Getting lots of clicks but no conversions? You suspected it: The problem is your landing page. But don’t worry - you are not alone. Many marketers continue investing money into well-crafted ad campaigns, only to waste their efforts by directing traffic to inefficient landing pages.
While the average conversion rates lie around 2-5%, some landing pages are able to get higher than 10%. These are the rates you should be aiming for!
Ultimately, the goal of a landing page is to get someone to perform a desired action, usually embodied in the site's call to action (CTA). It is up to your page’s design, copy and flow to achieve this. From headline to CTA, there are a lot of steps where potential leads can fall off. High-converting landing pages usually look simple, however, a lot of consideration and work goes into them.
We have created a step-by-step guide to help you master the art of building a high-converting landing page.
The Guide to Landing Page Success
Headline: Make them curious
Your headline needs to be an attention grabber. It should follow up on the offer in your ad immediately and match the promise of its message. High bounce rates are often the result of headlines that seem irrelevant to the ad they clicked on.
Make a value proposition. Make a benefit-driven statement that will make the visitor curious.
Subheader: Make them want to find out more
The subheading should give the visitor a reason to stay on your page. If your headline was vague, this is your chance to be more specific and make them want to find out more.
Below is an example of a landing page we designed for Top Hat, which increased their conversion rate by 32%.
It follows the principle of being clear and concise, with an eye-catching headline and an intriguing subheader. As a result, the visitor is likely intrigued enough to watch the video and/or continue reading.
Explanation: Help them understand your product
No one wants to sign up for something unless they fully understand what it is and what it can do for them. When you previously just made promising statements, this is your chance to explain what's so great about your product. While the explanation is functional, it should still be value-driven. Make sure to always list features with their associated benefits.
Note how in the TopHat example below, each feature is focused on the "you". It explains what the product can do for the professor, rather than simply stating all the functions.
Benefits: Make them want your product
Summarize all the great outcomes that your product can have for the visitor. Statistics of past successes do well, as do promise statements in bullet point form.
Trust Elements: Make them want it from you
Assume that visitors have never heard of your company before. Give them a reason to believe and trust you. This can be done in the form of client testimonials and badges, social media proof (if you have a notable following), trust seals and relevant certification logos.
The point is to appear credible and trustworthy to the visitor. This makes them want the product from you, rather than have them leave your site looking for better options.
Call to action - Make them get it
A strong CTA is value-oriented and action-driven. Describe what happens after the button is clicked. A CTA is not the place to showcase your vocabulary, simple words get the best results. Instead of "Retrieve A Complimentary Demonstration", say "Get Your Free Demo".
A CTA must stand out. Use high contrast colours. If your landing page is long, use several CTA's throughout. You should always give the visitor the opportunity to sign up, don't risk them getting distracted and falling off.
Building a good landing page takes time. The good news is that landing page builders such as Unbounce make it incredibly easy for anyone to create them. Take advantage of this and come up with different versions. Run A/B tests to find out which version gets the most conversions. It is also highly recommended to set up different landing pages tailored to each of your ad campaigns for maximum relevance.
Need help building a high-converting landing page? Search & Gather is a digital agency specializing in PPC, paid social, and conversion optimization. Don’t hesitate to contact us to learn more about how we can work together.