With only 22% of businesses happy with their conversion rates, looking at every aspect of your marketing, including landing pages, is a task that can make a huge impact. However, knowing just what to put on a landing page in order to up your conversion rates can be a real challenge.
A/B split testing can help, but you’ll also want to avoid basic landing page flaws such as too much text, not focusing on one topic, or making the conversion process too complicated. Once you have your focus and you’ve limited the text, you’ll want to make sure your landing page has these four essential elements.
Using videos on your landing page increases conversions by 80%. How you include that video can vary. You might use it as a background, a header or a small section of the landing page.
Bears Ears uses a beautiful video as an essential part of the landing page. The moment you land on the page, a video streams and is the main focus of the page. The rest of the content on the page is extremely limited. You have a short line of text explaining what Bears Ears is and an option to skip the video. That’s it. Quite simple, attention grabbing and effective.
While you might not include video in the exact same way, studying what Bears Ears has done will give you some ideas of how to incorporate video into the overall look of your landing page. The video should be high quality and directly related to your product or service.
If you don’t ask your site visitors to take an action, they may not know what you want them to do. A simple solution to this is to create a strong call to action (CTA) button on your landing page. The CTA should offer a few clear elements:
Personalizing your CTA wording can increase your click-through rates even more. ContentVerve discovered that using first-person phrasing created a 90% increase in click-through rates.
Phase 1 Prototypes offers a good example of a strong CTA button on its landing page. The background on its landing page is a simple white. Big images slide in and out of different physical packaging prototypes. The CTA button is bright orange. The words are a simple action and say “work with us.” All of this comes together to strongly encourage the consumer to convert into a client.
To write your own compelling CTA, think about what action you most want those who land on your page to take. Now, how can you describe that action in just a few short words? Once you’ve worked through that information, you’ll have your CTA wording. You can then find complementary colors for your website design and perhaps do some split testing to see which colors and position work best for conversions.
Since 80% of online visitors go no further than the headline, it is easy to see just how important a captivating headline is to a landing page. There are many elements that make up a good headline. One important thing to keep in mind is that the headline should both grab the reader’s attention and describe what the page is about.
An excellent example of a page with a strong headline that gets right to the point is ACSL. The site has a big, bold font that reads “Autopilot Technology” with the CTA directly under it to encourage the visitor to try out a flight simulation of the drone it is advertising. There are very few words on the page, and they are all used to their best advantage, but the headline stands out.
For your own landing page, think of what headline will most easily grab a reader’s interest. How can you hook the reader but still keep the focus on the topic of your landing page? It is also best to keep your headline short enough to fit on a single line.
People only remember about 10% of the information they hear, but if you add a relevant and high-quality image to that information, most people will retain about 65% of it. If you want clients to remember details about your landing page, beautiful imagery that relates to the information you want to get across is the key.
The internet is such a visual medium anyway, it isn’t surprising you need some beautiful images to bring a landing page to life. However, when designing a page, it is easy to forget this concept in an effort to make pages load as fast as possible. Simplicity is a good thing, but not when the quality of the overall design suffers for it.
A good example of a landing page that uses strong, relevant images to get a point across is NEORig. The company manufactures “high-quality automated land drilling systems and rig components.” It makes sense it would include images of this equipment on its landing page, but these aren’t just any old photographs. They are high definition with unique angles and views of the equipment that draw the eye.
When choosing strong photos for your page, always ask if they are relevant to the topic at hand. It doesn’t make sense to include a beautiful image of a sunset over a lake when you’re trying to sell bathroom fixtures. You must choose images relevant to your site.
Making sure your landing page has these four essentials will up the odds of your success. The better your landing page, the higher your conversions should be.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
Landing pages are not necessarily squeeze pages, although they often are. The main purpose of a landing page is to direct your visitor where you want them to go. You cannot really predict where on your site your visitors will land when they come through organic SEO, which is why certain elements of a landing page should remain on every page of your site – a subscription form above the fold or below every post, for example. However, any Internet Marketer worth their name will have dedicated landing pages on their site, and make an effort to direct traffic to such pages through organic, or paid search (or social connections).
Listed below are 10 tricks to getting more leads through highly optimized landing pages. These should give you a solid foundation that you can build upon with what you gather out of your own experience.
That is, don’t leave them with a way to get to any other part of your site, never to return to the landing page. Simply remove the main nav from the page. There is the opinion that a visitor would trust you more if allowed to look around your site and get to know you better – but that’s where the subscription forms below posts come in. For a landing page, keep things tight.
Rule of the thumb is that a landing page should focus on only one thing: getting your visitor to focus on your offer. The design should be plain and uncluttered. However, a drab and bare page with a subscription form is hardly any form of enticement. Include elements in your design that add attraction to the uncluttered look. Things that help are : an attention grabbing Headline (perhaps with an intelligent tag line as a sub-head), an attractive Image NOT in garish colors, some elements that add Trust – a verisign certification, for example and, if you can fit them in unobtrusively, believable Testimonials – where applicable.
About that attention grabbing headline we just mentioned? Make sure it reflects whatever headline the visitor clicked on to get to your page. You can’t con your way into people’s good books. Don’t advertise ‘free’ stuff if there’s a catch on your landing page.
And we are back to the design elements again – the white space in particular. This would be the part immediately visible to your visitors – the part you have not put your mark on. Proper use of white space adds to relief and helps to settle a person to the viewing of your page. Compare this with a page that is going breathless trying to convince you of its usefulness with loads of text and images and what not all crammed in, and you will see why the white space is so important.
