The average conversion rate for landing pages across industries is 9.7%, translating to only 9 or 10 conversions for every 100 visitors you receive. Pretty depressing, right? But don’t give up just yet. Optimizing your landing page for user experience, creating clear & concise messaging, and other factors can dramatically increase your conversion rates.
Lucky for you, in this blog, we’ll be sharing the secrets of high-converting landing pages that will excite your visitors to sign up on your platform.
What is a Landing Page?
A landing page is a standalone web page specifically designed to convert visitors into leads by collecting their contact information, such as name and email address. The page usually contains a form and a relevant offer or incentive for visitors to complete it, such as a free eBook or a product demo.
Oli Gardner, the founder of Unbounce explains that "Landing pages play a crucial role in optimizing marketing campaigns, acting as the "squeaky wheel" that can make the difference between success and failure”.
Benefits of Successful Landing Pages in Your Business
Top converting landing pages can bring numerous benefits to businesses. Below are more detailed explanations of such benefits.
a) Boosting Organic Search Traffic
Landing pages that are optimized for search engines can improve organic search traffic to a website. They allow you to focus on specific keywords and phrases and optimize your website to bring in more qualified leads. It leads to higher search engine rankings, which means more potential customers will see your business.
According to a study by Wishpond, companies with 10 to 15 conversion landing pages had 55% more conversions than those with less than 10 landing pages.
b) Reduced ad costs for Sales and Upcoming Products
When you have a well-designed, highly converting landing page that effectively sells your product or service, advertising costs will be lower. Instead, you can rely on organic search traffic and referrals to bring in new leads, which is much more cost-effective in the long run. This can lead to a lower cost per click (CPC) for the ad campaign.
Wordstream reports that the average CPC for a Facebook ad is $1.72, while the average CPC for a landing page is $0.26.
c) Efficient Customer Acquisition
When you have a specific landing page designed to target a particular audience, you can quickly convert visitors into paying customers. This is because your landing page focuses on solving a specific problem or fulfilling a particular need and speaks directly to the customer's pain points. According to Hubspot, websites with personalized CTAs perform 202% better than the standard.
Elements of a High-converting Landing Page?
Here are seven elements of high-converting landing pages that every website owner should know about.
1. Craft an Attention-Grabbing Headline with Emotional Appeal
The headline is one of the most important elements of any landing page because it’s the first thing visitors see when they arrive on your site. It should be able to grab the viewer’s attention and make them want to read more. It should also be emotionally appealing by conveying how your product or service can help solve their problem or improve their life in some way.
For example, HubSpot's headline "Grow better with HubSpot" immediately tells visitors what HubSpot does. Next, they explain the features and services, and how they can benefit them.
2. Use Persuasive Subheads to Engage and Retain Visitors
Once you have an attention-grabbing headline, it’s time to use persuasive subheads throughout your landing page copy. Subheads are short phrases that break up large blocks of text into smaller sections that are easier for readers to digest quickly. They should relate back directly to the main headline and provide additional information that further engages readers and keeps them scrolling down the page.
Mailchimp's landing page is one of the high converting landing page examples. It uses subheads highlighting the key benefits of its email marketing platform, such as "Turn Emails into Revenue" and "Target your most valuable customers".
3. Increase Engagement with Relevant and Visually Appealing Images
In addition to text, images can also be used effectively on a landing page to engage visitors and draw them in further. Images should be relevant, eye-catching, and visually appealing for them to have maximum impact on viewers. For example, Zoom's landing page features images of people using their video conferencing software in various settings, which helps visitors understand how the product can benefit them.
4. Clearly Explain Your Offer and How It Solves Visitors' Problems
The next step is explaining clearly what exactly you’re offering on your landing page, whether it’s a product or service, and how it will solve visitors' problems or make their lives better in some way. You want visitors to understand why they would benefit from taking advantage of whatever offer you have presented on your landing page. For instance, Trello has one of the best converting landing pages. The company's landing page clearly explains how its project management software can help teams to stay organized and collaborate more effectively.
5. Highlight the Pain Points & Solutions to the Problem
Highlight the Pain Points & Solutions to the Problem Once you have explained what exactly it is that you're offering, now is the time to highlight any pain points associated with this problem - such as difficulty finding solutions - as well as how exactly your offer provides a solution for these issues (such as faster results). This will help visitors understand why they need this solution now more than ever before - thus increasing conversion rates significantly.
For example, RevenueHero’s landing page outlines the pain points of sales teams, such as "Missing Out on Hot Leads", and shows how their software can solve these problems.
6. Provide Multiple Methods of Contact to Increase Trust and Accessibility
Provide Multiple Methods of Contact Increase Trust and Accessibility Lastly, providing multiple methods of contact on your landing page is key to increase trustworthiness between yourself and potential customers/clients. Providing multiple ways for people to reach out (such as email address, phone number, social media links, etc.) shows no barrier between customer/client satisfaction, thereby giving those interested greater confidence when considering making purchases/engaging services offered.
For example, Mailchimp’s landing page includes a prominent "Chat with us" button in the bottom right and contact info for sales.
