Creating high-converting landing pages is not as simple as some marketers believe. While the page design that works for one business will not necessarily work for another, there are unifying elements that characterize successful landing pages.
Creating a successful landing page can be the difference between a thriving business and one that fails to make an impact. Landing pages are an important part of your online marketing strategy, as they are the first interaction that a potential customer will have with your brand.
A well-designed landing page can help you convert visitors into customers and increase your conversion rates. In this article, we will explore the 8 secrets of high-converting landing pages that can help you create a page that converts. These tips will help you create a landing page that engages, informs, and converts.
1. High-Converting Landing Pages Start with Simplicity
The first is clarity. The more a visitor can understand the product or service they’re about to buy, the more likely they are to convert. It’s one of the most important things to remember when creating a landing page. Keeping it simple means you need to focus on the message that you want to convey and avoid cluttering it up with unnecessary elements.
You should also be clear on what you are offering and how it will solve your visitor’s problem. High-converting landing pages don’t beat about the bush, they deliver solutions right away.
This helps visitors know that they can trust you and your business. It also helps them imagine themselves using your product or service.
A popular way to build trust is through social proof, such as testimonials, awards, and usage statistics. A study by Unbounce found that pages with social proof have a higher conversion rate than those without.
Keep the design simple and make sure that your hero shot (the primary image or video on your page above the fold) is captivating. This can help your visitors picture themselves utilizing your product or service and encourage them to convert.
2. Make them Relevant
Whether you’re targeting people online or offline, make sure your landing page makes clear what you have to offer them. By making it relevant, you can convert more visitors to subscribers or buyers.
It’s essential to use relevant copy that addresses the problems your visitors are facing. This helps them understand your product or service and why it’s a good fit for their needs.
For example, if you’re trying to get people to sign up for a life insurance policy, your landing page should focus on the importance of protecting their loved ones. Then, you can use imagery to emphasize that this is a necessary product.
You can also include social media sharing buttons, which help you connect with your audience. This is especially important when you’re trying to reach a wider audience.
Another great way to increase your conversion rates is by using forms. The best high-converting landing pages have forms that are above the fold, which means that they’re visible without scrolling down. This gives you the opportunity to grab a potential customer’s attention and convert them into a lead with just a few clicks.
3. Make them Personal
The best landing page is one that caters to your target audience’s unique needs and wants. This is a good idea regardless of what your product or service is, but it is particularly important for B2B companies that are seeking to sell to business decision-makers.
The best landing pages make use of relevant data from a range of sources including demographics, behavior, and interests to create a more personalized experience for your potential customers.
A top-notch landing page should also be mobile-compatible. This makes it easier for your visitors to engage with you and your content in the long run, resulting in higher conversion rates and a happier customer base.
For example, the best high-converting landing pages for WordPress have a responsive layout that looks great on mobile devices. You can also use a content management system (CMS) to keep your site up-to-date with the latest offerings and features.
4. Make Your Landing Pages Convenient
Depending on the offer, high-converting landing pages can be a convenient way to convert the traffic you’re already getting into leads. For example, a super slick ad for a free book might lead to a landing page that combines all of the features and benefits of the book, with a form that converts visitors into leads.
The page should be easy to navigate from mobile devices so that people can fill out the form without any hassles. You also need to make sure that the buttons on the landing page are clickable so that visitors can quickly get to where they want to go.
In addition, make sure that the offer on the landing page is clearly outlined. This includes a benefit-focused headline and an image that illustrates the offer.
You should also remove all competing links on the landing page so that it only has one goal. It should be to convert the visitor into a lead.
5. Make them Attention-Grabbing
The main aim of your landing page is to persuade visitors to take action. Whether that means signing up for your service or buying a product, it’s important to make them want to do so.
The best way to do this is by making your hero shot and call to action button the most attention-grabbing elements on your high-converting landing page. The hero shot is the graphical element on your homepage that most visitors will see first, while your CTA is where your visitors are likely to make their next move.
A great way to make the hero shot stand out is by using a color scheme that’s a good match for its surroundings. For example, a bright blue or green hero image is a smart choice for a tech company.
Another way to make the hero shot the most impressive is by using a video, such as a short, high-quality demo that captures the imagination of your potential customers. This might be an expensive undertaking, but it can dramatically increase your conversion rate.
6. Make them Convincing
Your landing page should present a persuasive case for your product. Whether it’s an online course, membership site, or another digital offering, it needs to explain how your solution can solve the problem of the potential consumer.
You can also use a compelling video or product demo to illustrate your value proposition. This will help potential customers envision themselves using your product and increase the likelihood of conversions.
A guarantee statement can be a great way to reassure potential customers that you stand behind your offer. Putting this guarantee close to your CTA will ensure that the customer feels comfortable enough to convert.
The landing pages of ad-supported businesses often use the same imagery and copy as their corresponding ads. This helps build brand recognition and trust.
7. Make Intriguing Landing Pages
If you’re an eCommerce business, you know that a high-converting landing page is essential to turning website visitors into paying customers. Luckily, there are a few easy-to-implement tactics that can help you increase your conversion rate.
Well-defined messaging: high-converting landing pages must follow consistent messaging throughout to ensure that your audience understands what you’re trying to communicate. This can include using clear, concise language in your CTAs to prompt action.
Demonstrating the product: If you sell a service or a product that’s not widely understood, a video can help provide context and help potential customers picture themselves using it. Additionally, social proof (such as customer testimonials) can encourage people to try your offering and convert.
Finally, make sure your landing page is intriguing by including a variety of elements that entice potential customers to act. Whether it’s a free download, an offer for a product trial, or other creative elements, be sure to incorporate them into your landing page design. This will help increase your conversion rates and boost sales.
8. Make Your Landing Pages Actionable
A high-converting landing page is a great way to turn visitors into paying customers. Through compelling headlines, eye-catching sales copy, clear call-to-action buttons, and lead magnets such as a free trial, webinar, or whitepaper, these pages aim to persuade your audience to click, sign up, or purchase.
Before you design a high-converting landing page, it’s essential to identify what your goal is for the page. Whether you want to generate leads, get a visitor to sign up for a newsletter or promote a product sale, be sure to focus on that one thing and make your landing page work hard to achieve it.
After all the hard work you’ve put into your high-converting landing page, it’s crucial to make it actionable. Whether it’s by offering a simple form to subscribe or providing testimonials from satisfied clients, make your CTA button stand out and make it easy for your visitors to take the next step.
Takeaways
High-converting landing pages are a crucial part of your online marketing strategy and creating a high-converting page requires careful consideration of your target audience, messaging, and design. By following the 8 secrets outlined in this article, you can create a landing page that will capture your visitor’s attention, inform them of your product or service, and convert them into customers.
Remember to keep it simple, relevant, personal, convenient, attention-grabbing, convincing, and tested. With a little bit of effort and these tips in mind, you’ll be well on your way to creating a landing page that truly converts.
