Designing a landing page for your product is easy. Designing a high-converting landing page, however, is a whole different story.
A high-converting landing page can potentially be your ticket to establishing a strong foundation for a successful online business. And if it’s implemented correctly, it can help you capture more targeted leads, grow your email lists, and boost sales.
In this article, we’ll present the key elements that go into designing a high-converting landing page and suggest some tips and tricks along the way to help you optimize them for conversions.
Why Are Landing Pages Important?
Within the realm of online marketing, landing pages are standalone web pages that are designed with a specific goal in mind. Ideally, they should entice prospects into your sales funnel and convert them into customers.
You can design a landing page for anything and everything – selling products and services, offering promotional discounts, or capturing email subscribers. Landing pages are important because they encourage opt-ins. Whether those opt-ins ultimately stop at growing your subscriber list or lead to closing a deal, is entirely up to you.
Now that you have a fair idea of what landing pages are and why they’re important to your marketing strategy, let’s go over some key factors that go into creating high-converting landing pages.
5 Tips and Tricks to Create High-Converting Landing Pages
When it comes to landing pages, there isn’t a single best solution. However, high-converting and effective landing pages do have a number of characteristics in common. In this section, we’ll take a closer look at each element.
1. Write a Catchy Headline and Convincing Copy
First impressions matter in the digital world – perhaps even more so than in meatspace. Your landing page’s headline should invoke curiosity in the reader’s mind, grab their attention, and inform them what the product you’re selling is all about in as little words as possible.
According to Ted Nicholas, 73% of your prospects’ decision-making process begins when they read your headline. As an online business owner, you can leverage this to your advantage by offering the buyers some sort of benefit. This is where the copy comes in. The copy should, first and foremost, be convincing. The idea behind the headline-copy pairing is that the headline draws in the reader’s attention and the copy makes them want to stay.
Once you have a catchy headline and copy in mind, the next step is to experiment with placement. Depending upon the layout of your landing page, you may want to have it right in the center of your page or to the side if you have an image complimenting it. Speaking of which…
A picture isn’t worth a thousand words anymore. It’s worth 60,000 words. Users are almost immediately drawn in by some sort of strong visual marketing. You might have noticed that some of the most effective landing page designs have an image or explainer video complimenting their headline and copy.
When it comes to using any kind of media items on your landing page there are two things you need to keep in mind – the image should strengthen the headline and it should be relevant. If you use too many images they can end up being distracting. Remember, it’s the headline’s job to draw in the readers. The image should only compliment it.
Since you’ll only be using a few images on your landing page, it’s important that you invest in large, high-quality imagery. Putting up poorly edited pictures or stock photographs could potentially harm your landing page’s visual appeal.
3. Highlight the Benefits of Your Product
This is the part where you tell the user why they should use your product. Simply put, it should answer the one question prospects will almost always have: What’s in it for me?
According to The Daily Egg, the benefits you offer should be clearly focused on them. This means that instead of listing your product’s (or service’s) features, write about how those same features will benefit the user. For instance, if you’re selling a caching solution you could say one of two things:
Option 1: We offer blazing fast speeds!
Option 2: Your website will run at blazing fast speeds!
In this scenario, the second option is more customer-oriented and it highlights the benefits of your product. In terms of placement, you can choose to list your products benefits in a single area or spread them out throughout your landing page.
Trust signals are one of the most important elements of a landing page. And one of the best ways to display them is through testimonials. Gathering and publishing testimonials from people who are relevant to your target audience is a great way to build trust among prospects.
Studies show that testimonials that are accompanied by the user’s picture work better than those without one. This allows your potential customers to rest assured that the testimonial they’re reading was written by a real person. Another important point to keep in mind is that your testimonials shouldn’t look too perfect. This allows you to build credibility in the mind of prospects and helps strengthen your trust signal.
5. Call to Action
As we briefly mentioned above, your entire landing page acts as a sales funnel that ultimately converts prospects into customers. This is what makes your call to action the most important element of your landing page. Once a user clicks the call to action, they’ve successfully been converted into a customer.
It’s a good idea to make your call to action button stand out. Your call to action button should be big and its copy should be captivating. Instead of using the monotonous Enter or Submit, experiment with persuasive call to actions like Let’s Do It!, Speed Up My Site, or Here, Take My Money!
In addition to this, you could also try using a contrasting color for your call to action button so that it stands out from the other page elements on the landing page. To sum it up, your call to action button should be prominent and clickable.
A successful sale requires a high-converting landing page backing it up. Following these steps will make your landing page more effective with a higher chance of conversion.
Let’s quickly review the five key elements you need to build a high-converting landing page:
- Headline and copy.
- High-quality images.
- Benefits of the product.
- Call to action.
Are you planning on creating your own high-converting landing page? We’d love to hear from you so let us know by commenting below!