The secret to creating a landing page that actually sells

One of the most important elements of any website design is its ability make sales. While the design needs to be functional and on brand, it also needs to be geared towards actually generating leads and making sales, in order to justify its cost and ongoing use of resources. So, what are the secrets to creating killer sales landing pages that tempt customers to add to cart right away?

#1 Credibility In order for your visitor to buy into your product or service, your landing page needs to exude credibility. This instils confidence right from the start and makes your visitor much more likely to leave as a buyer. Credibility can be established in a number of ways but one easy way is to ensure that you work in testimonials or review ratings early on. If you have a TrustPilot review account for example, install the widget which shows your star rating. Shoppers trust other shoppers so immediately, you’re giving your visitor a reason to do business with you.
#Compelling content A landing page’s purpose is to receive traffic funnelled from another source, such as an AdWords ad, a display ad or a blog post. Therefore, once you have done the hard work of channelling that traffic, you’ll need to ensure that you retain their attention and keep them hooked. The way to do this is through compelling content.
Within the landing page text, you need to have your product or service benefits and the problems they solve front and centre. Paint a picture for your reader. Highlight USPs and benefits, special offers, speed of shipping and quality of the product or service itself. Don’t be afraid to weave in compelling facts, figures and statistics and include testimonials throughout from other happy customers.
#3 Use video Text is all very well and certainly something you need on a sales generating landing page, but don’t underestimate the power of other media formats. Video is particularly enticing and an easy way to make a connection with your audience. Video is one of the most popular content formats and, for those who don’t want to read a lot of text, an easy way to engage with your brand. Visual content also has a higher recall so it’s likely the benefits and your brand will stay with the viewer longer versus recall from reading text alone.