Struggling with Conversions: Get the perfect Landing Page!

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Are your ad campaigns not giving you enough conversions? You have re-looked at your targeting, your messaging and even your ad creative but nothing is helping solve the dilemma of dismal conversions. If this is the case, you might want to look at your Landing Page.

Here are some tips on how to design a converting Landing Page:

1. Design for a Singular Purpose:

The landing page should be designed with one goal in mind, either to make the user fill up a form or buy a product or make them watch a slideshow.

2. Have a Clearly Defined Offer:

  • The page should focus on defining the offer, describing the benefits and its features
  • Keep it concise and to the point
  • Preferably use bullets to convey the messaging
  • Avoid using paragraphs
  • Make the page visually appealing – show images of your products

3. Keep Visitors From Straying:

  • Any element that takes the visitor away from the landing page should be avoided
  • Avoid using website navigation
  • Don't include additional advertising
  • Don't use pop ups

4. Use Testimonials

Add reviews to your landing page. This creates reassurance to the visitor. Sometimes, trust is all it takes to make the next move.

5. Use Video

A short video can be added to the page as rich media content is more engaging. 71% of consumers say that video is the best way to bring product features to life. But make sure that the video is compressed well and loads properly when seen both on desktops and mobile phones.

6. Have a Simple and Concise CTA

  • Position the call to action above the fold
  • As a button, the CTA should be large, in a contrasting color, and should include short, action-oriented text like “download”, “buy” or “subscribe”. “Submit” is a very poor CTA to use
  • Many marketers claim that certain button colors like green or red increase landing page conversions, but ultimately you want to focus on the contrast of the button color in relation to your background color

7. Have a Simple and Concise Form

  • Form should only ask for information that is absolutely necessary
  • Be sure to include a privacy statement to put the visitor at ease that their submission to you will be respected and confidential
  • Remember that filling out a long or complex form is the most common drop-off point for landing page visitors
  • The rule of thumb is not to include more than seven fields in your lead gen form
  • Also, make sure that the form is easy to fill when viewed on a mobile device

8. Have a Follow Through

  • Don't forget to use a thank you message, after the user fills up the lead gen form
  • Proper follow-through is a further assurance to the visitor and should be used as a conclusion to the visitors’ overall experience. A good follow through message also increases social shareability

9. Limit the Exit Points

It's important that you limit exit points (in this case, hyperlinks) leaving your page. The goal is to get the visitor on your landing page, and if links serve as points of departure, they should be used sparingly

10. Have Engaging Content

  • Use specific "hypnotic" words to entrance visitors
  • Using the word "you" makes your copy feel personal to visitors and allows for intimate conversations
  • The word "imagine" encourages readers to visualize using your product and increases desire. Including the word "because" explains visitors why they should take a specific action on the landing page

11. Have an Awesome Offer

  • The easiest way to get conversions is to simply have an offer that is incredible
  • Make sure your offer is enticing enough to users and that it is something they actually desire

Perhaps the most important converting element on your landing page is the 'call to action' button. You better get it right ☺

Details below:

  • A CTA button has 4 important characteristics: placement, shape, message and color
  • If you want a design element to stick out, you can give it the complementary color of the backgroundcolor
  • For large buttons, choose a color that is less prominent (relative to surrounding elements and the background) and for smaller buttons you may want to choose a brighter color. But whatever color you may choose, make sure you design the button in such a way that it is noticeable without interfering with the overall design
  • You should always test your call-to-action buttons to see what works best for your website. You can easily do this with A/B or Multivariate testing

It's best to use a good contrast when designing your important buttons. When speaking of contrasting colors I actually refer to complementary colors. Complementary colors are colors which are on the opposite of one another on the color wheel (see image below). When placed next to each other, complements make each other appear brighter.

An important point to consider: Why you should never pair green and red together on the web.

  • Low color contrast for color blind users
  • Low color contrast in general
  • Creates conflicting mental processes

This is how your landing page should actually look:

Getting the Lead form right:

1. Start Short and Simple

  • Typically, the shorter the form, the higher the conversion rate. So as you plan the strategy for your landing-page forms, first decide what information you really need. Even if you're not selling something, the same holds true for the exchange of information
  • An email address and a name is all you really require to send a personalized welcome email, which is where you can begin to build trust and a relationship with your new subscribers. If you ask too many questions at the start, you'll give prospects a reason to leave the page before completing your lead-capture form

2. Ask only for Information that’s Relevant to Your Marketing Efforts

  • Once a prospect has submitted an initial lead-capture form, use subsequent emails to both build trust and find out more. If you sell children's clothing, for example, it would be helpful to know the ages and genders of a subscriber's children. Yet many people may not want to readily share that information with everyone. That‘s why it's important to let subscribers know you respect their time and that the information they provide will enable you to send only relevant email promotions

3. Always Include a Privacy Link

  • This is a great way to not only let potential subscribers know that you respect their privacy, but also to help build trust from the start

4. Keep the Form above the Fold

  • Ensure that your lead-capture forms are a major focus in the design of your landing page. The upper right corner, for example, is a premium placement that can't be missed.

Finally Test your landing-page forms to optimize conversions. Call-to-action buttons, form design and placement, and the number of fields, are all examples of form factors to test. Testing is the only way to find out what works best for your target audience and to help continually improve your lead-capture results.

Do you have lading pages that convert? I would like to hear about your experiences in the comments section below.

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