How do you build effective, high-converting landing pages? Here’s what makes a landing page successful and how to measure performance.
Successful landing pages don’t just happen—they’re carefully put together
A lot of work goes into creating a great landing page. It’s not something you simply throw together and then hope for the best.
There’s a lot of thought, planning, and strategy that goes into developing high-converting landing pages. You have to think about the big picture as well as the little details, such as:
- Page design
- Landing page copy
- Image selection
- Hero image
- Colour selection
Then once your landing page is up and running, you have to run tests and continuously optimize.
As you can see, that’s a lot of work—and requires a substantial commitment.
Ultimately, the resources put towards the landing page – that is, in making it and then driving visitors there – can only be considered ‘well invested’ if the page converts. And ideally, your landing pages should reduce the cost of acquiring new leads or landing a sale.
So how do you create effective, high-converting landing pages?
In this post, we’ll take a look at the following:
Landing page components
A high-converting landing page is made up of several core components. These include:
- An engaging headline – you want to capture interest instantly.
- Effective copy – it should speak to your audience, keep visitors on the page, and guide them towards taking action.
- Relevant keywords – incorporate words that people actually use to search for you and your products / services.
- Search intent – your landing page should preferably anticipate the person’s motivation as related to that specific search.
- Images – they should reflect the topic at hand, the prospect’s desire, and be of a professional quality.
- Call-to-action button – choose the right words and colours to convince the visitor to take action.
- Lead capture / conversion form – ask only for the information you need to perform or deliver the product / service.
In some cases, depending on the campaign and the page’s purpose, there might also be social sharing buttons on the landing page.
By the way, landing pages should ideally be free of navigation options.
Giving visitors several ways to leave the page is counter-intuitive to the landing page’s goal, which is to get the person to take action.
Pro Tip: Don’t forget to include enough white space, so that a page doesn’t feel cluttered or create a ‘heavy’ impression.
What makes a landing page successful?
A high-converting landing page is focused. It is targeted and always goal-oriented. It also instills a sense of trust, so that users feel comfortable enough to give you their contact details and / or do business with you.
Here are a few ways you can build a successful landing page.
Message match is a must
Before visitors arrive on your landing page, they’ll first encounter a PPC ad or a link in an email campaign / social media. That already builds expectations—expectations of what they’ll find when they click through.
To attract and keep visitors on your landing page, make sure that the message in your ad / link / tweet / etc. matches the landing page’s content.
Don’t forget about mobile
Whether it’s on the go or from the comfort of our beds, we are spending a significant amount of time every day on our smartphones and tablets. That means if you want to capture the mobile audience, then there’s really no excuse for not optimizing your landing pages for mobile devices.
Add social proof
Want to convince visitors to take action? Then you might want to add some form of social proof to your landing page. These can include:
- Trust icons (“as seen on…”, “trusted by …”, etc.)
- Positive media coverage
- Stamps of approval / independent certifications (e.g. Bio-Siegel, Fair Trade, Oeko-Tex Standard 100, ISO certifications etc.)
Having others ‘speak’ up for you lends credibility, reduces perceived risk, and therefore increases the likelihood of someone taking action.
Offer a solution
Visitors are looking for ways to solve their problems, so offer them just that. Hone in on a problem, understand and address the audience’s pain points, and provide a solution.
It’s not about you
When you’re writing copy, it can be difficult to separate yourself – your company, the business – from the topic at hand.
You might be tempted to talk about your illustrious history and why you’re the bee’s knees so to speak. Well, you could do that but you aren’t going to land as many leads that way because the landing page is not about you – it’s about the visitor.
You’ll enjoy greater conversion success if you can personalize content for a specific audience.
Pro Tip: Segment your market, so that you can build highly-targeted landing pages to cater to each group’s needs, interests, struggles, desires, etc.
How your page looks – design and functionality – can make or break a landing page’s success. So don’t underestimate the effectiveness of an attractive and well-structured design. Take the time to plan, adjust, test and adjust again until you get it right.
You’ve managed to get visitors to your landing page. You’ve managed to get them to click on your call-to-action and take action. What comes next? Think about all the steps that follow and optimize.
Landing Page Checklist
Here’s a summary of what you need for an effective, high-converting landing page.
- Concentrate on the offer, not on yourself (i.e. the company)
- Be focused
- Eliminate distractions
- Simplify your forms, so that completing an action isn’t intimidating
- Craft copy that speaks to a specific audience – you can’t be everything to everyone
- Collect only the necessary information to nurture leads, fulfill a promise, deliver a product / service, etc.
Once you’ve published your landing page, it’s time to start monitoring its performance. In other words it’s time to assess the results and see what can use improvement.
Use the following metrics to gauge how well a landing page is doing.
- Bounce rate: The number of visitors to your landing page who leave without viewing any additional pages. You might also want to use your industry’s bounce rate as a benchmark.
Note: According to Unbounce, “On a campaign-specific landing page, your bounce rate is inversely proportional to your conversion rate.”
- Click-through rate: The percentage of people who clicked on a link / button to bring them to the landing page.
- Traffic per device: The proportion of traffic according to devices visitors used to access the landing page.
- Conversion rate: The percentage of visitors that convert – take action – on your landing page.
- Cost per lead: Measures the cost of generating leads (i.e. the total cost of the campaign ÷ number of leads generated
Now that you have the basics down, it’s time to start building your own high-converting landing pages!
If you aren’t quite ready to start developing your own high-converting landing pages, here’s some further reading:
- Benefits of landing pages
- Types of landing pages
- Landing page ideas: How you can use them
- Why your hotel should be using landing pages
See you next time!