Mastering The Visual Game Of Landing Pages

Landing pages are among the best yielding online marketing strategies. I prefer referring to them as the oceans in the era of space exploration since we know more about the surface of Mars than of our earth’s oceans. Businesses are getting more serious about email marketing as they continue to increase investments in email marketing automation and tools for analytics. But somehow, most of them are still missing out on creating dedicated landing pages. Inviting prospects from your emails to your home page or one from your taxonomy isn’t a great idea. Using a dedicated destination page is your best bet as it will also attract organic traffic.

Think of your destination page as your interview getup or tinder profile. You need to put on the best of yourself. The same logic applies to landing pages, and this explains why home pages aren’t a suitable choice for outreach campaigns. However, I feel that creating a dedicated landing page is left out by websites as a majority of landing pages are homepages.

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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. Here is a beautiful infographic which explores the various visual elements that you can use on your landing pages and tips for mastering the visual game of landing pages. Learn the best practices for using:

  • Images: Remember that our schooling started from using a visual-only approach to learning? We also remembered alphabets as images for a pronunciation. Including good quality images that justify the purpose of the reader coming to the page is very important. In the same way, if we want our audiences to understand our purpose, it is better to use graphics instead of bombarding them with tonnes of text. On a lighter note, no matter our grades, we always try to look smart at our interviews and ensure that our tinder profile has our best click.
  • GIFs: Like emails, GIFs emerged as a dark horse of the digital world. Harnessing GIFs for conveying concise yet compelling messages is a widely practiced strategy. They add a dynamic touch to the static images, and their appeal is based on the lightweight, easy-going, and uber relatability. Process guides and teasers are among time tested applications while you can also use them around CTAs and as props. Recently, Facebook took over Giphy for approximately $400 million. Around 22.6% of websites use GIFs, and there’s no reason for you to miss them.
  • Videos: Apparently, the sinking attention span of 8.25 seconds (lower than a goldfish!), videos can help improve the engagement rates. In fact, many websites are also using exclusive video landing pages. They can make it easy for you to explain complex solutions within a limited timeframe. A lot of clicks come from emotional appeals made inside the inbound marketing copies, and using the typical text-based landing pages in such cases would do proper justice.

(Image Source)

Using a video on your landing page is a promising strategy since 50% of people Google a product’s videos before making a purchase.

  • Illustrations: Technically, the reader has already agreed to the point on your marketing copy, and they arrive on your landing page to complete the action. Using illustrations helps your audience to find all the relevant factors for making the decision in one place. It helps reinstate their decision and also clears off any doubts.
  • Graphs: Bar charts, line graphs, and pie charts are all widely known corporate methods of explaining complex data in an easy to understand manner. However, you should not limit these excellent data visualization tools to your board meetings. Using a graph can help you gain instant authority over the information you are displaying. Also, telling your audiences about large datasets without any visual representation can disengage them. Using a graph instead makes your data more approachable, easy to understand, and actionable.

Google has already started displaying image advertisements on the SERP. This is an indication that people are turning more enthusiastic about visual information. You should up your visual game to make your landing pages more compatible with the online user behavior. The landing pages act as the final link of the sales process. If you are working hard on all other aspects of bringing traffic to your website, leaving the landing page portion is never appreciable. All five aspects that we discussed above also pass SEO juices. This is also important for paid marketing since the organic relevance makes a massive impact on both Google Adword pricing and positioning.

Nonetheless, landing pages are built for sourcing traffic organically by targeting a particular keyword while the home pages of your website aren’t. The basis of SEO algorithms is to identify user-friendliness. Also, embedding visual content like images and videos is a ranking parameter. Building conversion intensive landing pages with persuasive visuals improve your ROI rates by leaps and bounds.

No matter which of the elements you use in your landing page, there are a few things you need to focus on in order to orchestrate your visual journey:

  • Attention
  • Demonstration
  • Retention
  • Affirmation
  • Action

This infographic also encompasses a section on the logic behind using various colors on your landing page. Every color brings out a different emotion and it is thus very important to know which colors you should choose for your landing page. 

Without colors, any guide on visualizing concepts would be incomplete. In fact, colors play a highly influential role in our outlook towards brands.

Though people discuss a lot of things about destination landing pages, very little has been spoken about how to make them look good and make them engaging. Thus, Email uplers created this infographic to unravel the hidden opportunities in the visual game of landing pages. It includes statistically-backed methods with examples from top brands to answer all your questions once and for all.

Ready to dive deep into this visually rich infographic.


About Author : 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.

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