What makes a high converting landing page?

The first thing you need for a high converting landing page is a good offer. If you don’t have a good offer it doesn’t matter how good your landing page is, you’re not going to get the conversions you want.

Assuming you’ve got that bit sorted then these are the next things that you need.

A compelling headline for your landing page

At the top of your page you need a compelling headline that grabs your readers’ attention. You have a small amount of space and a very short amount of time to make your ideal clients realise that you are talking directly to them.

Make sure you’re using language that your reader, your ideal client, would use. If it’s not they’re not going to feel like you’re talking directly to them. Check that you haven’t used technical jargon or words that you would use as an expert but that aren’t relatable to your ideal client.

Questions can work well as headlines. Things like are you suffering from this issue? Would you like to achieve this goal or get rid of this problem? Otherwise using strong headlines that talk about achieving a desired outcome in a certain amount of time can draw your people in.

Shorter headlines tend to work better than longer ones so make sure your headline is short and snappy and to the point.

Good landing page images

Although I believe that copy is the most important part of your landing page the images can have an impact on your conversion rates too. Make sure that your images are bright, appealing and good quality. Test whether images of real customers, clients or team members convert better than stock images.

Use buttons

In my experience, buttons have always converted better than a form that collects name and email directly on the page. However other marketers have different results and find that their highest converting landing pages use forms. So test what works best for you. Make your buttons clear with call to action text that isn’t too long.

Make sure that people can see the buttons easily. You might find that coming away from your brand colours helps to make the buttons more prominent. Historically yellow buttons always performed better than any other colour button. You’ll need to see which colour makes your readers feel compelled to click.

Are use directional arrows or gestures

Using some kind of directional cues can help increase conversion on your page. So, for example, if you’re using a picture of yourself as your background image try using one where you’re facing towards the opt in box or button. Basically looking or pointing towards the element where you want someone to take action can increase conversions.
You might be surprised to hear that since logically an image where you’re looking out to the reader might seem to be better for creating a connection. That’s why you need to test out different things.

Use of different types of arrows either on your buttons or directing people to them or your product can also be effective.

Make your landing page mobile friendly

A huge amount of people use their mobile devices to browse online. Perhaps you are now. The chances are that a high percentage of your audience is doing the same. It’s really important that you make sure your page is mobile friendly. It has to convert well to being viewed on smaller devices. Make sure you’re checking how it looks and behaves on mobile as you build it, not just on the desktop.

Software like Leadpages will allow you to create different blocks on the page and choose which devices each of them is visible on. Remember that the elements on your page will likely stack so make sure that you have attention-grabbing info and a button above the fold. (The fold is the bit you can see without needing to scroll.)

You don’t want your readers having to scroll and scroll scroll to find a button to sign up.Make sure it’s easy for them to quickly sign up. Don’t hide the buttons at the very bottom of the page. You can have multiple buttons but be aware that the more someone has to scroll, the more you’re likely to lose them before they opt in or sign up.

Additional details below the fold

You need to try out for yourself what works best for you and your audience (again). But you might find that adding a section beneath the fold with a little bit more information can change conversion rates. You can use this space for information about the product or service you’re promoting, some information about you and/or a testimonial.

Some people find that pages on the shorter side that don’t require any scrolling works best for them. Other people find that their readers are more likely to opt in if there are more details about the product and who you are. Like everything else you need to test to measure this for yourself.

Test and measure everything

If you are using digital marketing for your business you’re probably sick of hearing the phrase “test and measure”. But it comes with the territory and can turn your expectations on their head.

What we mean by testing and measuring is making small changes and tracking what, if any, difference those changes make. So you’d put out your first draft of your landing page with your best guess as to what will work. Then after you’ve had about 100 visitors you’ll have a base conversion rate from which to compare against. You can start making changes and see if your conversion rate improves or declines with the next 100 visitors.
It’s important when you’re testing and measuring that you’re only making one change at a time otherwise you won’t know which of the changes cause the result. So it’s literally one tiny thing. Examples are changing the colour of your button, changing the image you’ve used or changing the headline font or the headline itself.

Literally just change one thing at a time and then watch what happens. If your conversion rates drop then change it back to what it was and try something else. If for example you changed the button colour you could change it to a different colour and see what happened there. Or you could put a button colour back to what it was originally with the higher conversions and change another element of the page.

And this is a continual process because you’re never going to get a 100% conversion rate on a landing page. Not once you’ve started getting a few visitors going to it. So there’ll always be space to improve the conversion rates and watch what nudges things up.

And don’t be disheartened if the changes you’re making aren’t dramatic. If for example you’re talking about changes on a tripwire page then improving each element by half a percent adds up.

Don’t make assumptons about what works

Remember to take nothing that I or anyone else says about high converting landing pages as gospel; what’s worked brilliantly for someone else’s audience might not work the same way for your audience. There is no one blueprint that fits all. Even if you use template layouts that have been proven as a high converting landing page the conversion rate can change as soon as you add in your copy, images or brand colours.

You might be surprised at the things that actually improve your conversions. We can start out with the prettiest most branded page and actually it’s changing something that you might think makes it look a bit uglier that improves conversion rates. Or something that everyone else swears is better is the opposite of what performs best for you.

At the end of the day the most important thing is functionality so converting readers into customers or clients on your newsletter list is what is most important over branding and style. Keep your judgement at bay and keep an open mind to what will make the changes you want.

Need some help to get started?

If you’re ready to build a landing page and you know you want someone to take this off your hands, get in touch about my done-for-you landing page packages.

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© suzie young 2020

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