Do you wish to create an effective landing page that converts?
That’s a silly question. Of course you do. In today’s competitive marketing world, any landing page will not cut it. You need to give your audience an experience, not just a landing page.
Trust me, landing page conversion rates are going down. In fact, a research study found that the average businesses get less than 3% conversion rate. Only a few businesses achieve a higher conversion rate.
Creating a high-converting landing page is enough challenge to keep you on the look out for a new shiny secret.
And it begins with understanding the 4 most important elements of a landing page, and how to align each of them to increase your conversion rate.
Let’s dive in.
Without a good headline, no one reads your copy. And if no one reads your copy, no one clicks your call to action. – KISSmetrics.
As the most important element of your landing page, your headline MUST be attractive, benefit-driven, and persuasive. Since it’s the first thin visitors see when they visit your page, it drives your value proposition.
Though there are several styles to writing your headline, but the purpose is simple: To get a prospect to read the next sentence in your copy.
However, a research study by Moz revealed that numbers headline creates the highest impression on readers.
But that doesn’t mean you should use ‘number headlines’ in your copy all the time. As Neil Patel will always say, “split test everything.” When you split test different headlines, you’ll achieve the best result.
In the same vein, you may have to rewrite your headlines several times before nailing the perfect one. As an example, David Ogilvy, who knew the importance of a good headline rewrote a popular headline for an automobile advert 104 times – until he got this multi-million dollar headline:
At 60 miles an hour, the only thing you hear in the new Rolls Royce is the ticking of the dashboard clock.
What an interesting and captivating headline?
Even with a compelling message, the chance that it will be read is low without a catchy headline. Here’s how to make it better:
- Focus: Quit beating around the bush and get straight to the point.
- Relevance: The headline must align with the offer on the landing page.
- Benefits: Your headline must be able to enlighten the visitor of the solution that your page offers.
- Urgency: Adding the word NOW or TODAY can instill urgency into your headline and offer. Though, not always used, but it can spice up your headline and seriously improve your conversion.
Though a great headline can catch the attention of your reader, but how far will it hold them? That’s why you need a subtitle.
A subtitle usually appears beneath, and is slightly smaller than the copy headline.
Your headline is usually brief and to the point. Sadly, it doesn’t say much about your offer. But the subtitle gives the customers more insights and keeps people excited to read more. Here’s an example:
People usually spend lesser time on your landing page. Therefore, reading a bunch of text seems to be time wasting. The subtitle draws them into your copy. All in all, ensure that your subtitle and the entire landing page elements are mobile responsive.
Visuals are those videos, images, ebook covers, and graphics found on a landing page.
They make reading easier and interactive. Visuals are powerful, because 90% of information sent to the brain is visual.
See how visually-appealing this landing page is:
To increase your landing page conversions, you need to use relevant and high-quality graphics.
If you’re not a professional graphic designer, you can hire someone on Dribbble to create your ebook cover – thus making your landing page more attractive.
And of course, you can also run A/B testing to get the best and suitable visual for your landing page.
Primarily, a form helps you collect your visitor’s name and email address. However, creating lots of field for them to fill makes is boring and stressful.
Since people’s attention span is small, you need to have fewer form fields (preferably 1 – 3 fields) to win their hearts and get them to actually fill it. One of the reasons why John Lee Dumas has thousands of subscribers on his email list is because he has one form field on his landing page. Take a look:
Yes asking for fewer but essential information like email address and first name is all that you need. If you want to ask for more information, such as address, phone number, and more, you can do so on the thank you page. Don’t forget to make your landing page mobile responsive.
Most people make the mistake of not building their email list. But they tend to regret it as their business grows. Whether you’re into small business marketing or you manage a large team, you need to build an email list.
The harsh reality is that if you don’t have an email list, you don’t really have a sustainable business. As a rule of thumb, don’t send a prospect to your sales page yet, send them to your landing page to collect their name and email address first.
Once you’ve this important personal information, you can follow up with the prospect via autoresponder emails, build relationships, and eventually recommend your products/services.
There you’ve it, the 4 most important elements of a landing page that will boost your conversions.
Of course, your form needs to have a call-to-action that people will click on after filling the fields. More so, ensure that your lead magnet (e.g., ebook, software, membership site access, plugin, WordPress theme) are relevant and highly valuable.
Remember that all of these important elements function together. One can’t deliver results without the other. Keep testing your landing page elements.
There is no right or wrong way to use these elements. Why? Because what works for me may not work for you. However, you can become sure after conducting series of A/B split test.