The first variable in determining the success of a landing page is how well it ranks in search engines and generates traffic. But the real measure of a landing page is how effective it is in driving conversions. Let’s examine the keys to developing a high converting landing page.
There is no magic formula to creating a landing page sure to have a high conversion rate. But there are a number of things you can do to improve a page’s chances of converting visitors.
Landing pages that generate a lot of conversions do so by commanding a reader’s attention from the onset. Headlines should be equal parts captivating and informative.
A good headline catches a person’s eye. A great subhead will make them stay. Use them together as a one-two punch.
The human brain can process an image 60,000 times faster than a word. Pictures should be large, of high quality and relevant to your product or service.
Don’t let style overtake substance. A high-converting landing page will make it immediately clear what is being sold or offered. Don't bury the offer under a lot of stylistic elements.
5. Value proposition
A reader intuitively asks the question, “What’s in it for me?” You’ll want to answer that by highlighting the benefits of your product or service. Lists or bullet points are effective ways to deliver value propositions in an easy-to-read fashion.
Be conscious of the order in which you are presenting the reader with information. Start with an explanation of what is being sold. Then tell the reader how they may benefit from such a product or service. Wrap it up with a call to action. In other words, the flow should be here’s what we offer, here’s why you need it and here’s how you can get it.
7. Pain points
Similar to value proposition, pain points illustrate common difficulties within a particular industry and how your product or service can help. Tap into the fears and frustrations of your audience.
8. Touch points
Don’t just tell your reader to call you and then sit back and wait for the phone to ring. Be more proactive by utilizing a live chat feature, a box where the reader can ask a question or a “Get Started” button that will walk the reader through a registration process.
Offer some kind of guarantee. Whether it’s money back for customer dissatisfaction or a guarantee of results, the word "guarantee" is among the most powerful in the English language.
10. Call to action
Urge the reader to take some kind of action such as signing up for a free consultation or trial offer, or downloading a white paper or case study. Make the call to action button prominent, and use compelling copy.
At Demand Signals, we specialize in helping you engage and convert quality traffic on your site. Contact us today, and learn more about how we can boost the conversion rate of your landing pages.
Erin Lewellen, Chief Operating Officer Global Citizen Year
We are on page one of google for "gap year travel program" and I couldn't be happier. All other searches are up significantly and the results are truly stunning...from page 20 something to page one...wow.