10 Tips To Build A High- Converting Landing Page
What is a landing page? This is the page a potential customer will land on when clicking on a link or an ad of yours. This person has shown an interest in your business and wants to potentially make a purchase. How are you going to persuade them? A well-optimized landing page is KEY to get new clients to grow your business.
Let me give you my ultimate tips to keep most of the potential customers in your buyer’s funnel. Here are my 10 ultimate tips for a well-optimized and converting landing page!
At the end of this article, I will show you an example of a good landing page and a landing page that is not very well optimized.
1. The 5-second rule.
This is the most important rule when entering a landing page; The visitor needs to be able to tell you in 5 seconds:
The name of your business
What you sell
What your value/ benefit is
Ask at least 10 strangers that have never heard of your business to look at your page for 5 seconds and ask them the questions above. If most of them are able to answer them, you did a good job.
2. Clarity, clarity, and again, clarity!
A good landing page never has too much going on, it is well structured and professional. What does this mean? Here are a few examples:
Make sure you have a subtle colour with lots of white spaces in between.
Make sure the headlines and sub-headlines are well centred and clear.
Never put too many links on one page, this can confuse the visitor where to navigate.
Make a clear menu and sub-menu that is very readable and easy to navigate through. Again, if this is not the case, it can confuse the visitor.
Make sure that there is always a contact button in the menu.
3. Making the visitor feel safe and secure
This is essential to a well-converting landing page. How do you obtain this?
Put social proof (reviews/references)above the fold on the landing page.
Make sure that there are always contact options near and visible.
Add licenses like course diplomas or proof of acknowledgment from other, more known companies on your website.
Apply secure payments and add guarantees.
4. Don’t make users jump through any unnecessary hoops!
E.g.: you want to gather e-mail addresses to start an e-mail marketing campaign: make the form short, sweet, and clear. Don’t put any unnecessary fields in it. This will only give more and unnecessary work, which can turn off your visitor.
5. Your usability in your landing page should be optimal;
Here are a few things you should account for:
Usefulness: does it fill a need?
Learnable: can a user figure out how to use your landing page?
Memorable: will visitors have to re-learn how to use your page?
Effective: can they perform actions on your page?
Efficient: can users get the job done easily?
Desirable: do you sell something your visitors want?
Delightful: is it a fun experience?
The overall essence of this is that you need to make sure you provide a lot of value without making the client put in a lot of effort. Below you will find a figure called the B.J. behaviour model. The curve shows the line between taking action and doing nothing. The higher the value, and the lower the effort, the better you will perform.
6. Apply a call to action!
Apply an immediate call to action on your landing page (above the fold), so immediate action can be taken when wanted! Your visitors do not want to search for this. Make sure that there are a few of these on you landing page.
A good CTA:
Is a clear button (no small text or blurred)
Is a supporting headline
The post-click should meet the expectations of the visitor
7. Make your texts as short, sweet, and clear as possible!
New visitors usually won’t read through your entire website when they first land on it. This means your layout should be suitable for this. Here are a few tips to make your readability on your landing page optimal:
Don’t put in unnecessary words or text, keep it to the point.
Bullet points and lists help your visitors see the key features of your business/product.
Use visuals to organize thematic related elements
Format heading properly
Put important information on top
Hide larger paragraphs in tabs and in popovers
Stick to the facts and objectives.
8. Use graphics and videos to increase your conversion rate.
These are a necessity! But how do you use them?
First of all, tell a story with the picture. The picture is there to back-up your story, and your visitors will find it pleasant to look at in your article. Put yourself in their shoes, you don’t want to look at loads of text without any back-up either, right?
Supporting a product or a service is also a great way for adding pictures to landing pages.
high-quality images will help with the overall landing page structure. What do I mean with high quality? Photos that are not seen on the web everywhere like stock photos. These can come across as cheap.
Like graphics, videos work extremely well (probably even better) to increase your conversion rate:
Videos apply to people who prefer learning through audio and visual which applies to many in our time.
Make sure that the quality of the video is good!
Be mindful about what you put into the video! Keep it short and sweet and put only relevant information in there. A landing page video should be 5 min tops. You only want to introduce yourself, your service/product, and its benefit.
And as a last tip: don’t auto-play your video! This can be very annoying to the visitor because they might not be in a place where they are able to watch a video. (Put subtitles in the video. When a visitor does want to watch, but without sound, they can at least see what you are saying)
9. Scarcity sells!!
Scarcity creates a sense of urgency, it provokes. As people, we have this The longer we think about a product the less likely we will buy it. We will come across other products or find a reason to not buy it.
Types of urgencies:
Put a deadline on a sale
Create a certain number of spots to attend something like a webinar.
However, DON’T overdo it! Create realistic deadlines. Be specific and don’t pretend! Believable urgencies can be like:
Get it before Wednesday so it arrives before Christmas.
A coupon that is valid until a certain amount of time.
10. The perfect landing page does not exist.
Last but not least! What I mean to say with “the perfect landing page does not exist” is that no landing page is perfect. There will always be visitors that will only browse through your website, who never intend on buying anything. After all, not all visitors are prospects.
There are the 3 types of visitors:
The no’s: these visitors will never buy anything.
The yesses: these visitors will always convert.
And then there are the maybe’s: these are the visitors for whom you optimize your landing page. They are interested but not convinced yet. With these tips you will definitely be a step further in the right direction.
Here is an example of a good landing page and one that needs more work:
BAD PAGE
GOOD PAGE
Want to know more about landing page optimization?
E-mail me on floor@floordigital.co to get a free consultation call.