A great landing page is an essential requirement for every successful advertising campaign. However, determining what works and what doesn’t across organizations, sectors, and platforms can be tough. How do you even know where to begin?

Although the information, design, and call to action (CTA) choices you pick and use will always vary based on your aim, there are a few musts you should always keep in mind when developing your next landing page. Let’s start with the basics and move on to our top suggestions and best practices to get you that high converting landing page.

WHAT IS A LANDING PAGE?

A landing page is a page on your website that an internet visitor arrives at after clicking on an advertisement or marketing campaign. These are frequently separate pages from your main website that have been built for a particular, specific goal. A landing page can be your homepage, another page in your taxonomy, or a separate page designed for a special campaign, promotion, or product.

After clicking a search ad, a social network ad, a YouTube video, or an email link, visitors frequently wind up on a landing page. Because landing pages are found organically using keywords and high-ranking search results, it is best to make sure yours is properly optimized to be accessible to visitors.

OBJECTIVES OF A HIGH CONVERTING LANDING PAGE

Landing pages often serve one of three purposes:

• To persuade others to buy a product or sign up for a specific service or event.
• To gather information on visitors in order to remarket to them in the future.
• To familiarize your visitors with the goods or services you’re attempting to promote.

WHAT IS THE CONVERSION RATE

The percentage of visitors to your website that accomplishes the desired goal out of the total number of visitors is referred to as your conversion rate. A high conversion rate indicates effective marketing and web design. It signifies that people desire what you’re providing and go ahead to get it.

IMPROVING YOUR CONVERSION RATE

Improving your conversion rate implies that more of your website traffic translates into meaningful activities that help your business expand, such as filling out a form to become a lead, requesting a computer repair quote, or completing a purchase.

A poor conversion rate might indicate one of two issues:

• Your website and landing page design make activities difficult or inefficient to execute.
• Your offer is flawed. It could be too expensive or not valuable enough to your audience. 

BENEFITS OF A HIGH CONVERTING LANDING PAGE

Aside from improved conversions, high converting landing pages have a few other advantages, among which are:

• Obtaining SEO Ranking: Landing Pages are designed to target a certain set of keywords. They are marketed through Google Adwords and other paid methods. Both of these boost the landing page’s rating and put your product, promotion, or sale in front of consumers who are looking for relevant themes.

• Promoting a New Product or Sale: A high converting landing page is dedicated to a single campaign, product, or sale. It resides outside of your site’s taxonomy and serves just to convey one message. This is beneficial because it prioritizes one single sales or marketing aim for increased conversion, and it allows you to isolate and track the success of a certain product, objective, or group of keywords.

• Make the Purchasing/Subscription Process Efficient: A high converting landing page merely serves as a conduit to lead visitors farther down the funnel. Instead of finding your CTA somewhere in your right rail or on your site, visitors locate it right away on the landing page and proceed to subscribe, sign up, buy, or join.

RULES TO FOLLOW FOR A HIGH CONVERTING LANDING PAGE

In order for your landing page to be able to rank quickly and easily, there are some essential things you should keep in mind. They are as follows:

• Your landing page should be easy to navigate.
• Your landing page should provide a value proposition right away.
• You should include a form on your landing page to gather user information.
• Your landing page should be visually appealing but aesthetically minimal, focusing on your contact form and nothing else.
• There should be no navigation links, headers, or footers on your landing page.

KEY ELEMENTS OF A LANDING PAGE THAT IMPROVE CONVERSION RATES

• Keep it bright, beautiful, and bold. Make sure it is on brand with your other pages and that its design appeals to your audience.

• Maintain page simplicity and a balanced structure.

• Collect the right information from visitors so that you can market to them later based on it.

• It should have a unique selling proposition. It is a marketing strategy in which you inform visitors of what ways they’re better off with you than your competitors without necessarily mentioning who your competitors are. Simply, let visitors know how your brand is superior to that of your competitor.

• Offer something valuable. There are others on the market offering the same product or service as you. Make yours the one offer they cannot resist.

• Clearly state the benefits you’re offering and the features of your product. No one wants to read all the way through just to realize the competitor is offering the same thing or a better thing, at even better rates. State clearly what they stand to gain by choosing you.

• Mention specifically what they stand to lose. This invokes the feeling of loss and pain and makes them want to not miss out on a good thing.

• Have a strong, contextual hero shot with supporting imagery.

• Include large images that depict the context of use.

• Use video, but test its effectiveness first.

• Use a main headline and a supporting headline.

• It should have a strong reinforcement statement.The reinforcement statement is another page title found about halfway down your page. Its purpose is to communicate a mid-experience message to your visitors, reinforcing the main headline.

• Use a well-written, engaging, actionable copy. Break your text into short, actionable paragraphs so that it’s easier to read. Write important things in the F-method because it is proven that people read this way and will lose interest less.

• Use a good call to action. The less CTAS you use, the better. The CTA should evoke emotion. It should not make visitors to your website feel obligated to make a purchase, but rather that you are providing a valuable service that they require.

• Include a guarantee to build trust and credibility. Consumers love guarantees. A guarantee, no matter what it is or how it is delivered, makes customers feel secure and reassured while visiting the landing page.

• Add testimonials, trust badges or logos, and social proof. You can use social proof to show that others have availed your services and they liked what they got. Visitors are more likely to convert into consumers if they see that others have taken advantage of your offer and have been satisfied with the outcomes. The number of signups, social signals from public networks, awards from respected organizations, customer testimonials and reviews, partner logos, and the number of likes, shares, subscribers, pins, tweets, etc. your company has, are all social proof that should be displayed prominently on your landing page. People are more likely to purchase something if they see it recommended online or if their peers recommend it. Adding these things to your landing page will show consumers that you have a large fan base and are credible.

• Add different ways in which they can contact you. It is important for customers to know they can reach you and be able to do so. The more avenues for contact you include, the more accessible and approachable you become to your audience. 

• Add a closing argument. As your landing page comes to an end, the closing argument is your last opportunity to explain the value of your offer. Similar to the reinforcement statement, this supports your core value proposition. A call to action can be included with the closing argument.

• Most importantly, ensure that your page load time is as fast as possible. Some pages load in as little as two seconds! If your page loads slowly, it will affect user experience, bounce rate, search performance, and revenue negatively.

THE K.I.S.S. METHOD 

With the right method, you can boost your conversion rate by 134% or more. There are simple, proven ways to fine-tune your content and CTA buttons to produce the best results using the K.I.S.S. principle, which stands for “Keep It Simple, Stupid.”  

It is crucial to stay on topic on your landing page because people have short attention spans and you need to captivate them in order to reel them in quickly. In 2014, Jon Morrow earned over $100,000 each month thanks to the K.I.S.S. method.

Now let’s see how you can use the method to get a high converting landing page.

1. Use a catchy headline to convey the benefits of your products to consumers.
2. Using bullet points, list 3-5 primary benefits of your product or service.
3. Provide a basic visual focus on the left side of your landing page. Because people read in an F-shaped pattern, and this will help them see what you’re all about before getting distracted.
4. Make sure your call-to-action button blends well with the rest of your design.

CONCLUSION

Landing pages are critical for increasing brand recognition and association when conducting any ad campaign, but it is more important to launch them properly so that they can be the high converting landing pages that you want. Before you begin, make sure you have a solid landing page strategy in place.

Concentrate on design, content, your contact forms, and your value propositions to create a great landing page that drives conversions and maximizes your ROI. Test different landing page designs and call-to-action buttons to see which one performs best for your market.