People tend to react differently to different colors. You want to create engagement with your page and so should look at using friendly colors. The immediate visual appeal of your landing page will impact a visitor’s first impression. Using the right color scheme for what you want to portray can have a positive impact on your business. When choosing a color scheme you need to consider your product, target audience and company outlook. One of the most important color balances to get right is the “call to action” button. You want to contrast it just enough to attract a viewers attention.
Professional, sophisticated scheme – Grays, blacks and whites.
Youthful – Blues, grays and whites
Eco-friendly – Greens, whites and browns
Female Focus – Purples, whites and beige
Male Focus – blacks, reds and gold.
Use images of people. This is the easiest way to visually communicate trust. You are giving your company a face with which people can identify. Now this is where you can really take advantage of your landing page. By selecting the right image for your brand you can reach your target market effectively. When selecting your image consider what you want to communicate:
Should the person smiling or serious?
What are they looking at? – eye direction can direct send your visitors focus to important features on your webpage.
Use real people rather than stock images. This will help engage your audience’s empathy and trust to a face they can identify with.
Do you need an individual or a group shot?
Do you need a single image or an album? If you use an album make sure all the images are relevant and engaging.
Tip: Include a quote from an actual customer with you image.
Language and Tone
Another key aspect of your landing page is the language you use. It is very important to create the right tone through language. This will help you engage with the right visitors and sell them on your product. You want to emphasize how your product will change and enhance their life rather than the actually features of the product. Use language that is personal and inclusive, you should focus on the value of the product to the customer.
It is important to avoid your company become a faceless corporation. Using a brand spokesperson in a video on your lading page may lead to a greater conversion rate. Experts or a “person like your customers” tend to have the greatest credibility, while CEO’s have the least. It is also important to make your or another employees contact details easily available. Some other tools to test is an “About Us” page, recordings of product descriptions and how they work and you can even try using a love chat popup to help customers with more complicated aspects of your service.
New customers place a lot of trust on the word of previous customers that have left comments and reviews. Using positive feedback from customers may be the influence you need to convert visitors to new customers.
You want your landing page to be simple and user friendly. While you don’t want to clutter your landing page you should run tests on the most effective aspects of your landing page. Try some of the different features mentioned above and see which increase your conversion rate.
Always remember to focus your landing page on your customer.