Creating great landing pages that convert might seem like some kind of top-secret, complex science – but it's actually easier than you might think, with a little insider knowledge. We've got four top secret tips to share with you that will help you improve your conversion rates – today!
1.It's all in the headline
The number one tip for creating great landing pages that convert? You need a killer headline that is eye-catching and formatted properly. The main headline on your landing page is the first thing that visitors will see – it needs to confirm what it is you're offering and include a sub-heading which offers further explanation or explains your value proposition (why what you're offering is unique/what problems it could solve).
Some conversion copywriting advice will tell you that creating lengthy headlines is the way to go – ignore this! For most businesses, a short, snappy headline is the best move. You can add further information in your sub-heading. Follow these basic guidelines and you'll come out on top. Your headline should:
- Be succinct and to the point
- Be specific
- Quickly reflect visitor expectations
- Mention one thing you provide that potential customers will find desirable
If you offer something unique, use this as the basis for your headline. If most visitors to your site land there from PPC ads, and don't know much about you, then use your brand name and explain what you do in your headline. Does your product or service eliminate a problem? Then point that out and include proof. High-converting headlines also need to be formatted properly too:
- Use Title Case (each word capitalised)
- Centre your headline
- Break up longer headlines with dashes and ellipses
- Don't finish your headline with a full stop as this creates a 'mental stopping point' for website visitors
Follow these guidelines and you'll help visitors to notice your headline and improve your conversion rate.
2.Your CTA positioning matters more than you might think
Your call-to-action (CTA) is important – it's literally what 'calls' upon visitors to take action, whether that's contacting your company for a quote, filling out a web form, emailing you or making a purchase. But the placement of your CTA could have more impact on your landing page conversion rates than you might think. So where should you position your landing page CTA? Many people will tell you that the only place to put your CTA is above the fold. Whilst it is a good idea most of the time, don't be afraid to experiment based on the layout of your landing page. Above the fold remains the most common placement, but you can play around with your CTA to improve your conversion rates. You can add a special offer or sense of urgency to your CTA, such as a discount for example, which can encourage visitors to click.
Don't forget to A/B test where you place your CTA, as heat-maps can sometimes give you surprising results – for example, placing more information below the fold often encourages visitors to keep scrolling. By the time they reach your CTA, they may have more of a personal connection with your brand and services or products. You can even use multiple CTAs as a means of breaking up text on longer pages – as long as you remember that all CTAs should have the same purpose. Using design to make your CTA stand out (such as white-space or contrasting colours) and avoiding placing in cluttered, busy areas can also help boost its effectiveness.
3.You need a great offer
At the end of the day no matter how eye-catching your landing page is, it's not going to convert if you don't have a great offer. The easiest way to get conversions is to have an amazing offer that visitors can't resist – you need to offer something that your users desire and make it enticing! Then you need to let them know why they need to take advantage of your offer. Is it a one-time only deal? Is it for 48 hours only? Is it just for new customers? Will it solve a specific problem? Spell out to your customers what this offer will do for them and why they shouldn't miss out and you are guaranteed better conversion rates.
4.It needs to look good
It goes without saying that your landing page has to be formatted to look good, but what about the images you've included? All images on your landing page need to be:
- High-resolution – no fuzzy, pixelated images
- Bright and eye-catching
- Properly sized and the right shape – no strangely cropped images or odd sizes
You'll also need to test that any images you include load quickly – delays in loading images or images which fail to load could increase your bounce rate.
It's also important that you include eye-catching visual cues which will help guide visitors to what you want them to do next. Brightly coloured buttons and arrows (but don't overdo it!) are a great way to guide visitors from one part of your landing page to another. When you're creating landing pages it is always important to split test them - How To “Split Test” Landing Pages On Your Website For More Enquiries
Remember these 4 top secret tips and you're guaranteed to create better landing pages that increase your conversion rates – give them a go.
