Newsletter #31 - 5 Steps to Crafting the Ultimate Hero for Your Landing Page

Hello !

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For a long time, I believed design was the absolute key to a high-performing landing page.

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Yet, even with spot-on aesthetics, 80% of users won't go past your Hero if it doesn't precisely meet their needs.

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So, fine-tuning your message above the fold is very important for effectively converting your prospects.

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To help you optimise your campaigns, I'm sharing 5 essential ingredients for crafting the perfect landing page Hero 🦸‍♀️

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The best part? 🍒 This method applies to all your marketing materials, from pop-ups to static creations!

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1. A headline that clearly defines your offer

It's the first thing your visitors will see, so it'll need to clarify your offer right away.

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But finding the perfect formula for writing an engaging headline can be tricky.

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To stay focused, I favour three approaches:

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• The streamlined message 🌬️

If you're offering a unique product or service, try to describe it in the simplest way possible.

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Example: "Pineapple tells you who the best agencies are" from Pineapplelist.

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• Address your customer's biggest objection 🙅‍♀

‍️If offering a range of products or services, go for a compelling hook instead. To do this, you might counter your customers' main objection. Example: "The dating app designed to be deleted" from Hinge.

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• Own your niche 🥇

If you have numerous competitors, could you convince your customers that your offer is THE ultimate solution? Example: “The World's Best-Smelling Sunscreen” from Vacation.

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2️. An explanatory subheading

Your subheading should be an extension of your headline.

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This is the time for you to explain to your visitors how your offer works or to present your product in more detail.

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Again, Pineapple is the perfect example ⬆️:

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Subheading :

No one has the data we do—we've interviewed thousands of founders to learn which agencies they rely on. We match you with the best in growth, design, and content.

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3️. An image that speaks a thousand words

The illustration should help your prospect understand what you're offering without needing to read the headline.

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For this, opt for simple and evocative images that ideally show your product in action 🎬

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Example: MyObvi uses before/after images of its clients to promote the results of their weight loss supplements.

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<sup>Boost your conversion opportunities with video
‍Videos can increase a landing page's conversion rate by an average of 86%. You might opt for:
‍- A GIF like Minisocial,
- A lottie (animated image) like at Stripe,
- User Generated Content embedded with tools like Join Stories.</sup>

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4️. Social proof to immediately reassure

92% of customers trust a brand more if their peers recommend it.

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Ratings, reviews, testimonials, partner or media logos, awards: all these proofs are fail-safe ways to bolster your credibility.

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For instance, Javy displays its +5,700 TrustPilot reviews under its headline.

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_{Boost your conversions by 25% by displaying the estimated delivery date
Like the brand ULTI, reassure your customers at the point of purchase and boost your conversions by 25% thanks to Bigblue's Fast Tags.
➡️ Try on my product page for free!}

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5️. A Call to Action that stands out

It's the final stretch! 🥵

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Most brands settle for basic CTAs like "Sign Up", "Start Trial", or "Buy".

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However, customised CTAs have an average conversion rate that's 4 times higher!

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I suggest you try three types of more effective CTAs:

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• The "Call to Value" CTA ✨

The idea is to reflect the promise of your headline in your button.

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Example: Replace "Buy our moisturiser" with "Reveal your skin's radiance".

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• The objection-busting CTA 🏓

Anticipate your prospects' objections by adding a few words to your CTA.

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Example: Instead of "Sign Up", try "Test for free for 1 month".

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• The email-capturing CTA 🎯

If you need information from your prospects, please don't discourage them with a too long form.

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You could follow Netflix's example of simplifying the sign-up process to the max to grab the email.

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Customers are then directed to a page to complete their account setup.

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Thanks for reading all the way here 💙

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I hope you find these tips helpful. As always, feel free to give me your feedback to improve this newsletter 🫶

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See you soon,

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Julie E-commerce Expert @ Bigblue