How To Build Successful Landing Pages That Convert

January 31st, 2017   •   no comments   

how-to-build-landing-pages-that-convert

Do you know what a landing page is? Or how it can help you to increase leads and generate sales?

Contrary to popular belief, landing pages are not “microsites”. Nor should they merely be any page on your website where your products and services are described.

Rather, a landing page is where visitors end up on after they have clicked through a link that was served by a specific and targeted marketing campaign.

This may be an offer for something desirable on email, social media, a blog post, or an ad on Google AdWords or Facebook.

Often, a landing page provides a compelling offer behind an opt-in device which we call a lead capture form. They have what we call a strong Call To Action or CTA. The idea here is to convert visitors into leads whom you can follow up with, or even customers by offering a free limited-time trial followed by paid subscription.

So what are the winning ways to create a highly converting landing page?

1) Have a Great Offer (aka Lead Magnet)

The first thing you need to consider is what you are offering your page visitors. Also known as a lead magnet, your offer could include any of the following incentives:

  • Free tool or template which your target audience could use
  • Free eBook providing great advice and tips
  • Free training (normally an online seminar)
  • Free limited time trial for a paid subscription product (usually a software)
  • Free consultation (usually a 30 minute chat)

sykes

Courtesy of Conversion XL

2) Razor Sharp Focus

Unlike other web pages, your landing page should provide visitors a hyperfocused experience that “slides” them through a specific page along a clear path towards an end goal.

You do not want to distract your visitor with confetti and water cannons. Instead, your landing page should only convey three simple things:

  • Where your visitors are (ie where they have “landed”);
  • What they are in for if they sign up (and how wonderful that is); and
  • What their next step should be (either to buy or sign up).

fitness-edu-au-number-small-choice

Courtesy of Web Profits

3) Match Your Ad Scent

One of the cardinal rules in digital marketing is maintaining a consistent “content scent” or “ad scent”.

If your advertisement or blog post promised something that your prospect would like (eg an e-Book, 101 guide, or training video), you need to be sure that he receives just that.

The way your landing page is designed and written should also correspond to your ad.

Here’s a good example of an ad and landing page with a fragrant ad scent. Notice how similar the offers in the ad and website are.

good-example-of-ad-scent

Courtesy of Conversion XL

Message mismatch is the number one reason for people to “bounce” (ie leave without clicking further) from a landing page immediately after they have arrived. Check out the example below and see how mismatched the ad and landing page are.

bad-scent-match-landing-page-example

Courtesy of Wordstream

4) Kill Links and Buttons (Except Your Opt-in)

Remember that your job in creating a landing page is to lead them down a single path. Avoid creating multiple hyperlinks or navigation bars which distract and disrupt your visitor’s flow.

What about social sharing buttons? Wouldn’t you want your visitors to help your landing page “go viral” and share them with their friends?

Well, studies have shown that removing social share buttons actually increased conversion rates. When Kuno Creative removed social sharing buttons on their landing page, conversion rates grew by a whopping 18%!

link_building_landing_page_with_social_media_sharing_buttons1

Courtesy of think SEM 

5) Keep Your Headline Benefit-Driven

Repeat what’s awesome about your offer by telling customers what’s in it for them. Focus on creating a benefit-driven headline rather than a product or feature-driven headline.

This is a great way to ensure that your customers know exactly what they are in for, like the example below from Amy Porterfield.

how-to-turn-your-facebook-page-into-a-sales-machine

6) Use Subheads, Bolds and Different Coloured Text

Remember that nobody likes to read a wall of text. Especially when they are using a mobile device to do so.

Use subheads to break up your text. Let your visitors eyes “dance” on your page. Doing so helps to lead them through the main highlights of your offer, or to educate and entertain in a fast-paced manner.

See the example below to learn what I mean.

startup-weekend-landing-page-body-copy

Courtesy of Unbounce

7) Showcase Your Product

Make sure that your product or service is well featured on your landing page. Nobody likes hidden surprises, or to be “conned” into signing up for something which they do not need or want. Transparency is king here.

lyft-landing-page-headline

Courtesy of Lyft

8) Create a Sense of Urgency

Create a sense of urgency in order to close the deal. People tend to procrastinate or delay when it comes to parting with their money.

By including your deadline, you will help them to decide quickly if they want your product and service. Or not.

