A high converting landing page means better returns on your marketing efforts. Neglect your landing page, and you are wasting time and money. A landing page needs to grab the interest of your prospects immediately, or you risk losing them.
Landing pages focus on a single line of conversion, and do they this at a much higher rate than a standard web page. That’s why they have become a common practice in business marketing. According to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
The layout of a landing page is in no way a One-Size-Fits-All situation. Every landing page has different goals, readers and offers. But nevertheless, there are some common factors that can pack a lot of punch into all your campaigns.
Key factors of a high-converting landing page
Following is a series of conversion tips with examples, so you can get started on your own high-converting landing page.
A Grabbing Headline
A powerful headline is the most important element on the page. If successful, it encourages readers to hang around and keep reading.
The headline can have an emotional effect on the reader. Especially if it hits right at a pain point or promises a desired outcome.
A persuasive sub-headline
In many cases, you can support your headline with a secondary headline to make your message more convincing or re-assuring.
Imagery
Whether you are presenting a physical product or an emotional situation, a clear image grabs attention and can paint a thousand words in a flash.
Match your off-site promotion with the landing page
The title in your promotional ad or post should tie in with that on the landing page. Otherwise, people ‘lose the scent’ and lose interest. It’s that simple.
And if your promotion includes imagery, it should match the page as well.
You’d be surprised how many ad campaigns fail to follow this one simple rule of consistency.
Clarity (not clutter)
All landing pages should avoid clutter. Your readers are there for one thing. If you want them to be fully focused on that one action, there is no need to be displaying alternative products or links to distract them. Keep the focus narrow so they are led through the conversion funnel.
Value proposition
What will your readers achieve if they carry out your call to action? What’s in it for them? Make it loud an clear, even if you are stating the obvious.
Pain points
In the same vein as the value proposition, what will readers suffer if they DON’T take action?
Build trust
Do you have client testimonials, reviews, awards or big numbers you can display? A statement like “Trusted by over 500,000 businesses worldwide” is a great way to enforce credibility and build confidence in your business.
A strong Call to Action
There’s no conversion if they don’t respond to your call to action. A call to action can be a short form to fill, a button to more information, a phone number, a chat request. This action is the reason for your landing page, and needs to be strong, easy to see, concise and persuasive.
You should repeat the Call to Action down the page at key points, if you find your page is long.
Above the fold priority
Your audience should be able to see all of the WOW elements without having to scroll down the page, including your first call to action. Readers will only scroll if they’re already sold. The rest of your page’s content should simply reinforce their decision to take action.
Key takeaways
Creating a high converting landing page comes down to these main points:
- Include strong, grabbing headlines, imagery and a call to action.
- Match the main text and imagery (if relevant) on the promotion that leads people to your landing page.
- Keep the page focused on your one offer, and leave out any distractions that might lead them away from your page.
- Include your strong selling points above the fold, so readers don’t need to scroll before becoming interested. Short story – they won’t scroll if they are not interested.
- Why websites don’t convert visitors into buyers - January 17, 2020
- 4 ways to charge up your customer conversion rate - December 15, 2019
- How Conversion Rate Optimisation Boosts Marketing ROI - November 15, 2019
