Continuing our series on optimising engagement, we’re turning our attention to landing pages. Don’t you just wish you could see your conversion rate explode on your landing pages? Conversions are what landing pages are all about, after all. But whilst creating a high converting landing page is possible, it’s not always as straight-forward as we’d like it to be. Buckle up as we take you on an exhilarating ride through our top 4 elements that can boost your landing page conversions.
Landing pages have been around for quite some time now - but if you saw a landing page from 2001, you’d probably be shocked by how much has changed. Today’s landing pages have to be a whole lot more sophisticated if you want your visitors to complete your conversion goals. Unfortunately, there’s no definitive guide to producing the perfect landing page (if only it was that simple). Anyone who tells you that such a thing exists is misleading you, I’m afraid.
The reason there’s no definitive guide is because it would be impossible to compile in one place guidelines for creating landing page for the multitude of different business types, customer types, conversion goals, and so on. What’s more, the most effective landing pages for conversions are tailored specifically to their target audience. Just like an off-the-peg suit doesn’t look as good as a professionally tailored suit, generic landing pages will never perform as well as targeted ones.
There are, of course, many people who use generic landing pages. But I can guarantee that they’re missing out on conversions. People are unique. Even within your target market, there will be sub-targets that think differently, behave differently, and need different landing page strategies. If you want to experience that conversion explosion, you’re going to need to dedicate time and effort to your landing pages.
Whilst your audience is unique, and your landing pages need to be tailored, there are some elements that you can maximise the potential of in order to increase conversions. Let’s take a whistle-stop tour through what they are and how they can work for you.
4 Elements to Explode Your Conversion Rate
1. Compelling Headline & Persuasive Sub-Headline
The headline is the first thing that your visitor sees when they arrive on your landing page, so it’s got to pack a punch. You want your headline to be captivating, to grab your target’s attention and compel them to keep reading. What’s more, your headline has to convey what your product or service is - and, ideally, the problem it solves. All that has to be conveyed within a maximum of around ten words.
Creating a cracking headline takes practice and creativity. It’s not easy to pack so much into ten words or less. That’s one of the main reasons why landing pages fail to convert. If your headline doesn’t compel your target to read on, then they may just click away.
Using sub-headlines to add some extra details can help with this. When you use sub-headlines, it takes the pressure off the headline somewhat. The headline only needs to grab attention, whilst the sub-headline can be used to summarise the product and the benefit to the visitor, making them stay and read more. Persuasive sub-headlines work best, and they can be longer than the headline, too.
What Does a Compelling Headline Look Like?
Let’s take a quick look at a couple of examples of compelling landing page headlines:
• Contently.com has a simple, effective strategy with theirs: “Make content that matters”, followed with the sub-headline of “More Fortune 500 brand publishers use Contently than any other system”.
• Evernote.com also goes for simplicity, with a two-word headline: “Remember Everything”, followed by a sub headline of “Evernote apps and products make modern life manageable, by letting you easily collect and find everything that matters”. This grabs attention, describes the product, and explains how it solves a problem, in just a few words.
Visual elements on your landing page are essential now, reflecting the fact that the brain processes images much faster than text. It’s well known now that images can have a powerful impact on your visitors, so it’s important to get this right. There are some important considerations for pictures on landing pages:
• Make the pictures large - A/B testing has shown that large images can increase conversions by almost 40% in some cases!
• Keep your images relevant to your product or service.
• Always use the highest-possible quality images on your landing pages.
• Make sure your images are eye-catching enough to grab - and hold - your visitor’s attention.
3. Clear Benefits for Visitors
One mistake that people make when designing their landing pages is that they fail to make it clear what they’re offering. Clarity is vital. Get your message across about your product or service and explain why it solves their problem or otherwise benefits them.
People don’t want to read about features - they want to read about benefits. You could waste your landing page describing your product/service features or you could emphasise how your product benefits your target - and gain more conversions. People are focused on their problems and issues, so they want to immediately know what you can do for them. Otherwise, you’ll lose their interest.
4. Contact Details
You want your landing page visitor to complete your conversion goal, of course, and that often revolves around a call-to-action. That’s standard landing page practice. There’s often conflicting advice about whether there should be any other buttons on your landing page, however, so contact forms often get left out.
The thing is, your visitors need to be able to trust you, and contact details are one of the best ways to convince them that your company is genuine. The best performing landing pages often contain multiple means of contact - such as phone number, email address and contact forms. Some even take advantage of chat bots for interaction with visitors.
Making it easy for your visitors to contact you is important in terms of conversions. They’re much more likely to take action when your landing page contains clear contact details.
Landing Page Success
Creating a landing page that has a high conversion rate is what every business should be striving for. Follow the advice we’ve given, and you’ll be well on the way to increasing your conversion rates. If you’re not sure that you’re ready to take on the challenge, however, you can always contact our web design team who will be able to help create the best possible landing pages for your business goals.