Do you want to convince your potential customers to buy your product or service?
Or maybe persuade them to download your free e-book? Whatever the purpose might be, it all comes down to one final PUNCH: the landing page.
Landing pages are the most important part of your sales funnel. It can make or break the success of your business.
It’s really frustrating to see little or no sales, despite driving high-quality traffic to your blog.
That is why crafting a highly engaging landing page is really important.
Now I won’t lie, it requires time, commitment and lots of experiments to create a high converting landing page.
Although there is no universal template for a perfect landing page, there are certain tricks that you can apply to boost your conversion rate.
But before we dive into the details, let’s first understand what is a landing page.
What is a Landing Page?
A landing page is the first page that users see when they click on a promotional ad or the mail you sent out for your product/service.
It could be a stand-alone page or a page within your website. The way it stands out from the other pages of your website is that it is dedicated to a single product or a service that you want to sell.
They usually have only one call to action and no navigation options, which is completely opposite compared to other pages on your website.
For example, the homepage of a website allows people to explore various pages and posts through different navigational options while landing page cut out that options and has only one call to action.
The goal of a landing page is to convert your website visitors into leads or customers.
Trying to get people on your mailing list? Or to register a course? You can attract tons of people by just having a high converting landing page.
The question is, how can I help you convert your old landing page into a high converting one? Let’s dive into it.
Tips for Creating a High Converting Landing Page
When I first started out, driving traffic was not an issue. But for some reason, the conversion rate was as still as a statue.
With some minor upgrades, I was able to win my customers’ trust.
And believe me, creating a high converting page is not that difficult.
Only a couple of boxes to tick, and you’re good to go.
Here I’ve shared some of the top tips to get the ball rolling in the right direction.
Before diving into the details, it’s important to know that the right landing page can give out a massive Return on Investment (ROI).
Want to skyrocket your conversions? So, what are we waiting for? Let’s get straight into it.
1)Write an Eye-catching headline
A headline is the first thing that a user will notice on your landing page. you’ll only have 2.7 seconds to grab their attention and hook them.
Use powerful words to entice the reader, know your audience, and give them what they were expecting.
Deliver an emotional punch right from the start and, if required, add a sub-heading to elaborate the benefits of using your service.
Keep the headline concise, clear, and complete.
According to David Ogilvy, people are more interested in the headline, and the majority of them don’t even go through the rest of the content if they don’t like a headline.
Think of words that persuade YOU to buy something recently. Try out different headlines or use a headline analyzer to find the perfect fit.
Why am I so concerned about headlines?
And please, don’t make the headline look like a paragraph─ just don’t!
2)Choose bright colors
I don’t know about you, but at least I wouldn’t subscribe to a newsletter with a dull washed-out landing page.
As mentioned earlier, your landing page will have only a couple of seconds to hook the reader.
If that “hook” is not SPICY, or cannot make a good impression in under 50 milliseconds, it is worthless.
According to Neil Patel (KISSmetrics), 42% of the visitors judge a website on its overall design, especially the visuals.
If you don’t have bright visuals that represent happiness, creativity, and trustworthiness, 52% of your potential customers won’t click the “Subscribe” button.
Look at how Later has strategically used blue, orange, and green to portray their brand image. It might be shocking, but each color represents a specific emotion.
Do you know the conversion rate of this landing page? 57.92% ─ much more than the average.
Adding more to it, using colors that match well with the text, is vital.
For example, I use orange for CTA buttons as it represents attraction, determination, and stimulation.
So, the next time you’re working on the visuals, make sure to provide your customers with appealing eye candy.
3)Keep it simple
Simplicity is the ultimate sophistication..PERIOD
I consider landing page as a door to your online store. You only want the customer to open it and see what’s on the other side.
Keep the landing page simple and clutter-free. Effective landing pages don’t have tons of text; instead, they only focus on a conversion-centred design.
Providing too much information will impede the decision-making process. Everything on the landing page should be QUICK.
For that, prefer using white space to highlight the important factors.
Lastly, don’t add irrelevant pictures, navigation bars are a big NO, and emphasize ONLY on the promotion.
I have come across many landing pages that are considerably slower just because of the extra visual clutter.
Simple landing pages tend to load a lot faster than these useless jam-packed ones.
You don’t want that, right?
Keep things simple, easy to navigate, and, most importantly, make the highlights prominent & easy to scan.
This landing page from Dropbox is a great example of a simple and clutter-free landing page.
4)Highlight the benefits of the product or service
The whole idea of a landing page is to sell your product or services, right?
If you want someone to spend some extra bucks or subscribe to your newsletter, tell them WHY it is a good option.
For example, if I am trying to get people on board for a conference on digital marketing, I’d put down some bullet points explaining how it can boost their businesses.
This way, they’ll have a reason to attend it. If we go the other way, bragging about how good OUR conference is yada yada, they’ll leave right away.
In short, highlight the benefits of the product rather than features as customers are more interested in how your product will benefit them.
Here’s a good example from Norton Antivirus
You can see how effectively they’ve put down the benefits of using their product.
It should always be about the customers.
I would recommend using easy vocabulary as complicated technical terms can bore the customers.
According to Sitepoint, testimonials are a guaranteed way of increasing your sales. With all those scary online scams, people have become more skeptical and reluctant.
Adding positive customer reviews and testimonials creates a sense of trust and authenticity.
Why? People tend to believe in what others have already tried and have had success.
Here is a live example where Teachable, an online platform where one can create and sell courses, has strategically placed testimonials to gain potential customers’ trust.
