Landing page design is crucial for businesses looking to optimize conversion rates and increase sales. To put it simply, the landing page is essential for all online businesses, whether they want to go with organic traffic to paid Ads. Nearly 50% of marketing agencies design a dedicated landing page for each marketing campaign. However, not all marketing campaigns yield similar results.
The average conversion rate for the landing page is 2.35%, however, this may vary for different industries. The top 25% of companies are able to rejoice conversion rates as high as 5%, whereas, the top 10% of companies enjoy even higher conversion rates.
Landing page conversion is important as it dictates the ROIs for your marketing campaign. You invest money to bring visitors to your landing page, however, if the landing page isn’t designed professionally and lacks the engaging element, you won’t be able to convert the visitor into a customer; thus loss of money. So, to squeeze most ROI from the marketing campaign, you want visitors landing on your page to take actions you want them to take, and that’s only possible if you carry out landing page conversion techniques the right way.
Here in this blog, we have come up with easy to implement steps that will help you to optimize your landing page for increased conversion rates.
But before we move on to the steps, let’s first get an introduction to the landing page.
What is a landing page?
A landing page is similar to a web page, however, it’s specifically designed to receive visitors from a specific marketing campaign. It’s generally a static page and acts as the key component of the sales funnel, receiving users from the search engines and converting them to customers. Generally speaking, you can make any page of your website a landing page, however, most marketers tend to make a standalone page, specifically created for a single campaign. This specific page is different from other pages on the website and serves just one purpose, which is to engage visitors and convince them to take action. The required actions can vary depending upon the business bottom lines, like it may be subscriptions, or sign-up, or product/service sale. Whatever the bottom line is, the landing page acts as the convincer for the visitors.
Now, to be able to create the best landing page, you would have to take into consideration various elements (graphics, CTAs, content, etc.) and place them perfectly to send the right message.
Benefits of designing the best landing page design
Just imagine, you invest your money, time, and resources just to attract traffic on your landing page, and now just because the landing page isn’t rightly designed you start to lose customers, that’s like leaking money, right?
Here are some benefits of designing the best landing page:
- An avid landing page design will improve your chances of search engine ranking
- A professionally designed landing page will make it easy for you to get subscriptions or sales
- A practical landing page will improve your brand’s image for the target audience earning you more loyal customer base
Steps by Step Guide for Landing Page Design to Optimize Conversion rates
Now that you know the function and benefits of landing page design, now let’s dive into our guide to design the best landing page and optimize conversion rates for your business.
1. Keep a Clear and Attractive Title that puts your business proposition right up in front of the visitors
The attention span of customers is decreasing fast. Typically online users spend 5 seconds to judge a business or simply switch to another website (you can call it spoilt for choices). Nonetheless, what this means is that you have a mere few seconds to leave an impression for the visitors. And in these few seconds, your page title and headings are the most potent weapons you can use to engage users and force them to spend more time browsing through the page. The title and headline of the landing page should inform the visitors about the service/products or content they will find on the landing page. And ideally, the title shouldn’t be longer than 20 words.
Here are three techniques to optimize the landing page titles for higher conversions.
- Listicle Headings
According to research by Digital Gravity – a leading digital agency Dubai, over 35% of users like listicle titles and headings. Listicle headings have proven to be most effective in engaging the users and increasing the conversion rates.
Pro Tip: when using a listicle heading, go with odd-numbers. While there is no logical explanation to this trend, but somehow, listicle headings with odd-numbers tend to perform better (according to some studies odd-number listicle headings perform 20% better than listicle headings with even numbers) than with even numbers.
- Value Proposition
You should inculcate the value proposition of your business into the landing page title/heading as mean to engage more visitors and increase conversion rates. The key here is to identify the value which your target audience is looking for and then incorporating it into the headings to leverage higher conversion rates.
- The how-to headline
It’s yet another great technique to optimize the landing page headline/title for better conversion rates. This technique works as it offers people incentives to complete a task, like to earn more or saves more by subscribing, etc. The goal here is to move the visitors into the sales funnel by offering them some incentive.
2. Short and attractive subheading
Once you are done with your landing page heading, it’s time to come up with a creating and attractive subheading that supplements your main heading/title. Because, where the heading/title will help gain the attention of visitors, the subheading should make them yearn to know more about offerings on the page. Below we have come up with some best practices to follow to create the most majestic and attractive subheadings for the landing page.
