Getting traffic to your landing page is just the beginning. The real victory comes when your visitors like what they see enough to click your call to action button. Making this happens requires a bit of knowledge and finesse. If your landing pages aren’t performing up to par, keep reading. Here are some great tips for building high converting landing pages.
Focus on Benefits
This isn’t to say that you shouldn’t mention what your product or service actually entails, but your focus should be on the benefits and value of your product or service. For example, if you sell information security services, your landing page should focus on the fact that people contracting your services won’t have to worry about data breaches or managing security internally. You don’t need to list all of the individual things that you do to ensure that their information is safe. That part is based saved until after the customer answers the call to action.
Takeaway: Always answer the question, how does this benefit me?
Trust is the thing that makes customers feel good about hitting the CTA button. They feel as if they are getting a good deal, that your product is reliable, and that they will be treated fairly. There is no single element that establishes trust. It is a combination of factors that when put together convince people who visit your landing pages that you are trustworthy. While you don’t need to include every single one of these elements, your landing page should have at least a few:
- Trust Badges
- Customer Testimonials
- High Quality Images and Videos
- Social Proof (Evidence that others are liking and sharing)
- Case Studies
- Well Written Content
Takeaway: Landing page traffic is great, but you won’t convert anybody without trust. Prove to your audience that you are an expert in your field.
Use Video And Images
So, we’ve covered the importance of using videos and images to build trust. However, there are even more reasons than that to incorporate visuals. First of all, visuals are engaging. If you have a video or some compelling images on your landing page, visitors are more likely to spend more time taking things in. There is a connection between time spent on a page and the increased likelihood that someone will answer your CTA. Images and videos are also very helpful in showcasing your products. In fact, you can often communicate more about a product or service with an image or video than you can with a paragraph long explanation.
Takeaway: Use video to keep attention focused on your landing page and to make your message clear.
Write a Great Headline
The first thing that anybody is going to look at when they enter your landing page is your headline. This means that you have to make it a great one. Great headlines are relatively short and very impactful. They use power words and they create a sense of urgency. A good headline is also the lead in to your landing page. They are the thing that gets your visitors ready to continue reading. Not only that, your headline is what is going to appear in search engine results. Think about it. Why do people buy magazines or newspapers? In many cases, it is the appeal of the headline that catches their attention. Some people say that you should spend almost as much time on your headlines as you do writing your web content. This may take things a bit far, but your headline definitely should be more than a last minute afterthought.
Takeaway: Lead off with a great headline. Then, build from that to get customers primed for conversion.
Stay on Message
If you want to get lots of conversions from your landing page, it is extremely important to stay on message. Think about it. If potential customers click on an ad that uses certain images, phrasing, and other elements, why would you confuse them by changing things up on the landing page? Obviously your landing page is going to contain more information than an advertisement, but your customer should see a relationship between the two. Try to identify a few memorable elements from your ad, such as catchphrases, color schemes, or an image that ties your ad to your landing page. Of course, this also means that you cannot take the easy way out and default to your home page as a landing page, nor should you create a generic landing page that is used for all of your advertisements and other landing page access points. You don’t want to distract people with a jolting user experience.
Takeaway: Staying on message helps you to guide people through the sales funnel.
Grab Attention With Your CTA Button
If you take nothing away from this article, please remember this. Your call to action button is probably the most important element on your page. In fact, it is so important that if you do no other formal testing of any changes or new design options, you absolutely must A/B test your CTA. There are an astounding number of variables that you need to consider with regard to your call to action button. How big should it be? Where should it be located on the page? Should it be in a fixed position, or should it float? Does there need to be more than one CTA on the landing page? What should the CTA text be? What images or text should be to the right or left of the CTA, and which should be above or below it? Should the color of the button match the rest of the landing page or is it better to use a contrasting color? The truth is, you might try out several iterations of your CTA before you finally find the one that is ideal for your landing page.
Takeaway: Your call to action button is literally the most important thing on your landing page. Treat it with tender loving care.
Consider Parallax Scrolling
The more information you have on your landing page, the more engaging it will be. There is also evidence that your landing page will be more successful when it comes to driving conversions. One of the challenges that web designers have faced is creating an informative landing page that isn’t overly complex when it comes to navigation. One, very workable solution to this problem is parallax scrolling. If you aren’t familiar with the term parallax scrolling, you might have encountered single page websites. These are websites where instead of clicking into various pages, everything is loaded onto a single page. Then, you simply scroll down to read and view content. This design is appealing because it allows you to present your content in a way that flows naturally and that allows you to tell your story. By using parallax scrolling, you can also incorporate other elements such as contact data and company history without asking users to click into another web page.
Takeaway: Parallax scrolling can add an elegant flow to a landing page
Create a Sense of Urgency
Consider this. You have a customer who is on the edge of converting. Then, something distracts them. They click away from your landing page with every intention of coming back. Unfortunately, once they do that, the chances of them actually revisiting your landing page and converting are really small. After all, life happens. This is why it’s a good idea to introduce a sense of urgency on your landing page. You can do this by setting a time limit on what you are offering or offering an incentive to the first people who convert.
Takeaway: Creating a sense of urgency can be the best way to keep customers who might otherwise bounce.