9 Landing Page Essentials for Killer Conversion Rates
By Vee Tardrew - December 23, 2013
Did you know that dedicated landing pages have an average conversion rate of between 5 and 15% compared to general site pages, like your home page, that converts at a rate of 1-3%?
Lesson here: If you are wanting to capture leads through your website, be sure you’re sending them to a targeted landing page.
Then there are refined and well-optimised dedicated landing pages that are capable of achieving a conversion rate well into the 30%’s or more.
Lesson here: In order to achieve killer conversion rates, ensure your dedicated landing page is primed for conversion.
Great, that’s all fine and well, but how precisely do we go about priming the landing page for conversion? Good question. Let’s take a look shall we.
Qualities of a Landing Page Optimised for Killer Conversion
You’ve worked hard to get your visitors to land on your landing page. The last thing you want at this point is for them to click off somewhere else. By removing all links and navigation you are forcing your prospect to focus solely on your offer.
Craft a Magnetic Headline
Copyblogger revealed that only 20% of people who read your headline go on to read the rest of the article or page. Talk about pressure to make an immediate impact! But it’s true and we absolutely must craft a headline that will encourage visitors to read on. One top tip here is to make sure your headline of your landing page matches the offer presented to them on the call-to-action that landed them there in the first place. Headlines are incredibly important copy so make sure you spend the time to develop a relevant, compelling headline that draws your readers in. Don’t forget your keywords – you would want your landing page to appear in search engine results too!
Draw Up a Crystal Clear, Concise Offer Description
Your landing page copy should leave nothing open to interpretation. Make sure you outline exactly what is on offer in the most succinct manner possible, writing in the second person. Focus on what they will gain or learn from your content, using direct, powerful and persuasive language.
We’ve found them highly effective to communicate the ‘what you’ll find in this content’ piece and makes for easy scanning.
Include an Interesting, Relevant Image
Visual elements always offer eyes a break from copy and it is recommended you include an engaging image on the landing page that directly relates to your offer. We’ve found that graphical representation of a book works well for eBooks but you will have to experiment with what works best for your audience. Tip here: Stick to a single image to ensure that reader focus is not diluted too much.
Position Your Copy on the Left and Form on the Right
All 3 web page design recommendations – the F-shape, the Z-shape and the Gutenberg diagram – are based on the fact that people generally read left to right. Placing your copy on the left and your form on the right will follow how people naturally scan the page and help them digest the page in its entirety, quickly.
Don’t Make Them Scroll
As with any website element you want to be seen, both your landing page copy and form should be kept above the fold. This means that your visitor will not have to scroll to see any of the important bits. This is why it is advised you keep your landing page copy to a minimum and by putting your form on the right hand side of the page, they should be able to see everything as soon as they open the page
People take 3rd party reviews into consideration for many decisions. Deciding to download your offer is no exception. If you are able to showcase what other people think of your offer then do so. It will position your offer as valued by others and gives your potential downloaders confidence that the effort they will go through to complete the form will be worth it.
Keep Your Form Short
I have personally closed a landing page when the form was lengthy and asking for very detailed information way too early in the buying cycle. You can diminish form-friction by asking for the bare minimum of details you need up-front. HubSpot’s Smart Forms allow you to progressively gather more information as your leads convert on more offers which helps you build a lead profile and determine their sales-readiness.
Include Social Sharing Buttons
Including social sharing buttons on your landing page will allow visitors to share your offer to their social media connections. This will drive more traffic to your landing page. Do take care to position these buttons in such a way that they do not deter attention from the offer.
While I have outlined the 9 key elements for a rocking landing page that converts traffic, remember that with all things inbound, the other crucial element is to test, test and test again. Tweaking your headline or form fields may be just enough to boost your conversion rate even higher. Run A/B tests with the various aspects and go with what converts best.