We know more about the moon’s surface at 384,400 km away from Earth than the Atlantic Ocean. Marketers are no different as they go on to spend fortunes on email marketing automation tools and outreach efforts but choose home pages as landing pages. When a reader, after reading a fantastic article or an email clicks on a CTA to land on a home page and cannot find the exact promised thing, they are bound to be irritated. The home pages for any website is not specially designed to convert inbound traffic.
The marketing world is becoming visual-first since everything from GIFs to 360-degree photos, and even AR/VR are mainstream. Dedicated landing pages with a visual appeal help curate optimized reader journeys to increase conversions and ROI. They serve a variety of outreach purposes and provide extensive data for visit analytics to gauge your efforts. Also, they improve your marketing efforts’ overall performance since they are more ‘relevant’ as destination pages.
Thus, using persuasive visuals for creating an ROI intensive landing page can be a game-changer for businesses. We will discuss various multimedia options that extend as time-tested engagement drivers. Here are some tips for mastering the visual game of landing pages:
Images
Images improve engagement and make your copy instantly relatable. Using captivating photos also has the same effect on your visitors, as they don’t need to put in any effort into understanding your copy. Expper’s landing page is about a robot that supports children during their medical treatments. Images make the experience so much more livelier.
GIF Animations
Just like emails, everybody was convinced that animated GIFs (Graphics Interchange Format) would go dead, but it too, emerged stronger despite larger bandwidths and latency. Brands use them in countless innovative ways to shift visitor attention smartly throughout their landing pages. They are used around CTA’s (Call To Actions), and even as storytelling props around content bodies.
Videos
Videos are taking over the internet traffic, and 80% of marketers find them to increase sales directly. People want to see product videos before making any purchases, and providing them with one on your landing page is absolutely a win-win situation.
In this landing page by Miro, they have an explainer video at the top on the landing page to help the reader understand what they are all about.
Illustrations
Illustrations are still going strong. Don’t we love to see illustrations or line drawings that convey a story? They are easy to create and easy to engage, making them a preferred visual for landing pages. In this landing page by Kickresume, they have used amazing illustrations to explain quite a few aspects.
Graphs
Using charts to visually represent statistics shouldn’t be limited to your board meetings and sales presentations. Using them on your landing pages can prove to be a game changer since pie charts and bar charts are associated strongly with credibility. If you are dealing with a knowledgeable audience, using graphs can electrify your conversion rates.
Since these elements are tailored to suit the purpose of your landing page, they allow you to complement the customer journey and make conversions promptly. Colors you use on your landing page also play a vital role in helping to accelerate the decision making of your viewers.
Valuable tips that will help you in building destination pages that:
Attract SERP Algorithms
Google prefers multimedia content, and thus, using them on your landing page is a great way of appeasing SERP algorithms apart from visitors. This can improve your odds of getting better deals and positioning in Google Adwords bidding.
Pass SEO Juice
It is a well-known fact that images, GIFs, and videos are ranking factors. Hence, embedding multimedia improves the SEO health of your landing pages.
Ramp Up Conversions To Get Higher ROI
While simple home pages also bring in conversions, using persuasive destination pages will amplify the conversion rate. If you are spending on marketing automation and content as a part of your inbound traffic generation efforts, building them won’t cost you an arm and a leg but definitely give your efforts a much-needed push.
Above all, using visuals smartly on landing pages helps cut through the clutter and optimize your sales funnel. They stand at the final stage of your sales funnel, and therefore, missing on them is literally leaving a lot of cash on the table.
That said, we won’t shy off practicing what we preach. Wait no more and dive into the depth of this Infographic created by Email Uplers to find the lookout for facts and stats that would help you create visually persuasive landing pages:
[See related post:]
The Importance Of Visualization In Your Social Media Marketing
[Images – Main Photo: Alamy/Kris Olin; Infographic by Email Uplers; other images from their respective websites and/or social platforms]
Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.