Effective landing pages are crucial to your business if you want your website to turn more visitors into customers and increase your sales and profit. A landing page helps you reach your business or growth goals easily. It will help increase your conversion rate.
A landing page can be your homepage, a page within your website or a standalone page that was designed for a specific campaign, sales or product.
As an example, here is Paystack’s landing page. It contains most of the key elements of a high converting landing page we are going to look at in this article.
One key benefit of a landing page is that it helps you capture leads and integrate into your sales funnel. It enables your target audience to subscribe to your offer, campaign or product.
Truths You Need to Know About Landing Pages
There is no one size fits all when it comes to landing page design.
They are built with their purpose and intents in mind.
Some landing pages are designed to get people to download some free books or reports, some are meant to get users to sign up for free trial of some services or products, some are there to enable have access to some online tools and so on.
Notwithstanding, there are some unifying features that most high converting landing pages share in common and that i what we are going to cover in this article.
8 Key Features of High Converting Landing Pages You Must Know to Boost Your Website Conversion
1. A Compelling Headline
The first thing that captures the attention of your website visitors when they come to your landing page is the headline.
Your landing page headline is responsible for almost eighty percent of your conversion. It is what will make your visitors to either stay on the page or leave.
A compelling headline should be able to do any of the following:
- Grab attention instantly
- Highlight a major problem or pain points the target audience is having
- Reveal a great benefit or a desired result that the readers want
- It should be less than 20 words. The less the better.
Now let’s look at some examples of landing pages with powerful headlines.
This above image is Mailchimp’s landing page. Their headline is clearly written and the goal is to get their website visitors to see what they are offering and how it will be of benefit for them. Let’s look at another example.
The image above was gotten from the landing page of Slack, a business communication software that enables team members to communicate seamlessly on projects they are working on.
Their headline is bold and it grabs attention easily. It gives a feeling of what they want you to see. They are asking you to imagine a new virtual headquarters for your business.
That is part of what persuasive headlines do. They show you the desired result you want to achieve or state you want to be.
2. Persuasive Subheadline that Supports the Headline
A subheadline gives flesh to the headline. It adds more persuasiveness into why the readers might want to take the action you want them to take.
What the subheadline does is to restate your offer and what your website visitors are going to get. It is more detailed than the headline.
Let’s take a look at an example of a landing page with a persuasive subheadline.
The above landing page belongs to Hubspot, a global CRM software company.
From their headline, you can see that they stated the desired results their target audience would like to get, which is business growth. Then they have a subheadline that gives more details about what their offer entails.
Their subhead includes features, benefits and a compelling value proposition.
So that is just an example of how to write a headline with a persuasive subhead. Make sure your copy is well researched. Understanding your customers thoroughly before writing copy for your website (especially your landing page) is one of the most important drivers of website conversion.
Here’s an example with the landing page of Crazyegg, a heat mapping software that helps businesses track users’ activities on their website.
In their subhead, they used social proof to demonstrate the number of websites that use their platform.
This is just another example of how a subhead in a landing page need to be persuasive and supports the message of the headline.
3. An Image, Video or Animation to Support the Message on the Landing Page
Most high converting landing pages contain an image that illustrates what they want their visitors to know. Report has it that the brain processes images 60,000 faster than texts.
Some of these images are simple graphical illustrations, some are photos of products, and some contain photos of people that represent the demographics of the target audience.
There are landing pages that use videos or animations. This also works.
Remember, there are no hard and fast rules about how a landing page must look like. What we are trying to do is to highlight the key features of high converting landing pages.
Let’s take a look at an example of a landing page that illustrates the features of their services using graphics.
Take a look at the landing page of Salesforce, one of the world’s largest CRM companies.
As you can see from the image, they listed out their services on their landing page using a graphics design.
You too can make your landing page have an image that will point out your key services, product features or customer benefits.
Videos and animations are also great way to illustrate your offer to your web visitors so they can take the action you want them to take.
4. They Highlight Pain Points
When writing copy for your landing page, it is imperative to highlight the pain points of your target audience. Understand the challenges they are going through and write copy that will place emphasis on those challenges. Focus on their most urgent needs and how they can quickly meet those needs or come out of their challenges. People are more prompt to come out of pain than to go into pleasure.
Can we use the landing page image of SurveyMonkey above as an example? In their animated headline, you can how they focus on different pain points faced by businesses.
Here they are helping businesses to find out if their employees are happy at… or not. Employees’ turnover affects businesses in different ways from decline in productivity to missing key milestones and other important facets of business growth.
