High-converting landing pages are among the most important components of your brand’s web presence.
They’re often the equivalent of your initial impression with potential customers, and they’re your best opportunity to capture leads. Without them, the majority of the web traffic you earn eventually ends up lost because visitors depart without taking any further activity.
Get this: manufacturers that heavily utilize getting pages as part of their conversion strategy (have 30-40 landing pages) get 7x more leads than those that don’t (1-5 landing pages).
Depending on the size of the company and website, 30-40 landing pages may not be practical or even make sense, but the key takeaway is clear: high-converting getting pages drive results intended for brands that use them.
So , what exactly is the landing page? How are they different from other pages on your website?
Landing webpages are specifically created to convert your web visitors in to viable prospective customers . They drive consumer action using lead-capture equipment that offer users something useful (like exclusive content or purchase discounts) in exchange for their contact information. They’re frequently connected to a specific campaign or even program that draws fascination with your brand.
The primary goal of your landing pages is to compel your target audience to convert. For this reason, it’s extremely important that your landing pages are designed strategically. They need to include a clear, compelling message that motivates visitors to action.
In this post, we’ll cover 7 principles of high-converting landing pages which you can use as a guide when creating a brand new landing page, or a checklist to ensure your existing landing pages hit the mark.
Let’s get started.
- Headlines are a top determiner of regardless of whether a web visitor will stick around long enough to really see your offer.
- High converting landing web pages focus on value first, after that brand.
- Landing pages should always be visually clean and basic, with the most important messages prominently displayed.
- Social proof is a top motivator of consumer behavior and can be included on landing pages with testimonials and reviews.
- Business lead magnets and other effective conversion tools are the most critical component of landing page performance.
7 principles of high-converting landing pages
Have a killer headline
Did you know that you have about 10 seconds to produce an impression on your web website visitors? After that, people are leaving your website to keep browsing — unless you capture their attention plus pique their interest with a great headline.
Your headline is one of the most critical contributors to landing page success. Today, web users are relocating fast and without a clear information that grabs their interest right away, they’ll move on before you blink.
Whenever crafting your headline, believe first about your value proposition . What are you offering your own web visitors that will encourage them to stick around? Make it notable in your headline so there are no chance that people miss it.
Here are a few other easy and proven suggestions for writing headlines that obtain attention:
- Use numbers – Headlines with numbers are the most preferred and most clicked type of headline, and they also convert at the highest rate. Highrise, the CRM software company, discovered that their landing page converted at a 30% higher price when its headline integrated a number.
- Use Negative Language – This sounds counterintuitive, but it’s really efficient. Using words like “never” or “no more” contact your customer’s attention immediately to the problem or need they want your brand to solve. Seeing you promise to perform just that right in your topic keeps them around for more information.
- Don’t Be Wordy – Studies have shown that headlines along with fewer words (usually somewhere between 5-10) perform better. Keep in mind, too, that Google just displays 60 characters of the headline, which is about 10 words.
Take a deeper dive directly into great headlines with marketing and advertising guru Neil Patel:
Killer headlines are not just about keeping people close to in the beginning, either. Research has demonstrated that 90% of people exactly who read your headline may also read your call to action (CTA) — the message that tells users exactly what next thing you want them to take.
Focus on your value, not your brand
Unless you’re Coca-Cola or Amazon or Disney (and even if you are, really) you can’t lean simply on your brand name to get results. Landing web pages are meant to drive prospects to specific offers and applications, not to tell them about your organization in general.
Quality landing pages focus on worth first, not brand. Your own value proposition should always be reflected in your headline and above-the-fold copy.
Here’s a great tool intended for crafting a value task that’s clear and accurate:
Always be certain the value proposition in your landing page messages matches the one you included in your ads, headlines, or CTA buttons that lead them to your landing page in the first place. People don’t want to feel tricked or like they’re throwing away their time visiting a page that’s different from what they anticipate.
Be specific! Tell your visitors exactly how the offer will provide value to them, whether it’s through content material that will help them solve an issue or a discount offer that will save them money.
And remember: people care first and foremost about fulfilling their very own needs. That’s almost always precisely why we search for things on the internet! We all love our own brands, but the best way to make others love it too is by obviously showing how it can make their lives better or easier.
Keep it clean and simple
You can’t include everything on one landing page and trying to achieve this will severely impact your page’s performance. In fact , research shows that including multiple provides on one landing page decreases sales by over 200% !
Remember when we covered exactly how brands with more landing pages convert more than brands with less? This is likely a big reason why!
The ideal strategy is not including more content on one landing page, it is creating more landing web pages that each focus on one particular campaign, program, or offer.
The keep-it-simple rule applies to design, too. Visuals are important (more on that later) and so is definitely compelling copy. But including too much of either will clutter your page and ensure it is harder for visitors to find the most significant message.
When it comes to high converting landing webpages, less is usually more. The particular goal is to make it since quick and easy as possible for your visitors to take the next step.
Focus on the most important things you have to communicate to prospective customers and prioritize them. Aim for a page design that is visually appealing but never busy, helping to call out important content material rather than hiding it amongst too many visuals or style components.
Make use of Social Proof
There’s one strategy functions more effectively than any other with regards to convincing consumers to do some thing: social proof . Social proof will be the phenomenon by which people copy the actions of others. They want to perform what everyone else is doing.
This is nothing brand new, right? We all get FOMO, and it applies to consumer conduct too. A whopping 92% of consumers trust both peer suggestions and those from strangers. To boot, the average consumer reads 10 reviews before making a buy.
Social evidence is at the core of building consumer trust , and you should utilize it on your landing page to drive house the value of your offer and show visitors how others are already benefiting from your brand.
A few easy ways to incorporate social proof onto your landing page is by which includes a testimonial (or a number of — but remember not to create your copy cluttered) conspicuously on your page. You can also hyperlink your social media feed or even customer review page so visitors can go directly to the source to see what others are saying about your offerings.
Test your landing page’s performance
In no way assume that your results possess peaked. No matter how many guidelines you follow, it’s certainly not a good idea to settle for your current outcomes. Instead, continually test and determine your landing page’s overall performance. Look for opportunities to make little tweaks and improvements to boost performance.
The easiest method to do this is utilizing Google Analytics or another performance data platform (but we really recommend Google — it’s free and user-friendly) to look for information from data about site speed, visitor demographics, time spent on site, click through rates and more.
Here’s what the Google Analytics landing page report looks like. You can view it provides critical information like number of total sessions, variety of new users, and typical session duration.
Alt-Text: google analytics landing page report screenshot
Work periodic overall performance analysis into your content strategy and plan to ensure you’re always finding ways to enhance your site. You can also make informed decisions about where you can A/B test to maximize every part of your site. Some commonly A/B tested web components are usually CTA copy, CTA positioning, headlines, and form fields.
Use an efficient conversion tool
Last but definitely not minimum, every high converting landing page needs an effective conversion device to capture contact information.
If your message is strong and your visitors are already interested, your value proposition will likely capture prospective customers effectively. Many landing webpages take this route by encouraging high-quality content through a subscription, offering a discount to the people who sign up for email updates, or making a similar kind of offer.
You could also up the ante with lead magnets .
Lead magnets offer something particular and high value (and generally downloadable) to anyone who follows a landing page’s CTA to complete a form or sign up to receive emails. Lead magnets offer something more precious than your standard free content. They usually aim to solve a specific problem or problem your visitors likely have.
Common types of direct magnets include PDF checklists and how-to guides, movie webinars, ebooks, and whitepapers. They are extremely effective, increasing opt-in rates by up to 85% .
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