10 Best Practices For High Converting Landing Pages

Best Practices For A Successful Landing Page

High converting landing pages have been found to do an excellent job of focusing on one goal, to generate leads and drive sales.

This is why you need to promote your business with high converting landing pages. Without them, your competitors will continue to make more sales than you.

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Why Landing Pages Are Important

As you know, a landing page is a web page that appears once a visitor has clicked on an advertisement or link. 

High converting landing pages are important for many reasons such as helping to increase conversion rates, improve customer satisfaction, and generate more leads and revenue for a business.

If you’re just starting, you should be aware that certain pages such as homepages are different from other pages. 

A strong homepage can make your business look confident and professional. With a good welcome message and a gallery of quality photos or top 3 article titles to read, visitors will be more likely to explore the rest of your site and see all the content you have to offer.

The problem with homepages is that they are different as far as high conversion rates go and a lot of sites have started re-designing their homepages to look more like a landing page.

It’s a great place for your visitors to get in touch, but if you want to monetize that traffic, you need to use a different strategy and funnel them into another page on your site. 

Now, this is where your landing page comes in. This is the page that’s specifically for landing (hence the name), where you want your visitors to convert. 

This is the page of your website that has all of the information about your product or service you have to offer. 

All too often, these businesses that are using their homepage as their landing page, leave out an important aspect of all landing pages, a call-to-action. 

Essentially, they’re spamming their audience with information rather than giving them what they want. This is why people don’t convert. They’re not able to find the CTA that’s meant for them, so they leave without converting.  

It’s important to keep in mind that landing pages are not just a way to sell your product or service. But to collect leads and get your visitors engaged with your brand. 

A high converting landing page achieves its goals. It’s one where people are willing to give you their email address, sign up for a free trial, or buy something from you. 

This is why you need to know which attributes describe a good landing page experience and what you need when creating landing pages for your website. 

Different Types Of Landing Pages

Types Of Landing Pages

While landing pages vary in their function, they can be classified into two categories:

Lead Generation Landing Pages: These landing pages are meant for lead generation. They are usually used as a call-to-action page and will have a form where users can sign up or buy something. These forms are typically optional and the user can decide not to fill them in. 

Conversion Landing Pages: These landing pages are meant for conversion or goal conversion. They will have a form that is typically mandatory and acts as the main call to action to get users to complete an action such as to receive a free ebook they must join the email list

In the case of funnel landing pages, a form is not used as the main CTA and in many cases, forms are removed altogether. This is because the goal of a funnel landing page is to show a person the value of their purchase.

Within each of these categories, there are many different types of landing pages. I’ve listed a few of the most popular ones below:

Quick response landing page: This one has very little text and a fast loading page with an answer to a question or an image that you want the person to click on to get them to contact you. 

These types of pages are good for new businesses or ones that are looking to get quick sales. 

They are also good for larger companies who want people to contact them as soon as possible to make an appointment or inquire about a product. 

Product landing pages: A lot can be achieved with a product landing page. 

They help promote or sell products, attract those willing and capable of converting, and get new customers for your business. 

This can be done through varying design approaches that match your company’s brand values.

Event landing pages: These landing pages are the perfect way to promote events such as concerts, fun fairs, showrooms, outdoor activities, etc. 

They have all of the information about your event and also a link where people can buy tickets. 

With an event landing page, you can easily raise awareness of your event and increase ticket sales. 

Squeeze landing page: These landing pages are used to capture the attention of potential customers. 

These landing pages are made so they have a single call-to-action button that leads to a conversion page, and nothing else. They also often have a clearly-labeled headline, and subheading. 

Splash landing page: These pages are used as introductions to your website by getting a visitors attention, conveying your message and interesting them in the services you offer.

Thank you landing page: Thanking subscribers is an important part of a list-building strategy and where the thank you landing page comes in. 

They are also used after a customer has purchased a product or service to let them know you appreciate their support. 

A thank you landing page will help you to increase customer retention and lead acquisition. It can also help to convert more visitors into buyers.

