Businesses are trying to keep up with the fast-paced industry of marketing today by generating leads and converting visitors to their website into paying customers.
A persuasive, eye-catching landing page, along with quality content and a foolproof SEO plan, can lead to high conversion rates.
A landing page has a single goal. Unlike the home page, which encourages visitors to look around your site and see all your products, it is created with a specific purpose in mind.
Landing pages are often created for a specific campaign and tailored to the audience. They focus on conversion calls, such as purchasing a product, or signing up for email newsletters.
This article will examine 10 elements that are crucial for designing landing pages with high conversion rates. There is no perfect solution. However, good landing pages share a few common characteristics, such as clear, concise copy and a fast, seamless performance.
What is a landing-page?
A landing page is an independent web page that was created to convert visitors. This is the page that your visitor lands on after clicking a link in a marketing email or social media post.
Landing pages are usually designed to be very specific for a particular marketing campaign. Landing pages are tailored to the interests of your audience and usually only contain one link. This helps visitors not click away.
Landing pages use design elements such as signup forms and clear call-to action buttons. They also include a lead magnet, like a webinar, whitepaper or free trial.
Why is landing page conversion important?
A conversion occurs in digital marketing when a visitor to a site completes the desired goal. This could be registering for an online account, signing up for subscriptions, or making a final purchase. Conversions transform a passive audience member into an active participant.
The conversion rate is a key metric that you should track to help grow your business. Comparing conversion rates across marketing channels will help you to understand your target audience, what you can do to improve your marketing and which channels work best.
Landing pages are not only designed with conversion in mind, but have also been proven to increase conversions. The landing page signup form is the least popular, but it has the highest conversion rate at 23%.
What is the average conversion rate of your landing pages?
The average conversion rate of a website can range from 2 to 5%. However, the number will vary depending on your industry, your conversational goals, and your target audience.
In all industries, a conversion rate of around 10% is considered good. The average conversion rate of landing pages is 9,7%. This makes it a powerful tool for generating leads and acquiring customers.
A landing page that converts well encourages visitors to click on the button to take action, converting them easily into leads who can be nurtured into paying customers.
Landing pages with high conversion rates have 10 features.
A headline that is relevant, relatable, and clear should be used on a landing page to convert.
Headlines that are compelling do not have to be clever. It is better to focus on clear communication in order to prevent your landing page visitors from leaving the page.
It is not necessary to have a long headline. Just a few short words will do. Be consistent in your messaging and explain how your product can benefit your visitor. Headlines that describe a problem and offer a solution are likely to appeal to a wide audience.
Subheadings that engage
Subheadings should be used in conjunction with headlines to encourage visitors to continue reading. It should be concise, but still provide concrete information.
Do not be scared of a lengthy landing page. Longer landing pages produce 220% more leads than short pages
A digestible copy is another key element for landing pages to convert. Your landing page copy must grab the reader’s interest. It is much more effective to use a brief description or bullet points that highlight the benefits of your product than a long block of text.
You should aim to give visitors the information they need to make the best decision.
Above-the fold form placement
Landing pages that convert well are built around forms. You want your lead generation form, which collects information, to be visible above the fold or on your landing pages, so that visitors can see it without having to scroll. You can maximize your conversion rate by doing this.
The form itself should be concise and to the point. You should only collect the information you need. Your visitors will be more inclined to complete and submit a form if you make it easier for them. Forms that are too long or crowded can be intimidating and frustrating.
Calls to action that are compelling
A call to action button on a landing page typically submits a lead generation form, which collects visitor information. Call-to-action button can help you convert visitors into customers and leads.
Your call to action button should be clear and concise, telling your visitors what to do. It should focus on the action that you want them take. Use words like “limited edition” and “now” to create a sense urgency.
CTAs can be customized to make visitors feel as if they are making the right decision. CTAs which adapt to the visitor’s location may be more effective.
Evocative hero image
A hero image will make a great first impression as the brain processes images 60 000 times faster than text. Visual elements are easier to remember and more effective when it comes to landing page design.
Include images in your landing page. Content that includes images is 80% more likely for users to read.
The hero image is the representation of your product or service. This can be done in an abstract manner through images that evoke positive feelings, or in a literal sense. It should also help your audience visualize themselves using your service or product, causing them to click on the call-to-action button.
It is generally a good idea for images to contain faces of people, as these are more likely than others to elicit an emotion and create a feeling of connection.
Video content that is fascinating
Video content is a great way to enhance a landing page. A short video that informs visitors about your product can encourage them to spend more time at your landing page. This gives you more chances to promote your value proposition. Video marketers claim that 83% say video has helped to increase the amount of time their visitors spend on their site.
73% of consumers will also be more likely to purchase a product or sign up for services if they see it in action. Demo videos aren’t the only video type that can appear on landing pages. Videos that feature customer testimonials or offer special deals can be very successful.
Social proof is a concept that suggests people will emulate and conform to the behavior of a group, their friends or those who have influence or credibility. Add social proof on your landing page to encourage conversions.
Social proof can be in the form testimonials on social media, customer reviews, trust seals and awards. You can also include other relevant information such as the number of people who have purchased your product. Landing pages that convert well should also include social proof.
Landing pages should be designed with performance in consideration. Slow and laggy landing pages can negatively affect user experience, rankings in search engines, and conversion. A landing page that performs well keeps your visitors interested in your product or service.
All platforms optimized
Landing page design is important, but so is landing page optimization. Businesses who use optimization software to optimize their landing pages experience an average 30% increase in conversions. A mobile-optimized landing page can increase leads and conversions. Mobile landing pages are convenient and accessible on the go, reaching a wider audience.
How to track landing page KPIs
It can take a lot of trial and error to create the perfect landing page. There are several metrics that you should track to know how your landing page performs and what can be done to improve it.
Increase traffic to your landing page by using social media, paid ads or SEO strategies. Use social media, SEO, and paid ads to drive more traffic to your landing page.
Rate of Form Submission
How many people complete your form and click on the CTA? Test your lead generation form using A/B tests.
The conversion rate is calculated as the number of visitors who reached your goal after visiting your landing page divided by the total visits.
Bounce rate is a measure of how many people visit your landing page, then immediately leave. This can indicate a number of problems, including a poor web design or slow loading times.
Form abandonment rate
Visitors who start to fill out your form and stop midway through may be confused, believe it is too long or lack incentive.
Google Analytics can be used to track these metrics. Sign up for Google Analytics and you will receive a tracking ID unique to your industry, time zone, and URL. Install the tracking ID onto your website to begin analyzing KPIs. You want more options? Check out some of the best tools for analytics.
Create landing pages that are effective from the beginning
Every digital marketer needs to know how to create a landing page. Mailchimp offers a free and easy-to-use tool for building websites, but it also has a range of resources to help you create landing pages.
Visit the Chattertools Blog Posts for inspiration on similar topics to improve your website’s conversion rate.