Landing page tips can be hard to come by these days. Amid lead magnets and formulating ad campaigns, landing pages are often overlooked.
It’s easy to get carried away with things like SEO, retargeting, paid search and other forms of content marketing. But landing pages represent the last opportunity for grabbing those valuable contact details from your prospective customers. For this reason, you need to pay attention to what you’re including in them.
Because they’re often overlooked, businesses often find that their landing pages fail to convert. Although there are a number of reasons why a landing page may fail to convert, one of the most common reasons is that there is a disconnect between what the visitor wants and what the creator of the landing page thinks they want.
In this blog, we will go through 11 landing page tips that you NEED to know in order to create a landing page that truly converts.
With these tips, you’ll be able to craft landing pages that have a high conversion rate, by appealing to your audience and giving them what they WANT.
What is a landing page?
First and foremost, what is a landing page?
A landing page is created specifically for the purpose of a marketing or advertising campaign. Typically, a landing page will offer a resource or some other benefit in exchange for the visitor’s contact information.
There are good landing pages, and there are bad ones.
What better way to illustrate than with landing page examples – take a look at this one:
Where do you even look?
There is so much going on, and although the color scheme isn’t bad, there’s nothing to grab the reader’s attention, let alone a clear section to input their contact details.
Now that you’ve got a taste of what’s out there, let’s take a look at how you can avoid these mistakes by following landing page optimization tips.
But shall we first look at a landing page that has been designed well? Yes, that’s definitely a good idea, especially after seeing the one above.
For good landing page design tips, Uber is always a good example to use, they really know what they’re doing.
The headline communicates a clear benefit – earn money on your schedule – and catches the reader’s eye immediately. The copy is very short, which ensures the viewer is not overwhelmed or confused. Compare this page to the previous page one you saw. The difference is remarkable.
As for room for improvement, the link in the corner, “Ride with Uber” is something that may be unnecessary. Further testing may be required but having the link there does has the potential to drive prospects off the page.
All in all, this is a page that has been designed to provide a first-class user experience and maximize conversions.
Alright, let’s get on to those tips we promised you.
Tip #1: The ‘must-haves’
A landing page is highly critical when it comes to converting your visitors into leads.
First and foremost, there are certain key elements your landing page needs to have:
- Headline: a clear title
- Brief description: of the offer that emphasizes the value
- Image: at least one image that supports the text
- Webform: for the visitor to input their information
These elements ensure your landing page has the information required to be effective with your target audience. Each aspect plays a vital part to converting your visitor into a qualified lead.
Tip #2: Perception is everything
Remember that old saying “Don’t judge a book by its cover”? Well, it’s not a saying that many people apply in real life. And, even if your product is amazing and will do wonders for your target audience, if they don’t like the look of your landing page, they will abandon your site very quickly.
Be careful with the design of your landing page. Think about what your audience wants and ensure your webpage is aesthetically pleasing.
Take your webform for example. A webform is the part of your landing page where you ask for the contact details of your visitor. If your webform even appears long to fill out, the likelihood of the user going through with supplying their details is extremely low.
To make a webform look short, you can play around with the spacing or align the titles to the left and put a placeholder for the answers beside it, instead of under it. These may seem very minor but the changes will significantly impact your conversions.
Take a look at the difference here:
Making design changes like this will optimize your landing page in more ways than you think.
Tip #3: Don’t make it easy to leave
Getting your visitor to the landing page is only the first step, you have not yet converted them. The moment they enter your landing page, you need to keep them there until they convert. There is always the chance that your visitor will abandon the page before converting and there may be many reasons for this – for instance, they may no longer be interested, or they may get distracted by something else.
Although you can’t control every move of your visitor and you can’t guarantee that they will convert, you employ some methods to make it less easy for them to navigate off your page. And this is by eliminating the main navigation from the page. The main navigation refers to the buttons that are ever present on your home page, that direct to different parts of your website.
Take a look at the Adversent homepage:
With a landing page, you eliminate the main navigation. By doing this, you’re reducing the distraction – even if it does lead the user to your own site – from converting on the landing page.
Here are a couple of landing page examples that don’t have main navigation. This from Leadpages:
And this from SendGrid:
The two landing pages have only one CTA, and there is no sign of the main navigation. You can see how focused the pages are on driving conversions, with no distractions that encourage the visitor to leave.
Tip #4: Consistency with your CTAs
In terms of landing page tips, this is a biggie.
Many marketers don’t seem to realize this, but keeping consistent CTAs can be the difference between a conversion and an abandonment of a landing page. What are we talking about here?
If your visitor clicked on a link expecting a free consultation or free sample, but when they land on your page, they find that they need to sign up and provide credit card details, they are more than likely not going to convert.
Good landing page examples have CTAs that are consistent with the original link that the potential customer clicked on.
