Landing pages that convert well are a key component of your brand's online presence.
They are often your first impression with potential customers and your best chance to capture leads. They are essential for capturing web traffic, as visitors will abandon your site without taking further action.
This is what you need to know: Brands that use landing pages heavily as part of their conversion strategy (30-40 landing pages) receive 7x more leads than those who don't (1-4 landing pages).
Depending on your company's size and website, you may need 30-40 landing pages. However, the main takeaway is that landing pages that convert well drive brand results.
What is a landingpage? What makes them different from other pages of your website?
Landing pages are designed to convert web visitors into leads. You can use lead-capture tools to get users to take action. They offer valuable content and discounts in return for their contact information. They are often linked to a campaign or program that piques interest in your brand.
Your landing pages should be able to convince your target audience to convert. It is crucial that landing pages are strategically designed. You should have a compelling message that encourages visitors to take action.
This post will cover 7 principles for high-converting landing pages. These can be used as a guideline when creating new landing pages or as a checklist to ensure your existing landing pages are on the right track.
Let's get started.
Here are some quick tips:
- The headlines are the most important indicator of whether a visitor will stay on your site long enough to see your offer.
- Landing pages that convert well focus on brand and value first.
- Landing pages must be simple and visually appealing, with the most important messages clearly displayed.
- Social proof can be used on landing pages to include testimonials or reviews.
- Landing page performance is dominated by lead magnets and other conversion tools.
7 principles for high-converting landing pages
Make a great headline
Did you know that your website visitors only have 10 seconds to make a lasting impression? People will leave your website after that time, unless you grab their attention with a compelling headline.
The headline is a critical component of landing page success. Web users move fast today and if your headline doesn't grab their attention immediately, they will move on.
Your value proposition is the most important thing to consider when writing your headline. What value proposition are you giving your visitors to make them want to stay? It should be prominently displayed in your headline to make sure people don't miss it.
These are some easy, proven ways to create headlines that grab attention.
- Use numbers – Headlines that include numbers are most popular and clicked the most. They also convert the best. Highrise, a CRM software firm, discovered that landing pages converted at 30% faster rates when the headline contained a number.
- Use Negative Language – Although it sounds counterintuitive, this is actually very effective. Use words such as “never” and “no more” to draw your customers' attention to the problem or need you are trying to solve. Your headline should make your customer want to read more.
- Avoid being wordy – Studies show that headlines with fewer words perform better (usually between 5 and 10 words). Google displays only 60 characters of your headline. That's about 10 words.
Neil Patel, marketing guru, takes a deeper look at great headlines:
It's not enough to keep people interested in the beginning. Research shows that 90% of people who read your headline also read your call-to-action (CTA), which is the message that informs them what next step to take.
Your brand is irrelevant – focus on your value and not your brand
You can't rely on your brand name alone to achieve results unless you're Amazon, Disney or Coca-Cola. Landing pages are not meant to inform prospects about your company, but to direct them to offers and programs.
Landing pages that convert well focus on value and not brand. Your headline and copy should reflect your value proposition.
This is a great tool to create a value proposition that is clear and precise:
Make sure your landing page messages have the same value proposition as the ones in your headlines, ads, and CTA buttons that led them to your landing pages. People don't like to be misled or feel they are wasting their time on a page they don't expect.
Make sure you are specific! Be specific!
Remember that people are first and foremost concerned about their needs. This is almost always the reason we use the internet to find things. While we all love our brands, the best way for others to love them is to clearly show how they can improve their lives or make their lives easier.
Keep it simple and clean
It is impossible to include everything on a single landing page. This will negatively impact the performance of your page. Research shows that multiple offers on a single landing page can reduce conversions by more then 200%.
Did you remember how landing pages with more conversions convert better than those with fewer? This is most likely the main reason!
It's not about adding more content to one landing page. The correct strategy is creating multiple landing pages that focus on one campaign, program or offer.
Design is no exception to the keep-it-simple principle. Design is important, but so are compelling words. Too much of either can make your page look cluttered and make it difficult for visitors to find the most important messages.
Low-converting landing pages are more effective than those that convert well. Your goal is to make it as easy for your visitors as possible to move on to the next step.
Prioritize the most important information you want to convey to potential customers. You want a page that is attractive but not too busy. This will help you to highlight important information rather than hide it behind too many visuals and design elements.
Social proof is a great way to prove your worth
Social proof is the best strategy to convince consumers to take action. Social proof is when people mimic the actions of others. They want to follow the example of others.
This is not a new phenomenon, right? FOMO is something we all experience. It also applies to consumer behavior. 92% of consumers trust peer recommendations as well as reviews from strangers. The average consumer reviews 10 reviews before purchasing.
Social proof is a key element in building consumer trust. You should include it on your landing pages to highlight the benefits of your offer and show how others have benefited from your brand.
One way to include social proof on your landing page is to include a testimonial or a few — but don't make your copy too cluttered. Linking to your customer review page or social media feed can help visitors see other opinions about your products.
Test your landing page's performance
Don't assume your results are over. It doesn't matter what best practices you use, it's not a good idea for your current results to be accepted. You should instead test your landing page and measure its performance. You can make small improvements and tweaks to improve performance.
Google Analytics is the best tool to achieve this.
This is the Google Analytics landing page report. It provides crucial information such as the number of sessions, new users and the average session length.
Source: Image Source
Alt-Text: Google Analytics Landing Page Report
To ensure that your website is always optimized, you should incorporate performance analysis into your content strategy. It's also possible to make informed decisions about which areas you can A/B-test to optimize every aspect of your website. CTA copy, CTA positioning headlines and form fields are some of the most commonly tested web components.
Make use of a conversion tool that works
Last but not least, any landing page with high conversion needs a conversion tool that captures contact information.
Your value proposition can be powerful if your message is compelling and visitors are interested in it. This will help you capture leads. This is how many landing pages go. They promise high-quality content and offer email updates.
Lead magnets can be an even better option.
Anyone who clicks on a landing page's CTA will be able to fill out a form or subscribe to emails by using lead magnets. Lead magnets are more valuable than standard content. Lead magnets are designed to address a problem or challenge that your visitors may be experiencing.
The most common types of lead magnets are PDF checklists and how to guides, whitepapers, ebooks and video webinars. These lead magnets are highly effective and can increase opt-in rates up to 85%.
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Marketing Insider Group published the post 6 Principles of High-Converting Linked Pages.
By: Erin McShea
Title: 6 Principles of High-Converting Landing Pages
Sourced From: marketinginsidergroup.com/content-marketing/8-principles-high-converting-landing-pages/
Published Date: Sun, 26 Dec 2021 17:00:00 +0000