What Are the Key Elements to a High-Converting Landing Page?
4 factors and how to nail them
Did you know that the average conversion rate for landing pages across industries is 5.86%? That’s not very high, is it? If you want to get more conversions, you really need to come up with a solid strategy.
You can’t follow the herd and expect to build high-converting landing pages. To stand out, you need to do things wisely. In this article, let’s take a look at how you can squeeze the most conversions out of your landing pages.
Important Factors for Landing Page Optimization
Typically, a page that’s designed with the goal of boosting the conversion rate is a landing page. They’re designed in such a way that you can funnel your site traffic to reach the desired goal.
From buying your products to signing up for your newsletter, you can promote any goal. Typically, users can arrive at your landing pages via social media ads, Google AdWords, or other channels.
Your landing page can be a webpage for a specific product, campaign, or any other page on your site. If you want, it can even be your homepage.
So, how can you optimize your landing page to boost your conversion rate? There are four key areas you need to focus on to build high-converting landing pages:
- Design: Include visuals that will be appealing to your target audience.
- Content: Write persuasive copy that is also SEO-friendly.
- CTA: Understand the right placement for your CTA and its objective.
- Landing Page Testing: Before finalizing your landing page, use different tests to discover which version may perform better.
Key Elements to Build High-Converting Landing Pages
Each of these factors has a set of key elements that can impact your conversion rate. Let’s examine them more closely to understand how you can build a high-converting landing page.
1. Design
The most effective and high-converting landing pages have one thing in common — they pay attention to their landing page design. Good aesthetics can go a long way in funneling your website visitors. But design encompasses many different components.
Let’s take a closer look at the key landing page design elements.
High-quality images
No landing page is complete without some imagery. To design a high-converting landing page, ensure that you use only high-quality visuals. Use attractive images, infographics, and illustrations to make your landing page visually appealing.
For this, you can check out GetResponse. They offer over 5,000 free Shutterstock images along with GIFs from Giphy. Unsplash and Pexels are also good resources for high-quality images.
Engaging videos
Videos are the next big thing in marketing. According to a survey, consumers have a clear preference for videos over text.
When both text and video are available on a page, 72% of consumers said that they would rather see a video to learn about products or services. So, it’s a good idea to add videos to your landing page to inform and engage your audience.
The right amount of white space
White space is the ultimate glue that holds your landing page design together. It refers to the space between your text, graphics, and other webpage elements. It can make your page look neater and more organized.
Attractive typography
When it comes to conversion rate optimization, typography is underrated. The fonts that you use can make a huge difference in people’s perception of your brand.
Pick a professional typeface based on your target audience and brand personality. For high-converting landing pages, readability should get priority over style.
2. Content
Your landing page needs to clearly communicate your brand values and highlight your USP. A well-written landing page copy can encourage users to take the desired action. This, in turn, can boost your conversion rate.
Here are the key content elements you should take care of while designing a high-converting landing page:
Compelling headlines
Regardless of what your landing page is about, it’s necessary to write an engaging headline. It’s one of the first few things that your users notice on your landing page. If it’s not compelling, they might bounce to another site.
To write better headlines, highlight the value that users can get from your product. Keep it short and concise. Use power words like “Best” and “Ultimate” to highlight its importance. You could also frame your headline as a question to make it more engaging.
Clients testimonials
Social proof is a crucial factor to create a high-converting landing page. It can boost your credibility and brand trust. Instead of promoting your products directly, showcase what other people are saying about them.
If you’ve got a recommendation from a celebrity or influencer, add that to your landing page.
Achievements & accolades
To build your reputation and create a high-converting landing page, you can also highlight your achievements. Mention any awards or titles that you may have won.
In addition to this, you can also mention how you have helped your clients or other brands achieve their goals. Place this section in such a way that it is easily noticeable on the landing page.
Persuasion
When it comes to building high-converting landing pages, persuasion is everything. With the right persuasion techniques, you can convert even the most skeptical visitors on your landing page.
Here are the six elements of persuasion that you can use to build a high-converting landing page:
Reciprocity: When users receive a free gift or a sample from a brand, they feel a sense of obligation to reciprocate.
Scarcity: When you give users the illusion that a resource is scarce, it’s likely to increase its demand. FOMO is a commonly used strategy in ecommerce to build high-converting landing pages.
Authority: Users are looking for brands that are well-known in their niche. To build your authority, you can partner with other well-known brands and influencers.
Consistency: Brand consistency can also help you to build authority. This, in turn, boosts brand awareness. Use your brand colors, tone, and taglines across your website and landing pages.
Liking: Users like brands whose values align with theirs. By establishing similarity, you can persuade and motivate them to make a purchase. In addition to this, feature photos of people who belong to the same demographic as your audience.
Social Proof: Before they make a purchase, users want to know what your customers think about you. So, make sure you feature testimonials, ratings, and reviews prominently on your landing pages. It’s an important feature for high-converting landing pages.
Don’t forget SEO
While writing your copy, title tags, and metatags, keep SEO in mind. To get more visibility organically, you need to use the right keywords in a natural way.
3. CTA
The call-to-action (CTA) is the most important part of a high-converting landing page. After all, that’s what gets you more leads and drives your sales. It’s the last thing your users see before they convert.
Here are the key CTA elements that you need to focus on to design a high-converting landing page:
CTA buttons
Your CTA button refers to the action you want your users to take. This includes buttons for sign-ups, downloads, or registrations. A killer CTA button has three key elements: the right colors, the perfect size, and action-oriented text.
