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Did you know that if a landing page is well designed, it can help increase your conversion rate by 300%? Landing pages are responsible for converting visitors into customers, and that is why they are the most important part of the marketing mix.
In this article, I will share the most important and practical recommendations for creating conversion-oriented landing pages. These tips can be useful for marketers of different experience levels. They will help you make your landing pages more effective and increase your business conversions.
Related: 10 Rules To Follow To Create A Successful Landing Page
Key features of a high-converting landing page
Photo or video of the hero:
Humans are visual creatures by nature, and we gravitate to visuals because they play an important role in effectively communicating important messages.
A hero image or hero video is the first thing a visitor notices when they’re on your landing page, and it helps create a first impression. When creating one, choose high-quality images or professionally produced videos that are relevant to your product or service to avoid misleading the audience.
Choose images that will make your audience react the way you want them to.
For example, a SaaS company’s hero video could be an animated video that focuses more on the company’s software, its ease of use and its main functions.
Unique selling proposition (USP):
Marketing statistics show that landing pages with a clear USP perform 220% better than those without.
A good unique selling proposition (USP) gives customers information about what makes your product or service different from others. It is very important that it grabs the visitors’ attention and makes them stay for more information.
The USP should be short but clearly state the benefits of your product and what makes it different from others. A good example is how Slack’s unique selling proposition, “Be more productive at work and less busy,” directly communicates the core value of using it.
Creating an effective call to action (CTA)
The call to action (CTA) is one of the most important parts of your landing page, and directs visitors to take a targeted action. But to be effective, it should be placed in strategic places and have a design that makes it easy to see.
A good rule of thumb is to place the CTA at the top of the page so it can be seen easily without having to scroll down. It is also possible to add multiple CTAs in other areas of the page, such as after highlighting benefits or after testimonials.
The CTA button should be made with contrasting colors and highly visible fonts. It should also be large enough to be easily clickable on any device, including a smartphone.
Related: 10 Tips to Increase Your Landing Page Conversion Rates
Leading magnet design and performance
Form fields and placement:
It is important to strike a balance between the number of form fields you have to ensure that your visitor’s interest is not lost. Fewer fields lead to higher conversion rates, which is why it is recommended to create 3-5 fields.
Arrange form fields in an order that helps the user fill out the form smoothly, and position forms where they won’t need to scroll to be seen.
This logical flow is beneficial in keeping the user engaged and ensuring that they complete the forms. Reducing the number of form fields from 11 to 4 can increase conversions by 120%.
Form layout:
Research shows that effective forms increase conversion rates by up to 50%.
A functional form should be pleasing to the eye, efficient and easy to fill out. Design elements can greatly improve your form usability and fill rates.
Keeping the look of the page clean, using different colors for the form and the submit button and making sure the form is easily accessible can significantly increase conversion rates.
To develop trust and credibility
Public proofs and trust tokens:
Trust is a key factor when it comes to conversion. In fact, data shows that consumers who read testimonials are 58% more likely to make a purchase.
Testimonials and certifications can add a lot of credibility when included on your landing page.
It can also help if you place customer reviews and feedback in strategic areas to give visitors an insight into how other users have benefited from your services or products.
Clear and transparent information:
Making offer details and policies clear and transparent increases trust and removes barriers.
An explanation of what visitors will gain from you and ensuring that terms and conditions, privacy policies and refund policies are visible and easy to understand are essential to gaining trust.
Optimizes mobile and speed
Responsive design:
One thing that cannot be overlooked when creating a landing page is mobile friendliness.
Adopting a mobile-first approach ensures that your website is easily accessible on all devices, which is essential to avoid high bounce rates and keep your audience engaged.
Page load speed:
The time it takes to load your landing page is important in determining conversion rates. To increase speed, images should be optimized and not large; large files should be avoided. Clean code should be used, and you should partner with a fast and reliable web host.
Faster load times are always a bonus and reduce the chances of users leaving the page due to slow loading.
A/B testing and continuous optimization
Understanding what resonates with your audience is important, which is why A/B testing is important.
A/B testing involves testing different elements of your landing page, such as headlines, images, calls to action (CTAs) and layouts, to identify what works best. If you optimize all these components, you can adjust the landing page to meet the preferences of your audience, ultimately improving the conversion rate.
Related: 6 Landing Page Tips That Drive Sales and Reach New Customers (Infographic)
Several factors contribute to creating a high-converting landing page, including images, headlines, unique selling propositions (USPs), copy and CTA button configuration. To improve conversion rates, consider developing lead magnets, building trust and credibility, making sure the page is user-friendly and regularly testing and refining the page. By following these guidelines and strategies, you can develop landing pages that successfully convert visitors into customers, thus increasing your business returns.
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