How to design landing pages that can improve your website's conversion rate

How to design landing pages that can improve your website's conversion rate

Why is a landing page so important?

By definition landing page is the destination page or homepage of a website that business owners get their target customers to land on through search inquiries, online ads, email marketing campaigns and the like. It is, let’s say, a more detailed webpage carrying all the information that the inquirers would be looking for. By virtue of that, it inexplicably becomes the sales front for a business with major potential to generate leads and, therefore, conversions.

This potential in itself is the reason why a landing page is so important and why it should be the point of focus for business owners. It takes on a multifaceted form by becoming a platform on which you can promote your latest products, offer information on product updates, offer discounts to retain your customers and so on.

Landing pages with effective CTAs enjoy more success rate
Source: blog.hubspot.com

Benefits of creating landing pages for your business
Landing page is highly essential for your business and will be like the window display to your marketing campaigns. And when I say marketing, I mean an all-out marketing strategy encompassing content marketing and other internet marketing models.

Here are some of the benefits that creating a landing page can offer to your business:

1. It’s a lead generation tool

To show you how your landing page can be a powerful lead generation tool, let me begin with an attempt to break down the process and purpose of going online with your business:

  • Your primary reason, or rather goal, would be to make an impact in the market with a business model that is unique. You would like to achieve that by telling a brand story that touches your target audience and gets their attention.
  • Coming on the heels of the first goal would be the task of bringing in as many prospective customers as you can to your website. Larger the number of visitors to your website, greater are your chances of success in the final task.
  • And the final objective is, of course, conversion of the visitors to leads.

Each of these objectives or tasks is what goes into the making of a sales funnel in the larger scheme of things for all businesses. Of course, there are a lot more that go into the building of a sales funnel as you will find out if you click here.

Here’s the thing. The landing page doesn’t have to be your website’s homepage. Essentially, it has to be a webpage with all the information that your target audience would be interested in and you’d, therefore want to redirect them to that page.

Successful landing pages offer valuable information to visitors in captivating ways
Source: airbnb.com

2. You can collect information through forms

Your landing page can be a potential platform for user information collection if you do it right. In fact, you may have done it yourself, shared your information I mean. Click-bait goodies like free trial sessions, sign-up discounts and newsletter requests are used to extract visitors' information, including their name, gender, demographics, email address, etc. by simply asking them to fill out a form where they’d have to share those information.

While visitors most likely wouldn’t be comfortable too much information, basic information such as name, gender, region and email address can be marked as mandatory details to be filled in the form. Details like phone number, age and occupation are best set aside as optional data.

Sign-up forms on landing pages can be an effective lead generation method
Source: printful.com

Be aware that even though this is a powerful lead generation method, you can’t just hope to see visitors swarming in with the necessary data that you need. Unless the message you’re dropping doesn’t look like a strong call to action (CTA), visitors will just brush it off as yet another attempt to lure customers without much to offer. Here are some of the dos and don’ts for lead generation form optimization that you should know.

3. Landing page metrics tracking offers accountability

If there’s one prominent way technology has made life easier for business owners, it’s definitely by making it possible to understand customer behavior predictably better. Imagine spending all the money on promotions and not knowing how the campaigns are performing or how the customers are responding to them.

Google Analytics is a very popular and powerful tool that helps business owners understand their target consumers better. From being able to compare performances of various promotional campaigns to looking at the engagement rate of the visitors, there’s a lot more that you can do to find out which are the areas for improvement and where you should invest more.

Landing page metrics offers data analysis in an expansive manner
Source: datadrivenu.com

During the analysis of the metrics of your landing page, you can view expanded details like total visits, average visit duration, rate of new visits, bounce rate and sources for traffic. Click here to read up on the important conversion rate metrics that you should be tracking.

4. Social conformity / social proof gives growth to influence

One of the biggest benefits that a landing page can offer you is to be able to influence people in somewhat of a domino effect. In other words, using the psychology of social proof to convince people en masse that your products are valued and appreciated.

And the best way to achieve that goal is to prompt satisfied customers who bought from you to leave their feedback or reviews on your website in the form of messages, pictures and even videos. These testimonials are immensely potent in boosting traffic to your website and ultimately a growth in conversion rate.

Using social proof marketing to influence people is highly effective in lead generation
Source: trustactivity.com

Of course, you can see how that is working when you analyze the metrics of your landing page. Find out more on how to use social proof marketing to your advantage with an overview of some brands and individuals who are doing it right.

What is landing page conversion rate? What is a good landing page conversion rate?

In simplest of terms, landing page conversion rate is an indicator of how you’re performing in terms of triggering conversion. Of course, the task itself may not be that simple, especially if you have more than one landing page, in which case you’d have to optimize each page based on the referral sources to the pages.

Since it’s already established that landing pages are basically pages where you offer anything of interest to your target audience, the conversion rate will allow you to find out how they are reacting to the offers.

Landing page conversion rates according to their industries
Source: marketingprofs.com

Considering the average landing page conversion rate at 2.35% across all industries and the fact that 5.31% or higher is what the top 25% are achieving, you’d have to reach a rate of 11.45% to be in the top 10. Having said that, however, if you’re already achieving 3% or more, then you’re well above the average. Not sure if we can call it good though, but you can get there by working harder and smarter for conversion.

It can be easier for you to drive better conversions if you make sure that you don’t make these landing mistakes that can surely kill your conversions. Also, assuming that you’re still getting the hang of this, here’s a guide on how to calculate your landing page conversion rate.

How long should a web landing page be?

Now, this is one topic that can and has turned into major debates between advocates from both sides of the camp - the long landing page proponents and the short landing page supporters. And while the right answer may sound somewhat diplomatic, unfortunately that’s exactly what it is - the right answer.

