Are you looking for ways to improve the conversion rate of your online marketing strategy? Want to improve your landing page design to generate more leads and enquiries?
We share the steps to a high-converting landing page in this infographic.
Here’s a quick summary:
- Use a single call to action
- Keep forms simple
- Make the headline punchy
- Centre your content around your value proposition
- Lists, lists, and more lists
- Predictive Images
- Drop the nav
Check out the infographic for more detail.
Landing pages are critical to the success of your business, whether you’re a startup, a small business or an established organisation looking to grow.
If you already have a landing page, here are nine steps you can take to make it even more effective in driving engagement and conversions from potential customers.
If you don’t have one, this guide will help you start from scratch in creating your ideal landing page design.
Use a single call to action
When it comes to conversion, clarity and focus are key. Make sure your landing page’s call to action (the button or form that prompts someone to complete an action, such as sharing or purchasing) is immediately visible and prominent.
On top of that, make sure your CTA is focused on one specific result (e.g., signing up for a free trial, not buying all of your products). It may sound easy in theory, but we’ve seen many brands struggle with focusing their calls to action on single results.
Remember: if you want them to download a white paper, don’t ask them to subscribe and like you on Facebook; if you want them to sign up for email updates, don’t also ask them where they heard about you; and so forth.
Keep forms simple
Make sure your landing page’s form is only asking for relevant, essential information. The last thing you want is a potential client abandoning your landing page because he/she couldn’t fill out every field in your form.
That will seriously damage your conversion rate, so avoid making forms too complex. Keep it simple. Get what you need and move on.
If there’s anything that isn’t absolutely necessary or can be added later (such as an additional email address), remove it for now and add it in at a later date if needed after launch when you can be better informed about their needs, wants and expectations.
Make the headline punchy
Before you even create your landing page, make sure your headline is compelling. If people don’t read anything else on your page, they have to read that headline.
The goal is get them excited about taking that next step into your sales funnel by clicking through. Getting your headline right will make or break your campaign.
It can mean conversions and profit—or it can be a huge waste of time and money. So try out different variations and test out what works best for your audience.
Centre your content around your value proposition
A value proposition is exactly what it sounds like—the central value that you provide for your customer.
If you’re an accountant, your value proposition might be Peace of mind and solid tax advice; if you’re a dog walker, it might be The best quality of pet care at affordable prices.
Lists, lists, and more lists
One of the most basic landing page best practices is not assuming your visitor knows everything about you and what you do. You need to tell them why they should give you their time and attention, and more importantly, how they will benefit from that interaction.
A great way to do that is with strategically placed lists. Lists help people stay on topic by making it clear exactly what they’re supposed to be thinking about. Plus, many studies show that human brains are attracted to lists!
Most humans like thinking in bite-sized chunks, so if you have a lot of information to share on your landing page, consider highlighting those ideas as bullet points or numbered items so readers can easily process everything as they read through.
Customer satisfaction also helps with proving your products or services are worth purchasing. If satisfied customers leave positive reviews online, it may entice others who are on the fence about making a purchase to do so.
This will ultimately build trust in potential consumers. The result is a high number of returning buyers.
Use Images to Paint an Appealing Picture
They say a picture is worth 1,000 words, and that’s certainly true of landing pages. If you want your content to stand out and grab attention, use an image (or many) on your page.
Of course, make sure it ties into your product or service somehow—this isn’t a free-for-all. The more intriguing you can make these images, the better!
If you’re going to bring in visual elements like images, do everything you can to ensure they stand out. Make them eye-catching so they draw visitors in, but don’t be too distracting, keep your call to action as the primary focus.
Use the same tone and style as the ads people clicked on before landing on the page. Make sure all of your messaging is cohesive across platforms so that customers know exactly what they are signing up for.
When designing each element of your page, make sure you tie it back to one main objective—often times, simplicity is key here.
Remember that every aspect of your campaign should drive customers toward conversion or registration; make sure your messaging works together to reinforce these goals.
Drop the navigation
The first step in creating a high-converting landing page is to drop all navigational elements from your page.
The only actionable CTA you should have on your landing page is a button that represents your primary value proposition or call to action, such as Get Started or Sign Up.
This means that even if visitors click on other areas of your page, they’ll always end up back at that primary CTA.