The key elements of landing pages and thank you pages
05.07.2017 by Karolin Kondrat
When you click on the CTA (call-to-action), you’re guided to a landing page. If you have filled in the form on the landing page, you’re directed to a thank you page. So, the sequence is fixed – CTA > landing page > thank you page.
Although landing pages and thank you pages are tied, they’re two different things. So, their key elements differ. The purpose of a landing page is to make the visitor take one specific action. This action can be a newsletter sign up, ebook download or a query. After filling in the form on the landing page, the process doesn’t have to be over – use a thank you page to bring out other valuable offers.
As you could already understand, this blog is all about landing pages and thank you pages. To be precise, in this blog, I bring out the key elements of landing pages and thank you pages. Next time you’re creating a landing page or a thank you page, keep the following aspects in mind.
What is a landing page?
A landing page is a specific page on a website where a visitor is guided through a CTA link. As I already pointed out, the aim of a landing page is to make the visitor take an action. In order to avoid confusion, each landing page has to have one certain action. So, if you have several offers on your website, make a separate landing page for each offer.
The key elements of a landing page:
- Heading – The first thing a visitor notices on your landing page is a heading. The heading has to be clearly worded, understandable and relevant – the visitor may decide whether or not to take the desired action based on it. It’s essential to think through which words to use in the heading because every word in it counts! As well, the heading has to be bigger and more noticeable than the rest of the text.
- Description of the offer – The heading is followed by the description of the offer, which should be short and specific. The description has to convince visitors that it’s the best and most valuable offer ever. An easy way is to use bullets to bring out the benefits.
- Visual – Without visual elements, you might not attract the attention of the visitor. Moreover, your landing page may seem boring, so the visitor leaves without taking the desired action. To keep things interesting, add visuals, like photos, videos, animations, to your landing page. However, don’t use too many visuals. Add only these visuals that make your offer more valuable!
- Contact form – Decent contact form is the base of the landing page. As with any contact forms, less is more. When the contact form is too long, the visitor might quit filling it. So, ask only the most important information! In addition, the contact form should mirror the value of the offer.
- CTA button – The contact form includes CTA button, which should have a clear and interesting message. Instead of “submit” or “send”, which sounds boring, use “download your free offer” or “get it for free”. Also, the CTA button has to be noticeable and attention grabbing.
- Social media sharing buttons – When the visitor wishes to share the offer with his friends, it should be as simple as possible. So, add the social sharing buttons to your landing page.
- Hidden elements – I’m quite sure that your goal is to get the contact information of the visitor. So, don’t confuse them with other offers! To do so, hide the navigation menu and other links. That way a visitor doesn’t have a chance to click somewhere else but the CTA button and leave the landing page so easily.
- Testimonials – This is not an essential element of a landing page, but testimonials definitely give more value to your offer. The feedback from of your clients sounds trustworthy and the chances of filling in the contact form is bigger.
Read more: “Infographic: why you need to level up your landing pages?”
Why are thank you pages so important?
Although a thank you page has high potential to increase sales, they’re quite often created in hurry. Usually, the message of a thank you page is “thank you for downloading our offer” or something like that. Not to argue – actually thanking the visitor is also important, but there’re many other things you can do with your thank you page. The visitor of a thank you page could be ready to take the next step, so your thank you page should take an advantage of it.
The key elements of a thank you page:
- Confirmation message – The first task of a thank you page is to conform the visitor that his action on a landing page was successful. For example, “thank you for registration” or “we have received your quiery” works well.
- Promised offer – The second important task of a thank you page is to give your contact the offer his expecting. For example, when the offer is free consultation, let your contact know, when you’re getting in touch with him. When the offer is a free ebook, tell him, where exactly can he download it. So, describe the next step as clearly as possible.
- Show the navigation menu – It was impornat to hide the navigation menu from a landing page, so the visitor could focus on one specific action. On a thank you page it’s important to show it. Maybe the contact wants to explore other pages on your website. So, it has to be as comfortable as possible.
- Use the chance to bring out other offers – The contact was already interested in one of your offers. So, there’s high possibility that he’s also interested in other offers. Suggest him offers or content that is related to the initial offer.
- Social media sharing buttons – Add social media sharing buttons and encourage your contacts to spread the word of your offer.
For now, it should be quite clear, what to put on the landing page and what to put on the thank you page. Following these guidelines, you can create effectively working landing pages and thank you pages. If you feel that you still could use some help, contact us! We’re more than happy to help you!