Did you know that targeting your pages correctly can increase your landing conversion rate by up to 300%? Landing pages are difficult to figure out if you’re inexperienced in digital marketing. They’re different than your website’s homepage and require different things to succeed.
If you’re engaging in pay-per-click marketing then a high-quality landing page is absolutely necessary. If you’re simply trying to design a website that converts visitors into customers then you’ll find that a great landing page is crucial, too.
From learning how to identify the right keywords for a landing page to learning how to navigate the ins and outs of a landing page layout, we’ve got a complete guide for you. Follow along as we detail all of the steps you need to take to increase your landing page conversion rate.
What is the Purpose of a Landing Page?
A landing page is different than the homepage of your site. Sure, visitors virtually “land” there but there are actually quite a few differences between the two. And, it’s hard to learn how to create a quality landing page if you’re not sure what those differences are.
To put it simply, a landing page’s mission is to deliver short, concise information to visitors regarding one specific topic. The goal? To get them to take action, whether that’s leaving their email, contacting you directly, or downloading a file.
Landing pages have goals, whereas the homepage of your website is there simply to give information. Some other major differences include the fact that:
- Landing pages usually don’t have navigation bars; you don’t want people clicking around
- Landing pages focus on offering something and usually if it’s a good landing page, it’ll focus on only one offer
Some businesses use a landing page as their homepage and others don’t even bother with landing pages at all. These are big mistakes. And, here’s how you can fix those mistakes in order to improve your conversion rate.
Define Your Goal with Your Landing Page Conversion Rate
It’s hard to build an effective lead generation landing page if you don’t have a clearly defined goal. As mentioned, this is what differentiates landing pages from homepages. Your website’s homepage is filled with useful information and a navigation bar.
But, each landing page you create, and you should have many for various different reasons, should have a clearly defined goal in terms of marketing and voice. And, it should have measurable goals in terms of clicks and conversions.
Most companies use landing pages as a point of entry for visitors who have clicked on a paid ad.
If you’ve set up a PPC campaign through Google Ads, for example, a landing page is where visitors will go once they’ve clicked on the ad. This makes it easy to define a goal as it’s closely tied to the goal of the ad.
If you’re unclear, however, of how to define the goal of your landing page, consider the following examples:
- Getting people to sign up for a course
- Encouraging visitors to sign up to your newsletter so you can collect their email
- Having people call you through the landing page or schedule an appointment
- Direct downloads for a course or free ebook
Depending on what you sell and what your business goals are, these are all great goals to have. Remember to focus on just one and make it easy for the visitor to understand what that goal is, too.
Use the Right Keywords
Keywords are one of the biggest components of any definitive guide to succeeding with landing pages and websites in general. SEO, or search engine optimisation, is the act of optimising your webpage for search by using the right keywords.
So, if the goal of your landing page is to have people schedule an appointment for your orthodontist office, then the keywords you’re going to search for are going to be directly related to that.
Think like a customer in this aspect and use tools such as Google Keyword Planner or SEMrush to help you identify keywords that people search for.
It’s important to be as specific as possible. If you guys don’t offer free consultations, don’t use the keyword “free consultation at orthodontist near me” for example. And, avoid being too general.
Longtail keywords work best here, which are the keywords that are more specific. This means that instead of using “orthodontist” you might use “orthodontist offering a six-month smile.”
Focus on One Call to Action
Landing pages with multiple offers get 266% fewer leads. Yikes. You definitely don’t want to do that.
The best product landing pages focus on just one call to action. And, there’s only one message. Again, in the same way that you try to be as specific as possible with your keywords, try to be as specific as possible with your call to action.
Make it very easy for users to identify what they’re “supposed” to do at the end of interacting with a landing page. This means that you should make it easy for the call to action to be found and understood.
In this sense, it makes sense to ask your web developer about the placement of the call to action. They should know how to design a killer landing page. And, they should be able to help you make sense of where the call to action should go, how big it should be, etc.
This includes other factors such as button colour, size, and shape. Think about the colours you’re using and even the shape of the button that holds the call to action. Rounded corners tend to be more effective.
And, as always, focus on value. What value are you offering this potential customer? Include that in the call to action to ensure they’re getting something out of the interaction.
Write a Killer Headline
There’s no way a visitor is going to stay long enough to check out your full landing page if the headline doesn’t catch their attention. The best conversion examples always feature a killer, attention-grabbing headline.
