7 Tips To Create A Converting Landing Page
Knowing how to create a converting landing page is the cornerstone of digital marketing, and it is a skill every digital marketer should know.
If a customer clicks on digital ads, they will be taken to a landing page. Even your links in other media can lead to specifically designed landings.
If that page is well made, then more people will be inclined to convert. But if it is not optimized correctly, your conversion rate might suffer.
So how can you make great landings to convert more visitors? Well, if that is the question on your mind, then keep reading as we explain it for you!
- A landing page is a a webpage specifically designed to convert customers.
- All the essential information required to convert should be on the hero.
- The five-second test can help you understand what is missing.
- A landing page should only have a single goal.
- Including social proof in your landings is a great way to increase conversion.
- More landing pages leads to a higher conversion rate.
- You can A/B test the each component of your landings to find what works.
- A faster page leads to a higher conversion rate.
What Is A Landing Page?
A landing page or a landing is a webpage designed specifically for marketing or advertising campaigns. It is simply where a visitor lands when they click on your links or ads. Landing pages can be your homepage or they can be standalone webpages created for specific marketing campaigns.
The main purpose of a landing page is to convert customers. And they are generally promoted through digital advertisements.
If your homepage also serves this purpose, then it can be promoted through digital advertisements to be your landing. Still, using standalone pages is generally a better practice.
Your homepages will need to have navigational links and buttons to the other parts of your website. These can create distractions for your visitors and could reduce your conversion rate.
On the other hand, landings don’t have to include anything extra than the essentials needed for conversion. For this reason, they can focus only on converting your customers and prevent them from getting distracted by your other website content.
How To Create A Great Landing Page?
1. Include all the essentials on the hero.
The hero is the first thing a visitor sees when they click on your landing page. It is the top part of your landing page, just below the header(if you have one).
Most customers will decide if the offer interests them or not after seeing the hero. If it is well-made, then the customer will either convert or scroll down to get more information.
A successful hero should contain the following components:
- A headline designed to capture the attention.
- A short description to communicate the value of the offer.
- Visual elements to conceptualize the offer.
- A call to action button or a form field to capture the lead.
2. Use the five-second test.
The five-second test is a great way to measure the effectiveness of your landing page. It is one of the simplest tests you can use to find potential problems.
You can do this test with your friends or coworkers, but it will be much more effective if you do it with people who are unfamiliar with your business.
Here is how to do the five-second test:
- Show the participants your landing page for five seconds.
- After five seconds, immediately close your the page.
- Ask the participants what the page was about, and see if they have the right idea.
- Write down their answers and compare them with what your offer is actually about.
Yep, that’s all!
Most visitors will leave a landing page if they cannot understand its relevance in five seconds. If your participants got what your landing page is all about during the test, then that means you have an effective landing page. But if they didn’t, your landing page might need some tweaking.
3. Focus on a single goal.
The main objective of a landing page is to drive a single conversion goal. So, your entire page should be optimized for that single goal to prevent visitors from getting distracted.
Landing pages with more than one offer generate 266% fewer leads than pages with a single offer. And any additional form or call to action reduces the conversion rate by distracting the visitors.
So when creating landings for your visitors, try to make each landing about a single offer. Avoid cramming too many fields and distractions into the page.
4. Include testimonials
Including social proof is a powerful strategy in marketing, and landing pages are not different. Many top landing pages include social proof. To be more precise, 36% of top-performing landing pages feature customer testimonials, while 11% of them feature a review section.
The reason for this is simple: humans are social animals, and the recommendations of others matter to us.
If you are going to buy a new laptop, you would want to make sure it functions properly. The best way to ensure it is to ask someone who has used the same model before and learn their experiences with the product.
Testimonials provide the same effect. They allow visitors to learn the experiences of others who have used the same product or service before. If the messages are positive, then they will be more likely to convert.
5. Create more landing pages
According to Hubspot’s study, having more landings can increase generated leads by up to 55%. This is a whooping boost for any company that wishes to generate leads!
The statistic is very clear, the more tailored landings you have for each specific offer, the more leads you can generate!
To make landing pages faster and easier, you can invest in a landing page builder tool.
6. A/B test until you get it right.
A/B testing allows you to test each component of your landings and see if making any changes would be beneficial.
What happens during an A/B testing process is simple. You run identical ads for each variation of the landing page to see which one converts better.
Because everything about the ads is identical, the only difference would be the variation on the landing pages.
This way, you can constantly test and improve your landing pages to get the one with the most potential.
7. Increase your page load speed.
Faster websites lead to better customer experience, but with landing pages, the importance of speed becomes even more clear.
The top landings have a load time of 0-2 seconds, and the first five seconds of your page load speed has the highest impact. Website conversion rates drop by an average of 4.42% for each additional load time up to five seconds.
Having faster load speeds also improves your SEO, and increases your search ranking.
Basically, a faster website will not only make your pages convert more visitors but will also increase your organic traffic as a result of having better search engine rankings.
So, always test your landing to see if it is loading fast enough. And if not, consider investing in a fast infrastructure for your website. With that, you can both increase your sales and take your digital marketing journey to the next level thanks to better SEO and conversion rates.