6 Tips for Building a Landing Page That Guarantees High Conversion Rate
One of the most important elements of a digital marketing campaign is a landing page, the web page that is decisive in converting web traffic into leads, and then hopefully, into customers. The digital marketing strategies that usually employ standalone web pages like these are online paid advertisements (PPC), email marketing campaigns, and social media marketing. The purpose of this single web page is to convince the user traffic landing on the page to take an action, one that involves some form of engagement with the brand. Landing pages are built with the intention to guide your audience on the next step that they should be taking. For example, the page could ask the users to sign up for newsletter or sales inquiry, register for a seminar, fill out a contact form, download some type of content offering, etc.
Landing pages play an important role in lead generation and engagement, and yet many businesses don’t know how to use this tool the right way for their marketing campaigns. Designing a landing page is a detail-oriented job, and it’s when you get the subtle details right that you can succeed in achieving a high conversion rate on the page. Here are a few tips that show you what a high-converting landing page should look like:
1. Tailor the Page According to Your Audience
Keeping your audience in mind is critical in every marketing endeavor. That’s who you should be thinking about when building your landing page, too. From the message to the Call to Action, every component of the landing page should be of relevance to the audience. If that means building separate landing pages catering to the interests of different segments of your target audience, then that’s what you should do.
2. Keep The Page Layout Easy On The Eyes
A simple and mobile-friendly layout is the best kind of layout when it comes to landing pages. You don’t need to include too many showy visual effects in the page to make your point. In fact, these could have just the opposite effect and distract your audience from the basic purpose of the page. Choose a user-friendly and clean design for the landing page that’s easy on the eyes. That being said, you could use some creatively beautiful images on the page that stir user interest. Additionally, if it’s not necessary, don’t have a navigation bar on the landing page. Since your number one goal is to get the users to click on the CTA button, you don’t want them to get distracted by any pointless navigation links that divide their interest and attention.
3. Be Impactful With Your Content
Even the most beautiful landing page would be useless, if it’s not supplemented by impactful content. So, it’s worth spending a little extra time on refining your content on the landing page. Headline and page body are what constitute the majority of the page’s content, so this is where you need to focus the most. While you do want the content to be simple and precise so that it’s easily understood, you don’t want it to be so plain and drab that it fails to persuade the reader to take the intended action. Choose the right words that you know will strike a chord with your audience. Having a video on the landing page is a good idea, too.
Also remember, if you’re designing a landing page for an online ad, then the content of the page and that of the ad should be in sync with each other. If there’s a gaping hole between your content on the ad and on the landing page, then users might feel deceived and turn away.
4. Have A CTA That Actually Motivates To Act
All the efforts in making the landing page effective are to ensure that the user clicks on the CTA button and converts into a prospect. The placement of the CTA button on the page should be such that it can’t be missed. Moreover, you should think about the words you use in your CTA button. Refrain from using generic words like “Submit”, “Register”, “Download”, etc. You can have 5 to 6 words in your CTA button, which is enough to explain to the user what value they’d be getting out of clicking on the button. So, make the text of the CTA button a little more expressive.
5. Don’t Forget to Integrate Social Networking Options
When people find something interesting, they often like to share it with other people who are also likely to find it interesting. That’s why you should include links to different social networking platforms on your landing page. Allowing the users to share the landing page on social media is a great way to promote your landing page. You don’t have to include link for every social networking website, as this would only clutter the page and take the fun out of sharing. Include only those popular mediums on which your target audience typically spends their time.
6. Keep Testing Your Landing Page to Make It Better
Use A/B and multivariate forms of testing to create different versions of your landing page and check which one of them is giving better results in traffic conversion. Even a slight change in the positioning of CTA button or background image can be enough to get you more conversions than before. By actively and consistently testing your landing page and making suitable modifications in the page along the way, you can ensure that the landing page continues to improve, and thus, convert more and more traffic. Some of the page elements that you can conduct tests with are length of the content in the body, graphics, headings and sub-headings, text, location, and color of the CTA button, etc.