An Introduction to High Converting Landing Pages
A well-executed landing page can greatly increase conversions for your business’s lead generation campaigns. High converting landing pages are an extension of your online marketing campaigns and to maximize conversions, landing pages should be geared to the reason the person has clicked-through. Here are the four key elements of a successful landing page.
Above the Fold
Above the fold refers to the part of the page that a visitor will see when the “land” on the page from another source. When traffic first land without scrolling that’s the above the fold area under discussion. This area will change depending on the device the individual is using, such as cellphone, iPad, desktop etc.
The average person spends only about 15 seconds on a landing page before leaving it. This means you have just a few seconds to get your point across. Due to this fact clean and simple information is imperative above the fold. Keep this in mind as you design or communicate with your designer.
Typically, I recommend a clear Call to Action with a big ass button that says what you want the user to do along with a clear Value Proposition and quick subheading to give some detail. Here’s a great example from HubSpot.
The High Converting Call to Action (CTA)
Before you begin to draft the design of your landing page, determine what you want visitors to your site to do. Depending on your online marketing goals, you need to create expectations and a method for measuring results. Are you trying to increase newsletter subscribers? Do you want them to test-run your service with a free trial?
Speaking of methods for measuring results on your website this is imperative for you to get setup with NOW. I’ve worked with far too many website redesigns that have no Analytics and no Tracking. At a bare minimum you need Google Analytics, Facebook Pixel, LinkedIn Insight Tag, and Google Search Console. If you need or want help setting these up reach out to us.
Your actual call to action should be directly tied to your goals.
It may seem obvious, but some businesses forget to ask for what it is they want. If you want someone to download a program you offer, having a download button is necessary to a successful landing page. Keep it simple but let people know exactly what they are downloading, subscribing to, etc.
This discussion of goals being tied to design is very important. It means that your business needs to be clear about where it’s going, how it wants to go there, who it is targeting and how to best do that BEFORE designing. A discovery session or a call with a consultant can help clarify this so you aren’t constantly requesting website and design changes unnecessarily.
A call to action by itself isn’t enough if people don’t know what they are getting from entering their information. You should usually only ask for the vitals; otherwise, too many fields may scare off potential conversions. Vitals might include only an email address or name at the top of your funnel. However, to qualify leads and when quoting it is often better to add requests such as budget, phone # etc. This can impact your conversion rate tremendously and save your sales force time and money.
The Right Content for your Landing Page
“Clear, concise and persuasive” should be your mantra for landing pages. Provide enough information so that people who have never heard of your company, or are unsure of what you offer, can get a handle on just how much your product will benefit them. This is where the Value Proposition I mentioned in the opening fits in and really helps your landing page shine.
How long should the Value Proposition be? It depends. While a single sentence or two may work for some; it doesn’t work for all. You want to provide enough interesting information to warm up visitors and encourage them to continue in the direction you want, following the CTA. Always have at least one picture for eye-catching appeal. If possible, have a below the fold video. I don’t recommend video or sliders on landing pages as they slow load times and just mess up the user experience. However, a well done and professional video can work, but this isn’t something a DIY web design can pull off in my opinion. You really need a custom designer working on this.
Design that Works: Landing Page 101
Design is very important when it comes to landing pages. Too much noise in the way of images, wording and such in the design can feel overwhelming and unclear. However, a page without enough elements can bore visitors. Keep your landing pages consistent with the design of the email or PPC marketing campaigns that led the visitor there; this includes fonts and colors. Studies have shown that single, centered-column landing page is the most effective, but you can test out other layouts to match your marketing campaigns.
Keep in mind where the page fold occurs. Have your call to action clearly stated and above the line. Of course, you don’t want to lose people who scroll down so scattering your calls to action is beneficial as well.
Provide the essential information above the fold, and if you need a longer page, include additional information below the fold. Making sure your call to action is a flattering, color contrast to the rest of the page is a great way to draw attention to that section of the page.
Simple, well-designed landing pages can increase your conversions from marketing campaigns but remember that testing is the key. I believe that businesses should be A/B Testing landing pages and the source of these landing pages regularly. Be consistent with the design that has led people to the page and make the call to action clear.
High converting landing pages are about extending marketing campaigns, and in order to have a successful conversion rate, these pages should provide just enough interesting and informational content to show the visitor just how this product/service can benefit them. Pay attention to your CTA, content, and design to improve your landing pages and boost conversions.