A high converting landing page can bring more customers down the funnel.
Did you know that the average conversion rate for landing pages across industries is 5.86%? That’s not very high, is it? If you want to get more conversions, you really need to come up with a solid strategy.
You can’t follow the herd and expect to build high-converting landing pages. To stand out, you need to do things wisely. In this article, let’s take a look at how you can squeeze the most conversions out of your landing pages.
Typically, a page that is designed with the goal of boosting the conversion rate is a landing page. They are designed in such a way that you can funnel your site traffic to reach the desired goal.
From buying your products to signing up for your newsletter, you can promote any goal. Typically, users can arrive at your landing pages via social media ads, Google AdWords, or other channels.
Your landing page can be a web page for a specific product, campaign, or any other page on your site. If you want, it can even be your homepage.
So, how can you optimize your landing page to boost your conversion rate? There are four key areas you need to focus on to build high-converting landing pages:
Design: Include visuals that will be appealing to your target audience
Content: Write persuasive copy that is also SEO-friendly
CTA: Understand the right placement for your CTA and its objective
Landing Page Testing: Before finalizing your landing page, use different tests to discover which version may perform better.
Each of these factors has a set of key elements that can impact your conversion rate. Let’s examine them more closely to understand how you can build a high-converting landing page.
The most effective and high-converting landing pages have one thing in common — they pay attention to their landing page design. Good aesthetics can go a long way in funneling your website visitors. But design encompasses many different components.
Let’s take a closer look at the key landing page design elements.
No landing page is complete without some imagery. To design a high-converting landing page, ensure that you use only high-quality visuals. Use attractive images, infographics, and illustrations to make your landing page visually appealing.
For this, you can check out GetResponse. They offer over 5000 free Shutterstock images along with GIFs from Giphy. Unsplash and Pexels are also good resources for high-quality images.
Image via GetResponse
Videos are the next big thing in marketing. According to a survey, consumers have a clear preference for videos over text.
When both text and video are available on a page, 72% of consumers said that they would rather see a video to learn about products or services. So, it’s a good idea to add videos to your landing page to inform and engage your audience.
Image via Pocketstop
White space is the ultimate glue that holds your landing page design together. It refers to the space between your text, graphics, and other web page elements. It can make your page look neater and more organized.
Image via Lyft
When it comes to conversion rate optimization, typography is underrated. The fonts that you use can make a huge difference in people’s perception of your brand.
Pick a professional typeface based on your target audience and brand personality. For high-converting landing pages, readability should get priority over style.
Image via Eleven Plants for Dum-Dums
Your landing page needs to clearly communicate your brand values and highlight your USP. Well-written landing page copy can encourage users to take the desired action. This, in turn, can boost your conversion rate.
Here are the key content elements you should take care of while designing a high-converting landing page:
Regardless of what your landing page is about, it’s necessary to write an engaging headline. It’s one of the first few things that your users notice on your landing page. If it is not compelling, they might bounce to another site.
To write better headlines, highlight the value that users can get from your product. Keep it short and concise. Use power words like “Best” and “Ultimate” to highlight its importance. You could also frame your headline as a question to make it more engaging.
Social proof is a crucial factor to create a high-converting landing page. It can boost your credibility and brand trust. Instead of promoting your products directly, showcase what other people are saying about them.
If you’ve got a recommendation from a celebrity or influencer, add that to your landing page.
To build your reputation and create a high-converting landing page, you can also highlight your achievements. Mention any awards or titles that you may have won.
In addition to this, you can also mention how you have helped your clients or other brands achieve their goals. Place this section in such a way that it is easily noticeable on the landing page.
Image via Clopaydoor
When it comes to building high-converting landing pages, persuasion is everything. With the right persuasion techniques, you can convert even the most skeptical visitors on your landing page.
Here are the six elements of persuasion that you can use to build a high-converting landing page:
Reciprocity: When users receive a free gift or a sample from a brand, they feel a sense of obligation to reciprocate.
Scarcity: When you give users the illusion that a resource is scarce, it is likely to increase its demand. FOMO is a commonly used strategy in ecommerce to build high-converting landing pages.
Image via AliExpress
Authority: Users are looking for brands that are well-known in their niche. To build your authority, you can partner with other well-known brands and influencers.
Image via Mastercard
Consistency: Brand consistency can also help you to build authority. This, in turn, boosts brand awareness. Use your brand colors, tone, and taglines across your website and landing pages.
Image via Pepsi
Liking: Users like brands whose values align with theirs. By establishing similarity, you can persuade and motivate them to make a purchase. In addition to this, feature photos of people who belong to the same demographic as your audience.
Image via Sodexo
Social Proof: Before they make a purchase, users want to know what your customers think about you. So, make sure you feature testimonials, ratings, and reviews prominently on your landing pages. It’s an important feature for high-converting landing pages.
Image via Help Scout
While writing your copy, title tags, and metatags, keep SEO in mind. To get more visibility organically, you need to use the right keywords in a natural way.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the Co-Founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.