7 elements of a highly converting landing page
A successful landing page is one that motivates visitors take a specific course of action, such as making a purchase, registering, or subscribing to your mailing list. Although there is no single formula for making the perfect landing page, there are some things you can do to greatly increase your chances of success.
The most important things to consider when designing a kickass landing page:
- Identify and know your audience / customer
Understand your audience/customer. Know your target audience’s needs and demographic structure and tailor your message to a specific, hypothetical person. If your target audience is diverse, run different ads and create different landing pages for specific groups. Your landing page determines the success of your ad campaign and converts into a good ROI. If you’re not an IT guru, you can use unbounce.com – a tool that helps non-technical people design good landing pages.
- Make your message clear
Make sure your message is clear, easy to understand and compatible with the headline. Use simple language. Know your target audience’s problems and offer a solution – tell them about the benefits of using your service or product.
- Your Call-To-Action button should reflect what you want visitors to do
Define what your most want visitors to do and express it in the call to action (CTA) element. Ask yourself why the website exists and exactly what you would like visitors to do when they are on your page. Design a conversion-driven landing page where the main result of a visit is a click on the CTA button.
- Focus on a single offer
The most successful landing pages have a single offer. If your audience is diverse, you can create a couple of different landing pages that cater to different target groups and run different landing page campaigns. Making landing pages for specific groups will increase your conversion rate. You need to understand the thought process your prospects are going through. How do they choose products in your niche? What do they care about? What’s the first thing they want to know?
The anatomy of a successful landing page:
Everything starts with the right headline. Make it benefit-oriented. This is the first thing a visitor sees and the first step in judging if they like your product. Focus on a single, clear value proposition and deliver it in one sentence, such as: “Start a successful online business”. Test different sentences until you find one that works.
2. Sub Headline
The sub headline should complement the ad. It should help to make the ad compelling and inspire people to join, sign up or buy. Let visitors know that the promise of value and benefits is a promise of value to be delivered.
Make the copy relevant. Use bullet points to clearly convey what you are offering. Visitors must be able to understand what you are offering in the shortest possible time and with a minimum of effort. Good copy saves spending a lot of money on expensive keywords.
Visitors must be able to understand what you are offering, and say yes to each of these:
Do I need it?
Will I benefit from using this product/service?
Do I trust these people?
If the answer to any of these questions is no, that visitor will not become a customer. Put simply, if a potential customer does not understand what you are selling, they won’t buy. Avoid technical or overly formal language. Imagine that you are in a lift going to the 2nd floor and you need to explain your product to a friend and make him buy it. How would you sell/ explain your product in that limited time?
4. Testimonial / Social Proof
Showing that someone is already happy with your service/ product is a good way of gaining credibility and trust. If you’re offering a solution to a problem, you need to make the case for why you are the right person to solve it. One-sentence recommendations form a range of happy customers are one of the most effective social proofs. Links to stories about your product in reputable publications or well-know websites are also a good way of building credibility. Include the logos of outlets that have written about you for instant appeal.
5. Call-To-Action Button
Focus on getting visitors to take one specific action. There should, in fact, be only ONE possible action for visitors to take and it should be super-obvious. Offering multiple options will weaken conversion. The less information you ask for, the less time it takes a visitor to complete the desired action and the more likely it is that visitor will convert into a customer. There is a tendency to make landing pages minimal, with many growth hackers merging call to action buttons with sign up buttons. Make the sign up simple. In most cases a name, email address and password is all you need. The more clicks involved in your signup process, the more people will drop out before completing it. If you really need more information, you can ask for it later, once you have your potential customer’s contact info. If your landing page is long enough for scrolling, repeat the sign up button at the very bottom of every page. Buttons should stand out – orange, yellow and green get the best conversion rates.
6. Links and Social Media
Keep links and social media to a minimum. Leave navigation and hyperlinks out. They divert attention and decrease conversion rates. Your product is not about sharing. Contrary to what you think, most people do not use the Internet to share, unless it benefits them or makes them look good in some way. People will buy what you are selling if they see the value for themselves, adding additional links will only distract them from the path you want – becoming a customer.
Give your brand a human face. Show visitors that people, not robots, are using your product and are happy with it. Smiling faces increase conversion rates.
Image credit – Flickr