How to Design a Landing Page That Converts
A landing page that converts is the heart of any online marketing campaign. It is the first and often the only impression us get of your business, and it is crucial to make it count. A well-designed landing page can help you turn visitors into leads, increase your conversion rates, and ultimately grow your business. In this article, we will take a closer look at what makes a high converting landing page, the elements you should include, the strategies you can use to improve your landing page conversion rates, and the most common landing page mistakes to avoid. By the end of this article, you will have the knowledge and tools to design a landing page that will convert visitors into customers.
Understanding the basics of a landing page that converts
A. Definition of a landing page
A landing page is a standalone web page that drives a particular action, such as filling out a form, or making a purchase. It is a crucial part of digital marketing campaigns, as it serves as the destination for traffic generated by ads, emails, and social media campaigns.
B. Importance of high conversion rates
The ultimate goal of a landing page is to convert visitors into leads or customers. Therefore, it is essential to optimize your landing page to achieve high conversion rates. High conversion rates mean more leads, more customers, and more revenue for your business. Conversely, a poorly designed landing page can lead to high bounce rates, low engagement, and ultimately, a waste of your marketing efforts and budget.
C. Key metrics to track for landing page conversions
To determine thaty our landing page converts well, you need to track key metrics such as click-through rate (CTR), bounce rate, conversion rate, and exit rate. CTR measures the percentage of visitors who click through to your landing page from your ad or email. Bounce rate measures the percentage of visitors who leave your landing page without taking any action. Conversion rate measures the percentage of visitors who complete the desired action on your landing page. Time on page measures how long visitors spend on your landing page, and exit rate measures the percentage of visitors who leave your landing page from a particular section.
D. How to measure landing page conversion rates
You must set up monitoring applications like Google Analytics, which will enable you to monitor the quantity of visits, conversions, and other metrics listed above, in order to measure the conversion rates of your landing pages. To track particular actions on your landing page, like form submissions, sales, or sign-ups, you may also set up conversion tracking. Once you have the information, you can use it to perform an analysis to find areas that need to be improved, such as those with high bounce rates, low conversion rates, or slow load times. Your landing page may be made more effective and have its potential for business growth maximized by regular monitoring and optimization.
III. Elements of a high converting landing page
A landing page that converts requires several critical elements to drive users to take action. Here are the top ten elements of a high converting landing page:
A. Clear value proposition
A clear value proposition is a succinct declaration of the special advantages that a good or service provides to its clients. It must offer a strong argument for the customer to pick the product or service over rivals. On the landing page, the value proposition must be clearly visible, usually as a headline or page title. It must address the customer’s problems or pain points and effectively express the main advantages of the good or service. The value proposition should be written in language that is clear, concise, and simple to understand. In order to amplify the message and make the buyer feel compelled to act, other aspects on the landing page, like as photography, copywriting, and calls to action, should also support it.
B. Attention-grabbing headline
An attention-grabbing headline is one of the most crucial elements of a high converting landing page. It needs to be clear, concise, and engaging, enticing the user to keep reading and take the desired action. Here are three examples of effective headlines for a high converting landing page:
- “Get Your Free Ebook Today and Take Your Business to the Next Level!”
- “Discover the Secrets to Successful Weight Loss with Our Proven Program!”
- “Revolutionize Your Skin Care Routine with Our All-Natural, Organic Products!”
These headlines are attention-grabbing, and they all have a clear value proposition, letting the user know what they can expect to gain from the page. Keep in mind that a successful headline should always speak directly to the user, addressing their needs and pain points while clearly presenting the benefits of the offer.
C. Compelling imagery and visuals
Compelling imagery and visuals play a crucial role in creating a high converting landing page. The human brain processes visual information faster than text, making it essential to use attractive and relevant images that support the value proposition of the landing page. It is crucial to use images and visuals that are high quality, clear, and relevant to the message being conveyed. In addition, videos and animated visuals can also be used to engage visitors and communicate the key message of the landing page. Well-placed and strategic imagery can capture the attention of visitors and help them understand the benefits of the product or service being offered.
