Is your landing page not performing as you expected? Do you want more conversion on your landing page?
It is a very normal situation when we are getting a lot of traffic on our landing page but the conversion rate is very low. Trust me, it is not that hard to make this rate higher. What you need to do is following some simple steps and implement those.
In this article, I am going to share 12 best practices to create a high converting landing page.
1. Use a smart headline — focus on the pain point
Many marketers think that it’s the body text which converts the visitors to customers. But the truth is, it’s the HEADLINE which actually helps to convert the visitors to customers most.
It’s your headline which visitors see at a first glance. Things you can do to make headlines more powerful:
- Make sure your headline is easy to read and it offers a solution for a certain pain point.
- Make the headline big, bold and easy to read.
- If your visitors are coming from any advertisement, then make the ad copy and landing page headline similar or relevant. Otherwise, visitors will lose the connection from the very first landing.
2. First impression — Importance of above the fold
The first impression is always important. You agree with that?
A research says, on an average, people spend less than 2.6 seconds while visiting a new website/page. If they find something interesting, they stay. Otherwise, they leave.
In a website, above the fold is the area which a visitor sees after the first landing. It is very important to use this space cleverly. Here are some tips to use this space effectively:
- Use headline and sub-heading that actually shows the pain and benefits at the same time.
- Make sure your CTA button can be seen above the fold.
- If you have an Opt-In form, place that above the fold.
- Never use a background that takes all the attention from the content.
3. Tell a better story — Pain points, Features, Benefits
People come to your website to find solutions for their pains. If they find the solution that can help them, they become the customer instantly. You need to arrange your content like a story which visitors can relate to themselves.
It is important that the visitors are remembering their pain points after landing on the page and also they are finding a promise to get better solutions. Here are the steps you can follow:
- First, Show the customers what are their pain points.
- Second, Tell them about your features which can solve the pain points
- Third, Make them remember how they are going to be benefited from using your service/product.
4. Long copy vs Short copy
Should a landing page be long or short?
You might have this question at least once while creating a landing page. It’s important to know where you should stop. Otherwise, it can be a cause of your conversion drop.
Whether you should make your copy long or short, is actually depending on your service/product type. If you are selling something that costs $999, then you should have enough explanation why it costs high.
On the other hand, if your goal is to collect email address from your visitor, then it doesn’t make sense to make the page longer with unnecessary copy.
Now, you may have a question, what if I am selling a subscription-based service? Good question! Here, the formula is simple as above. Write the proper explanation and features of your service on your landing page. Don’t make things long if it doesn’t solve any pain point.
Remember, when someone needs to pay to get something that solves his problem, he/she won’t bother so much to read the explanation. You just need to make sure it is not boring and unnecessary.
5. Use bullet points
Your visitors don’t read 70% of your total text! Rather they see only the bold and bigger ones most of the time and read those quickly.
Create some bullet points on pain points and show the solution using your features and benefits. Place them in a position where visitors can easily see it. Never use extra attractive images beside bullet points.
6. Focus on a single action — not many
Always focus on a single action on a landing page. There should be one possible action to take for the visitors. It can be subscribing in a list, purchasing a product or something else. If you offer options for action, the conversion may hurt.
7. Remove extra links — those distract the visitors
I have seen many landing pages that have unnecessary links, buttons, menus on the page. This actually makes the visitors distracted and lowers the conversion dramatically.
Remove all the unnecessary links, buttons, menus (Such as “about”) — that has nothing to do with the primary goal of that campaign. In this way, the visitors will be focused on a single goal and whenever they take action, they reach the goal.
8. Prominent primary button(s) or Opt-In form
Button or Opt-In form is the heart of any landing page. It is the primary point where your visitors take the action and become your customers.
Always make the Primary buttons prominent in the page. If you have more buttons than the primary ones (secondary buttons), make them less focused in the page.
One of the most conversion dropping reason for a landing page is the primary CTA buttons don’t look like a button. Don’t let your visitors guess on what they should click!
If you have Opt-In form in the page, make sure the input boxes are easy to recognize and there are not many steps to reach the action button. Also, the action button should be prominent here too.
9. Use a video for explanation — show how it works
A video explanation always helps to convert better, sometimes more than 80%! The reason is, videos take only 2–3 mins to explain all the basic features and also, videos contain visuals which connect the visitors to your service/product easily.
10. Use real-time social proof
People always get influenced when other people (who has the similar pain) recommend them a service/product. Real-time social proof works great to solve this.
How does that help?
Real-time social proof notification allows the users to see if other people are using your service or product (keeping others privacy secured). It builds the trust immediately and influences the visitors to take action quickly.
11. Offer a trial or money back guarantee for premium service
If you are providing a premium service, always try to offer a trial version or money back guarantee. It reduces the friction at the first point and influences the visitors to become your customer instantly.
12. Make the page loading faster
We often forget or ignore this, but this is crucial. If someone finds a slow page, they might leave that. Make sure your page loading speed is faster and there is no error in codes.
You can check your landing pages using some popular free tools like Google PageSpeed Insights, Pingdom, GTmetrix etc.
Now I want to turn it over to you:
Which point do you think can bring the best change for your landing page?
Or, which technique are you going to implement in your landing page?
Either way, let me know by leaving a comment below right now.