8 Elements Of High Converting Landing Pages
Landing pages are often the first point of contact between your audience and your brand. To ensure you get conversions, it's essential to understand what makes a landing page successful.
Below we explore eight essential elements that will help transform your landing pages into powerful conversion machines.
1. Include a clear and compelling headline: This is the very first thing that a visitor reads on the page , so it should convey a clear message about what your brand is offering. According to Copyblogger, 8 out of 10 people will read your headline, and only 2 out of 10 will go on to read the rest of the page. Make your headline attention-grabbing, concise, and directly related to your value proposition. Use persuasive language to spark interest and curiosity.
2. Craft concise and relevant copy: The text on your landing page should remain concise and focused on your Unique Selling Proposition (USP). Show the value of your product or service in a way that directly relates to your target audience. Describe the benefits of your offering as well as its features. Use subheadings, bullet points, thoughtful spacing, and quality visuals to make your content easily scannable.
3. Engage your audience with visuals: Strong imagery or video content , can help capture and maintain the attention of visitors. The hero image or background video is usually the most crucial visual on your page, and should therefore be the most considered. Ideally, this hero area should show your product’s context of use. If you’re a soup company for example, this could be someone taking a delicious-looking spoonful of your organic tomato bisque. If you’re a skincare company, this could be someone applying your award-winning face cream to their cheeks and so on…
All visuals should support the content of your page, and high-quality, professional images (especially images showing real people enjoying your products) can positively impact the perception of your brand. Almost half of online users look for videos about a product before visiting a store, so including a video on your page is always a good idea.
4. Make sure you have a strong Call to Action (CTA): Your CTA is the element that prompts visitors to take action and will deliver tangible results. Make your CTA really stand out with contrasting colours, clear and action-oriented text (e.g., "Get Started," “Learn More”, “Contact Us”, "Download Now"), and a well-defined button. The CTA should also be positioned prominently within the landing page—typically above the fold. Personalised CTAs convert 202% better than default versions, so including a personalised/targeted CTA that will resonate with users is always a great idea.
5. Incorporate trust signals: Trust-building elements on your landing page really help establish brand credibility. This includes customer testimonials, product reviews, partner logos, security seals, etc. 36% of the top landing pages include testimonials, and 11% include reviews. Demonstrating your trustworthiness will alleviate concerns from potential customers and encourage conversions.
6. Insert social proof: Take advantage of User-Generated Content (UGC) to showcase evidence of your product’s popularity and effectiveness. Encourage existing customers via social media, email campaigns, or through your website to share their experiences with your brand and incentivise them to do so with discount codes or other special offers. 79% of people say UGC highly impacts their purchasing decisions and an estimated 90% of consumers say it holds even more influence over their buying decisions than promotional emails and search engine results. Social proof reinforces the value of your offer and builds trust with potential customers.
7. Prioritise mobile optimisation: in 2023 mobile devices account for 56.8% of all website traffic. In order to capitalise on these users, it’s essential to ensure your landing page is responsive. Simple and intuitive navigation that includes easily-tappable and adequately spaced buttons/links is critical for these users. Concise copy in a font size that can be read without strain is also a must. Rigorously test your landing page to ensure it’s displayed correctly across all devices and screen sizes and make improvements as needed.
8. Complete regular A/B testing and continually optimise: Don't just settle for your initial design; continuously improve your landing pages through A/B testing. Experiment with different headlines, CTA buttons, visuals, and other elements to see what resonates most with your audience. Data-driven decisions based on A/B testing can lead to substantial conversion rate improvements and has even been shown to help brands cut costs on their marketing campaigns.
High-converting landing pages can be a cornerstone of your digital marketing success, so invest the time and effort to get them right. By incorporating these eight essential elements into your landing page strategy, you can increase the likelihood of capturing leads, driving sales, and achieving your marketing objectives. For help with creating your most successful landing pages yet, get in touch with us today.