E. Concise and persuasive copywriting
Effective UX copywriting is essential for creating high-converting landing pages. It’s not just about using fancy words or industry jargon, but rather crafting copy that is concise, clear, and persuasive. A well-written copy has the power to grab the reader’s attention, communicate the benefits of the product or service being offered, and persuade them to take the desired action. UX copywriting should focus on the user, highlighting how the product or service solves a problem, and how it can benefit the user’s life. By addressing the user’s needs and desires, the copy can build a connection and trust that leads to higher conversion rates. Poorly written copy, on the other hand, can confuse, bore, or even turn off potential customers, resulting in lost leads and sales.
F. Strategic use of calls-to-action
Calls-to-action (CTAs) are a vital part of any high converting landing page. They tell the user what to do next, which could be anything from signing up for a newsletter to making a purchase. It is essential to strategically place CTAs throughout the landing page and make them prominent enough to grab the user’s attention. A high converting landing page will often have multiple CTAs, with each one serving a different purpose. For example, one CTA may be focused on lead generation, while another may be focused on driving sales. It’s crucial to ensure that each CTA is clear, and concise, so the user knows exactly what action to take.
Here are 5 examples of high-converting headlines or button texts for CTA:
- “Get Your Free Trial Now”
- “Limited Time Offer – Buy Now!”
- “Sign Up for Exclusive Access”
- “Download Your Free Guide Today”
- “Get Instant Access to Our Platform”
Users often need to see multiple calls-to-action before taking a target action because they may not be fully convinced of the value of the offer or may need additional information. It’s important to strategically place and time CTAs to give users multiple opportunities to convert. Building a sequence of calls-to-action (CTAs) that progressively provide more value to the user is an effective way to increase conversion rates on a landing page. The first CTA should be the most straightforward, such as “sign up now” or “subscribe today.” As the user progresses, the CTAs should offer more information or value, such as “download our free guide” or “view our demo video.” This builds trust with the user and increases the likelihood of them converting.
G. Trust signals and social proof
Trust signals such as customer reviews, testimonials, and awards can help build credibility and trust with users. Highlight social proof to demonstrate that your product or service has worked for others, and that it’s worth their investment. There are several effective ways to include trust signals and social proof on a landing page to boost conversion rates. Some of these include featuring customer reviews and testimonials, displaying trust badges and security seals to indicate the website is secure and trustworthy, including case studies or success stories, and showcasing any awards or recognition the business has received. Additionally, including social media links or displaying the number of followers or likes can demonstrate social proof and build credibility. These elements can help to build trust with potential customers and ultimately increase the likelihood of them taking the desired action on the landing page.
I. Simplified forms and sign-up processes
Paperwork and sign-up procedures should be made simple and clear. Require as few fields as possible, and make sure it is obvious what information is necessary and why. Users should be able to sign up or fill out forms fast and easily. Keep the forms as brief as possible and just include the information that is absolutely necessary in order to streamline the sign-up procedures. For instructions and form fields, use precise wording. Add autofill options and get rid of unused fields.
Additionally, consider allowing users to sign up using their social media accounts, which simplifies the sign-up process and allows you to gather additional information about the user. It’s also important to use a clean and modern design for your forms, making sure that they are easy to read and navigate. The key is to strike a balance between gathering enough information to qualify leads and not overloading the user with too many questions or fields to complete. By simplifying the form and only asking for essential information, users are more likely to complete it and convert into leads.
