The Art of Creating Landing Pages which Convert
The sole reason landing pages exist is because we want conversion- from an anonymous visitor to a lead, a lead to a prospect or a prospect to a customer. Landing pages are targeted web pages where a visitor lands after clicking a CTA button or a link on a marketing email. Since visitors are transferred from promotional links, the landing page content should match the content of the promo message. It is a specific result intended to happen so that the visitor can learn about the promo message in greater details.
Boosting landing page conversion is an art backed with solid marketing science and acumen gathered by marketers and it’s success depends on the marketer’s understanding of user behaviour. An ideal landing page should have the following:
1. Content relevant to the ad/email/message
2. Clear and simple narrative that explains the product/service/purpose part of the ad.
3. Strong headlines
4. Mobile responsive
5. Strong social proof with facts and figures like testimonials and reviews to support conversions
How to Create Landing Pages that Convert?
In order to boost landing page conversion, you should have a clear strategy in mind. Let’s discuss the different parts of a landing page and ideally how you should deal with them so that you can create the landing page that converts and improves your marketing.
Headlines are the essential element of attraction when landing pages are concerned. It will be the first thing that will grab a visitor’s attraction irrespective of the content. Also, first impressions are the most important aspect when it comes to anything, hence you need to grab your reader’s attention as fast as possible. Your headline should give a clue to the reader about what the product is about, without giving away too much information. Tease them so that they read the content. Needless to say, landing page headlines should be brief, attractive and interesting.
Your headline should give a clue to the reader about what the product is about, without giving away too much information. Tease them so that they read the content. Needless to say, landing page headlines should be brief, attractive and interesting.
Look at the headline of an Unbounce landing page below. It can’t get better than this:
Once you have successfully grabbed eyeballs with your headline, use powerful subheadings to make them stay on for longer on your website. Situated directly beneath the heading, the subheading should be persuasive and lure your reader to stay on the page and keep reading. What the subheading seeks to create is a more informative headline.
See Hubspot’s landing page below where the benefit of downloading the content is conveyed in a simple straight forward manner:
We are no stranger to the fact that our brain has the capability to process an image faster than any word. So, you need to be wary of what images you use on your landing page. If you’re talking about a physical product it’s better to provide a detailed image to lure your visitors.
Avoid using stock photographs and try to provide as much high-quality images as you can. The images need not be beautiful human faces. See how Periscope cracks this misconception:
Once a user has moved past headlines and subheadings, you cannot lose a customer by off- putting irrelevant and boring explanations. You have to explain what your product or service in a pretty plain and straightforward way so that visitors can understand what you’re trying to tell them. Avoid being overly complicated and avoid technical terms so that it is easier for everyone to grasp your message. An awesome landing page from Infusionsoft:
Avoid being overly complicated and avoid technical terms so that it is easier for everyone to grasp your message. An awesome landing page from Infusionsoft:
So, what’s in it for the visitor? You must have a value proportion that should appeal to your visitor. You can say it’s a way of making the customer truly interested in your product or services by making them understand that they need it. The best way to go about this is to make a list of benefits, preferably in a bullet format. All the benefits should clearly be customer-oriented so that it is easier for them to relate to it.
All the benefits should clearly be customer-oriented so that it is easier for them to relate to it.
Your landing page shouldn’t at any time stagnate in the middle. It should have a logical flow like a river flows from the mountains to the sea. You must lead your readers through a process of thinking that is logical. You can use CTAs to spice up your flow, placing them strategically so that readers check them out. Designating separate sections will be an easier way of breaking down the flow into small pieces. Use persuasive elements in all these sections so that the reader does not lose interest at any point of time. Your goal is to make the reader complete the entire flow. See this landing page from Freshdesk. I love the way the content flow happens, it simple, clean and easily understandable.
Designating separate sections will be an easier way of breaking down the flow into small pieces. Use persuasive elements in all these sections so that the reader does not lose interest at any point of time. Your goal is to make the reader complete the entire flow. See this landing page from SEMRush. I love the way the content flow happens, it simple, clean and easily understandable.
Testimonials are your best friend as they act as trust signals on your landing pages. A visitor will always want to know if they can trust you regarding a product or service that you’re offering. Often reviews and testimonials from people who are using the product, help visitors to form an opinion, sometimes leading them to be your prospective customers. Make sure your testimonials are legit and are accompanied by photographs and names of the users who recommend your product. Believe me, nothing works better than strong social proof. In this landing page from SalesForce, the customer testimonial is the most highlight section.
Believe me, nothing works better than strong social proof. In this landing page from SalesForce, the customer testimonial is the most highlight section.
To add more legitimacy to your credibility you should add different modes of contacting your organization on a landing page. You should put down a telephone number, a physical address, an email address and also a contact form where any visitor can contact you in the case of query. Not only does that help you prove that you mean business and are legit, it also gives chance to the visitor to open a conversation directly with your company.
If you have the manpower, you can also assign 24×7 online chat service that will provide visitors with instant assistance on your website. Some marketers think having one CTA is the best, while others open up a lot of options for visitors to contact you. A/B test what works best for you. Simple, easy one step email signup landing page from Menucopia:
Everybody loves a guarantee. Not only does that add credibility to your reputation, it also assures the visitor and sort of provides them the final push to become a customer. Guarantees can different forms and they can be anything ranging from a no spam guarantee to a 100% money back guarantee. It always works because that’s how the human mind is wired.
Everyone is seeking some sort of assurance, and what better way to provide assurance to your customers? Fitbit offers a 45 day money back guarantee which helps buyers choose an expensive product over cheaper options:
A powerful call to action is a must have for every landing page. Make your copy as compelling as possible so that visitors have no way out. Use a button that is attractive(try multiple colors and shapes) to your visitors because people tend to click on buttons.
Use a different color for your CTA, something that catches your eye, or in this case your visitor’s eye. You can think of CTAs as headlines, they have to be interesting and catchy enough for a prospect so that (s)he will click it.
Position your CTA strategically, at the end of a sentence or right below an image, somewhere that your customer will be able to spot it easily. This landing page from Shopify is located at a strategic location, a place where maximum clicks will happen:
Remember, landing pages are not websites, they are tools to increase your rate of conversions. Which tool do you use to create landing pages? How have you boosted your landing page conversions?