When creating landing pages in Leadpages (note this is an affiliate link because I love Leadpages and proudly recommend them!) I normally recommend a fairly simple design:
- Picture/video of you or your product on the left
- Optin button on the right
- Optional: A bit more information about the freebie below the fold along with a brief bio and a second optin button
It’s a formula that’s stood the test of time – I first started noticing the big guns using this type of simple layout back in around 2008.
One of my current pages (below) is in this format with a background photo and overlay is converting at over 56% which isn’t too shabby. I’ve noticed some pretty big names (Denise Duffield-Thomas, Emily Williams and Todd Herman for starters) using a very similar layout recently which suggests to me it’s one that’s working well for them too – rest assured these folks take advice from people who have spent a lot of time and money testing, testing, testing!
Why this landing page layout works
The headline makes it clear what’s being offered and who it’s aimed at
If you want someone to stay on your page and read on, it’s important that the headline catches the reader’s attention. It needs to intrigue them or ideally make them qualify themselves straight away ie think “Yes! This is just what I need, they’re talking to me.”
The buttons are a compelling colour
With landing pages, ultimately the action you want someone to take is to click the button (and leave their info on the form). The buttons are on the example page are in an “action”colour, ie they stand out strongly, inviting the reader to take action (rather than being hidden or camouflaged by the surroundings).
I say this all the time, but you have to make things easy for people. Humans are inherently lazy and we’re all mega busy and distracted so you have to make it really obvious, clear and easy what you want someone to do on your page. So make the buttons stand out so there’s no thinking involved!
I’ve heard that yellow is the best converting colour for optin buttons. However test and measure with your own audience. Until recently pretty much everyone that I saw used yellow buttons on landing pages so I think that skewed the results. Use contrasting brand colours and see what happens to your results when you change things up.
The buttons arrows are irresistible
Studies have shown how irresistible we find arrows so the human eye is automatically drawn to them on the button.
(The study also mentions we’re attracted to eye gaze which is why, if you’re using a picture of yourself on the left of the page, using one where you’re looking towards the copy and button – rather than out to the reader – tends to increases conversions.)
The actual copy on the button is also worth experimenting with. Sumo experimented and found that when they changed the copy from “Get it Now” to “Gimme” they increased their conversions by 182%. Wow! This wording may not appeal to your audience but in this case I think it gives the impression that the brand is more fun and personable than stuffy and corporate.
I’ve gone with something quite functional for my page at the moment since my page is aimed at people not desperately comfortable with all the online bits and pieces. I used to run a business for new mums who weren’t necessarily very tech savvy and who were normally sleep deprived. I found that when I got a bit fancy with the button copy, the conversions weren’t so good. They needed something that really obviously told them this was the bit they needed to click. Do try some different phrases and see what works for your reader.
The pertinent information is above the fold
On t’interweb, when we say above the fold, it means any information that’s visible on the page without needing to scroll down. Anything that sits below that line is classed as below the fold.
On your landing page you want all the important information and your optin button above the fold. See my previous point about human laziness; having to scroll to get to the button is a big deal. This might mean you need to create a different version of your page for mobile devices so that the button is above the fold when the page changes to fit a smaller screen.
There’s additional information for those who want more detail
Some people need more information before they are ready to give you their email address. Having more detail below the fold about the lead magnet and who you are, means that anyone who does scroll down looking for more will find it (but give them another button near where they are so they don’t have to work really hard and scroll all the way back up again!).
No social media links
Your landing page is not the place to advertise your social media platforms. If you have icons linking to your various accounts you run the risk of your readers clicking off the page and getting lost in your Instagram feed, then someone else’s…ad infinitum, never to be seen again.
Keep them on your page and do everything you can to get the reader to sign up.
What your landing page isn’t…
As an aside, the thing I usually need to remind clients of most commonly, is the purpose of the landing page.
People seem to start panicking that there’s hardly any copy on the page and suddenly want to turn it into some kind of combination between an about page and a sales page. Bear in mind that people are unlikely to randomly stumble across your landing page. They’re going to have been directed there from a social media post or content upgrade on your blog etc etc. So before they get there they will have seen something that’s appealed to them enough to click through to the page.
The whole idea is to get people with (potentially only a mild) interest in who you are and what you’re doing, onto your email list. From there you are able to, drip by drip, tell them more about who you are, what you do and how you can provide a solution to their problem.