Great headlines feature between 10-20 words, and just as we’ve mentioned for other aspects of landing page optimisation, they’re focused on one key goal and one key call to action.
Some tips to follow when writing a headline that converts include:
- Keeping things concise and simple. If you’re ever in doubt, opt for clarity instead of using more persuasive words.
- Solve your visitor’s problem. Make it clear in the headline that you are going to solve their unique problem with a unique solution.
- Use title case! It looks better and is going to draw more attention than not using it!
- Use buzz words that sell. Make it sound like the best offer they’ve ever heard of while still being truthful.
In short, landing pages that convert all have headlines that quickly and efficiently tell the reader what the product, service, or offer is about. And, they make that product, service, or offer super appealing.
We’ll get to A/B testing further down, but it’s worth mentioning that you should always test your headlines specifically when you are testing the performance of your landing page.
If you don’t want to formally test your headlines, at least send a few options to friends and family so you can get an idea of which ones work better. This is also possible via Google Ads and other PPC ad campaigns.
Get Rid of Distractions
You’ve got approximately five seconds to sell your visitor on whatever it is you’re trying to sell them on. This means that you can’t waste any time on distractions.
Go through the landing page checklist above and make sure you’ve defined a clear goal, have the right keywords and have both a great headline and a killer call to action. If you’ve got all of those in place, you don’t need much else on the page.
Too much text on the page is confusing. So, it’s best to list out the value of your offer in bullet points. Use bold text to highlight the most important parts of whatever you’re offering and highlight the main keywords so the visitor’s eye is drawn to them immediately.
On top of that, make sure there is no navigation bar at the top of the page. A landing page shouldn’t have any opportunity for a visitor to click on anything else but the call to action button or to fill out a form where they enter their email.
If you’re not sure how to further get rid of distractions, it’s worth speaking to your website developer about their thoughts. They’ll understand how to design the right kind of landing page for your needs.
Sure, you’ll need to have an idea of what you’re looking for when you submit your design brief, but they’ll also be able to make suggestions based on your company’s needs and goals.
Perform A/B Testing
So, you’ve created an amazing landing page. In fact, it’s near perfect. Congrats!
However, you’re not seeing the kinds of conversion rates you’d like out of the page and you’re not sure why. The only real way you’ll figure out what’s working and what isn’t is to perform A/B testing.
Now, there are many components involved in A/B testing, which is the act of comparing to versions of the same page to see which performs better.
However, within testing the overall performance of the landing page as a whole, you’ll also want to test individual components of the landing page, such as:
- Value Proposition
- Lead Capture Form
- Button Colour, Size & Shape
- Call to Action
Through various platforms, you’ll be able to perform A/B testing on a landing page. However, it’s important to note that you should only focus on testing one large component at a time.
So, if you’re going to engage in A/B testing for two different versions of your landing page, you’ll want to publish the same landing page but with a different lead capture form, for example. Don’t change up the entire layout, text, colour, and headline.
If you do this, it makes it hard to truly identify what performs better and what’s not working. So, focus on making one small change to one aspect of your page. Then, see how those changes compare and which performs better.
After you’ve fixed that part of your page, you can move on to testing other parts, such as the headline the call to action, and the value proposition.
Optimise Your Website for Speed
Did you know that a mere one-second delay in loading time results in a 7% decrease in conversions? Yep, people today are impatient, and they’ll quickly jump off your landing page if it takes too long to load.
It’s going to be hard to see conversions with your landing page if the page itself won’t even load! So, make sure you’ve asked your web developer to optimise your website for speed.
This includes testing page load times on various different devices. And, while we’re talking about different devices, make sure your landing page is optimised for mobile devices as well.
When creating the landing page, a well-versed developer will be able to provide you with a desktop and mobile version. And, they should also be consistently checking in to ensure that they are making tweaks and improvements to the page for optimisation.
Ready for a High-Converting Landing Page?
Now that you know what you need out of a landing page and you’ve learned how to increase your landing page conversion rate, the only thing that’s left to do is to hire someone to build the page for you.
From the design of the page to the maintenance, and hosting, we at Web Juicy pride ourselves on offering our clients only the best of the best, even when it comes to landing pages.
Our focus is on functionality, user experience and ease of maintenance so that you can keep it fresh and juicy going forward without having to worry about anything else. Ready to take your business to the next level? Contact us today to get started.