How to create high converting landing page?

What do you need to get more leads, have more significant sales or more people using your product?

A landing page on your website – but not just any landing page. You need a great, highly converting landing page. Getting a high converting landing page isn’t impossible, plenty of companies have them.

It isn’t easy. Creating an effective landing page takes far more than just designing any page that “looks nice.”

The page has to be designed with your visitors in mind – if you don’t give them what they want, they will leave your page as fast as they found it.

 So what can you do to make a landing page your customers will like?

Let’s start from basics.

What is a Landing Page?

According to Unbounce definition, a landing page is a dedicated, campaign-specific webpage that drives visitors to complete a single marketing goal or call to action.

The whole purpose of creating a landing page is to increase conversion by persuading customers to do what you want them to do: download a trial of your product, sign up to your newsletter, be informed about your newest sales and so on.

Your customers find the page by clicking on a particular link in an email, on a website or in an ad.

Some earlier definitions claimed that all pages on your website could be called a landing page since you can “land” on virtually every page there is, by clicking on a search engine link.

A homepage is especially often called a “landing page,” but it isn’t necessarily correct – a homepage helps customers to learn more about the company and gives them a wide array of options to do so.

A landing page meanwhile is designed to encourage a customer to take a specific action – sign up for an email list, buy a product, book a service or register for an event.

If you are looking for a step-by-step guide on how to make a 100% working landing page I have to disappoint you.

It would be nice if something like this existed (it would save marketers so much time) but in marketing, there’s no “one size fits all” solution.

Every company is different, has a different audience, unique expectations and actions in mind – so a company inviting to their conference in New York will need a different website than a company preparing for Black Friday sales and another offering to book a hotel for Christmas.  

There is no foolproof landing page design working for everyone but there are some elements that all successful landing pages have, and there are also things that might put off your visitors.

Why not have a closer look at them? Here are ten things you should have in mind while designing or improving your landing page:

You need a catchy headline.

The headline is the very first your visitor sees when they visit your landing page. It can either make them leave the page or stay around for long enough to think about your offer.

You definitely can’t put just any first headline you thought about!

A great headline should be:

  • Short and clear (no one has time to read several lines)
  • Specific (focus on only one main benefit of your offer)
  • Matching your ad copy (if there’s one thing on your ad and another on your landing page, visitors are sure to leave)
  • Making website visitors curious

To get the best headline possible, it’s also crucial to regularly A/B test it.

Maybe your conversions will increase if you phrase the headline differently? Or perhaps you need to emphasize other benefits of your product?

A small change can have a big impact!

Short and straightforward copy

Even if you have plenty of things to say about your product or service, the landing page is the last thing you should put them on. A large amount of text might prevent your customer from converting instead of persuading them – who has time to read all that?

So cut out all that is not needed, leave just the essential information. If you have to put a longer text, use short paragraphs or bullets as it makes it’s easier and faster for people who skim the text instead of reading the whole thing.

Stick to simplicity

Besides what is written in your copy, it is equally important how it appears on various screens.

No matter how elegant and eye-catching your newly found stylised font might look on your computer, you have no way to guess how it will look on your visitors’ computer (or mobile device).

If the copy is unreadable or barely readable, your visitors won’t bother with deciphering what you mean and will close the page.

So instead of an artistic font, pick a clear and easily readable one. Make also sure there are no spelling or grammatical mistakes – quite many companies forget about triple checking their headlines and end up with more or less glaring typos in their headlines.

Limit your offer

Urgency can be a great way to convince your prospects to convert. If visitors see they have plenty of time to take your offer, they might put it off for long enough to even forget what the proposal was about in the first place.

But when they see there’s a strict deadline (or even better, a countdown clock) they are much more likely to take action now, out of fear of missing out on offer.

There’s plenty of ways how you can use urgency tactics on your landing page – by using words like “Limited time offer” or “Only now,” or emphasizing that only a set number of customers can get it.

Don’t go overboard with it though – the more often the urgency is used, the less effective it gets.

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Optimize your page speed

Landing page loading speed plays a huge role in your campaign success – even if you prepared an incredible landing page, your customers are unlikely to wait several seconds for it to load fully.

The quicker your page loads, the higher your conversion rates will be – slow and laggy websites give your customers too much time for second thoughts, and they might close the page before it even fully loads.  

