Landing pages have been a staple for internet marketers since the dawn of the internet age. These pages are specifically designed to convert traffic (whether it’s for a sale or to acquire an email address) and are an essential component in any campaign.
Regardless of what the function is, there is no better way to gain conversions.
However, there is A LOT of misconception out there about what an ideal landing page will look like. Although the look, feel, and copy of a landing page can vary greatly depending on the niche, the traffic, and what’s being offered, there are basic fundamental practices that many marketers have used to increase success.
Before we get into the specific tips to improve your landing page, there are a few steps that need to take place first…
Decide on your goal – What is the reason for creating your landing page in the first place? In the ideal world, what would you want viewers to do? Would they buy something? Sign up for a newsletter?
Fill out a form or survey? Access an ebook or course? Sign up for a membership? Open the door, get on the floor, everybody walk the dinosaur?
The ONLY way to determine a strategy is to decide on the end goal that you’d like to reach. The ONLY way you will be able to track conversions is to properly define it first.
What is the competition doing? – What are they doing to succeed, how are they doing it, and what can you do to improve upon it? Too many internet marketers believe that they have to re-invent the wheel every time they create something, which is far from the truth.
Chances are, someone in your niche has already done all the hard work for you. All you need to do is take what works and make it your own by making it better.
Who is your audience? – The better you know your viewers, the easier it will be to cater to their needs. What drives them? What compelled them to click onto your page to begin with? Some may have clicked out of sheer curiosity, but the majority of your viewers are looking for a solution to a specific problem.
If you can get into their head, then you will be able to create a highly persuasive copy.
Now the Fun Begins…Tips To Creating Your Landing Page
Tip #1 Short, sweet, and uncluttered
These are the characteristics of a highly converting landing page. The objective is to offer all of the necessary information (enough so that it squashes any objections) without leaving the reader feeling overwhelmed.
Provide the essentials and nothing more.
Tip #2 Make it as easy as possible for your viewers
What it the fastest route between two points? A straight line! The entire purpose of a landing page is to guide your audience from point A (when they first click on your link) to point B (where they convert), so it’s essential to make this process as simplistic as possible.
One technique many marketers do is to envision that it’s your viewer’s very first time using the internet and they just so happened to come across your landing page.
That doesn’t mean that you should insult their intelligence, but you should walk them through the entire conversion process, step by step. If you want them to enter their email address in a specific form field, then provide arrows, bright text, and a call to action that tells them EXACTLY what to do.
If you assume that every person that reaches your page knows exactly what to do, then you will undoubtedly lose out on conversions.
Tip #3 Create an eye popping headline
Most highly converting landing pages will contain a main headline and a sub-headline. The main headline simply captures the attention of the reader, while the sub headline provides additional details (aka why your offer is awesome). Here’s an example.
Brand your site as an authority while simultaneously…
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You’ll also see people invert the two so that the sub-headline is first…
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Tip #4 Have a clear call to action
This compliments tip#2. A call to action should be present throughout the text and on any buttons or form fields that you create. A solid call to action will leave absolutely no question as to what the next step is.
For instance, “Download your free marketing guide” is a far better call to action than “Submit”. The first example tells the viewer what will happen when they provide their information or click on a specific button, where as the second example is rather vague.
In one instance, Kajabi changed their call to action from “See Plans and Pricing to “Get Started Today” and increased their conversions by 250%. It may seem like a miniscule change to you or I, but to the target audience, it made a world of difference.
Tip# 5 Limit exit points
The viewer should have two options; click back to where they came or convert. Adding additional steps, links, pages, and forms are a surefire way to kill conversion rates.
Tip #6 Your copy is what converts
Often times marketers feel compelled to make a lengthy copy because they see everyone else doing it. The problem is, their offer doesn’t warrant 12 pages of copy, so they end up rambling, instead of enticing.
The headline will capture the attention of your readers, but it’s the rest of your copy that will compel readers to convert.
A solid copy will revolve around your target audience. It will play on their hopes and fears before providing a solution to whatever problem they have. Your copy should knock the socks off the reader and make them wonder how they’ve survived this long without your help.
Additional bullet points should be used for the most essential bits of information so that it not only stands out, but is easy to read.
A while back I provided a list of 1,565 Power Words that will enthrall readers and keep them intrigued. Kissmetrics also provided a list of the 3 “hypnotic” words that resonates with readers the most.
Tip #7 Ask for the minimum amount of info
People are naturally skeptical of offers they read online. Who can blame them? There’s so much crap out there that they’ve likely been burned a few times by nameless, faceless marketers.
Obviously, that’s not you, but skepticism is difficult to overcome. Your copy should do the vast majority of dispelling any doubts that the reader may have, but asking for the bare minimum amount of info from them will ensure that they get their offer and you get the conversion without any second guessing.
Tip #8 Use social proof to your advantage
Social proof is quite possibly the most powerful and underutilized tool in your marketing repertoire. In the mind of the reader, if someone endorses you, then your claims will become far more credible.
According to Bright Local’s 2013 Consumer Review Survey, 85% of people state that they now look at a product’s review before making a purchase. The same study also concluded that 79% of consumers trust online reviews as much as a personal recommendation from a friend or family member.
CompUSA and iPerceptions teamed up to conduct a study. The results that they found were that “63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews.”
Tip #9 Visibly display your trust signals
If you’ve worked with well known businesses, won an award, or have any accomplishments / accolades, then there is no shame in letting your readers know about it. Trust signals assure readers that they can convert with confidence.
If I was promoting a book about mathematics and just won a the Nobel prize for debunking the Theory of Relativity, then you better believe that I’d add that into my ad copy. People will convert at a much higher rate because my trust symbol proves that I’m not just some schmuck, trying to pedal a math book.
Tip #10 Test, test, test
You should have multiple variations of every page that you make. Each variation should have minor changes. Once you find a page that works, make more variations with changes / alterations to other areas.
Eventually, you’ll be able to narrow down a landing page that converts like crazy! The best marketers are always trying to improve and never stop testing.
Hopefully you find this information useful. If you have any comments or questions, feel free to leave them in the section below.