Return to site

FastEye Pages Review – Building UltraFast and High Converting Landing Pages

· Software and Tool

Crafting a high converting landing page is not for the faint of heart.

There are dozens of different components to keep in mind, a whole science of psychology lurking beneath the surface, and the vague idea of “what the customer wants” whispering in the background.

This means that creating an effective page involves more than simply designing something that “looks good.”

So how can you demystify the process and unleash your landing page, to the amazement of the watching world?

Keep reading, and I’ll lay it out for you.

But before we get started, it’s important to note that there’s no standard manual on the creation of a perfect landing page.

You might be in search of a straightforward, step-by-step guide to putting together a foolproof design. And it would be great if that existed!

After all, the Internet has guides for everything, including topics as complex as how to build a real rocket.

So isn’t there an easy, go-to guide for landing pages?

Sadly, there’s no one-size-fits-all instruction book. No matter how hard you look, you’ll never find a landing page Holy Grail.

My goal with this FastEye Review is to create the closest thing to it.

So why is it so challenging to find a definitive answer as to what makes a page?

Because landing pages have so many differentiating factors.

Landing pages are as different as the people looking at them. Each one has a different call to action to drive, a different reader in mind, a different product or service to offer, and a different niche to address.

For example, consider these three scenarios:

  • One landing page is selling zero drop shoes to ultramarathoners.
  • Another landing page is inviting in-house marketers to a two-day conversion conference in Toronto.
  • A third landing page is asking sommeliers to take an online pairing quiz.

The page that works for any of these three is unlikely to work for either of the other two.

That’s because there’s an incredible amount of variation among their audience, purpose, intent, product, angle, focus, industry, niche, perception, buy-in, cost, messaging, value proposition, and testimonial approach.

(Among a whole host of other factors.)

So one size does not fit all.

But there are unifying elements that characterize highly successful landing pages.

Despite the huge potential for variation, some things do remain constant. High-converting landing pages often have several characteristics in common.

That’s why in this post, I’ll cover 12 elements you should aim to include in all of your landing pages.

Although this article does not provide a full review of each one, my goal is that by the time you finish reading, you’ll know enough to get to work creating your own compelling landing page.

Landing Page Essential Element 1: Killer Headline

A headline is where everything begins — interest, attention, and understanding.

It’s what compels a user to stay and learn more about what you’re offering — or not.

Here’s what it needs to accomplish:

  • The headline should grab the reader’s attention.
  • The headline should tell the user what the product or service is all about.
  • The headline should be short. Never make it more than twenty words, and preferably limit it to ten.

It’s also worth noting that if your headline complements an image that explains the product or service, then you don’t need to go into quite as much detail in the copy.

Now that we’ve established the basics of an effective headline, let’s jump into some examples of companies who’ve written them well.

First, take a look at this landing page for a social skills course.

The quote, “I’m tired of being awkward” emphasizes the problem that the course solves so that readers immediately know the problem that it’s designed to help them overcome.

If a visitor relates to this statement, this will pique their interest and make them want to learn more.

Next, take a look at this eCover Wizard Pro Review. It does not attempt to be clever but identifies exactly what the service is intended to provide.

For a service that helps businesses capture photos of consumers at events, this is perfectly clear.

As soon as a user lands on this page, they know what the company is offering.

Mission accomplished.

Now, we’ll look at an example that isn’t quite as straightforward.

Monsoon’s headline, “We are product people.” is attention-grabbing, but it doesn’t tell visitors exactly what they offer.

Fortunately, they include further explanation in a subheadline. And once you read that subheadline, it’s clear why they wouldn’t put all of that information in the main statement on the page.

It’s just a little too wordy for visitors to read and comprehend immediately. So they use a brief statement first to capture users’ attention, then give more details.

Plus, the page’s clean design helps give power to the image and headline. Because there aren’t a bunch of other elements distracting from it, readers can focus their attention on the copy.

If your product or service is too complex to be summed in up 10-20 words, this could be an effective approach.

Our next example, from MailChimp, does a nice job of summarizing the company’s main goal, instead of a specific product or tool.

This is another effective approach for companies that offer a variety of services.

Of course, landing pages for individual services can be more specific. But if you’re aiming to create a page that sparks visitors’ interest in your company as a whole, naming a high-level goal is often the best way to do so.

In this case, MailChimp uses a simple, declarative statement to democratize its product and emphasize its importance.

Essential Element 2: Persuasive Subheadline

The next element you need to create an effective landing page is the subheadline.

If the headline makes the user look, then the subheadline should make them stay. Together, these pieces of copy make up the one-two punch of a landing page’s power.

