The masses of traffic that you’re driving to your site are excellent, but if each individual is slipping through your site without converting, your marketing efforts are simply being wasted.
By following these basic principles, you can make great landing pages that convert.
The features of a high converting landing page can be broken down as follows.
1 – Headline
2 – Visual Content
3 – Benefits
5 – Call to Action
4 – Details (specificity)
6 – Testimonials
Before designing anything, remember this is a marketing activity; as such it’s crucial to define your goal for the page. What is it you want visitors to do? Buy something? Get a quote? Hand over their email address?
Better yet, establish what the end user has come to the page for and focus on delivering that.
Defining the objective will directly affect your call to action, and everything else that contributes to converting the user.
The headline is the first thing a reader checks to tell whether the page delivers what they are expecting. If you’re using guest blogging or PPC advertising to drive traffic to your landing page, it’s crucial that the headline stays in line with the benefit you originally described.
This means keeping it as simple and as clear as possible, stating the main benefit that you’re offering. A great example of this is on Akismet.com, which likes to keep life simple and worry free:
It’s well known that an image speaks a thousand words, it follows then that an irrelevant image speaks a thousand words of total garbage.
In other words, ‘show, don’t tell’. This means the visual content has to be meaningful to the user, and the fewer words you need to use, the better. Video and images are a great way to increase conversions by making it easier for the user to get information quickly. If imagery is not relevant it will only be cluttering the page.
For example, the landing page below substitutes a description of the holiday in Greece for attractive images that make the audience want to go. When there’s a big decision to be made, like booking a holiday, it’s important that the information is attractive (to make them want to go to Greece) as well as accessible (to make sure your site is the one they book with).
Here’s an example of how a travel website’s imagery makes me want to go to Greece, without telling me to go:
Benefits to the user
I (the customer) need to know how I will benefit from the product or service in order to be convinced that I need it. Actively targeting your audience is the most important part of getting the landing page copy right. You can make this convenient for the user to digest using bullet point lists and emboldened phrases. Below I’ve demonstrated how typical internet users respond to the hierarchy of text on the page:
Here’s a fantastic example: Basecamp have a no-fuss, no-ego approach. By emboldening the most important pieces of information, the reader can scan each point, whilst they can see that Basecamp has more information to back up each claim:
Call to action
You’ve given the user what they came to see, and shown that it’s of value to them. Now, this is your chance to convert them. Don’t give them too many decisions to make as this will lower the chance of them making one.
A single call to action (CTA) is more encouraging, it says to the user ‘click here to get exactly what you want’. See below how EDFenergy.com offers one CTA at a time to the user, to make this quote form more digestible.
If you have a phone number, make it clearly visible to the user at this point, especially if the action is related to a big decision. Lots of people still prefer to pick up the phone and talk to a sales agent than to convert online.
Try to keep these features above the fold as 80% of people spend 80% of their time above the fold.
Service and product details
Some people need more detail to convince them. Don’t be vague when backing up your benefits; writing thin and generic copy won’t add credibility to your claims. Use statistics and specific figures where possible, which convert more than anecdotal evidence and estimated percentages.
To use Basecamp as an example again, the free trial sign-up page features an animated count-up of just how many companies signed up the previous week. It’s not so much the number it hits, but the specificity of Basecamp’s claims that does a great job of demonstrating the accountability that comes with the product:
Trust signals like testimonials and accreditations add further credibility to your claims.
Mediahawk has even used quotes from high profile clients to sell the benefits of their website call tracking software, as well as support the quality of the product.
Do not go overboard and clutter your landing pages. You must prioritise these features and find the most effective way to convert your website traffic. To talk more about how Receptional can help your site convert traffic into sales, give us a call or contact one of the team.