Unsubscribe landing page: Unfortunately, customers often decide to unsubscribe to your email list. When this happens, as a business you should remain professional by having an unsubscribe landing page. 

This page lets them know they are unsubscribing, reminds them of why they subscribed in the first place, and if they are sure they want to continue unsubscribing. 

It is also valuable to ask them why they have decided to opt out of your email list. 

Hopefully, this data will reveal some things you could change in your newsletter to reduce future subscribers from unsubscribing. 

Tips For Increasing Landing Pages Conversions

Tips for a successful landing page

1) Keep Your Copy Concise and Clear

People have short attention spans and are getting more information than ever before, so you need to keep your copy concise and clear. 

You want to make certain that your visitors can quickly determine what your page offers.

This means including informative and to-the-point information to make an informed decision about whether or not to buy your product or service. 

Visitors should not doubt what you are offering and how it can help make their lives better. 

When writing your copy, think about the following questions you can answer on your landing page.

– What type of content is your landing page trying to convey?
– What are the benefits/advantages of your product or service?
– What is the purpose of your landing page?

2)  Visually Appealing

When a visitor is on your landing page, you have only but a few seconds to make a good impression and grab their attention. 

When you have a bold, but simple easy-to-follow landing page, your chances of gaining a lead increase.

3 things to pay attention to visually:

1. Color – The color scheme should be appropriate for the services you offer as well as be consistent with the overall color of your brand. Your background color should be lighter compared to your text color. 

This contrast will help make certain text on your landing page stand out.  

2. Font – Use large, clear text with lots of white space. It’s popular to use a font size larger than 7 point, and a sans-serif typeface. 

Don’t make all your text one size. Use larger headings that are more prominent than the paragraph and bold certain words or phrases within each paragraph. 

This will help your visitor when they are scanning your landing page to notice those highlighted words.

3. Images / Videos – Adding a visual element above the fold helps to draw attention and establish your brand’s message more quickly. 

Think about using pictures of your product or a video to show it in action. 

Landing pages with videos are becoming more popular because they make a strong first impression and are easier to consume over text. 

3) Keep Forms Short And Simple 

Making your forms short and simple will make them more inviting. Avoid asking too many questions, and try to think about what you’re asking of your visitors.

When designing a quiz or survey before the offer, make sure you keep those questions short and have a maximum limit of 5 questions. 

Make your answers multiple choice. It’s not only simple, and convenient but also a lot quicker to answer. 

4) Offer Emotional Value

On your landing page, you should offer emotional value for different levels of commitment. 

This means providing value to first time visitors and giving value to those who are familiar with your brand. 

Offering emotional value is a way of offering more than just a product or service. It is about making sure that your visitors feel they are getting something in return for their commitment.

Example, when a visitor signs up for your newsletter, they will receive a free e-book valued at $50 or more. If they fill out a brief survey, they will receive a discount on their next order. 

Or, your visitor will receive a 10% discount when they become a member or a 20% discount on orders over $50. 

If you are an affiliate, contact the company and ask if there have promotions/discounts you can offer in return for your visitor’s purchase. 

Another way to create emotional value is by creating a sense of urgency or scarcity in your marketing offer. This is an offer that is exclusive and limited in availability, which makes it more desirable for customers.

Examples of landing page scarcity offers:

– Limited time offer
– Limited quantity available 
– Buy one, get one free (offer valid until…)

If you are planning to use the scarcity marketing strategy when creating your landing page, make sure that you follow through. 

If you have used the “Limited Time Offer” with a countdown timer or deadline, make sure that you update it as soon as that does run out. 

There would be nothing worse than having a customer who purchased your product because of the discounted offer or limited availability and then days or months later find that same offer is still available. 

Protecting your brands reputation is one of the most important aspects of making money online. The trust you develop with your customers, should be considered a top priority if you want to keep them as customers.

5) Call To Action 

The whole idea for a landing page is to entice visitors and make them buy. A clear call to action also know as CTA’s directly on the page will help you accomplish that goal.

Your CTA should be clear and visible so that your visitor knows exactly what will happen if they click on the button. 

The color and font of your CTA  should be different from the rest of your landing page. 

