Having a high converting landing page can be one of the most effective tools in your online marketing arsenal. Creating an effective landing page isn’t brain surgery but it does take some skill and strategy, that’s why we have outlined our top 7 tips to help steer you in the right direction.
1: Clear Call To Action
The whole purpose of a landing page is to have a laser focus on one specific action you want your visitor to complete. Make sure there are no questions about what action you want to be completed, all other elements included on this page should be pushing toward your CTA. Here are a few ways to make sure your CTA catches visitors’ eye:
- Use a button. Buttons are the most common call to action, when someone sees this, they know exactly what action you want them to take
- Make it stand out, it should immediately draw the attention. Using complementary colors for your button will allow them to pop against the rest of your page.
- Make a bold statement, all the copy on your page should be compelling but how you present your CTA is the most important. You want to present your offer as something that should not be passed up.
2: Above the fold
All your most important information should be visible on the page without scrolling. You want to catch the attention right off the bat. Having a strong headline, imagery, and compelling content visible as soon as entering the page will encourage visitors to stay on the page and read the remainder of your content.
Keep this area clean and clear. You don’t want to overload the top of your page trying to fit as much information as possible, instead, make sure all your copy is strong and persuasive.
3: Pictures and Videos
Visual assets are key in ensuring your page will convert, pictures are much easier for the brain to process than text.
Videos should feature a compelling headline that immediately sparks the desire to watch it.
Keep your video short and sweet, most people will only watch up to 5 minutes of any video, keeping it brief will ensure all the information you wanted to get across is viewed.
All media materials included on the page should directly reflect your CTA, you don’t want to water down your content to include a few visual items. If your CTA is to sell a product include imagery of it or a short video explaining how it works and its main benefits.
If you are selling a service, create visuals that represent the experience visitors will receive and show its relevance to your CTA.
This is not the place for stock imagery or placeholder video if it does not add power to your CTA it does not belong on the page.
4: Playoff emotions
Humans react most when they feel an emotional attachment, we remember feeling much better than we remember words. Playing into human emotion will ensure that your page stands out and sticks in the mind of your visitor.
Highlight how your product can bring them pleasure, all products have a purpose and emotion they can be tied with it’s just a matter of staging it correctly. Instead of just laying out the facts, illustrate how your product can improve their lives.
On the flip side, humans are coded to avoid things we feel may cause us pain showing what your visitor will lose can be just as effective as showing them what they will gain. While you may want to avoid using a blatant fear tactic, including copy that illustrates what will be lost if they miss out on your offer is a great converter.
Using both emotions will leave a lasting impression on anyone viewing your site.
5: Show real-life examples
You can make all the bold statements you want, but if you don’t have any proof to back in your visitors will see right through it.
Include real-life testimonials to illustrate the power your product has; this is a great place to use some of the emotional tactics outlined in the previous tip. While celebrity or expert testimonials can be a great addition you should focus on receiving testimonials for real people who are real customers.
Make your testimonials as specifics as possible, including real numbers and real results.
Social media is also a great tool to show your social proof, use your existing platforms to show new visitors that you can be trusted. Studies show that 71% of millennials are far more likely to purchase something if they have seen positive reviews for it online.
6: No Navigation
The most efficient landing page is going to be one that is truly just one page, requiring your visitors to leave the page to get all the information will likely result in them leaving your site altogether.
Make sure the layout of your page can serve as navigation instead, always urging the visitor to scroll further down the page. Keep your layout clean and simple, your goal should always be to push toward your CTA, and this should be clear no matter what section of your page they are viewing.
Take time when determining where your CTA will be placed on the page, its placement is the most important on the page. If it makes sense, you can include your CTA in more than one place on the page just make sure you are always using the same CTA.
7: Split Test
Once you’ve launched your page it doesn’t mean the work stops there. Install heat maps and use recording software to track your highest engagement areas.
Make adjustments based on what is and isn’t working, this is going to allow you to fine-tune your landing page to what resonates best with your target audience.
While its true creating a high converting landing page takes time and effort the payoff is well worth the time spent.
Using the 7 steps outlined above will get you well on your way to having a page that does all the work for you.
Don’t take our word for it, try it out today.