Here are some examples:

  • Sign Up and Get 50% Off Today Only!
  • Download the Build Apps E-Course for $30 $10!
  • Register For The Ultimate PPC Webinar (Limited Places Only)!

Here’s a great example from SEO Guru which even incorporated a countdown timer!

countdown-timer-webinar

Courtesy of Wishpond

9) Design the Right CTA Buttons

Remember that the purpose of your campaign content is directed towards an action which is usually to click on a link, purchase, sign up for a newsletter, or enrol in an event. This is where your Call To Action (CTA) buttons comes in.

To ensure that your target audience will take the right action, you need to make your CTA buttons stand out.

Here are some useful tips to consider:

  • Use colours that strike out. In reported tests around the world, green and orange buttons seem to perform nest.
  • Ensure that your text is LARGE and highly VISIBLE. Make sure that there is sufficient contrast with the surrounding copy.
  • Keep the text on button as short as possible.
  • Use button copy to include your value proposition. For example “Get FREE Ebook” or “Buy at Half Price”
  • Experiment with arrows and other design elements to draw attention.

colour-button-test

Source: Conversion XL 

10) Include “Click Triggers” beside CTA button

To reduce fear, build trust and increase clickability, consider including what Copyblogger refers to as “click triggers.”

Some examples of click triggers include:

  • Testimonials
  • Anxiety-Suppressing Info (e.g. No credit card required)
  • Key Benefits
  • Data Points (e.g. users see a 40% increase in shares when using X)
  • Awards and accolades
  • Research studies or endorsements by personalities

Here’s a brilliant example of how High Rise incorporated “trust builders” on their landing page.

highrise

Source of image

11) Follow the Reading Flow

In most English speaking culture, we read from top to bottom and from left to right. Conversely, if you create a landing page in a different language, you need to consider the direction of reading.

Most studies have shown that the bottom or right of the content is the best place to include your CTA buttons, although the results may vary.

12) Provide Enough White Space

Don’t cramp too much into a small space!

Where possible, keep a healthy chunk of white space around your CTA buttons. Doing so helps to call your users’ attention to the button and help it to stand out. Like the example below:

squeeze-page-examples-gq

Courtesy of Instapage

13) Use Bullets and Boxes. Be Brief

There is a time and place to use bullet points. Now is the time.

Using lots of bullet points and boxes helps to break up the monotony of your text. Minimise the number of words so that you can cut to the chase quickly. Remember, your job is to break up that wall of text into bite-sized pieces.

use-of-bullets-and-boxes-in-landing-page

Source of image

14) Embellish with Videos and Images

According to some digital marketing experts, videos and images work very well on landing pages. In fact, conversion rates for landing pages with short and targeted videos may be higher than those without.

Dollar Shave’s landing page has a video which drives sales, as you can see below:

dollar-shave-club-landing-page

Courtesy of Web Analytics World

15) Use Active Language

Address your landing page visitor as you would a friend. Let your prose speak to them directly using lots of you and your.

Here are some active words to consider vis-à-vis their more passive counterparts:

Write this… Instead of this…
Get or Go or Start or Try Submit
Download Now Enter Your Particulars
Get a Quote Submit for Your Quote
Call ______________ Register Your Interest

16) Test Different Version of Your Landing Pages

Like in all things digital, do remember to text different versions of text and visuals on your landing pages, and to see which version provides a better conversion. Most landing page apps like Wishpond or Lead Pages or Unbounce allows you to do that.

An example is seen below. Guess which version experienced a higher conversion rate?

580x370_pay_ab_2-copy

Courtesy of Business2Community

17) Ask for Minimal Information

Do not over burden your users by soliciting for their family history, employment history and intimate details. Keep your sign-ups as simple as possible.

18) Feature Essentials “Above the Fold”

Pare down the words and images on the page to the bare essentials. The less content you have on the page, the easier it’ll be to feature the important information “above the fold” without having your visitors to scroll down.

This normally includes the CTA button too.

19) End with a Hardworking “Thank You” Page

Remember not to neglect your “Thank You” page after the leads are captured or registration/purchase is completed. The best “Thank You” pages provides assurance to your prospect, invites him/her to share the joy, and may include a possibility for a value added upsell.

Just look at the example below from NatureBox, which includes a nifty coupon code for further redemption:

naturebox_thank_you_page

Courtesy of Impact Branding and Design

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