The Anatomy of a High Converting Landing Page
At its most basic, a landing page is any page where you send your website visitors so that you can offer them something in return for information. At its best, a landing page is a standalone page that will create a positive impression of your company, build trust between you and the visitor, and increase your conversion rates.
What exactly do we mean by conversion rate?
A conversion rate is the percentage of people that are converted from visitors to your site into qualified leads.
Landing pages can achieve high conversion rates at any stage in the buyer’s journey. But in order to do that, you’ll need to identify which stage your target is at, create an offer that will help them, and write your page using content and context that is appropriate to their position.
Since the vast majority of website visitors are in the awareness stage of the journey when they visit your page, landing pages targeting those people will be the ones that you create the most often. So we’ll focus on that target with our examples.
In order to have a high-converting landing page, you’ll need a few basic elements.
- Unique Offer – Your offer should be attractive, unique, and designed to solve a problem, answer a question, or offer knowledge. Your headline should be clear and precise. If you feel that you need to add more information you can always add a sub-header. Example: Here’s a fun and unique offer from the University of California, Davis.
- Related Image or Video – The image you choose should clearly relate to your offer. A short video is a great chance to show your product or offer a sample of your expertise and knowledge. Example: Check out the powerful visuals in this landing page from Patreon.
- Benefits and Value – A short explanation of how this offer can make your target audience’s life easier, solve their problem, or answer their questions is critical. Try to avoid the features of your offer and focus on how the features will benefit your customer. Example: This example from Shopify does a great job establishing the value for the consumer.
- Trust Elements – If you want someone to give you their personal information or their hard-earned money then they need to trust you. You need to show visitors that you are qualified, trustworthy, and in demand. Example – Testimonials, awards, press coverage, or a current registration count. Check out this great example from WebDAM.
- Simplified Page – Your landing page should be able to answer a vital question within the first few seconds that it’s viewed. Your potential customer should be able to see what the offer is, how it can benefit them, why the need it now, and how they can get it. To make this easier you want to avoid clutter on the landing page. Example: Check out this great example from Bills.com.
- Opt-In Form – Make sure that you’re customizing the form’s title and submit button to match your offer. Limit your form fields and only ask questions that will help you learn about your lead and what they want. This form is your best tool for building a relationship with a qualified lead so use it accordingly. Remember though that the information that you ask for should be equivalent to the value of what you’re offering. Recent studies have shown us that a two-step opt-in has a higher conversion rate than the traditional single page. A single page opt-in is one in which your landing page also contains the opt-in form. With a two-step opt-in the first step is to click on a link to show interest and the second step is to opt-in and provide information.Example: This great opt-in page keeps it simple and while it has a lot going on, you want what it’s offering!
- Sharing Options – Make sure that there are buttons available so that visitors to your landing page can easily share it. It is highly likely that if your visitor finds your offer helpful then there is someone else within their social circle that will also benefit from it. Example: Facebook, Twitter, or LinkedIn Social buttons.
This blog was originally posted 12/11/15 and has been updated for accuracy.