6 Elements of a sales landing page » Portal Insights

Landing pages are pages developed with a pre-defined objective, whether selling a product or capturing an opportunity through an eBook. They are widely used in Digital Marketing because they have a much higher conversion rate than traditional websites.

Because they are simpler and quicker to build, they are perhaps the most important tools when it comes to selling on the internet.

There is no set rule for building one and you will find landing pages of all types on the internet, with different features and design levels. However, there are some elements that we can observe in most high-converting landing pages – that is, those that, much more than just making a good impression, achieve a conversion rate well above average.

It is these elements that we are going to talk about now.

1. Get attention

A tiny percentage of people who use the internet can read a simple text until the end, let alone pay attention to an offer.

Some studies suggest that an average user takes around 15 seconds to decide whether or not to stay on a given page. Taking into account the page loading time (which should never last more than 3 seconds) you have approximately 10 seconds to get people's attention if you want them to continue reading what you have to say.

How to do this?

• Images that arouse curiosity or admiration;
• Impact phrases (copywriting) that touch on the most common pain of your target audience;
• Your Unique Value Proposition (PUV) for more practical offers;
• Interactive tools such as simulators, quizzes, etc.

2. Shake the problem

You've won the first and most important battle, which is keeping people on your landing page, but you're far from winning the war.

The second element of a high-conversion page consists of awakening deeper emotions in the user, making connections with their pain and creating empathy. Here, it is worth mentioning again the importance of developing good copywriting.

An example within Digital Marketing.

“You see a lot of value in Digital Marketing and sincerely believe that this channel can generate a lot of sales for your online store, you have even hired someone to help you with campaigns and posts on social media. However, the more you research, the more confused you become about which strategy to adopt… Is it worth investing in SEO? Or is it better to generate traffic quickly with ads? Should I invest in redesigning my website or hire an automation tool? Yes, deciding what to prioritize in a Digital Marketing project is not an easy task and can often be frustrating.”

3. Present the solution

At this point you have already captured the person's attention and created empathy with them. The next step, therefore, is to show in the clearest and most direct way possible how you can help her.

There aren't many secrets here: in two or three lines, clearly show how your product or service will add value to the person's life.

That's right, the life of the person reading it. As tempting as it is to use terms like “your company”, “your business” or “your team”, we need to keep in mind that each and every action we human beings take in life is to resolve a personal issue.

No one wants to increase the company's profit simply for the sake of increasing the company's profit. We want this because more profit means more money in our pockets to satisfy personal pleasures and increase our sense of security (or at least to be promoted within a company and have more status).

So communicate directly with the human being on the other side of the screen. Help him be the hero of his own story.

4. Show your credentials

If you are helping someone to be the hero of their own story, it is only natural that you become the master.

But no one becomes a “master” by chance.

What have you done in the past that gives you the authority to help other people? What companies do you serve? Who did you learn from and how can you prove that your product or service, among many others that exist on the internet, will solve the problem of the person reading?

These are questions like this that you should also answer on your landing page, especially if what you are selling promises different results from those of your competitors. Some tips for showing your credentials intelligently on your landing page:

• Do not lie. It will be tempting to include those customers you never had and exaggerate the numbers, but in addition to being unethical at this moment it can have a very negative impact in the long term for your brand;
• Have focus. If you are selling a Digital Marketing service, saying that you are a Brazilian jiu-jitsu champion or any other merit that is not valued in this market will only serve to confuse (and amuse) those who are reading;
• Less is more. Limit your credentials to three or four items, this is enough to prove your qualifications without seeming forced or taking up too much space on your landing page;
• Let them speak for you. Use testimonials from satisfied customers to support everything you are offering.

Another way to show your credentials indirectly is by offering a money back guarantee. Doing this gives the impression that you guarantee the quality of what you are offering and breaks an immense psychological barrier for your audience when making payment.

5. Bid in scarcity

Among the strongest mental triggers in marketing, scarcity is certainly the one that stands out when it comes to landing pages.

Stop and think, you managed to attract the attention of a person who is in an environment designed to distract (internet). At the same time that people are reading your landing page, they probably have a YouTube tab open and dozens of messages arriving via WhatsApp and Facebook.

If you want to sell, the scarcity trigger is the extra “push” you need to give these people.

Some examples:

• Limited places;
• Offer valid for a limited time;
• Last vacancies available;
• Few places left.

6. Call to action

The call to action (Call To Action or CTA) should be much more than a simple invitation. It must be a summons, a call to the almost irresistible adventure of refusing.

Although the name suggests that the CTA just makes the call, in reality the ideal is to make the call and facilitate the user's action.

For example, if you are selling a product online it is much more productive to include the payment system on the landing page itself instead of including a button that takes you to the payment page.

The easier the action, the more efficient the CTA.

It usually appears in the form of a highlighted button, which can even be positioned at different points on the landing page, such as in the first section of the page or as a fixed button in the lower right corner, stickbars, popups and many other formats.

To keep learning

By mastering these elements and perfecting your copywriting, the chances of you achieving results with a landing page will increase significantly, but it would be naive to say that the techniques are limited to that.

Below we list other content that we trust and can certainly add to your knowledge about sales landing pages.