Take for example, if your initial link has a CTA that reads, “Get your free trial!” and then your visitor clicks on the link, only to be met with “Sign up” – you’ve lost them immediately.
Because when they navigate to your landing page, your visitor is expecting there to be a free trial. When they are met with a button that says, “Sign up”, they will be confused or frustrated and abandon your webpage in a matter of seconds.
Take a look here of how to do this right – from HubSpot:
You can see here, it’s all about demo, demo, demo – so your visitor is not going to be surprised with what you’re offering. This is an example of keeping your CTAs consistent to up your conversions on your landing page.
Tip #5: Clear the clutter
You may have heard of the concept “Less is more”. Well, this is definitely true of landing pages.
This is one of the landing page tips often overlooked by so many businesses.
As you can see from the landing page we demonstrated at the start of this blog, more clutter can really confuse and overwhelm your visitor.
Good landing page examples are all about befriending whitespace.
Relax, it is ok to have whitespace in your landing pages. Squarespace is a company that does this really well:
Easy to read, and you know exactly what they’re promoting. And look at all that whitespace!
There is really no need to fill up the whitespace in this example – it looks clean and crisp.
Less is more, right?
Tip #6: Highlight the benefits
For a landing page to be effective, you need to highlight the value of what you are offering. Rather than listing specifications, you can emphasize the solution that your product offers – for instance, something like, “This will change your cleaning routine for the better”.
Take a look at this example from Shopify:
The first sentence itself is “sell online with Shopify” – a clear benefit – which is followed up with “Trusted by over 800,000 businesses worldwide”.
The more you take this angle for your landing page, the more conversions you will drive. This is because you will be highlighting a solution that is relevant to your audience and addresses a specific issue they may be facing.
With so many options and different services out there in today’s world, the quicker you get to the point, showing your visitors exactly what you’re about, the more likely you are to start seeing conversions skyrocketing.
Tip #7: Give your audience something to share
You want people to share your landing pages as much as possible, so you can maximize their exposure. Social media has become a very popular platform for sharing and you should take advantage of its marketing abilities as much as possible.
Make sure you include social media sharing buttons on the page. However, don’t go including every social media button available, because due to the fact that there are several platforms on offer, not every platform is always going to be relevant to your audience.
Email forwarding is also a good tool to include on your landing pages as it offers another way to share.
Sharing is caring – and it’s very popular these days. Even if those people in your immediate contact list don’t buy from you, they may have people in their network that will. So, don’t disregard this possibility.
Tip #8: The more the merrier
Now, just because you have one amazing landing page doesn’t mean you stop there. Keep creating!
According to a study undertaken by HubSpot, it was found there was a 55% increase in leads when the number of landing pages built by a brand increased from 10 to 15.
The more landing pages you build, the more opportunities you have to generate leads for your business. Having more landing pages also allows you to create more targeted content that appeals to a number of buyers, therefore widening your conversion possibilities.
The aim of a landing page is to convert, and that means, getting certain details from your visitor. You have to be careful with the length of your webform on a landing page because you want people to fill it out. The difficulty with this, however, is achieving a balance between what you need and how much people are willing to provide.
Unfortunately, there is no one-size-fits-all answer, but one good landing page tip to follow is:
ONLY collect what you NEED to qualify the leads.
The fewer the questions, the more likely your form will be filled out to completion but again, this may not allow you to filter out those quality leads. If you are really lost as to how much information you can gather, then test the form yourself. See if it is easy to fill out, and whether its length is appropriate.
Here is a good example of a webform from Formstack:
The easier it is to use a webform, the more likely your visitor is going to fill it out and – voila – convert.
Tip #10: Choose your CTA wisely
Another aspect of the webform that you need to consider is the CTA. Using a CTA like “Submit” can actually be a bit of a deterrent for some people, no one really like submitting things.
So, what can you do?
Turn your CTA into something more enticing. Good landing page examples have CTAs that provide something. For example, if the aim of your landing page is to offer a free trial, then make the CTA “Claim your free trial”. Or, if the aim is to provide a free eBook or Whitepaper, you can make the CTA “Download your eBook”.
A CTA like this is more inviting and also gives the visitor something to look forward to. And don’t forget to enhance your user experience with a big and bold color for the CTA button.
Tip #11: Provide privacy reassurance
The last of our landing page tips, you can’t ignore the privacy element of landing pages. With all the spam and security concerns out there, people don’t just readily provide their private information anymore. But there are some features you can install to help with this concern and reassure your audience that their details will be handled appropriately.
So, there you have 11 landing page tips that you need to know.
By implementing these tips, you will have a landing page that is more likely to convert and start reeling in those qualified leads.
If you want to learn about creating compelling content to increase your knowledge on landing page optimization tips, check out our Blueprint on “How to Create Compelling Content” here.
Adversent is a digital marketing education community that provides business owners and budding entrepreneurs a place to learn the real methods of how to build a successful business in the digital landscape.