Elements to Creating A High Conversion Landing Page
Creating successful a high conversion landing page is a skill. High conversion landing pages address a need, provide a solution, and (ideally) drive conversions. The challenge lies in getting your audience to convert or perform an action (sign up for a contest, subscribe to an email list, etc). Fortunately, anyone with writing skills can learn to write high conversion landing pages. That’s exactly what this post will teach you to do.
Purpose of A High Conversion Landing Page
The purpose of a landing page falls into two categories:
to capture leads that enable you to continue marketing to potential customers
to “warm up” potential customers to the product you are trying to sell to them before sending them further into your sales funnel.
This creates the need for two types of landing page – a lead generation page and a click-through page.
Lead generation landing pages
The most valuable piece of information you can get from a lead generation page is someone’s contact information – which gives you permission to continue talking/marketing to them.
Once you have a lead’s permission, you then try to convert them into a customer by combining two communication tools – email and landing pages.
Click-through landing pages
Click-through pages are designed as a channel between a marketing ad and it’s final destination. The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell.
Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout.
The Difference Between Landing Pages and Home Pages
If you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success.
Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.
Your landing pages are designed for one purpose only.
Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
Match Your Message to Your Landing Page
Matching your message to your content an essential part of why landing pages can be so successful. Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly).
A weak message match will result in a higher bounce rate and thus a drop in conversion rate.
Elements of a High Conversion Landing Page
Unique Selling Proposition
Call to Action
Your USP is a high-level term for a collection of statements that you use to explain what your offering is. Which ones you use are dependent on the purpose and length of your landing page.
The USP can be broken down into four page elements, which collectively tell the story of your offering throughout the landing page:
The main headline
The supporting subhead
The reinforcement statement
The closing argument
The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining.
There’s another element of successful hero shots, called context of use. This is the idea of showing your product or service in real-life action. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. Some example ways you can do this based on the type of product or service you are promoting are:
Online service: video demo/screencast
Physical product: video of the product being used for it’s intended purpose
Ebook: a preview of a portion of the content as proof of its value
Using video as your hero shot to demonstrate context of use
According to ecommerce blog GetElastic.com, video is a very successful way to drive consumers to purchase. Consider the following statistics that back this up:
52% of consumers say watching product videos make them more confident in purchase decisions
Shoppers who view product videos are 174% more likely to purchase than visitors that did not
Following the other elements on your page, you should by now have the attention of your visitor. It’s here that the benefits of your product/service should be highlighted in plain form. Bullet points should be used for easy scanning.
The important point to remember here is that you need to communicate the benefit of your offering first. Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.
The benefits describe the problem you are solving, and the features describe what it does.
You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. You can also use icons that represent the feature.
Call to Action
Your conversion goal is a term that describes what the purpose of the page is to you. It’s purely a label intended to keep you focused on this page element when designing your page.
To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead generation form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. How you design it, where you place it and what it says are all important considerations.
Call to Action Design
A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked. Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”
Where to put your Call to Action?
Your call-to-action (CTA) is one of the most important elements on your page. It’s the final point of interaction and the last opportunity to convert your visitors.
There are generally two ways to look at the placement of your call-to-action. Above the fold and below the fold. Which location you choose comes down to the complexity of your offer.
CTA Above the Fold
Placing your CTA above the fold is the most common placement choice. However, this can be expecting too much of someone who has just arrived at your page. A solution to this is to create a mini landing page experience that contains the critical elements of your page packaged up into a block of content above the fold. Then any supporting content can appear below for those who need to read it to be convinced of your page’s purpose.
The benefit to this approach is that it can increase the understanding of what your page is about very quickly, helping to reduce bounce rates.
CTA Below the Fold
Some marketers might remember a concept called AIDA.
It stands for Attention, Interest, Desire, Action, and is based on the idea that a visitor progresses through a series of linear steps on their way to making a decision to take action.
ATTENTION: You capture the attention of your visitor with a highly relevant and punchy headline.
INTEREST: Through the use of the video, you gain the interest of your visitor.
DESIRE: Desire is created through the use of features and benefits that appeal to the needs of your visitor.
ACTION: And finally, a strong call-to-action completes the story at the point where your visitor has been convinced that your solution is appropriate for their needs. In this case, it uses contrast and color and defines what you’ll get when you click the button, with a little extra nudge in the copy beside the button.
If you can turn your page’s message into a story, then the AIDA approach can be a very effective way to build a landing page.
When Should You Place Your CTA Below the Fold?
The diagram below (from the KISSmetrics blog) demonstrates the correlation between the level of complexity and the best choice of placement on your landing page.
If the product/offer is very simple, and the prospect doesn’t have to do much thinking in order to make an informed decision, positioning the CTA above the fold generally works best.
If the product/offer is complex, and the prospect has to digest a lot of information in order to make an informed decision, positioning the CTA lower on the page generally works best.
Tests have shown that for pages that require a high level of trust – such as those in the health industry – the page performs better by letting visitors read the full story before asking them to convert.
The 8 guidelines of effective button design
Applying these foundational rules to your button designs will help increase the chances of them standing out for your visitors and being clicked more often.
Contrasting colors are the best way to make your button stand out from the rest of the page. Choose the color that makes it stand out the best, rather than the color you like the best.
Make it look like a button. If it looks flat and unclickable it could be just another design element on the page. You can also increase the feeling of interaction by including a rollover state where the color or depth changes when you hover the mouse over it.
Size matters. If your button is buried on the page it’s less likely to be clear that it’s the target element for a conversion. Go big or (your visitors will) go home.
Pointing to your call-to-action is a great way to make it stand out, and guide your prospects attention to where you want them to click.
The text on your button is of paramount importance. As a general rule it should describe exactly what will happen when it’s clicked. For instance: “Download my free ebook” or “Request a consultation callback”. Never use something like “Submit” or “Click here” – they don’t describe what will happen.
A short statement that supports and clarifies the purpose of the button can allow you to keep the CTA copy short and to the point, while adding extra detail. This text is typically smaller in size than the main button text and sits either inside or below the button.
If there is a time or quantity limitation on your offer, be sure to re-state it beside your button to encourage the click. For the text on your button, try including words like “Now” or “Today”.
Where is the button? If that’s the response of your visitors you aren’t making it obvious enough. Give it some breathing room so it’s very easy to spot.
Building a great landing page takes a lot of research, effort, and revision. One of the best things to do is look at existing pages that are successful. You spend a lot of time and resources on social media posts and paid ads. Make that time and money worthwhile. Use the tips above to ensure that you get as many conversions as possible out of your landing pages.