So, you’ve built a great ad campaign that’s pulling people towards your website. Traffic numbers have shot through the roof and more people than ever can see your product.
Now, you need to turn those visitors into buyers.
How? With a killer landing page.
A great landing page showcases what you have to offer. Trust, empathy and credibility all combine to create an experience your visitors won’t forget.
It’s designed in such a way as to convince the visitor to take whatever next step you want from them. That could range from downloading an eBook through to making a purchase.
This article looks at everything you need to create a killer landing page that converts traffic.
The 7 landing page best practices for killer conversions
1. A Unique Selling Proposition
Your unique selling proposition (USP) is exactly what it says on the tin.
It’s something unique that makes your product stand out from the crowd.
Your USP is a short statement that tells your audience:
Why what you’re selling is unique.
Why people should care.
To create a great USP, you need to hit on the five fundamental points:
The USP must be a thing that’s unique to your product or brand.
That thing needs to be something that your audience actually wants.
It’s a specific thing, rather than a general summary.
It’s concise yet capable of stating the specifics.
The USP needs to be memorable.
Your USP falls somewhere between an overall branding statement and a page headline.
Here’s a great example:
FedEx’s USP is short, simple, and gets the point across. They’re telling you that they’re the company of choice if you need to get a package to someone in less than 24 hours.
Figure 1- https://www.marketingresults.com.au/blog/2016/04/14/unique-selling-proposition/
This is an excellent example as it establishes the USP of delivery within 30 minutes. Plus, it tells the customer what they get if Domino’s doesn’t live up to its promise.
The car rental company Avis offers an example of how you can turn a supposed negative into a USP. For several years, they fell behind Hertz as the biggest rental car company in the United States.
That resulted in them coming up with the following USP:
“We’re number two. We try harder.”
The message is a simple one. If you go with Avis, you get a more personal service from a company that wants to achieve more. It also takes a sideways swipe at Hertz as it implies they’ve become complacent.
Avis’ market share went from 11% to 35% four years after they established this USP.
Find your USP. Without one, you put your landing page at a disadvantage right off the bat.
2. Quality Visuals That Showcase Your Product
Your landing page needs awesome visuals that make your product more memorable. They’re the first thing the user’s eyes get drawn to. Make them stand out by following these tips:
Your images need to highlight whatever offer you’re making on the landing page. If you’re selling a product, you need images of that product in action.
The image needs to be very high quality. Any sign of graininess or fuzz makes the page look less professional.
The image should stay relevant to the service. You’re looking to capture attention with something that tells the visitor exactly what they get.
Take this example:
Figure 2 – https://www.airbnb.com.au
Airbnb uses an image of a unique experience right off the bat. The message is simple. You’ll experience something new when you book through Airbnb.
Make some great visuals if you don’t already have them. Hire a professional to craft some unique visuals for you.
Finally, take care with your use of stock images. Stock images can work as long as you select images that have a unique feel to them. Premium sites, such as Shutterstock, can provide good examples. However, you need to avoid anything that’s so generic that it doesn’t say anything about your brand or what it offers.
Item #3 – Action-Oriented Copy
There’s no room for fluff on your landing page. The visitor wants to see what they’ll get if they buy from you. They’re looking for your value proposition. If they don’t see something that shows you offer value, they’ll bounce away from the page.
That means you need action-oriented copy. Every sentence has to either move the visitor forward or show them something of value that relates to your product.
Keep it concise and thorough. You also need to describe the features and benefits. The key comes in understanding the differences between the two.
The features are the more concrete details about the product. If you’re selling a smartphone, your features are things like the amount of memory or the processor speed.
Benefits are less concrete. They’re what your visitor expects to enjoy due to using your service or product. This could range from looking cool and staying on trend through to getting more free time. You can relate a benefit to your product without it being a direct feature.
Figure out what your audience wants before writing the copy.
Some people already understand the key benefits of your product type so they’re looking for the key features that set your product apart.
Others are at an earlier stage of the funnel and want to find out more about what they get from using your product.
Finally, focus on the problem to solution process. The Problem-Agitate-Solve (PAS) copywriting formula works well here:
Problem – Introduce a pain point that your visitors experience. Use this section to show that you understand the problem and want to help.
Agitate – Stir the pot a little. Highlight something that makes the pain point even worse. You’re looking to stir up some emotion and get the visitor invested.
Solution – Once you’ve identified the problem, demonstrate why your product solves it.
This content must also offer proof of your success to reinforce the message. Note the outcome in the example. That’s telling you that the software must work because tens of thousands of companies use it. Social proof is the cornerstone for building trust.
