We've provided a basic overview of the process involved in creating your landing and output pages elsewhere in this knowledge base, however some more advanced design tips never go astray!
Landing Page Design Done Right
The design of landing pages is such an extensive topic in its own right, we could effectively produce a standalone course just covering this topic! There's also plenty of top-notch advice out there. So for brevity, I'll just cover the most critical aspects of landing page design that really make for a customer-centric experience.
01. The Unique Product Proposition and Dialed-in Audience Targeting
A product-specific variant of the classic unique selling proposition that states what your AI product will help the prospect achieve, who it's for (i.e. startups that have just raised funds) and why it's better than alternatives. Your U.P.P should be restated throughout the landing page, in the headline, sub-headline, reinforcing and closing statements.
It's also worth noting here that there's an overlap with jobs-to-be-done and the other product design guidance we've already discussed earlier in this course. All your landing page copy should appeal to identified JTBD of the target audience and effectively answer these 3 questions:
Who are you appealing to?
What are they struggling with that the product has been designed to effectively address?
How does the product you're promoting solve their problem?
Extra for Experts: Create your customer avatar
If you really want to make sure both your landing page and product design hits home with your ideal customer, create their avatar. Give them a name, age, location, demographic and psychographic characteristics etc, the more detailed the persona the easier it is to build landing page copy around their characteristics.
02. High quality hero media and strategic use of color
The Hero is the first visual your page viewer will interact with, so it really needs to be punchy! Creativity is important here, but as a general guide we would recommend a short, silent-friendly product video or an animated screenshot sequence showing the product and the resulting output based on a sample user interaction.
You want your hero to really demonstrate (i) Speed-to-value (ii) quality and (iii) safety. When it's supplemented by video all the better. Video remains one of the most effective engagement magnets, even as online distractions increase.
Something else that's worth a brief mention here too: the psychology of color. For instance if you want to promote trust-framing blue is a safe choice. A sense of excitement and incentive to act? Red is the optimum choice. Finally, a word on objects and white space. Use arrows if there's a particular flow or path you'd like the viewer to take and think carefully about how you can use white space to punctuate your landing page into discrete elements.
In a nutshell, a clean simple design is a must. Immense walls of text and cluttered visuals are not a vote-winner in the world of landing pages. If you perceive your landing page as busy and cluttered then why wouldn't your audience? Likewise if it's not mobile-responsive then it definitely needs a rework as mobile users now make up well and truly the bulk of landing page viewers.
03. Ensure the page has a clear, concise call to action that moves the prospect to inquire further
Above all else, your call to action (CTA) should be free of any ambiguity about the outcome from using your product. If they're going to receive a business diagnostic blueprint let them know 'create my blueprint now' rather than 'submit' 'done' or other uninspiring action calls we often see. You should present your call-to-action both above the page fold and further down
On a related note, there's no harm in using a time-honored marketing trick - scarcity. If people are captivated by your product offering at first glance, and you place a limitation on its availability, it's highly likely you'll see a significant increase in opt-ins.
04. Use specific and attributable social proof
It's human nature, people are much more likely to buy into your offer when other people speak positively about it. While it may not be as imperative to include plentiful social proof on a landing page that's promoting free value, it certainly doesn't go astray.
05. Adopt an analytics approach that puts split testing of page elements front and center
An often overlooked aspect of landing page performance is the need for ongoing optimization. To really extract the full potential from a landing page, you'll need to commit yourself to split testing headlines, offer copy, call to actions, button color, images and more. Only when you've run several split test evaluations can you truly be sure that the page has reached its full potential to drive opt-ins for your AI product.
06 Take Search Engine Optimization and Ad Relevance Seriously
For a search-engine friendly landing page, you'll want to insert some keywords especially valuable 'long-tail' keywords where it makes sense to. Avoid 'keyword stuffing' though because search engine algorithms are more likely to punish excessive keyword density than reward it.
To get an idea of keywords your audience is searching for there's plenty of keyword discovery tools out there such as UberSuggest and Ahrefs which are pretty straightforward to use.
One final related point here, if you're running ads to your AI Product landing page, relevance really does matter! If your landing page doesn't closely align with your ad and the temperature of the leads you're aiming to attract (Cold or Warm), the search visibility of your landing page and overall opt-ins will plummet and fast.
07 Ensure Compliance is Well-Handled
To ensure your data protection compliance is sorted, include a compact, plain-English block covering data handling (what you store, for how long), model usage and data portability.
And there you have it, 7 actionable tips that will help you design landing pages for your Productised offerings that drive more opt-ins from qualified leads. If you'd like to learn more about any aspect of landing page design, drop us a line at hello@productised.ai and we'll be happy to help.
