want to show off your product? Evoke a certain emotion? Build trust by showing pictures of your team? Thinking through the purpose of your images will help you choose the best fit for your campaign.

5. A High-Impact Call-to-Action

The call-to-action (CTA) button is crucial for abandoned cart emails, product pages, and, of course, landing pages. It can be the difference between closing the sale and losing the customer.

A strong, high-converting call-to-action does two key things:

It tells visitors exactly what action to take
It informs visitors what benefit they’ll receive by taking that action

This PandaDoc, a document signing software, call-to-action for a free trial does this perfectly. The call-to-action button, highlighted in green, tells visitors that to try the product, they have to click on this button — and they won’t pay any money.

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To take your call-to-action game even further, consider including an interactive element. Quizzes, calculators, or other tools are highly engaging for visitors, making them more likely to convert.

For example, Bills.com uses an interactive slider to help people see what kind of debt relief they qualify for.

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For example, this page on finding the best PEO companies uses an interactive form with a progress bar to collect information from potential leads and send them information about companies relevant to them.

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While they could collect the same information using a standard online form, this approach is much more effective. It’s approachable and easy to understand.

Plus, a unique and interactive asset like this can help you generate backlinks for your landing page, giving your SEO strategy an extra boost.

6. Social Proof

Consumers trust other consumers, so incorporating social proof on your landing page can have a huge impact on your conversion rate.

Social proof is anything that demonstrates that other consumers trust you.

Some ideas for social proof to include on your landing page are:
-Excerpts from online client reviews
-Aggregate ratings and reviews from external sites
-Written or video testimonials from happy customers
-Names or logos of brands you’ve worked with
-Awards you’ve received
-Number of customers or accounts your business has

Swagbucks, includes several types of social proof on its landing page for old navy coupons: stars ratings, customers’ reviews…. Put together, this information evokes a feeling of trust in this business.

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Although Swagbucks groups its social proof together, that’s not your only option. You can use different types of social proof throughout your landing page to build trust gradually as your visitors browse. A good example of this is the landing page from this email app. They mixed social proof between the features of their product.

7. Minimal Navigation

One handy trick for increasing conversions on your landing page is to remove any unnecessary navigation features. This way, your visitors are more likely to stay on your landing page rather than navigate to a different part of your website, where they may or may not convert.

Typically, this is simply a matter of removing your top navigation menu, as payroll software company Paycor has done on its landing page.

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Simplifying your landing page design helps your visitors focus on what you want them to do: assess your offer and take action. The easier you can make this for your visitors, the higher your conversion rate will be.

Design Your Perfect Landing Page

Creating the perfect landing page to get more conversions is both an art and a science. You need to capture the attention of your visitor right away with a compelling headline and then keep them interested as they explore the rest of your page.

By incorporating white space, custom imagery, and a killer call-to-action, your landing page will be converting more visitors in no time.

E-commerce Security Basics: How to Start with E-commerce Security

Rachel Rowely — Fri, 28 May 2021 20:20:02 +0000

When it comes to security and maintenance of an e-commerce, a lot of store owners fail. Why? Mainly because it requires undivided focus and a continuous effort. You can solve the problem a great deal by getting a security tool that automates the process for you.

That being said, there are steps that can help you in preventing security threats to a certain extent. Today, in this post, we are going to look at the different dimensions of e-commerce security and the proven measures that enhance it.

Studies have shown that approximately

54% of e-commerce stores have faced at least one cyber-attack.
only 38% of these stores were successful in handling the attacks.
60% of small businesses close down permanently within six months of a cyberattack.

The statistics are scary. But this shouldn’t stop you from owning your dream e-commerce store. And after you have ensured the following security measures are in place, you would not need to.

How to Ensure Protection From E-commerce Threats

1. Invest in Top-notch Security

It is very important to invest in good security software and applications. There are so many tools required for airtight security like firewalls, scanners, malware removal, antivirus, etc. Instead of getting all these tools separately, it is wiser to get a single application to do all the work.
It is equally important to ensure that all these tools run in their latest versions. Routine updating, scanning, and backing up of data is very essential. As we know VOIP is the future of business communication, and we should take it from well known VoIP Providers to avoid any secuirty threats related to communication.

2. Become PCI Compliant

To prevent credit card frauds, a council of major credit card companies was formed. They established a set of guidelines called PCI DSS (Payment card Council data security standards). It is mandatory to follow these guidelines if your e-commerce allows credit-card transactions.

12 Requirements of PCI DSS, Source: Cobalt.io

3. Install SSL Certificate

An SSL Certificate ensures that sensitive data, like credit card information, is sent across the internet in encrypted form. It makes accessing sensitive information a difficult task for hackers. An added benefit is that websites with an SSL certification rank better and get more online traffic.

4. Secure Payments with CVV and Use AVS

Card Verification Value (CVV) is a unique three or four-digit number printed on credit cards. You can make it mandatory for the customers to enter the CVV when they are paying using credit cards. This way, you can ensure the customer is the cardholder.
Often hackers extract credit card numbers off the internet. However, they cannot use these for purchasing from your e-commerce store, if you ask for the CVV.
Using Address Verification Service (AVS) can help detect fraudulent orders and scams and. AVS compares the address of the credit card holder and the address provided by the customer.

5. Digital Signatures

A digital signature is just like a handwritten signature, unique to the signer. A private key is produced using mathematical algorithms when the document is electronically signed. This technique is adopted to certify the confidentiality and authenticity of the document. Digital signature can be used as a payment security measure, to ensure that sensitive data can only be accessed by authorized people.

6. Opt for Signature on Deliver

Scammers claim to have not received the goods they purchased, even after receiving them. They do this because the e-commerce store owes them compensation under these circumstances. To avoid this, it is best to ask for the recipient's signature on delivery.

Conclusion

In order to ensure security for your e-commerce store there are a couple of things you need to take into consideration. This post lists the essentials that goes into maintaining notch security on your site.

DEV Community: Rachel Rowely

7 Landing Page Design Elements That Will Convert Visitors into Buyers

1. An Attention-Grabbing Headline

2. Clear, Compelling Copy

3. Good Use of White Space

4. Custom Imagery

5. A High-Impact Call-to-Action

6. Social Proof

7. Minimal Navigation

Design Your Perfect Landing Page

E-commerce Security Basics: How to Start with E-commerce Security

How to Ensure Protection From E-commerce Threats

1. Invest in Top-notch Security

2. Become PCI Compliant

3. Install SSL Certificate

4. Secure Payments with CVV and Use AVS

5. Digital Signatures

6. Opt for Signature on Deliver

Conclusion