The Anatomy of a Landing Page that Converts WellPeter A. Liefer II | Posted: May 31st, 2016 | Updated: October 22nd, 2018
A landing page is an essential element for capturing leads and increasing conversions. It is typically the avenue where you will usher in users to convert or perform an action that you want for them to take such as signing up for a free trial, downloading an ebook, scheduling an appointment, or requesting for a free quote.
Conversion is the ultimate goal for any internet marketing effort—and landing pages are crucial in making that happen. But how can you make it stand out and be irresistible? Here are six elements that should be present in your landing pages if you want to boost conversions.
1. Persuasive Call to Action
The effectiveness of your landing page has a lot to do with how compelling your call to action is. Your ad can be enticing, but you can’t usher people to accept your offer if you have a poor call to action.
Standout buttons plus powerful wording is the recipe for a perfect call to action. Instead of going for generic call to action wordings such as “submit” or “donate now”, you can get creative and specific with your CTA copy. Here are some examples:
- Get your Free (offer)
- Start your Free Trial
- Try It
- Discover More
- Support our Cause
In addition, it’s also essential to keep your call to action with your ad copy. This further strengthens your point and avoid confusion on the user’s end.
2. Provide Value
People will want to know what’s in it for them if they accept your offer. Instead of highlighting specs, you need to let people know the benefits of giving your product or service a try. Here are some examples:
- Experience a 50% more electricity efficiency with this services.
- Boost productivity within two weeks of use.
- Never miss a grammar mistake again.
3. The Ideal Form Length
Should you go for a long or short form on your landing page? It depends. There’s no clear-cut answer about which is more effective. The key is to only ask information that’s necessary or those that you only need.
Shorter forms require less work, which may result in higher conversion rates. But that doesn’t discredit long forms as they can also generate quality leads. The best way to know what works for you is to test it out. Again, the trick is to only ask information you need. Otherwise, you can try including optional fields, and leave the prerogative to users to fill them out or not.
4. Uncluttered Design
Keep your landing page focused on your offer and what you want people to do with it. Put the most important elements—offer, CTA, and logo—on the front and center of the page. Remove menu navigation so that people will not be swayed to go to another part of the website.
The key to effective landing page layout is to provide only information that the user want to know. With landing pages, white spaces, bullet points, and supporting image or graphics are your best friends. Nothing over the top, just the points that will convince people to convert.
5. Security Signals and Social Proof
Before users fill out that form, they need to trust you first. That’s why you need to display security signals and social proof that you’re reliable and legitimate. You need to assure users that the information they provide will not be compromised or used in an inappropriate way. That’s why it pays to display security seals or badges, testimonials, press mentions, usage statistics, or a list or logos of your clients.
6. Unique Offers
Top performing landing pages have unique offers, which make them stand out and stay ahead in their field. So how can you upstage the rest of your competitors? First off, you need to know what your customers want and give it to them. You can add an additional field in your form to get such insight and use it to tweak your offers. Another way would be to check out your top competitors and see how they do it, and try to provide something better than what they put out there.