5. They Describe the Features and Benefits/Desired Outcome
High converting landing pages are made up of high persuasive copy that shows that the business understands the customer well enough and has created the right product of service that will help the customer solve their problem or achieve a desired goal or state.
The copy on the landing page should highlight the features and benefits of the service or product you are offering.
How would you expect your target audience to take a desired action on your landing page such as to opt-in and download a free report or to sign up for a free trial of your product if you don’t clearly state the features of what you are offering and their benefits to the visitor.
To understand what to include as you write the copy of your landing page, carry out a survey of your current, past and prospective customers.
For your past customers, your goal is to understand why they stopped doing business from you and how you can help them choose you the next time they want the kind of goods or services you are offering.
As for your current customers, your goal is to understand what they like about your business, what they don’t like and where they feel you can improve to serve them better. In addition to that, you should find out from your current customers if they would like to refer you to their family and friends.
Lastly, to your prospective customers, find out why they are not buying from you. The feedback you get from these three categories of customers will double or triple your sales in months.
Here’s an example of a section in a landing page (from Mailchimp) that highlights features of what the business is offering:
Here’s a third example from Mailchimp showing the features of their products and how they can benefit their customers:
Lastly, here’s another example (from Moz) of how the features of your offer should be clearly included to your landing page to increase conversion:
6. A Guarantee
A guarantee makes customers feel very comfortable buying from you, they know that they are not the only ones taking a risk by buying from you. Guarantee makes customers feel safe.
It improves your rate of conversion.
When you offer a guarantee to your customers, you are taking the risk from them and bearing it yourself.
Every type of business has its own kind of guarantee. Choose a guarantee that works for your business or industry.
Always position your guarantee close to your call to action. This will serve as a motivator to the customers and help them take action where they are being sceptical.
Here’s an example of a guarantee from sixthreezero
They are offering a 365 days guarantee on their bikes. If their customers don’t like the bike they bought, they can return them in 365 days free.
7. An Easy Way to be Contacted
Build credibility for your business by making it easy for your website visitors to contact you if they need clarifications or they’re having some doubts or they need more information.
There are instances when visitors would want more clarity before they take certain actions on your website.
Making it easier for your visitors to contact you will build more credibility for your business and make you look authentic in their eyes.
There are various methods you can use on your website for your visitors to contact you. Let’s begin with the simplest to implement to the more complex ones:
- By making your phone number and physical address visible on your landing page. These are often placed at the website’s footer.
- By placing a contact button in the header of your website.
- You can also include your contact link as part of your website menu. This will make it visible on all the pages of your website
- You can add a contact form for visitors to fill on your landing page
- You can integrate a feedback button on your website’s side bar. This will make it easier for visitors to drop feedback concerning your website, product or services.
- Lastly, you can install a live chat plugin to enable live chats between your website visitors and your business. Before integrating live chat on your website, you have to ensure that you have a staff on standby who will respond to customers’ enquiries. However, you can automate the messages on the live chat bot such that users will find the necessary information and get the help they are looking for without interacting with a person. The bot will handle their major enquiries.
Here’s an example of a live chat bot on a landing page (Hubspot’s landing page):
By the bottom right corner in the image below, you’ll a live chat box from Salesforce’s landing page that pops up when you visit the site
8. A Simple and Powerful Call to Action
The ultimate goal of having a landing page in the first place is for your web visitors to take desired action when they are on your landing page. These actions are part of your sales funnel, they’re designed to capture leads and convert those leads into happy customers.
The essence of creating a customer journey and designing a landing page is to increase conversion and sales for your business. Having a simple and powerful call to action is the most important part of your landing page.
Without a call to action there will be no conversion and without conversion there won’t be sales. Without sales you’ll soon run out of business, hence the need to have a powerful CTA (call to action) on your landing page.
Take a look at Hubspot’s call to all in the image below, it is clearly placed for their web visitors to see and take the desired action the company wants.
Here’s another example of a landing page that has more than one call to action from Salesforce. It offers users the choice of starting their free trial, watching a demo or reading their success stories and testimonials.
Having a high converting landing page is extremely important to your business if you want to increase your sales and triple your profits. A high converting landing page will save you from losing potential customers and drastically increase your customer acquisition.
It is one of your most important online marketing assets. So you can’t afford not to do it well.
You would agree with me that increasing your conversion will help you capture most of your website visitors and turn them into customers. This will make your business more profitable.
So go ahead and implement these eight elements in your website and see your conversion skyrockets.
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