- The subheading should be short and engaging
- It should supplement/describe the main heading/title
- It should be persuasive
- It should be placed right under the heading/title
- The length of the subheading should be more than two lines of the text
To summarize, the subheading for the landing page should describe what was left of the main heading/title. It should offer a brief peek inside the page content and captivate users to continue browsing the page.
3. Highlight value of your offering
As we mentioned above, online customers today are spoilt for choices. With so many businesses competing for the same market and audience, customers are increasingly looking for better value of their money and like to know what they will benefit by purchasing products/services from a business. Thereby, it’s important for you to add the value of your products/services clearly on the landing page. Let the visitors know the benefits of doing business with you and offer them some incentives, as well.
The incentives need not be monetary always (even though monetary incentives do get higher conversion rates) but can be like a free e-book download, discount offer, or anything else. The goal is to attract visitors’ attention and increase the conversion rate of the landing page.
Here are some best practices to add value to your landing page:
- Use bullets or bold text to communicate benefits
- The message/offering should be short and concise
- Use emotional triggers
- Create a sense of urgency
4. Use call to actions
Call to Actions (CTAs) are one of the most important components of the landing page (at digital gravity we call them the trigger points). These are the components that trigger the action you want visitors to take, the components that convert visitors into customers.
Here are some tips to use Call to Actions like a pro in your landing page design:
- Use a single call to action – to avoid distracting visitors’ attention
- Keep the call to action bold and noticeable (the CTA button should be visible from other design elements of the landing page)
- CTA must use captivating words
- Use contrasting colors for CTA button against the background
5. Use hero visuals (images and videos)
Using hero images and videos many significantly improve the conversion rates for your landing page. As the saying goes, a picture is worth a thousand words, the same goes for the effect of hero images and videos that just acts as compelling elements for the visitors and make them take actions you require. The reason why images and videos are so efficient in improving the conversion rates is related to human psychology. The human brain is able to process images much faster (we are talking about 60,000 times faster) than text. Also, interestingly humans are able to remember images they like much longer than the text they read. Thereby, using hero images and videos on the landing page will simply boost the conversion rates by compelling and engaging visitors on the page.
Use a hero image of video right at the top of the page, so it’s the first thing the visitors see as soon as they land on the page. The image or video should educate/communicate visitors about your products/services and how your products/services offer them better value of their money.
Images are important because they instantly engage and communicate with the visitors (which is important given the low attention span of visitors), and lead to better landing page conversion rates. On the other hand, videos are increasingly becoming a popular form of marketing content, which according to one study by Cisco will make up as much as 80% of the online traffic worldwide. Thereby, having interactive and high-quality video content is also essential to keep business afloat.
Below are some tips to improve the visual quality of the designs
- Use hero images (large, real life-size)
- Images should be relevant to your offering
- Use infographic for even better users’ attraction
- For videos, the length shouldn’t be more than 30 seconds
- The images or videos should inculcate strong call to actions
6. Social proof your Landing Page
Social proofing your services (adding testimonials, recommendations, and reviews) at the bottom of the landing page is a great way to improve users’ trust. According to research, online users are more likely to trust businesses with positive social proofing.
Apart from reviews, recommendations, and testimonials, you should also display the number of subscribers, share, and likes as a measure of social proof to your business. The more positive social proofing your landing page shows, the easier it will be for visitors to make decisions of doing business, thus boosting the landing page conversion rates.
Below are some great tips to add social-proofing to your landing page design:
- Keep social-proof elements non-intrusive
- Always use original testimonials
- The testimonials or reviews should come with the full name of the customer and description for the results achieved
- If possible add some video testimonials as they are more reliable and interactive for the audience
7. A/B Test
A/B testing is one of the most important steps, not just for landing page optimization but for all sorts of digital marketing techniques. If done the right way, A/B testing can significantly improve the conversion rate for your landing page and give you key information about the performance of different elements on your landing page. This subsequently will help you to further improve the landing page to squeeze the most conversions from your marketing campaigns.
Well, there you have it. Seven best practices to improve design the perfect landing page and improve conversion rates significantly. Remember, optimizing landing page is highly important for businesses to get ROIs from your marketing campaign and by incorporating the steps described above, you will be amazed to see the results.
Over to you…
So, start implementing these steps and rejoice higher landing page conversion rates from your marketing campaigns.