Ila Bandhiya / 9 Mins Read
Updated: September 30, 2024
In this post, I'll cover the best practices for creating high-converting landing pages, including crafting clear value propositions, compelling visuals, strong CTAs, and mobile optimization.
Landing pages represent a series of web pages used to steer customers in taking a desired action. Where well-built landing pages are pivotal in converting visitors, they are also important from the SEO perspective and improve marketing effectiveness.
Well-designed landing pages have lead magnets and acquire potential customers, and brands with 31- 40 landing pages generate 7X more leads than businesses with 5 or fewer landing pages.
The higher conversion rate comes through various landing page elements like targeted messaging, minimal distractions, and a well-designed layout and content to incentivize visitors to provide contact information. Read ahead to find the secrets to high-converting landing pages.
Great copies clearly explain what differentiates a product from the market competition. Personalize the landing page’s hero section to align with your visitor's expectations.
A well-built landing will answer two questions in the hero section;
Use headings and subheadings to answer these questions in the hero while connecting with your target audience. Use their pain points as inspiration to write and present information. While doing so, ensure the copy you write is crisp and engaging. Always ensure your brand’s USP is visible in the main headline, supporting headline, and closing argument.
Examples
Check the hero section of Winc;
Check the CTA section of Dairy Harvest:
Tools to use:
Given the short attention span of a human being of 8.25 seconds, which is less than that of a Goldfish, use images more often along with words to ensure what you say and show sticks with the visitors.
It’s natural for the human brain to princess visuals faster than text, hence adding things like a photo, video, headshot, etc.
More importantly, add relevant images to allow visitors to empathize with the photo or video and imagine themselves using your product. Do this more often for the “Above the Fold” section because the majority of the users will have a glance at the hero section and decide to scroll down.
The key is to ensure that when someone comes on your landing page, the content matches their intent, and the images, videos, etc., have the same narrative.
onX’s landing page is an excellent example of how visuals, words, and intent align. This landing page shows users exactly what they are looking for from a product that helps them find their prey.
Tools to Use:
All the high-converting landing pages have bold, creative, clear, and benefit-driven headlines. 59% of social shares and engagements are from people who only read the headline.
Specifically for landing pages, you can use headlines that create an urgency or claim to solve a particular problem.
The same applies to a subheading, but it must be an extension of the headline and support it in further explaining your claims and information. A heading and subheading give your visitors a reason to read the entire copy instead of skimming or scanning it.
Us A/B testing to use different headings and subheadings and check which ones can bring the best results.
Tools to Use:
Copy.AI: Use Copy.AI to brainstorm ideas for different headings and subheadings, as it produces multiple options. And a few other tools you can use for A/B testing.
Where a heading and subheadings will introduce your brand, and sharing features and benefits will answer all their questions. Share additional details about your solution while sharing features and highlighting the benefits of each.
This way, you can easily share details about your product while highlighting what it will deliver to the end-users. So, where features share the concept, benefits share the value it drives.
This is how edX showcases its benefit-driven features on its website. Although a bit longer, the text clearly explains what edX users will get and how they will benefit.
One of the mistakes brands make here is over-explaining everything to ensure that every potential visitor finds some value. However, some people won’t be convinced, no matter how much additional information you provide. So, it’s better to focus on sales-qualified leads rather than everyone.
Tools to Use:
You cannot create high-converting landing pages without adding some sort of social proof. It’s essential to add reviews, testimonials, number of users, etc., on the landing page as they will help in persuading the visitors.
Adding these elements reassures visitors that other people are using or have bought your product in the past. According to Trustmary, businesses can get a 67% higher purchase rate, 29% service booking, and 22% higher contact requests by adding social proof on their website.
Add multiple reviews and testimonials, and if you can add videos, that’s even better. Brightlocal research finds that, on average, a customer reads at least 10 reviews before making a purchase decision.
In addition to reviews, etc., you can also add Trust Seals, which are badges, awards, recognitions, and certifications your product or brand has received. The badges relate to the product’s security and compliance with the highest quality standards, awards received in different categories, and much more. They add to social proof by providing authority, which increases user confidence.
In addition to trust badges and reviews, brands can follow a practice where visitors see notifications on the website about recent purchases amount to social proof.
For instance, messages like “Victor from Texas recently bought this item” pops up during an active session. This will create an urgency and make visitors buy the product to ensure they don’t miss out.
Tools to Use:
CTA represents the primary conversion metric and the one thing you want landing page visitors to engage with. The whole page you will build is a means to an end. Even after creating a stunning landing page, if you add a weak CTA, the chances of conversion are less.
Start with the placement of the CTA. If a user doesn’t see the CTA, how likely are they to click on it? So, take note of the button’s placement.
The best placement of the CTA button is in the hero section, but for this to work, the heading and subheading of your landing page should provide enough information that the visitors click the button.
Branch Furniture’s CTA is right on track with what we want to explain. The headline and subheading share the crucial information end with a relevant CTA, and clearly explain what users will get after clicking.
The second element to focus on is the button’s design. The design should align with the page flow and connect to the USP. The CTA content and action must align with the user journey and clearly articulate what the users will receive as they click.
So, on all accounts, ensure your CTA is evident and compelling in terms of design and text, respectively. And there’s no such rule to have only one CTA on the page. You can add multiple CTAs on one page as long as they help complete the same goal.
Tools to Use:
No visitor will prefer sharing personal information the first time they engage with your brand. So, ask for the bare minimum information through forms. The majority of the landing pages only ask for the visitor’s email address to keep it simple.
However, when additional information is needed, add a lead magnet with the form to incentivize them to share information. Free access to reports, guides, etc., is a great way to get additional information, which you can use to create a better customer profile, nuanced targeting, etc.
Bariatric Eating’s form comes with an incentive while asking for the visitor’s mobile number. Instead of asking for multiple details, it only asks for a phone number and lets users access a Pouch Reset guide.
Tools to Use:
Optimize the design for mobile if you want high-converting landing pages, period. Given the increasing mobile usage for everything you can imagine, from shopping to studying, you cannot afford to not optimize the landing page to work on a mobile device.
78% of people use their smartphone to shop, and 45% of users prefer using only mobile for online shopping. And it does not stop here. Mobile is the first preference for studying, entertainment, and conducting day-to-day transactions.
Optimizing your landing page to open smoothly on a mobile device means visitors can easily access your page. Hence, building a landing page with a mobile-first strategy is critical at this point.
Tools to Use:
Landing pages are a key brand source to raise awareness and get conversions. Where they are custom-built for every goal, the same landing page structure, design, layout, etc., will evolve as advanced technologies start to find their way into the process.
While AI is already used in some other way for landing pages, going forward, brands can add augmented reality and virtual elements to their landing pages. AR and VR will create immersive experiences, which will enhance product demonstrations.
As technology advances, new ways of creating and analyzing landing pages will continue to emerge. Stay on top of these trends and the best practices to ensure your brand provides the best landing page experience possible to the visitors.
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Ila Bandhiya is a Senior Digital Marketer at Middleware. She specializes in technology marketing and crafting targeted strategies that bridge innovation and market demand. In her free time, she enjoys culinary adventures, nature exploration, and digital thought leadership.
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