A bullet list stating all things nice about you may not work on a landing page. What problem does the visitor have that you can solve? And easily, too? How do they benefit? Exactly? ‘Increase your conversion by at least 68%’ is better than just ‘Increase your conversion’ or ‘Increase your conversion by 100%’. The first alternative is not specific enough and the second is too generalized (not to mention, good) to be believable. This was just an example, but bearing in mind the principle behind it will certainly help.
Just because a landing page is not a blog post, there is no reason to not include the social sharing buttons. Even someone who is not personally interested in your offer might be thinking, ‘Wasn’t John looking for something like this?’ – any guesses as to what that someone does with the ‘share by email’ button you inserted?
There are broadly two kinds of lead generation – those prioritized on the basis of quantity, and the ones where quality takes precedence. If you are looking to generate loads of leads, don’t put in anything more than a text area for email. Not even optional fields. However, if you are looking for people who actually gave some thought to taking you up on your offer, keep a slightly longer form with more fields – some compulsory, others optional. You will generate fewer leads, but you will probably require less effort at converting or keeping them.
Having said what we did in the last point, don’t push it! You can have more fields to fill out, but don’t make the form appear too long (and, therefore, overwhelming). This is one place where you do NOT want to use a lot of white space. Keep less space between fields and otherwise design in a manner so as to make the form look compact rather than drawn out. Also, dynamic fields that recognize already registered emails, as well as ‘Already subscribed/ a member?’ kind of options usually help. The latter seems to convey the impression that a whole lot of people have already visited and subscribed – even if they have not!
Don’t put the ‘submit’ button at the end of the registration form. Apart from the possible, albeit unwitting, psychological pressure that you are putting on people to submit to you, that kind of button is really, really old! And it makes no contribution to your form design or call-to-action at all. Write something simple like ‘Send me the e-book’ (or whatever), or ‘Yes, I want in!’. In other words, don’t gloss over the submit button – it is as important as the rest of your page design.
Have great ideas for landing pages? Don’t choose, use all of them. More is usually better than less – probably because you can appeal to different kinds of people with different corresponding call-to-action ads. This would focus your campaigns better – someone who does not care for a ‘deal’ might want to click on an ad that offers an email course. And yet others might fall for a trial membership. If you can think of an offer that might sell, design a landing page around it.
That was our 10 tricks to getting more leads through highly optimized landing pages. If you have better ideas, we’d love to hear about them. Just leave us a comment below and tell us what has worked for you best.
Jason Smith is an online manager for Victorpest – Mole Repellers. He likes blogging about online strategies that are related to SEO, Content, PPC & Lead generation.
How would you like to welcome your web visitors? With tall stone walls, huge moats with crocodiles in it, and long passageways that lead nowhere? That’s what a badly designed landing page does. There are some landing page mistakes that literally drive away visitors– find out more here.
Your landing page must speak to visitors at the top, middle and bottom of your conversion funnel. The categorization is as follows:
Embed a social networking toolbar so that your visitors can share your page’s information with others. You’ll actually benefit greatly by this – when your visitors are allowed to share, more people get to know about you. Put up Share buttons from as many social networking portals as possible.
Your visitor should be able to connect the messaging, imaging, offer and promise seen on the Ad to what’s on the landing page. This requires custom-landing pages for each Ad, but it’s necessary to maintain the scent. Use the same CTA buttons, the same keywords and the same feel too.
Even if your landing page is very interesting, too many options and links on your landing page will distract and then drive your visitor away. Don’t spread too many options, product images and on your page. Instead, use category level images that provide an information scent so visitors can follow.
Ensure greater reader retention and higher conversion by reducing text density. Web readers only scan information, so bullet the most important information in the first paragraph after the headline. Use your keywords at the bottom of the text, for search engine purposes. Use sub-headers and bullet points liberally.
Visitors take a few seconds to scan your information and then look for what you want them to do. If there’s no CTA, or if the CTA is not visible or does not clearly specify what to do, you’ve lost that visitor. Your CTA must therefore be large, impactful, and clearly tell the user what he or she gets by clicking.
Empty your landing pages of all visual clutter, such as banner Ads, horizontal lines, unnecessary images that don’t connect to your offer, links, and pop-ups and so on. If your visitor is not sure where to look, they’ll lose interest and move on. Keep the page simple, and goal-oriented.
Your visitor will lose trust in you or feel overwhelmed when asked for too much information during initial sign up. Build trust and relationship through progressive disclosure, not through instant information gathering. Keep forms simple and non-intimidating; don’t ask for credit card details.
Put up client testimonials on the sidebar, and place trust symbols such as VeriSign, security logos, media mentions and other trust marks on the top of the page. All of your trust marks should be visible and gathered in one place so as to create a positive impact. Don’t place any of them below the fold.
Does a large pop-up window come up as soon as your site opens? That’s a losing proposition, straight away. Pop-ups are very useful if you know how to use them. Avoid the ones that scroll down along with the visitor, and very large ones. Use discreet pop-ups only where needed.
Your visitor wants to know what’s in your product or service for them. Your headline must answer that question clearly. Use a large font for your headline, and encapsulate what your product does for the user. A great, short headline will show up in search queries and bring you good organic SEO results.
Use strong offers to attract and retain visitors on your page. Use impactful words to describe your offer. Make sure your value proposition is clear and strongly worded as well. The basic idea is to impress your visitors with your confidence and prevent them from going to your competition.
Just because landing pages should be simple, it doesn’t mean they should be bare and plain. Use attractive product images, and good, strong colors in your page design. The idea is to attract, impress and retain visitors, not entertain them.
Masroor Ahmed is conversion optimization analyst at Invesp, a leader in the field of e-commerce website optimization. Founded in 2005, Invesp has completed over 350 successful conversion optimization projects with average uplift of 65% in conversion rates.