How to create landing pages that convert

How to create landing pages that convert

The value of a landing page can only be measured by the quality of the landing page itself.

When generating leads and sales from your website it is pivotal to create the best landing page possible and today we are going to show you how to create landing pages that convert.

For those who don’t know.

A landing page is simply a single page on your website that is specifically designed to convert visitors into leads and sales.

So let’s jump straight into it.

 

How not to create a landing page

There are many factors that go into a great landing page but first we are going to share with you things that you should avoid when creating a landing page.

The following will have a negative effect on your conversion rate.

Quick calls to action

Have you ever seen a landing page that includes nothing but a simple quick form asking for your email information?

If you have, we do hope that it wasn’t on your website!

This is a big mistake for businesses who want to generate leads from their website.

You must be providing valuable content on the page that persuades the visitor to give you their details.

You have to give them a reason to want to provide you with their details.

If you are creating a landing page for a newsletter then tell your visitors what they will get with the newsletter instead of letting them decide if they want to sign up for something that they’re not entirely sure of what their signing up for.

If you provide nothing but a quick sign up form, almost 90% of visitors would simply ignore the page, because there is nothing valuable on it.

Makes sense huh?

You’ll be surprised at how many businesses make this mistake.

 

Slow loading times

This one is applicable to your whole website but the effects of a page loading slowly can seriously hurt the conversion rate of your landing page.

Amazon calculated that a page load slowdown of just one second could cost them $1.6 billion in sales each year.

Also, Google has calculated that by slowing its search results by just four tenths of a second they could lose 8 million searches per day.

This means they’d serve up many millions fewer online adverts, thus loosing revenue.

Slow loading times may not be a big deal for you but the fact is; it matters.

There are many factors to consider when trying to reduce your page loading times, your website hosting is one of them.

Shared hosting can have a negative impact on your loading times so using a Dedicated Server (affiliate link) will help greatly with performance, especially for large websites.

We could talk about this all day but for the sake of the purpose of this article, we shall save that for another day.

 

Distracting Graphics

This should be a no-brainer but unfortunately many businesses don’t agree.

First things first: your calls to action should be where your eyes are drawn to.

Not a vibrantly coloured, excessively bold, underlined and blinking piece of text or media.

Avoid large graphics or other attention-grabbing graphics.

The only thing that should be grabbing attention is your calls to action.

Don’t feel as though you have to fill the whole page up with big graphics and text, making appropriate use of white space will help your conversions.

 

How to create landing pages that convert

So with the mistakes out of the way, let’s move on to what you should be doing.

We are going to provide ten key landing page features that have been proven as best practice when trying to convert visitors into leads and sales.

 

1. Page headlines and advertisement wording.

When using Google AdWords to advertise your website, the advertisement wording and your landing pages’ headlines should both compliment each other.

Your AdWords quality score can be improved by having consistent content between the ad message and the landing page text.

2. Clear, comprehendible and interpretable headlines.

The headlines are one of the first things a visitor will read so the headlines should not confuse anyone, that means no jargon or anything a like. It should not bore a visitor but instead it should compel the visitor to take a closer look and continue reading the page. Tailoring to a specific point that is related to the websites content will catch the attention of the visitor more than having vague headlines.

3. Grammar. (no-brainer)

When asking visitors to purchase something from you the trust of the customer is going to be at risk there are spelling and grammar mistakes.

4. Credibility.

Building trust is important to get anyone to provide you with their details, especially when purchasing something from you.

If you can you must include testimonials (video and/or text based), press mentions, guarantee seals, social proof, and 3rd party trust and security certification.

When eye glasses and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any landing page.

5. Strong calls to action.

After a visitor has read the headlines, it is crucial that they know what to do next. This is why you must make your calls to action stand out above all else. Using colours that stand out from your websites design will grab the attention of your visitor. The text of the call to action can have a massive impact on its performance so this is something that must be tested continuously.

6. Calls to action and buttons need to stand out.

You should identify the keywords people interested in your industry/niche might be searching for and use words such as “try”, “buy” or “download now”.

A conversion button needs to stand out and should be placed right below a call to action or have the call to action as the button itself. The button needs to be big, bright and above the fold. (Above the point where you have to scroll down)

7. Limit the amount of links.

Having links that take the visitor away from the page will ruin your conversion rate. It makes sense to have lots of links on a homepage on a landing page, simplicity is key.

Removing the navigation links and just leaving one link to your home page will improve your conversion rates.

8. Use related images and videos.

Having videos of customer testimonials, product demos Etc. and images of and/or related to the product can have a positive effect on your conversion rate because it gives that extra push to look further into your product/service.

9. Stay above the fold.

The area in which a visitor sees without having to scroll is where the most important parts of the landing page should be.

Place the call to action button above the fold and in a location where the viewer’s eye will scan to. Never place the button where it has to be searched for.

10. Never, ever stop testing.

To optimise your conversion rate over time you will need to continually make changes to see what works better. Change the copy, images, call to actions, buttons and anything that can be changed and see what resonates most with your visitors. You will be surprised at how much of a difference a simple change like changing the colour of your call to action button can really do.

So there you have it, your very own guide for creating landing pages that convert.

So the next time you want to create a landing page, make sure that you have avoided the mistakes and completed the checklist.

What good can this do your conversion rate? Why not put it to the test!

We would love to hear about your landing page experiences (good or bad) so be sure to leave a comment below!


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2 Responses to “How to create landing pages that convert”

  1. fiona maclean November 8, 2012 at 7:14 am #

    interesting article. landing pages are so important – and often so badly researched

  2. Jess @UsedYorkCity November 8, 2012 at 1:37 pm #

    Thanks for sharing these tips! I’m strangely drawn to sites like “Fab” and “Groupon”, where you have to enter your email address in order to access the content. Although it really only works if they have stellar content to share;-)

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