6 Essential Ingredients to Maximise Your Landing Page Conversions
It’s all very well spending time and effort on a landing page for your new product, service or campaign, but if it isn’t hitting your end goal of leads, sales, entries etc. then you’re wasting a lot of your time.
First impressions really do count, and for many Internet users a landing page is the first interaction they will have with your business. This means that it’s crucial you keep them on your site or guarantee they will come back. The majority of web traffic comes from search engines, social media channels or advertising, and they are coming to your website for a reason, so you need to make sure they convert.
A good landing page needs to draw in an audience and encourage them to take action once on your site. It’s important to optimise your landing pages and make them as engaging and compelling as possible.
Here are 6 essential ingredients that once mixed together will provide you with a simple, yet engaging, landing page that actually converts:
Attention Grabbing Headline
In the modern world of web users you have an average of 8 seconds to grab the attention of your audience. The easiest way to do this of course is by using the first part of your content that readers will see – your headline. A headline can actually make or break your landing page.
People want to know how your content will benefit them and why they should read the rest. By generating an emotion within your audience, you are likely to suck them into the rest of your content. Use your headline to relate to your audience’s needs and interests, and use attention grabbing stats and figures.
Simplicity is key when it comes to writing a good headline – don’t try and be too clever of funny, just show your audience that your content will make their life better through information or solutions.
Visual content is processed 60,000 times faster in the brain than text, so there is no excuse not to include images or videos in your landing page. Having a clear landing page that visualizes what your content is about is much more likely to lead to a conversion.
Videos are also a great medium to draw in visitors – many people actually learn better through video or audio than they do through text. Video content can provide an entirely new form of communication to help you reach new audiences faster and assist with your landing page conversions.
A Clear Explanation
A good landing page will use congruence to ensure your audience stays focussed on your page and what it has to offer. It will also ensure the context of the page reminds visitors why they came to the landing page in the first place – it’s important to match your reader’s expectations.
If a user doesn’t understand exactly what your landing page is about, then they are very unlikely to convert. A clear explanation somewhere on your page is crucial, whether it’s in your headline, imagery, or an isolated paragraph. Your explanation should be functional and highlight the benefits of the page.
It’s important to make your landing page as shareable as possible. The best way to do this is with social media sharing buttons either at the top and bottom of the page or floating down the side. Make sure you optimise the social media meta data, so that any shares encourage fans and followers to visit the page.
You also need to make sure you have an email forwarding button, as many people like to share content with their friends and family through an email. Focus on the main platforms your social audience uses, and remember that even if none of your social contacts convert, someone in their network may well do.
Psychologically people are more likely to convert if they trust your brand or know other people have previously converted through your landing page. Use statistics and testimonials to show your audience you are an authority within your industry and that 10,000 people would agree with you on that.
Ask customers or influencers for a quote about why they use your product or service, or use customer logos if your business is B2B. People like to feel that they are part of a group and not missing out, so social proof is a great way to encourage conversions through your landing page.
Call to Actions
Once a user is on your landing page, the best way to get a conversion is using a call to action (CTA). Make your CTA has eye catching and attractive as possible, so there is no way readers can miss it. The copy on your CTA is also important, as different messages resonate with difference audiences.
For extra persuasion, try adding the values and benefits of your landing page to your CTA so that people are reminded exactly why they are converting – for example, “sign up here” vs. “sign up now to save money”. You can experiment with different colours and sizes and use A/B testing to see what works best.
Landing page optimisation is one of the easiest and most efficient ways to increase conversions. Simple changes can make a really big impact and those mentioned in this post are fairly quick to implement. Whether you’re editing an existing landing page or starting from scratch, make sure you optimise all these different elements in order to maximise your conversion rate and improve your page’s performance.