Try to avoid using single words such as “save” and “time” because people might not understand what they mean. 

Instead, use phrases such as “save time with” and “save money on”.

For example, “Start saving now” is stronger than just saying “Save money now”. The same applies to longer CTAs such as: “Sign up now and receive a gift”.

Not only does having a strong CTA make your page more profitable, but it also gives people the confidence that they will get value for their money. 

You should also have a link to either your landing page or to the website you’re promoting. 

If your call to action is an affiliate link, you do not need to worry about the payment processing as that is the third parties landing checkout page. 

Your goal is to get your visitors to click the button to make the purchase or to signup for your newsletter. 

Now, if you own your product, you still need to get your visitor to click the CTA but you also have to point them to your payment gateway or third-party shopping cart. 

When you are creating your landing checkout page, it is your opportunity to provide everything they need to make their purchase on the spot. This includes shipping and billing information, currency options, and more. 

Make sure the checkout page is easy for them to navigate. Include a short, informative FAQ to help them out if they get stuck during the checkout process and to answer basic questions, such as how long it usually takes for packages to arrive. 

6) Testimonials and Reviews

Offer testimonials and case studies to show customers that your product or service is what they need and how they are missing out.

Knowing that other people have purchased the product, are happy with the results, and would purchase it again, shows that your product is great. 

Do not be afraid to ask for referrals. Ask your customers whether they’d like to share their experience using your product with others and provide a testimonial. 

You could even link videos of people reviewing your product in action. This shows authenticity and honesty that you know your product and you stand behind your product. 

7) Provide Social Proof 

What works well with testimonials is social proof such as how many people have liked your page on Facebook, and how many people follow you on Twitter or Instagram. 

Social presence does a lot for your credibility as a brand. Include social media buttons on your landing page so that people have the opportunity to follow you. 

This is probably the only time where it is appropriate to “brag” about how popular and good your product is and how those who dont have it are missing out. 

8) A/B Testing

Test, test, test when it comes to landing pages. 

You need to make sure that your pages convert people into customers. 

This means that you should regularly A/B test your landing page against other versions of the same page and different landing pages for comparison to find out which one converts better. 

Are you wondering what A/B testing is? A/B testing, or “split tests,” are experiments in which the result of one group of people or traffic is compared with another group of people or traffic. 

In this type of experiment, you would be testing your conversion rates from different landing pages, different offers, and different strategies. 

9) Search Engine Optimization (SEO)

Your landing pages are just like any other page on your website, this means having optimized landing pages. 

Your SEO for landing pages involves doing keyword research for your product or service and including those relevant keywords in the headline, subheadings, and body copy. 

Also, make sure that your optimized landing pages are mobile-friendly. This means that you should use responsive designs so it looks great on any screen size, and you should include clickable buttons for easy navigation.

You might find our post on SEO content writing helpful. 

10) Tracking 

When you have spent time creating landing pages for SEO so that they are high converting landing pages, you A/B test versions of your designs but you are not tracking the data would be such a waste of your time and money. 

You might be thinking, that’s common sense, but you would be surprised at how many people don’t track their landing pages or websites. 

Don’t be that person, use analytical tools such as Google Analytics or Hotjar to better understand user behavior. These softwares provide data on the number of people who visited your landing page, the location they visited from, if they made a purchase, how long they were active, etc. 

This data can help you change the landing pages that aren’t performing to become high conversion landing pages. 

Where To Place Your Landing Pages

Depending on the type of landing pages you create, there are many places on a website where it is easy to add a landing page. 

Insert a landing page at the bottom of your homepage or in the footer of your website. 

Other places to add your high converting landing pages are your about page, product pages, blog posts, and sidebar. 

You can also create an optimized popup that is activated either when a person first lands on your website or if they are about to leave. 

Conclusion

Now, is the time to upgrade your existing and future landing pages to the next level. 

You have no excuse because if you don’t include these tips, you’re missing out on a lot of potential leads and conversions with your landing pages. 

We hope you enjoyed this list of 10 tips for increasing landing page conversions.

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