Colors: Your CTA button color matters a lot, especially for high-converting landing pages. Ideally, you should go with a color that’s in contrast to the background of your landing page. This can make it stand out.
Text: Your CTA text should be legible, concise, and action-oriented. It’s a good idea to use first-person speech in your CTA buttons. This gives them a personal touch. Also, take into consideration your brand personality. If you use humor in your content, you could extend that to your CTA as well.
Size: Keep in mind that many users might be using a mobile device. So, your button needs to be big enough for them to click on comfortably. It should be big enough for them to see it easily.
CTA for lead capture forms
Many high-converting landing pages also have lead capture forms. While designing your forms, make sure your CTA stands out. A simple “Subscribe” or “Submit” is boring. Instead, write something that motivates the users to take action.
Pop-ups
Pop-ups can help you get your users’ attention immediately. Since they are not a part of your web page, they can stand out easily. Here are the different kinds of pop-ups you can add to create a high-converting landing page:
Welcome: This kind of pop-up shows when a user visits your site. It’s a great way to greet your customers and make them feel welcome. In addition to this, you could also try adding an email opt-in box to grow your mailing list.
Exit-Intent: This pop-up can help you retain visitors who are about to bounce off from your website. Exit-intent pop-ups give users another reason to come back or stick around on your site. You can use exit-intent pop-ups to promote your offers.
Gamified: Finding it tough to get conversions through your landing page? Add some fun with a gamified pop-up. Instead of using plain forms, use game elements for your pop-ups. For instance, you could add a prize wheel or puzzles to get more engagement.
Full-Page: These pop-ups can draw attention to an event or promotion. If a user is inactive for a while, you can use a full-page pop-up to get them to take instant action.
Feedback and survey forms
Getting feedback is essential to improving your processes. You can leverage feedback and survey forms to understand your site visitors and create more accurate buyer personas.
While these pop-ups may not directly help you create high-converting landing pages, they can help you improve your marketing strategy. You can use a tool like Survicate to create survey forms for your landing pages.
Top smart bar
A bar that’s featured on the top of your site that reminds visitors to take the desired action is called the top smart bar. The best part about this kind of pop-up is that your website visitors can see it even while scrolling.
4. Landing Page Testing
Changing the color or position of a CTA or an image may seem like a minor change. However, it can make a big difference to your landing page conversion rate. To understand which version works the best, it’s important to test your landing pages.
Landing page testing can be done in two major ways:
A/B testing
A/B testing or “split testing” is a method that compares two versions of any landing page. It analyzes the responses to see which version gets the most conversions while taking into consideration how users interact with a page and take actions.
Multivariate testing
Multivariate testing is quite similar to A/B testing but it goes one step ahead in the analysis. Using this process, you can find out the effectiveness of a landing page. This method can also reveal which elements on the landing page have a positive or a negative impact.
GetResponse: One Tool to Solve All Your Problems
Building a high-converting landing page is no easy feat. Getting the key elements right requires a lot of time and attention to detail. It can be overwhelming, especially if you have a business to run. Thankfully, GetResponse can take the stress away.
Even if you’re new to web design, you can easily design high-converting landing pages with this tool. GetResponse comes with Autofunnel, an automated sales funnel that makes it easy for you to get more conversions.
Autofunnel’s landing page builder is a great tool to build high-converting landing pages in just a few clicks. It enables you to design landing pages that can grow your contact list, promote your products and offers, and get you more conversions.
Here are the main features of their landing page creation software program:
1. Ready-made templates
Save time with GetResponse’s professionally-designed, mobile-responsive landing page templates. The best part is that they are optimized for high conversions.
2. Built-in image editor
GetResponse comes with a built-in image editor that gives you access to a large database of free Shutterstock images and GIFs from Giphy. Their high-quality visuals are a great way to spruce up any landing page design.
3. Easy customization
It’s easy to make changes to your landing pages with GetResponse’s drag-and-drop editor. It enables you to crop, move, resize, and reshape all elements of your landing pages. You can also switch to the mobile view to optimize landing pages for mobile conversions.
4. Track landing page performance
It’s easy to keep track of your landing pages with the GetResponse A/B testing feature. Using this option, you can see how users interact with your landing pages. It enables you to track clicks and conversions so you can get insights into user behavior and find the best design for your page and understand what your customers are looking for.
5. Pop-ups, forms, and countdown timers
Want to grab the attention of your website visitors? GetResponse makes it easy for you to create precisely-timed pop-ups.
To get more conversions, you can also collect their data with GetResponse’s lead capture forms. To highlight a limited time offer, you can also add a countdown timer on your landing page.
6. SEO settings
SEO is a crucial part of building a high-converting landing page. With GetResponse, you can work on your SEO while designing your landing pages. Under the SEO Settings, you can add your page title and description. Additionally, it also has options for cookie notifications, favicon, and Facebook posts.
7. Leverage retargeting
You can’t ignore retargeting if you want to get more conversions. GetResponse allows you to track the data of your site visitors using Google Tag Manager or Facebook Pixel. The insights can be an asset to run highly-targeted remarketing campaigns.
8. Multiple integrations
Don’t let your productivity suffer just because you need to move from one application to another. GetResponse comes loaded with integrations for popular apps including Amazon Payments, Big Commerce, WooCommerce, Vimeo, WordPress, Shopify, and others.
Conclusion
When it comes to landing pages, the stakes are high. So, you can’t afford to slack off. You need to invest time and effort into developing high-converting landing pages. After all, they can get you more conversions and drive revenue.
Implement the tips in this article to engage your website visitors and turn them into customers.
