Want to nail landing page conversion? It’s not rocket science. If you follow some tried and true optimization practices, you can get more from any landing page.
We’ve isolated eight elements that, when done right, can all but guarantee better results.
But honestly, you shouldn’t take our word for it. You need to test, so you get the best possible outcome on your website, with your audience. These tips will get you started. Regular A/B testing will drive up your conversion rates.
So what are the eight elements you need to get right? Let’s begin.
1. Do Audience Research
Before you create a landing page, you need to know who it’s for. In other words, identify your audience. The chances are, you’re already collecting data to help you to do this, especially if you’re using analytics software. (You ARE using analytics software, aren’t you?)
Universal Analytics includes demographic data so you can find out the gender, age and interests of your audience, and you can get location, technology and more from other reports within your account.
That’s a good starting point, but remember to check out statistics from your advertising campaigns so you can see who’s responding to your marketing and pay per click (PPC) keywords. Put that all together and you will be able to create landing pages that surprise and delight your audience.
Learn more in this presentation from KISSmetrics: How to do Better Market Research.
2. Set Up Measurement
It may seem premature to think about measuring results before you set up your landing page, but it isn’t. It’s essential to know which marketing initiatives are driving traffic to your landing page so you can tweak your strategy when needed. After all, when you know what’s working, it’s easy to deliver more of the same. Using UTM tags helps you figure this out by tying links to campaigns.
Find out how to set this up for your landing page with CrazyEgg’s Google URL Builder tutorial.
3. Align Your Branding
As a web user, there’s nothing worse than following a link to a landing page and being unable to see how it relates to where you have just come from. This can happen if your branding is not aligned across your online presence.
The more cohesive your brand, the easier it is for people to trust you. Your landing page needs to include contact information, social proof (more on that later), and external validation through trust seals and testimonials. If people are visiting from social media, they will expect to see branding, tone and messaging similar to what’s on your profiles, too.
Here are 10 ways to build trust on your landing page, courtesy of UX Movement.
4. Pass the “So What?” Test
You only have a few seconds to make a good impression. Less than 5, actually. That’s not a lot of time to make people care about what you have to offer.
Sure, people who have followed a link from your social media profile or an article you have written are a little bit interested, but when they get to your landing page, you have to grab their attention by showing why your offer is important to them and what they will gain. In other words, you need effective landing page content that demonstrates value, credibility and authority. If you don’t, your audience will say “so what?” and be gone forever.
Check out these tips from Neil Patel on compelling landing page design to help your visitors stick around.
5. Showcase your USP
You know what you absolutely must show in those 5 seconds? Your unique selling point (USP) or value proposition. This is about how product or service is different from any other product or service your audience could choose. As Unbounce points out, this isn’t about you, but about what your visitors need.
An excellent headline followed by a showcase of features and benefits will help highlight your value and improve landing page conversions. If you can’t explain in a few well-chosen words what makes you stand out, go back to the drawing board till you can.
6. Use Images and Video
Images and video are red-hot social media currency, and they can make your landing page even more effective. While you don’t want to overdo the technique, getting the right image or video can be a shortcut to delivering your message and building trust.
Video keeps people on your landing page longer, which means there’s more time for them to check out your offer. Short, high-quality videos can give your landing page some much needed oomph. Check out this KISSmetrics guide for tips on harmonizing your videos with your landing page.
7. Include Social Proof
As mentioned earlier, social proof is a proven conversion booster. Anyone who visits your landing page wants to know that other people (especially people like them) have found your offer compelling.
Social media shares, external reviews, testimonials and video testimonials are all examples of social proof that can make a big difference to the effectiveness of your landing page. And if you can also attract some influencers and get them to endorse your product or service, your landing page will be even more compelling. In the end, it comes down to building trust.
For more on social proof and conversions, check out:
- How to Use Social Proof to Increase Conversion Rates
- Pro Tips on Using Social Proof to Increase Conversions
8. Nail the CTA
Get the call to action (CTA) right and your landing page succeeds. If people take the action you want, then your landing page works. If they don’t, it doesn’t. It’s as simple as that.
All the elements above lead people to the point where they click, download, buy or take whatever action you want them to take.
It could be text-based, blending into the rest of your copy like this CTA from Bottom Line Publications:
Or summarize your presentation, like this one from Digital Marketer:
The key is to tell people what to do next while reminding them of the benefits of taking action and minimizing the risk.
There’s a lot of advice on CTAs right here on the Crazy Egg blog, covering everything from button design and psychology to examples and tests. You can also find out about color, timing and more in this article from Quicksprout.
Bonus Tip: Do it All Again
By now you should know who you are targeting with your landing page, what your USP is and have a great CTA, plus using headlines, images and video to reinforce your brand.
The final step is to launch your landing page then test and measure to see if it’s as successful as you hope. If not, come back to this guide and start over—you’ll soon have a landing page that works.
What have you done to improve your landing pages this year?
Read other Crazy Egg articles by Sharon Hurley Hall.