7. Use a Powerful Call-To-Action to Drive Conversions and Promote Urgency
Finally, all successful landing pages end with a powerful call-to-action (CTA) button, which encourages viewers to click through and complete the desired transaction (i.e., buy product/sign up service). CTAs generally contain words like “buy now” or “click here to learn more," along with the urgency to promote buying behavior (i.e., limited-time offers).
For example, Dropbox's landing page prominently features a CTA that says, "Try it for free". This CTA is clear and concise, and also highlights the urgency of signing up by using the word "try".
How to Optimize Landing Pages for Improved Conversion Rates?
It requires constant effort and tweaking to get the results you want. Here are six tips for optimizing standard pages into the highest converting landing pages.
1. Choose the right landing page builder
The first step in optimizing your landing page for conversions is choosing the right tool for creating it. Many different page builders are available, and not all are created equal. Some have more features than others, some are easier to use, and some have better support options. Make sure you research each option before making your final decision so that you can choose the one that best meets your needs.
Take, for instance, HubSpot, an all-in-one marketing platform that offers a range of tools to businesses to manage their online presence. They have among the high-converting landing pages built using their own landing page builder tool. It is designed to help marketers and businesses create conversion-oriented landing pages quickly, without the need for any technical expertise.
2. Learn about User Behavior
Understanding user behavior is an essential part of CRO success. Knowing what makes people click, scroll, and take action on your landing page will help you make decisions about design elements like images, colors, fonts, etc., as well as messaging and copywriting techniques used on the page. This knowledge will also allow you to create more personalized experiences for visitors based on their behaviors and preferences.
A good example is Asana, a project management tool that has become hugely popular among businesses of all sizes. To optimize their landing pages, Asana focuses on user behavior. By analyzing user data, they have identified their audience's pain points and incorporated solutions into their landing pages. Their landing pages address specific user needs, such as team collaboration, productivity, and project tracking.
3. Master the Art of Designing Conversion-oriented Landing Pages
The design of your landing page plays an important role in determining whether or not visitors will convert or bounce off the page quickly. A good design should be visually appealing while still conveying an organized flow that facilitates user navigation on the site.
When designing high-converting landing pages, certain key elements must be considered. These include headline text, call-to-action buttons/links, form fields for lead capture information, images/ videos/ graphics illustrating points made in copywriting content, etc.
Remember that too many elements on a single page can cause confusion, so try not to clutter it with unnecessary information or visuals that may distract from the main goal, of getting users to convert.
For instance, Slack is a cloud-based messaging platform gaining immense popularity. Their landing pages are designed to be visually appealing and use persuasive language and clear calls to action to guide users toward signing up for the platform.
4. Provide Social Proof to Establish Trust
One of the most effective ways to establish trust and credibility with potential customers is through social proof, such as customer testimonials or reviews from other customers who have purchased from you before or who have used your services in some capacity previously. This can help build trust with potential customers who may otherwise be hesitant about buying from someone they don’t know anything about yet.
Providing reassurance from other people who have gone through similar experiences with your company can help alleviate their concerns. It makes them feel confident about taking action on your offer/product/service being promoted through the landing page itself.
Dyte’s landing pages prominently feature customer testimonials, reviews, and case studies, which help to build trust and credibility with potential customers.
5. Implement A/B Testing Techniques to Improve Conversion Rates
A/B testing involves creating two versions of a web page (A version and B version) and then running tests using both versions simultaneously to compare which one performs better among visitors arriving at either version from various sources online, such as social media posts or paid search ads.
Through this process of testing various elements (headlines & CTA buttons etc.) against each other while tracking performance metrics such as click-through rates (CTR) & bounce rate etc., businesses can identify which combinations work best. This helps convert the content into high-converting landing pages to drive more traffic & revenue for their business objectives.
Intuit, the company behind QuickBooks, optimized its landing pages by leveraging A/B testing techniques. By testing different elements, such as headlines, images, and calls to action, Intuit was able to identify the best-performing elements and incorporate them into their landing pages for improved conversion rates.
6. The Importance of Page Speed in Landing Page Optimization
Page speed is important in improving conversion rates because if users don't wait long enough for a slow-loading page, they'll likely leave without even seeing what's offered. That said, optimizing webpages by compressing images & code, reducing HTTP requests, minifying resources, caching content, etc., is important so they load quickly & efficiently.
Doing this will improve user experience & engagement levels which ultimately translates into higher conversions. In one case, Airbnb's team reduced the load time of their landing pages by 10% and saw a corresponding 7% increase in conversions. This highlights the importance of optimizing landing page speed for improved conversion rates.
Final Verdict
As it turns out, there is a science to creating a landing page that converts like crazy. Creating the highest converting landing pages involves incorporating various elements to engage visitors and compel them to convert. Businesses can maximize their marketing efforts and achieve better ROI by optimizing landing pages for improved conversion rates.
Nevertheless, it's not just about creating a visually appealing and user-friendly page; it's also about knowing how to capture your visitors' attention and convert them into customers. Herein lies the value of RevenueHero. With powerful features like real-time scheduling, intelligent routing, and conversion reports, RevenueHero helps you get more out of your high-converting landing pages. Don't wait any longer, book a demo today to manage those lead opportunities.
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