12 steps to create an effective landing page
A landing page is the spearhead of any online marketing campaign. Its sole purpose is to generate conversion. Ie, convert visitors into customers. In this article, I will explain the creative process of creating an effective landing page. To achieve this, I would like to make an analogy that can make the difference between having any landing page and an effective one for our product or service.
You might also like 58 signs of a good user interface.
Vladimir Propp, a Russian folklorist in the late nineteenth century wrote The Morphology of the Folktale. This is an investigation of tales and traditional Russian stories which highlighted all common elements. Years later Joseph Campbell summed up these issues in the book The Hero with a Thousand Faces. The structure proposed by Campbell is that most films are made recounting the hero’s journey. Some example of this is Commercial and successful films such as Matrix, The Lord of the Rings, Star Wars, Avatar, etc.
Once we know this structure, it is impossible not to see these patterns in the films. Although at first the main idea is to discover a predictable formula, you end up understanding that this recipe works as a platform on which it is much easier to build a successful product and where creativity has much scope for exploration.
The same structure of important moments and large means can be applied in the creation of a landing page.
How this analogy arises?
1. Ordinary World
“The normal world of the hero before the story begins.”
This is an ordinary world; a sad and sorry world. Without a clear purpose, no hero and worse, without a history. Below you will see an example of a landing page that meets these characteristics.
2. The call of adventure
“The hero is presented with a problem, challenge or adventure”
Now we need a goal, define what is the real goal. The main reason for our site, we want to sell cookies, online courses, repair blenders or rent inflatable dolls?
3. Reluctance hero or reject the call
“The Hero rejects the challenge or adventure, mainly by fear of change”
It is not easy to choose the hero. The first mistake is to offer too many options, products, accessories or services. Instead you have to focus and determine the fundamental objective of a landing page.
4. Meeting with the supernatural help
“The hero finds a mentor who does accept the call, train him or offers his main weapon”
The main weapon of the landing page is the call to action. The attractive, concrete, persistent and consistent graphical button that does the conversion.
5. Crossing the first threshold
“The hero leaves the ordinary world to enter the special or magical world”
Above the fold is a term that comes from printed newspapers and on the web is applied to the visible area of the site before you scroll. You must use a great title and good call to action above the fold. This is an invitation, to be part of a great experience.
6. Evidence, allies, and enemies
“The hero faces tests, find allies and confront enemies, so learn the rules of the Special World”
This point lies in the bombing of features. Our product or service has some important features that are crucial to highlight. At this point, we give each of them the time they deserve.
It is necessary to make them notice and describe them to invite the user to be interested in what you are selling. This is the real journey.
“The hero has successes during testing”
KISS (keep it simple stupid): a landing page navigating should be the most friendly and seamless experience to make the journey complete. The best solution is the scroll if you want interesting animations or transitions do not demand a click.
But do not oversell it, if the landing page is very slow no matter how much expectations you have generated it is hopeless. Users should experience the feeling of success through product placement and description.
8. Difficult or traumatic Test
“The greatest adventure, life or death crisis.”
The purchase decision is not easy so do not offer many options. Helps the user to make the decision. It’s much more effective to have a landing page for each product than a landing page for many products. If you have many plans highlights one, check your numbers and highlights an option. Three plans with a suggested tables work great for this purpose..
“The hero has faced death, overcomes his fear and now earns a reward”
Give something instead of immediately trying to sell. Gift is a friendly gesture. Offers a sample, a trial, a small gift that does not cost, to earn their trust. But in return, and this is important! ask their e-mail address so you can use it later.
10. The way back
“The hero must return to the ordinary world.”
The user already checked the landing page. They have already read what we offer, but the validity that give people the experience of others is greater than you can offer. It is, therefore, important to consider mentioning on your landing page about satisfied customers, awards, associated companies or any voice outside of your project.
11. Resurrection Hero
“Another test where the hero faces death and must use everything we learned.”
Return the call to action. After telling the story, it is important to remind the goal and try to capture the lead which is the main purpose. It does not matter that we have a call to action above the folder. During the tour, the user will be immersed in the content thus there is better chance of getting any success.?
12. Return with the elixir
“The hero returns home with the elixir and uses it to help everyone in the ordinary world”
Maybe a lead has not converted. But if you tell a compelling story, it can generate share, likes and eventually it will convert.
Finally, the message I want to make is that the landing page can be defined within a structure of important moments that guarantee its effectiveness. Approached as a platform, it has the creative potential to generate a great experience and that is where the various design elements make the difference.