According to Visual Website Optimizer, 40% of people abandon a website that takes more than 3 seconds to load, and conversion rates drop 7% for every second of delay in your page loading.

The fewer things are on your landing page, the faster it will load so get rid of anything that isn’t necessary (like background animations, several pictures, plugins). Remember about resizing all images on your page too!

Get rid of stock images

Everything on your landing page must serve a purpose and be related to each other.

How is a random stock photo you can find on the internet connected to your product or service?

Even if you try to be sneaky and use the less popular images (not the ones you have seen plenty of times before), a customer can still quickly check is the photo made by your staff or is it another stock photo.

And it’s quite easy to make your customers suspicious of the picture, stock photos are quite easy to spot. What does a stock photo tell your customer? That you either didn’t care enough to make photographs yourself or that your company is a suspicious one and should be avoided. So get rid of all stock photos!

Don’t distract your customers

The last thing you want is to distract your customers while they are on your landing page. They were so close to converting, but something else caught their eye, and you lost that sale.

If there are too many things going on your landing page (videos, links to articles, animations, several CTA buttons and so on), there is a risk your customer will direct their attention to them rather then your offer.  

Remove anything that is not strictly related to your offer. Anything that might distract your visitors from filling out your form or clicking on your button should be deleted.

Use just one CTA button

48% of landing pages have multiple offers packed into one page, because companies think that the more proposals are on the website, the bigger the chance the customer will click on something.

So they make a landing page that asks the customer to buy their product, sign their newsletter, like them on social media, share the page with friends and also read their newest article on the blog.

Now, which of the links customer should pick?

With so many options available, the customer might end up not choosing anything at all. This is so-called “paradox of choice.”

If you want to have a useful landing page, you should ask for one and only one thing. -If you have more goals in mind, it’s better to prepare separate landing pages for each of them.

Navigation bars are not needed

This one might surprise, but there’s a study that says that removing navigation bars from your landing page can increase conversions tenfold!

Why?

Because the navigation bar is also a distraction for your website visitor. A navigation menu usually has plenty of navigation links. But the only link you need in a landing page is the one link relevant to your campaign.

You want your customers to do one and only one thing – like register to your newest webinar.

Anything else on the landing page increases the risk your customer will click away from your landing page and possibly not even come back. So why put a navigation menu with links to your articles or your company bio there?

Make the forms short

An average internet form has 11 fields. Besides name and contact address companies often ask for occupation, age, location, interests and plenty of other things.

But do you really need to know what company they work for right at the start?

Probably not.

Customers don’t like when companies ask them about such things either. The longer the form, the less likely are they to complete it.

After reducing their contact form from 11 to 4 fields, Imagescape saw a 120% conversion increase.

What is more, a short form also prevents customers from getting distracted while filling it.

Long forms are especially annoying for mobile devices users. Writing on mobile is inconvenient enough, no one will have the time or the patience to fill several fields while using a tablet or smartphone.

Leave just 2-3 fields on your landing page – you’ll get the rest of the information (if you need them) later.

A/B Test Your Landing Page

You got your landing page up and running?

Don’t just leave it there – keep an eye on the website performance. Did your conversions increase? Are there any issues with the website?

If the landing page isn’t performing as well as you expected or if you want to improve your page further, testing different designs of your landing pages is your best option.

Plenty of things can be tested and enhanced: your CTA button, your headline, copy, website colors and so on.

By regularly A/B testing your landing page, you can get closer to the best version of your landing pages. Just remember to not check more than 2 elements at one time. Otherwise, you’ll get confused on what is working and what isn’t.

You can’t have a successful business without a converting landing page. It’s where your customers show their interest in your business by signing up to your newsletter or buying your product.

So you need to make an extra effort to make it as compelling as possible. While preparing your next landing page,  try out these tips:

  • Test your headline often – good can always be better!
  • Putting things in short paragraph
  • Double check your headline and copy spelling and grammar
  • A countdown clock might give you an increase in conversion but don’t overuse it.
  • The fewer things you have on your landing page, the better. It will make your page load much faster and lower the chance of accidentally distracting your visitor.
  • Shorter forms perform better than longer – so only ask for necessary information.
What other tips could you give to make a great landing page? What worked for you?
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