But since there are no two ways about it, let’s make this as simple as we can. The appropriate length of a landing page depends entirely on these factors that’ll determine your choice:

A) Extent of trust your website/product has on visitors

This is pretty much a given, especially if you are a new entrant in the market. Needless to say, if you’ve just launched your brand not many will be familiar with it and would take time to warm up to what you’re offering. In such cases, a long landing page makes more sense to fit in all the information (content & images) on the page necessary to win their trust.

However, if you’re already an established brand with a sizeable customer base, short landing pages will have a more favorable response rate from the visitors. That’s because a decent number of the visitors would be repeat customers that are already familiar with your brand.

B) Purpose for their visit

In this case, you can’t do much but draw the line between a long copy and a short copy. Some of the visitors could be your regular customers that stepped in make some purchase while some could just be browsers sifting through your products by reading up on them.

While regular customers and shoppers with immediate requirement for a product you’re selling won’t spend much time to swallow information, a short landing page is the best method for conversion. Surfers, on the other hand, respond better to detailed information to feel confident enough to make a purchase.

C) Value attached to your product

If the product that you’re selling carries a hefty price tag with it, it’s pretty much understandable that you’ll have to do everything to justify it by presenting its value to the visitors. This means creating a long page would be a smarter move to carry all the information that visitors would want to soak in to be convinced of your product value.

In the event that your products are low-priced, you won’t have a lot of explaining to do. In which case, a short page will be more cost-effective to build.

Being unsure about what would work best for you can be challenging, but it’s logical. Doing A/B testing for both kinds of pages will make it easier for you to decide when you see the response rate for each category. Click here to dive deeper into the long landing page vs short landing page topic.

Conversion rate for short form landing page vs long form depends on how much information your product carries
Source: instapage.com

Can I create just a landing page without an entire website?

The short answer is - yes, you can, which is a technical way of saying that hosting a single page is possible. But ask yourself this first. Do you think one page would be enough to share all the information, which might include images besides content, on your product and gain the trust of the visitors?

For some it might make sense if they offer only one or a few products and don’t feel the need for more web pages for individual products. Also, the fact that building and designing a single page is easier and quicker. But, should you really risk losing prospective customers who feel that a brand without a website isn’t reliable?

Of course, there’s the middle ground where you simply go for a microsite, something that several brands have used to build an army of followers. Spotify is one such example. Here are some more microsites that have tasted success over the years.

I’d understand if you’re confused on what would be the best call for you to take. Hopefully, this article on landing page vs website should be able to clear out things for you to make the decision.

How to create landing pages that convert?

Just as with most of your marketing campaigns, this one’s no different in the sense that you’ll have to understand the psyche of your target audience better to know what they want. So, when visitors are redirected from your ads to your landing page, what they are looking for should essentially be waiting for them.

For those who do it for the first time, it’s mostly a hit or miss affair. That is, until they run tests to find out how visitors are reacting to what their landing pages offer. The long and short of is that your landing pages should be captivating, both visually and informatively, to be able to convert.

Landing pages that convert offer what visitors find interesting and of value
Source: unbounce.com

What you need to understand is that there are certain established factors that go into making a landing page that will convert. Here are some of the most vital ones:

1. An impactful headline

Without a promising headline your landing page is somewhat akin to running a store without a window display. Because that’s what your headline will be to everything else that you include in the landing page. 

So, the headline should be hard-hitting enough to make the reader stop short and crave for more information. Keeping the headline short and descriptive enough to go with the vibe of the content and the design is the key to getting positive response.

2. Clear and easily comprehensible call to action (CTAs)

Nobody wants to step into your landing page and be clueless as to what the CTA button is going to do. Be sure that the CTAs that you create are clear and not misleading at all.

But, that’s not all. Correct placement of your CTAs is as much important as writing effective ones to drive conversion. Remember that most visitors will come with short attention span, which means you’ll have a very short window to catch their attention. Make it click!

3. Rich and appealing images

As we all know and will agree, design is a crucial part of a website. The human mind responds better to visual content, which is why it’s an important part of marketing strategy in general. Your task should be to use clear and big enough images, place them carefully on the page and make sure they complement your product.

Unlike the inner pages or blog posts, your landing pages are what will drive conversion and you wouldn’t want to take chances with that. Images are the first thing that the visitors will lay their eyes on and if they’re not interesting enough, they just might make a fast exit even before reading the content.

4. Quick loading page

One of the most frustrating experiences for anyone visiting a website is encountering a page that takes ages to load. That is an absolute no-no and will spell disaster for your on-page SEO. Click here to know more about the importance of page load time as a ranking factor and what a good page load speed is.

With heavy designs and elements, your landing page will definitely take time to load. Creating lighter page will ensure that it loads quicker, thereby receiving a better response rate. Use a tool like Lighthouse to test the speed and quality of your landing page so you can improve further.

Effective landing page design examples that convert

Creating a landing page that’s designed for conversion isn’t really a daunting task if you’ve done enough research to do it right. Important thing is that you’ve followed the best practices because these are valuable lessons that even the biggest brands have learned at some point.

And since I have given you enough tips to go ahead and create a high-converting landing page, let’s get to that part where it feels like a joyride. So, here are some websites just for you to take landing page design inspiration from.

Landing page design examples that convertSource: venngage.com

Conclusion

With the belief that you may have been inspired enough by the successful landing page designs, we hope you will sit down for brainstorming sessions with your team to create something spectacular. Should you need our expertise to help you create impactful landing pages for conversion, just reach out to our highly-talented design team at 0707 who’ll always be at your disposal.

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