Landing pages are truly one of the most essential components to an effective marketing campaign. Whether you want to generate leads, sell products, or collect data, a well-designed landing page is the way to get there. However, according to an article by Neil Patel on CrazyEgg.com, “The best landing pages convert at rates of up to 27.4 percent. However, the median ranges fall much lower, with most industries experiencing between 2 and 6 percent conversion rates.”
So, what’s keeping most industries from reaching higher percentage rates? And how can you ensure that your business gets the highest possible conversion rates from your landing pages?
When a visitor clicks on an ad or a call to action as part of a campaign, the page they are directed to is called a landing page. The landing page should be thoughtfully written and well-designed, with a goal of inspiring visitors to take a desired action – such as purchasing a product or service, signing up for an e-newsletter, or downloading an eBook.
There are 5 key elements to focus on when designing a landing page for success, and we’ve got some tips for making each of these components as impactful as possible:
CREATE AN ATTENTION-GRABBING HEADLINE.
Good headlines can be tricky to write, as they need to be informative, but also concise, while at the same time powerful enough to capture your visitors’ attention. Remember; your headline will be the first thing your visitors see when they land on your page, so it must be bold, clear, and of course, relevant.
You may also want to include a subheading to further clarify what your landing page is all about. Whether you want to be clever or to the point is up to you; just make sure to summarize your offer in as few words as possible.
INCLUDE COMPELLING IMAGES AND/OR VIDEOS
Adding images, videos, and other graphics to your landing page a is a simple way to get more visitors to convert. Be sure to use images that are relevant to your visitors, and ones that help convey what your product offers. A well-thought-out image can connect with your visitors on an emotional level, making them much more likely to convert.
Whether it’s the cover of your e-book, a screen shot of your app, or a photo of someone reading your tutorial, including a preview of your product is a great way to entice your visitors. What better way to build trust than by putting your product at the front and center? Be proud of your work; show it off!
What’s even better than imagery? A video. According to UnBounce.com, videos “have been shown to improve conversion by up to 80%.” Have a mini-video of your app in action? Add it to your landing page for even better results. A compelling video may not even need to include sound, since many users watch videos in silence.
KEEP COPY CLEAR AND CONCISE, WITH A SIMPLE DESIGN
The recurring theme for successful landing pages is to keep them simple, and this absolutely goes for your copy as well. Make sure you are expressing a single purpose and focused message by removing any irrelevant content. If it doesn’t have to do with the specific product you are promoting – nix it!
Your copy should explain your product in a comprehensive but simple way. And whenever possible, use bullet points rather than paragraphs to list your value statements – this will greatly enhance readability.
INCLUDE A STRONG CALL-TO-ACTION
Your call-to-action or “CTA” button is the most important part of your page. It’s the last step your visitors need to take before they convert, so it’s important to make it impossible for them to resist. Use contrasting colors so that the message really stands out. Using directional cues pointing at the CTA isn’t a bad idea either, since people will look where you tell them to.
When it comes to writing copy that converts, it’s important to be clear and specific with your CTA. Gone are the days of the boring “submit” button. Remind buyers exactly what they are getting when they click your call-to-action button.
For example, “Download Your Free Guide Now” is much more enticing (and explanatory) than “Sign Up Now”.
The latter may leave visitors wondering what they are signing up for, or worse, could turn them away from your offer altogether.
*TIP: Remember to place at least one of your call-to-actions above the fold, so your visitors don’t have to scroll down to find it. This is an especially important now that more and more consumers are signing up for things on their smartphones.
KEEP CONVERSION FORMS SIMPLE
The conversion form is where you’ll be gathering your visitor’s information that converts them into leads. Typically, visitors want to fill out as a little information as possible, for both time and privacy purposes, so don’t scare them away with an intimidating form.
But keep in mind, the length of your form may result in a tradeoff between quantity and quality of leads.
While more people may be willing to fill out a shorter form due to its simplicity and convenience, you may not get the right leads. In some cases, longer forms lead to a higher quality of leads. If visitors are willing to provide more information from the start, they are likely already more invested.
Whether your form is short or on the longer side, it’s important to know what your goals are ahead of time and create your form accordingly.