Creating a landing page that converts isn’t an easy job. There is a lot that goes behind doing so – understanding what the audience wants, what would make them act and how it is possible to follow all the design trends they expect a business to follow for a seamless experience.
The truth is, there is no hard and fast rule for creating landing pages. What might work for one business, might not for another. And it entirely depends upon the business goals!
In a post by Larry Kim on Search Engine Land, it was stated that almost 25% of landing pages that were reviewed for the study, converted at less than 1%. Even the top most companies in their respective industries, converted at over 5%. The overall average conversion rate observed by businesses across different domains was just 2.35%.
So what is the number you would call bad?
Are the top businesses converting at 5% not doing good? They are!
But there’s definitely a lot of room to improve, is what we think.
Our tip: Don’t just keep looking at numbers here. Focus on pinpointing the parameters that are defining them and try to optimize those.
Here are a few tips you should incorporate in your landing page design for better results:
1. Create a killer hero title
First things first, it is important for you to create a killer hero title for your landing page. It is that one line that should grab the visitor’s attention as soon as he lands on the page and compels him to go through the remaining content you have.
This could be your unique selling point, asking the visitor a question he most relates to or maybe just addressing a pain point of his straight off. The idea is to make him feel there is value on your landing page for him.
2. Don’t just leave it at that, but show its benefits
A lot of businesses think a hero title suffices the need to convince a visitor to convert. The truth is, it generally doesn’t. It takes a few nudges before a visitor can possibly convert and the nudges should come in the form of reiterations of what he is going to get.
You stated your proposition, grabbed his attention – now, focus on showing him the benefits without further ado. Remember, an average internet user’s attention span is much lesser than a minute!
3. Go deeper and be more specific
If you want to really nudge your visitors towards conversion, the trick is to become really specific about what you’re offering to them, what they are going to gain out of it and why they should choose you over others.
The best way to do this, is to further segment your target audience beyond their general demographics. Look at their purchase behaviours, previous searches and other data to create even more specific segments. Then while creating your message, try addressing different segments in different ways to get the best of results. This might require you to create separate landing page versions and A/B test consistently to get the best of results.
4. Generate a sense of urgency
A typical internet user would like to explore his options before engaging with a business or converting with him. So if he thinks he can come back to your landing page later and convert, he is more likely to not do so. There you lose a potential customer simply because you weren’t convincing enough.
Generating a sense of urgency or scarcity around your value proposition. When a visitor thinks that he might not get what he currently sees the next time he visits, he is more likely to convert on the first go.
For instance, on this landing page a small asterisk is used to put in the clause that introduces urgency – offer valid till stocks last.
5. Use psychology to stimulate action
You can either drive an action from the visitor with your value proposition or stimulate one by tapping into their psychology. The latter strategy works better because it focusses on making the visitor ‘relate’ to your businesses, giving him the much desired nudge to convert.
Using visuals – because they are processed 80 times faster by the brain, you can actually compel a visitor to convert. All you need to ensure is that it maintains consistency with your brand image and you’re not tapping into the negative feelings of your target audience.
6. Keep in mind the crucial design elements
Often trying to include everything that a visitor might need on the landing page, businesses end up crowding the space. There is too much information on most landing pages and the use of design elements is as overwhelming as being bombarded with irrelevant advertisements.
Always keep in mind the crucial design elements like white spacing and decluttering. You want to emphasis on the right aspects of the landing page – those that the visitor is more likely to convert on. For instance, keeping your call-to-action absolutely clear of all other elements using different colour themes and white spacing is a popular tactic used by landing page designers.
For instance, this landing page here keeps the CTA clear of all other elements that might distract a visitor.
7. Make retargeting them before they leave a priority
Most landing pages focus on creating social media retargeting strategies to bring back visitors who did not convert. But the truth is, you don’t need to wait till they leave to retarget them.
Using exit intent technology, you can retarget a leaving visitor with a variation of your value proposition that he is more likely to convert on. It is like targeting the same visitor with a message that reinforces what your landing page offers to encourage an action.
For instance, our landing page talks about how exit intent technology works and adds value to business websites. But we know maybe that’s not enough to convert our visitors. So we retarget them with a campaign just before they leave that asks them a simple question.
Over to you
Landing pages are where you can show what your value proposition is worth, how it can help your target audience – it can basically, make or break your business.
Since there are no set rules for creating a high converting landing page, we recommend business marketers to A/B test variations and monitor their results closely. Doing so will let them understand what kind of visitors their website is getting, where they are dropping off and which aspect needs to be optimized the most to generate maximum conversions.