Here’s what to keep in mind as you create yours:

  • Normally, the persuasive subheadline is positioned directly underneath the main headline.
  • The subheadline should have some element of persuasiveness.
  • The subheadline can go into slightly more depth and detail than the main headline.
  • Why is this landing page bad? The first problem here was that the page wasn’t relevant to my search. I was looking to buy a military training kit (all-in-one), not army surplus equipment and clothing.
  • Even worse, it was very difficult to navigate the site and find the military training kit. The site failed the first rule of landing page design by making me search for the product.
  • Rating: C
  • Example #2: Next, I tried looking for bass guitar lessons and found a great landing page- ArtistWorks.
  • Honestly, this is one of the best landing pages that I have seen recently, because all of the essential elements (headline, offer, benefit, testimonial, image, call-to-action) are well placed. The colors blend with the image.
  • Let’s closely look at this screenshot. Even the top navigation bar is clean and doesn’t distract from the main focus of the copy – getting people to take a free sample lesson.
  • When Nathan East smiles, you know he’s definitely going to tutor you to stardom. That image alone creates a positive first impression, especially for first time visitors.
  • Rating: A
  • In contrast, the CyberfretBass landing page needs some tweaks.
  • The major problem with this landing page is this: If someone who has never played a bass guitar visits this page, the person will be confused, because the lessons are not rated. In other words, which one should a beginner take first and which one should come last?
  • It’s good that several lessons are available for free, but there is little help for the person who is struggling with information overload.
  • There is also no specific call-to-action on the landing page.
  • Rating: B
  • Now that you understand what a good landing page is, you’re ready to create your own high converting landing page. Let’s get started.
  • Step #1: Conducting Market Research
  • Every good landing page starts with market research: gathering vital information about your target market and customers in order to create value and provide a desirable customer experience.
  • Market research is important,  If you have to, you can do it on a shoestring budget.Fridge Magazine shows some of the popular channels that you can utilize when conducting market research:
  • How popular is your topic? One key piece of information is whether there is any interest in your topic or blog post series. Suppose you want to release something for project managers. What does demand for that area look like?
  • Let’s find out in just 3 steps:
  • Step #1: Visit Google Trends. Type your keyword into the search box. Click the search icon.
  • Step #2: Study the trend for the past year.
  • The chart above shows steady demand for “project manager” as a search term in 2014. That’s a good starting point for deciding whether to build a landing page focused on this area.
  • Next, it’s time to find out more about what your prospects want.
  • One thing to be careful of, when conducting market research, is that what prospects SAY may not match what they DO. For example, if you survey your email list to find out their challenges, they may say that they are struggling with traffic generation.
  • But, you may not realize that they don’t really want another e-book or a piece of software that promises an avalanche of web visitors overnight. Instead, they might be looking for one-on-one video coaching or a webinar where you show them live how you generate traffic to your site.
  • To create a high converting landing page, you have to understand their mindset. This is why landing page templates are good.  They’ve done a lot of this research and have a drag and drop method to helping you achieve higher conversion rates.
  • The mindset of a landing page visitor: As an online business owner, you have to focus on re-orienting your entire business around your customer. Your landing page has to make them want what you have to offer.  But, that can be a challenge, as ESPNshows:
  • This infographic shows us the 5-step process that the male shopper goes through before and after purchasing a product/service:
  • Step #1: I need to buy something – This is the decision-making phase. The shopper decides what to buy and this phase is driven by emotions. In other words, the consumer may not necessarily need the product, but they may think they want it because of the user experience.
  • Step #2: Research and planning – The shopper tries to get more information. He uses product comparison charts, reads product reviews and gets store information.
  • Step #3: Ready to shop – Where can the product be purchased? The study reveals that men want to see, feel and touch the product. Where is the store located? And, how convenient is shopping online vs. shopping in-store? How easy is the opt-in process?
  • Step #4: Purchase – Once the issue of store location and shopping convenience has been addressed, the male shopper will further consider products with the best deals and quality. If he’s convinced, he will place an order.
  • Step #5: Post-purchase – The shopper is concerned with the experience that he had while shopping at a particular store. Were the items shipped on time and in good condition?
  • Your landing page will have to answer some of these questions. A landing page builder can help you develop a clear concise way to present this if you aren’t confident in doing this yourself.
  • Another way to find out more about your customers is via social media. This way you take to talk to them rather than have them find you through a search engine.
  • Market research through social media networks: When you monitor your customers on social media, you get to know what they said about your brand and where.
  • Having a conversation with prospects or customers is one of the best ways to extract useful data about them, your brand and your market. It’s also cost-effective. It also creates a positive brand and user experience from the start.
  • But, how does social media compare with traditional market research methods like interviews? Germin8 compares them, noting that you are more likely to get honest feedback on social media.

All Posts

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly