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6 Elements of High Converting Landing Pages

 

Your landing page… it’s pretty important.

Because your landing page is where you turn visitors into subscribers. 

It’s where conversions happen.

At least, that’s what should be happening!

But, like anything in the world of digital marketing, landing pages take a lot of work to do right. And after all your hard work setting up your landing page, you may still find that you’re left scratching your head— “why is no one signing up?”

Whether it’s signing up for your email list or downloading a piece of content, we’re sharing 5 key elements you can apply to your landing page to help you see those conversions head in a positive direction!

1. Clear, Compelling Headline

Let’s look at perhaps the most important piece of copy on your landing page… the headline.

A great headline has to do three things, stop your reader, grab their attention, and entice them to stick around.

Most web visitors don’t spend very long on a page before deciding whether it’s for them or not. So what does that mean for you?

It means you need to communicate what you do—extremely clearly—and do so as quick as possible (within 8 seconds or less).

Typically when trying to determine if a headline works or not, it’s helpful to focus on three things:

  1. Does it pass the blink test? (Can a visitor tell what you do within 3–5 seconds?)
  2. Does it encourage visitors to read more?
  3. Does the headline or subheading clearly communicate your Unique Selling Proposition? (not sure what this is? keep reading!)

Take a look at the example below. Notice how the headline stands out, sparks interest and clearly communicates what the benefit of their free guide will be and what it can do for the visitor:

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2. Unique Selling Proposition

Your unique selling proposition answers the question, “What’s in it for me?”

The best way to do this is to convey the benefits of your product or service. Whether you choose to include this in your headline, images, copy, social proof etc. your selling proposition should always be a prominent part of your landing page.

The best way to do this? Focus on your visitor.

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The above example does exactly this. Instead of focusing on only who they are and what they do, they’re telling their visitors exactly what their service can do for their customers.

While the subheading further explains what the product does, it wouldn’t have communicated quite as well as “Make your team the best it can be.” See the difference?

As simple as it sounds, conveying your benefits in this way makes your landing page seem much for customer focused and as a result, more appealing to the customer.

3. Focused Copy

So with the headline and USP out of the way, let’s talk copy. Your copy is what will sell your visitors and convince them to take action.

Copywriting legend Joseph Sugarman put it best, “The sole purpose of the first sentence in an advertisement is to get you to read the second sentence of the copy.”

That’s what great copy does. It moves the reader naturally and effortlessly throughout the page: dispelling objections, describing benefits, and solving its readers’ potential pain points along the way.

Remember, the goal of any landing page is action!

Take a look at this landing page from AirBnb:

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You’ll notice how the copy flows well throughout the page. The headline leads you to the benefits, the benefits to the explanation of how the service works, then to safety information and finally finishes off with another CTA to “Get Started.”

Keep these tips in mind when you’re writing your copy and be sure that every word of every sentence is used to keep readers moving towards a call to action. (We’ll get there later!)

4. Effective Use of Images

Using images in your landing pages can have a huge effect on conversion. However, it’s important that you use images in a way that supports your page and doesn’t detract from your conversion goals. Include images of the product in use, ideally by your target audience.

Notice how this landing page does exactly that by featuring a fashionable guy staring directly at their CTA:

Shopify CTA - conversion centered design

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Here, your line-of-sight is directed at the CTA “Get Started.” Not only does this bring your attention to the appropriate place but it keeps your attention within the page.

As you start designing and optimizing your own landing pages, think carefully about the kinds of images you’re using and the effect they have on your readers.

Remember, the goal of any landing page is conversion. Every element of your page should be working towards achieving this goal, especially your images.

5. Visible Social Proof

Social proof is the idea that if a lot of people can stand behind something, it must be something worth standing behind.

This is why commercials often feature “real people, not actors” in order to make a product seem authentically useful.

Here’s an example of a solid first attempt at including social proof by displaying logos of their press coverage:

However, what really would have helped is a testimonial or two from users.

Testimonials are the gold standard of social proof and go a long way for helping to sell any product. Someone at this company must have realized this, because their latest landing page includes a ton of praise from their customers:

Testimonials - conversion centered design

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The, “iTunes of journalism,” says the New York Times.  Adds a lot of credibility, doesn’t it?

In your own landing pages, aim to add a little social proof by including testimonials, logos of your clients or press coverage, and screenshots of enthusiastic customers expressing their excitement on Facebook or other social media platforms.

Oh, and don’t bother being shy about your testimonials. According to copywriting legend Drew Eric Whitman, more is always better than less.

 

How many photos of satisfied customers do you have? Put them in your ads, brochures, and sales letters, and on your Website. Show just one photo, and it communicates little more than you have one satisfied customer. Show dozens of them, and it produces a powerfully positive perception of credibility and certainty about your claims by quantity alone.
—Drew Eric Whitman, Cashvertising

 

6. Powerful Call-to-Action

The aim here?

To have your audience’s attention focused on one single goal per page.

Don’t distract users by having too many calls to action or by presenting a variety of offers. 

This is typically easier said than done, but if you’re looking to increase conversions, avoid this at all costs.

And once you’ve figured out what your CTA will be, you’re going to want it to stand out.

Take a look at the example below and notice how they’ve made good use of contrast when deciding on an accent color:

Conversion Principles Screenshot - conversion centered design

It’s very… green. You can’t help but notice it. The button jumps out at you.

And, as you scroll throughout the page you’ll notice that every time they use green, they’re attempting to call attention to something:

Conversion Principles Screenshot - conversion centered design

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This helps to direct their viewers’ eyes to the areas that are most important.

In your own landing pages, find ways to do the same thing. Every time you give your readers a call to action, use effective contrast and color to draw attention to it and make it more prominent. Try to avoid using too many colors that would distract from your main CTA.

Remember, people have a shorter attention span than the average goldfish; it’s up to you to figure out how to draw their eye to the most important information on your page.

Designing Your Landing Page For Conversions

While you have plenty of creative freedom when it comes to the design of your landing page, don’t forget that your landing page has one goal and one purpose…to convert.

When it comes to the overall flow and design of your page, focus on the big three:

  1. The design must be 100% focused on conversions.
  2. The design must be easy to understand and follow.
  3. The design must not distract visitors from your core message.

Whether you choose to have a text only page, an image heavy page, a video, or any other creative elements, all of this should work together towards your goal.

As you go, you’ll be able to add/remove and test the effectiveness of these different elements to nudge your visitors to convert!

 

Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!
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