How to Create Landing Pages That Convert
Working on your pages’ conversion rates is by far the best time investment you can make in your whole website.
It’s the ultimate profit multiplier because it allows you to grow the number of leads or clicks you’re getting every day, without increasing your marketing spend.
The difficult part, though, is that it’s much easier said than done. Finding the best converting version of your landing page can take a while.
Check out these strategies to speed things up:
1. Focus on Shareability
The landing pages of today look very different than those we saw a couple of years ago (at least the effective ones).
Basically, the idea of a landing page is fairly understood online and many visitors can recognize it at first sight. In other words, they know very well that the sole purpose of some page’s existence is to get their email addresses or clicks.
One of the possible ways around it is building your landing page just like you’d build a standard content page.
In essence, it should have quality and complete content (something that delivers value and doesn’t break off somewhere in the middle), it should encourage social sharing (through buttons and counters), and it should allow users to comment.
This all provides massive social proof, as new visitors see that other people have already commented and shared this content. It’s not just a basic blank page with only a call to action on it.
2. Use a Very Specific Headline
The best way to handle this is to focus on a topic that your audience craves, yet can’t find reliable information on. It can’t be too general or sound too vague, or you’ll look like hundreds of other sites promising the same thing. Aim for specific results.
Case studies work exceptionally well here because people tend to resonate with factual information and examples of how other people dealt with a given challenge.
For example: “Watch How I Increased My Winnings by X% by Using This Two-Step Method.”
3. Try Using a Video
Videos drive a lot of attention, especially if they’re not too long and not 100 percent promotional.
In short, if you can manage to deliver the promise of your headline in video form then by all means, do it.
Aim to keep your video below 10 minutes, or you will lose viewers before they reach the end of your message.
4. Remember About the Call to Action (CTA) and Social Proof
The best place for your CTA button (or form) is right below the main content block.
Now, the way your call to action block looks like is just as important as what it says.
It’s your job to make it stand out above everything else. Or how Seth Godin likes to call it, “make it a purple cow.”
One of the tested methods to make it work is to reserve one specific color (within your site’s color scheme) that will be used exclusively on the CTA block and nowhere else.
The last elements in this puzzle are social media buttons and comments. Feel free to test this concept out, but it’s very likely that social media buttons will improve your results even though they are a bit distracting.
One of the reasons for using them is that the numbers on the buttons (provided they are not zeros) are great for social proof. They make people feel a bit safer and convince them that the page isn’t fake or unsafe to be on.
Anyway, we’re curious to hear your opinion, what’s your experience with using social media buttons on landing pages?