I visit tons of landing pages, and a fair amount of them have no testimonials. If you don’t have any satisfied customers, how do you plan on attracting new ones?
Makes sense? Give them social proof of how your product/services have worked out for others.
What if you’re new? Well, I won’t recommend fake testimonials as they can easily be caught. You can focus on other tips to have a high conversion rate but once you get positive responses from your customers, publish them on your landing page.
I’m quite impressed with this one as Brian from backlinko has beautifully made use of the testimonials to give his viewers the social proof they need.
You can use the same strategy to uplift your brand image and take your customers into confidence.
Pretty neat, right?
6)Remove distracting navigation options
According to an A/B testing case study from VWO, removing the navigation options can increase conversions by 100%.
And what If I told you that despite the benefits, only 16% of the landing pages adopt this strategy.
Nobody wants to be redirected to some other page for additional information.
Remove all the options from your landing page which leads to a different page or post.
Even if some additional information is required, cut it down to the essentials and provide it on the same page.
All those menus, links, and buttons, do you really think the customer would be interested in any of that?
All they care about is your product/services.
The trick lies in keeping the customer hooked ONLY to your Call to Action button.
Gosh, I love this landing page by Muzzle. No nonsense, no navigation option, only a prominent “Download” CTA.
And if you visit the page, they have these message pop-ups that make you click the CTA button for sure.
If you still decide to go with navigational links, make sure they’re user-friendly, simple, and clutter-free.
7)Include a sales video
If you want your potential customers to know about your product and join your sales funnel, what’s better than a sales video?
According to HubSpot, only 20% of the visitors will go through the text, and the rest 80%? They’ll watch the video.
Why? Because people are inherently lazy and most importantly, a video is much more entertaining.
My strategy for phenomenal sales video:
- Including a short story to connect with the audience emotionally
- A solid CTA with a directional cue.
- Highlighting the key points of your product/service.
Here is the landing page of Autopilot, a marketing automation software.
They’ve added a short animation to demonstrate how their software works and a video that demonstrates a marketing automation case study.
And please, don’t use faulty sound recorders. Your video should have a bombastic script that truly conveys the image of your brand and moves your audience.
8)Create a clear and powerful Call to Action
All your marketing efforts come down to this small button.
Okay, let me rephrase it, Call to Action (CTA) encompasses every single detail on your landing page.
It doesn’t matter if you’re selling a product, generating email leads, or giving out freebies, if the CTA button is not compelling, GOODBYE to a higher-conversions.
So, how do we make the prospective customer click that shiny CTA button?
To start with, the CTA should stand out from the rest of the content.
According to wishpond, using an orange CTA with a blue background makes it look compelling.
Here’s a great example from SmartBlogger, notice how an orange color CTA stands out from the rest of the text.
Another thing, the CTA should be clear and powerful. It should tell the visitor exactly what is there on the other side.
It’s still about the customer, so keep on pitching the benefits while maintaining suspense.
Another strategy that I highly recommend is using directional cues. You can use a sales video (as discussed earlier), a picture, or maybe arrows.
And finally, when they click through, give them exactly what they anticipated.
9)Provide compelling guarantee
Providing a guarantee on the landing page skyrockets the conversions.
Why? Guarantees portray confidence and surety that your product/service will not fail to deliver results.
Here is a live example by Nature Made.
“If you’re not satisfied with our product, we’ll refund your purchase.”
This alone shows how confident they are about their products.
I suggest using a personalized guarantee that matches with your business model. You don’t want to give out a free trial on vegetables.
Here are some of the guarantees that will surely attract more conversions:
- Money-back guarantee
- 100% satisfaction guarantee
- Risk-Free guarantee
- Free trial period
- Low price guarantee
- ALL OF THE ABOVE
And finally, this guarantee should visually stand out from the rest of the text and be placed near to the CTA button.
10)Choose a right landing page builder
When I started out, I didn’t bother to go out and look for the right landing page builder.
Heck, I even tried building one by using HTML.
Believe me; it does not worth your time.
Investing in a superb landing page builder can bring you lots of CASH.
So, how do you choose a landing page that works well with your business model? It depends on your business and your skill level. Here are a few things to look at.
If you’re completely new to this, you should choose the page builder which has pre-designed templates to get a head start. Nobody wants to build from scratch.
It might not be a deal-breaker for some, but I surely try out a new product before considering it as a permanent solution.
Landingi, Leadpages, and tons of other builders offer a trial period to attract customers.
And of course, access to analytics, A/B testing, click-thru rate, dynamic text replacement, and other such handy features are a MUST for landing page builders.
11)Conduct A/B Test
A/B testing is basically a comparison test between two variants of the same landing page. You can test two different keywords, Call To Actions, Prices or even a color of your CTA button.
Predetermined traffic is assigned to both pages, and you just have to wait for the analytics to show up.
That will give you an idea about what works and what doesn’t.
You can run multiple A/B tests to find the perfect fit.
Crazy Egg offers an excellent tool for this purpose. It is simple to use, fast split testing, and continuous optimization with real-time split testing results.
Landing pages are the most CRUCIAL part of your sales funnel. If they’re good enough, you’ll see a massive increase in your ROI.
And did you notice that none of these tips require you to be a marketing guru? A couple of tweaks and you’re good to go.
Keep monitoring the analytics, run an A/B test every time you change an element, and, most importantly, be consistent.
So, if you want the conversion rate to hit the roof, don’t forget to try out these highly effective techniques.
That’s all from me guys! I hope you find this article helpful.
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