The PAS formula spurs the reader into action. It shows that you identify with them, understand their problem, and can provide the solution.
Item #4 – Trust Indicators
Trust indicators are what visitors look for to:
See that you really exist
That you provide what you claim to provide.
Trust indicators work too… just as Bag Servant discovered in a split test. This was their original landing page:
This was the page once they added a trust element at the top of the page:
That one tiny change led to a 72% increase in conversions.
Trust indicators generally fall into one of three categories:
Trust Badges. Bag Servant’s “#WOW Winner” image is an example of a trust badge. They’re anything that acts as an independent endorsement of your product or service. If you don’t have any awards, look to the brands that you’ve worked with. A couple of prominent brand logos instantly create trust.
Testimonials. 93% of people claim that online reviews influence their purchasing decisions. Don’t make people search for this trust signal. Put reviews and testimonials right on your landing page.
Social Signals: These relate to your social media pages. That means shares on Facebook or retweets on Twitter. Show the visitor that you have people talking about the product.
Trust signals do two crucial things:
They show that your company and its service actually exist.
They demonstrate that people have used and found benefit in the product.
Don’t overload your landing page with these signals. A couple of reviews, a few trust badges, and some social stats are usually than enough to do the job.
Item #5 – One Point of Conversion
The first four items on this checklist cover the content. However, you also have to make it easy for visitors to actually convert.
Overloading a page with multiple points of conversion may create confusion. People want something clean and simple that allows them to finish quickly.
Take your navigation bar as an example. You don’t need one for a landing page because you don’t want the visitor to start exploring your website. You’re delivering a targeted message so you want to stay on-point.
Get rid of the navigation bar. Replace it with your logo or another proof that your service delivers.
Here are some tips for creating a good call to action (CTA):
Make sure the colour contrasts the colours used for the rest of the landing page.
Avoid “on the nose” words, such as “Submit” or “Sign Up”.
Personalise it rather than using generic language.
Ensure it’s relevant to your USP.
Split-testing is your best friend when it comes to finding the best CTA. Once you’ve created your single point of conversion, test different versions of it to see which works best.
Split testing involves changing one element of a page. You then put both the old and new page online, with 50% of traffic going to one and 50% going to the other. Run the test for a month or two and then measure the conversion stats.
Examples of things you can split test include:
The colour of your conversion buttons.
The text you use in the CTA.
Make your point of conversion simple and easy to spot. Ensure it’s relevant to the rest of the content on the page. Then keep split testing to discover which colours and language work best.
Item #6 – Fast Loading Time
You already know how frustrating it is to click on a website only to spend ages waiting for it to load.
Your visitors feel the same way. Every second spent waiting is an opportunity for them to bounce away from your landing page.
Here’s the simple fact. 40% of people will bounce away from a page that takes more than three seconds to load.
That’s a huge chunk of your potential audience.
Thankfully, there are plenty of things that you can do to speed up loading times:
Reduce image file sizes by converting them to JPG files.
Avoid hosting videos on the page itself. Use a third-party site, like YouTube or Vimeo.
Optimise your code.
Add sentence about CDN - explain what it is
Get rid of any page plug-ins that you don’t need. WordPress websites, in particular, face issues with plug-ins. Too many can bloat the code, which slows the loading time down.
Keep optimising the page so it shows up quickly on all devices.
Item #7 – Reasonable Benchmarks
Without benchmarks, you can’t determine how well your landing page performs.
The key is that you set reasonable benchmarks that are in line with your industry. Ambition is a good thing, but there are limits to how well any landing page can perform.
Examples of good benchmarks to set include:
Working towards a specific bounce rate. The average ranges between 61% for B2B sites and 54% for B2C sites. Aim for 40% or less.
A conversion rate that’s in-line with industry averages. Across all industries, the average is about 2.35%. Aim for higher than that as your baseline, then adjust based on your industry.
Figure out what you want to achieve before working towards it. Set benchmarks that are both ambitious and achievable.
The Final Word
Combining all of these items allows you to create a killer landing page that actually converts.
Fast loading times, quality images, and action-oriented content all keep the visitor on the page.
Your USP helps them see what sets you apart and your trust indicators reinforce the information that you share. A single point of conversion makes it easy for the visitor to see what they should do next.
Finally, you need reasonable benchmarks in place to determine how well the page performs. What is your conversion goal? How many visitors do you need to smash it?
It’s a lot to take in, so you may need a little help. That’s where Online Marketing Gurus can lend a hand.
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