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9 Tips to build a High Converting Landing Page

Violeta Morales
Dec 17, 2018 10:05:38 AM

Creating a Landing page that looks good is no rocket science. Landing pages are great tools for digital marketing strategies. The challenge comes when you are looking to create a visually attractive page that also delivers valuable information to the user. This is where many marketers need to put on their expert hat on and do some serious research.

We wish we could lay out a secret formula for creating the best landing page, but sadly, there is no one-size-fits-all manual for creating a perfect landing page.

Consider these three examples:

  • The first landing page is selling women sportswear during a holiday season
  • A second landing page displays an e-book that any user can download for a short amount of $19.99
  • The third landing page contains an online quiz to consider if the user is ready for winter time in New York

The creation of any of these landing pages will definitely not be effective for the other two. Let’s consider valuable criteria that will vary exponentially among their messaging, audience, purpose, product, industry, niche, cost, messaging, and value proposition. To name a few.

Despite the variations that need to be considered, some things do remain the same. This is what we want to help you define, eliminate, automate and liberate. Even though there is no one-size-fits-all manual, we can share the guidelines and lay out our suggested process for creating a compelling, high converting landing page for your business.action-arrangement-board-1374548

What is a Landing page and why are they so important?

“A landing page is a webpage that serves as a destination for visitors, that are invited to initiate a conversation or close a deal.” Says Neil Patel, co-founder of Crazy Egg, Hello Bar, and KISSmetrics.

Landing pages are often created as a separate entity from the website and are designed to receive campaign traffic only. The reasons why they are separated may vary, though some of the most frequent ones are: they can be focused on a single objective and they make all reporting and testing much simpler.

Landing pages can have many objectives, for example: selling a specific product, capture email leads, offer a discount and make a special announcement.

Hubspot states that 48% of marketers craft a new landing page for each campaign. This is because landing pages are great for achieving a particular goal.Creating an outstanding Landing Page:

1. Choose your information wisely and structure it

The copy on your landing page must go straight to the point. You may only have the user’s attention for less than a second before they decide to either engage with the content or leave the page. Visual elements will either persuade the user to convert by clicking on a CTA (Call-to-action) or simply bounce off the Landing page because of lack of interest.

This information should be clear and follow a logical structure. Structure and amount of information are directly related. This means that the more information you want to include on your landing page, the more structured it will need to be.

2. Establish your brand’s credibility

Most likely, you will create a landing page to attract new traffic to your site. Please keep in mind that new visitors will most likely not be familiar with your brand and will question your credibility. achievement-administration-adult-1489120

This is the perfect opportunity to include any piece of information that will add credibility to your business. If your brand has been featured in recognized publications or partners with a well-known entity, be sure to ads them.

One example of how you can do this is by adding an “As seen on” or “Partnered with” section.

3. Use keywords to reinforce Value Proposition

The search ranking on your page for relevant searches will benefit from this effort. By repeating keywords in the copy of the page, you will reinforce the user’s mind what they are there for.

4. Minimize page load time

When it comes to page load times, the difference between 2 and 3 seconds can be crucial. A simple way to optimize the load time is cutting the big images and focusing on the message.

5. Simplify the CTA (call-to-action)

The best way to create an understandable CTA, is to make your button text something that reinforces what the user is going to receive by clicking. For example, your button may have the text “Yes, I want the free eBook”.blur-caution-close-up-618955

Using abstract copy in your CTA can create an obstacle to the understanding of the user and lose that conversion. One good piece of advice is to include a verb-based copy to encourage user action. For example: “Apply now”, “Learn more”, “Join now”, “Sign up today”.

6. A/B Test Your Landing Page

“Two sets of eyes are better than one”. When we refer to Digital Marketing, we truly believe that not even 10 sets of eyes are enough to test out the design before launching a landing page. The best way to ensure the optimal performance of a page is by creating A/B tests and study how they perform once being published. If creating landing pages is something that you do regularly, you are aware of how having different layouts and options can make a difference. You can study your stats and see which option is generating more conversions.

A/B testing your landing page is no one-time event. Especially if the product or service you are promoting is an evergreen product, you will need to do constant testing, tweaking and iterating.

You may also use third-party apps and platforms that can assist the A/B testing, such as: Unbounce, WVO, Five Second Test, Google Analytics Experiments, Convert Experiment, Maxymiser, A/Bingo, KISSmetrics

7. Put all Navigation Elements out of sight

The best landing pages keep all of their important elements inside that page. If the user has reached your landing page through paid advertising or any other source, they are already involved in the conversion funnel. By providing navigation elements in your page, you are offering a chance to the user to go back to the previous step of conversion. This is something you do not want to do.

The suggestion, in this case, is to include all important information and relevant elements inside the landing page so that they don’t feel the need to leave to get more details. With this being said, all of your elements should follow a logical flow to keep your visitors moving toward your CTA.  This will allow them to reach the completion of the goal you set out for them.

A good example of the flow could be:

  • Explain the product/service
  • Mention the benefits
  • Include testimonials (if apply)
  • Leave the clear CTA for last

    This is a very persuasive method of building a landing page. It is also suggested that you leave the sections highly marked.

    This will provide structure to the page and facilitate the UX (User Experience). Especially for landing pages that include large amounts of content.

    Even though long landing pages are not fully recommended, some marketers avoid them because they may put at risk some of the visitor’s attention. Please know that these can actually be very effective, as long as they’re well organized. Depending on the industry of the brand/company, lengthy landing pages are the best fit.

    Last but not least, determine with wisdom where to place your CTA. This is a critical component of a landing page flow. Especially when using more than 1 CTA in one landing page.

    For landing pages that have a single visual focus, the CTA button may be simple and easy to notice. But for landing pages that include 2 or more CTAs, it is important that you place them in strategic positions. Some brands choose to put them in a search bar option. The main goal for this is to simply give the visitors multiple opportunities to make a conversion on the page.

8. A Pop of Color: a psychological effect in every userart-materials-colored-pencils-colorful-194098

We have determined how important the position of a CTA in a landing page is. But another thing to keep in mind is the visual aspect of the button. It must be something visually attractive so that the user feels encouraged to fill out a form and click on the “Submit” button (if this is the case).

You just have to be sure to make it clear to the user what button they must click in order to complete the desired action. This is why using complementary and contrasting colors is a great way to call a visitor's attention.

9. Add Social Proof

Adding Social proof to a landing page will add credibility to the content and increase conversions. Some examples of this social proof are:• Case Studies• Testimonials from opinion leaders• Bloggers and influencersYou can consider searching through social networks like Twitter or Facebook (any social platform will do!). Let’s say for example that someone has mentioned you via Twitter and said really nice things about your product/service. Another idea is sharing nice content you received in a comment on Facebook.

Social is a great tool to broadcast your satisfied customer’s positive opinion about your product/service.Creating a beautiful landing page that easily converts is a challenge for all marketers. You need to keep many elements in mind when creating it in a way so that all information is available for the client, the CTA is attractive and the content is highly engaging.

For all lead generating efforts, landing pages are an awesome hub! What are you waiting for? You have now filled your creative mind with useful tips and tricks so you may start creating. We invite you to start creating highly engaging landing pages and generate results today!

If you want to keep learning more on digital marketing and creative solutions go check out the rest of our blog or contact us today, and we’ll be happy to help you grow!

 

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