J. Optimized page speed and load times
An optimized page speed and load time is critical to ensuring a high-converting landing page. Slow load times can lead to frustration and decreased user engagement, resulting in higher bounce rates and lower conversion rates. Research has shown that slow page load times can lead to higher bounce rates, meaning visitors are more likely to leave a website before it fully loads. A one-second delay in page load time can result in a 7% reduction in conversions, while a two-second delay can increase bounce rates by up to 103%
V. Common landing page mistakes to avoid
While there are many strategies that can improve the effectiveness of a landing page, there are also common mistakes that can negatively impact conversions. Here are some common landing page mistakes to avoid
A. Lack of clear value proposition
A value proposition is the unique benefit that your product or service offers to customers. Without a clear and compelling value proposition, users may not understand why they should engage with your landing page. Confusing or misleading headlines are one of the most common landing page mistakes that can lead to lower conversion rates. Your headline should accurately reflect the content of your landing page and be easy to understand. Avoid using vague or clickbait-style headlines that promise something different than what your page actually offers. Instead, use clear and direct headlines that tell users what they can expect to find on your landing page. A well-written headline can capture a user’s attention and encourage them to continue reading, but a confusing or misleading headline can quickly turn them off and make them navigate away from your page.
B. Confusing or misleading headlines
Headlines are often the first thing users see on a landing page, so it’s important that they are clear, concise, and relevant. Confusing or misleading headlines are one of the most common landing page mistakes that can lead to lower conversion rates. An example of a misleading headline could be “Get Rich Quick” when the actual content of the landing page is promoting a long-term investment strategy. The headline misleads the user by creating false expectations and can result in high bounce rates and low conversion rates.
Your headline should accurately reflect the content of your landing page and be easy to understand. Avoid using vague or clickbait-style headlines that promise something different than what your page actually offers. Instead, use clear and direct headlines that tell users what they can expect to find on your landing page. A well-written headline can capture a user’s attention and encourage them to continue reading. But a confusing or misleading headline can quickly turn them off and make them navigate away from your page.
C. Poorly optimized forms and sign-up processes
A long form and sign-up processes can lead to frustration and decreased conversions. You can simplify the process by reducing the number of required fields, using clear and concise instructions, and providing helpful feedback that can contribute to a more positive user experience. The minimum list of form fields on the landing page should be limited to essential information that helps the business follow up with leads. This typically includes the user’s name, email address, and sometimes their phone number. It’s important to keep the form fields as minimal as possible to reduce friction and increase the chances of users submitting the form. Additionally, incorporating features such as auto-fill and multi-step forms can make the process feel less overwhelming and more manageable for users. A well-optimized form can help to eliminate any potential barriers to conversion, resulting in a smoother and more successful user journey.
D. Overwhelming or cluttered design
Overwhelming or cluttered design can be a major turn-off for users. If the landing page is too busy or lacks clear hierarchy, users may feel overwhelmed and unsure of where to focus their attention. This can lead to a decrease in conversions as users may become frustrated or disengaged. It is important to have a clear visual hierarchy and to prioritize the most important information to guide users through the page. A cluttered design can also impact page load times, which can further decrease conversions.
E. Inconsistent messaging and branding
Inconsistent messaging and branding on a landing page can create confusion and mistrust among visitors. The visual and written components of a landing page should align with the company’s branding and niche. From the color scheme to the language used, everything should be consistent and easily recognizable. Any deviation from the established branding can lead to a lack of credibility and reduced conversions. Here are three examples of inconsistent messaging:
- A landing page promoting a company’s eco-friendly products that uses images of smokestacks and other industrial processes.
- A landing page for a financial services company that uses casual and playful language, but the company’s overall branding is more professional and serious.
- A landing page for a tech company that uses different logos or fonts than the rest of the company’s website or marketing materials.
By maintaining consistency throughout the landing page, visitors will feel more confident and comfortable engaging with the brand. Consistent messaging and branding reinforce the company’s image and can encourage visitors to take action.
G. Lack of trust signals and social proof
Users are naturally skeptical of new brands or businesses, and without any trust signals or social proof on a landing page, they may hesitate to take action or make a purchase. Users feel risk of buying a product or service that is not tested, and are afraid to lose money and time. Trust signals like customer reviews, testimonials, security badges, and money-back guarantees can provide reassurance to visitors and increase the likelihood of conversion. Similarly, social proof in the form of case studies, endorsements, or influencer partnerships can help to build credibility and trust with potential customers. Without these elements, a landing page may appear untested or untrustworthy, leading users to abandon the page or choose a competitor instead.