Create High Converting Landing Pages: The Complete Guide

converting landing pages

Your landing page is designed to generate new leads for your business. As a stand-alone page, it is designed to capture the reader’s attention. High converting landing pages are effective in turning site visitors into leads. When designed well, they can lead to conversions with a compelling call-to-action (CTA).

A HubSpot report suggests a 55% increase in leads with 15 landing pages. This increase occurs in comparison to just 10 landing pages.  This is a great option for businesses looking to turn web traffic into active customers. As a single, goal-focused page, it offers a clear-cut path from CTA to conversion.

What is the purpose of high converting landing pages?

Top converting landing pages are created with a specific goal in mind. To be successful, the page is aimed at achieving that goal alone. The ultimate result expected from a landing page is to generate leads. These can take many forms.

The landing page may be intended to boost sales. It may also seek to increase engagement by asking audiences to sign up for a resource or free quote. Whatever the purpose, the final intended result is to boost conversions.

What do you achieve with high-converting landing pages?

Conversion-optimised landing pages have the obvious advantage of encouraging leads. You are able to turn casual site visitors into customers. High converting sales pages are beneficial in a number of ways:

Offer a business opportunity

Increased conversions are the major opportunity that landing pages offer. Landing pages are specifically designed to meet a specific consumer need. As a result, they are more likely to engage a site visitor and encourage CTA steps.

Landing pages with high conversion rates are those that address specific business needs. This ties in with something you are offering that addresses those needs. For example, your landing page may feature a guide offering solutions to a current issue. Customers landing on that page will find the guide useful. They are then more likely to provide their information and engage with your content.

Using your homepage does not produce the same results. Since site pages are not targeted, they cannot be used in the same way. 

Gain target audience insights

Your landing page performance can help guide future marketing strategies. By tracking conversions, you’ll be able to determine which topics are most successful. You’ll also be able to determine which platforms had the greatest success. Great landing pages for conversion are not limited to a single platform or content. You should have a variety of pages targeting various topics on various outlets.

You’ll be able to use conversions from these pages to determine where you perform best. For example, your greatest conversions may come from LinkedIn ads about marketing analytics. You can guide future campaigns by focusing more on LinkedIn. More marketing analytics topics can be used to boost engagement and conversion.

Measure business performance 

Using converting landing pages is usually tied to a business goal. It can be to market a new service or promote sales. With a targeted approach, you also have the opportunity to assess your performance. Landing page metrics provide insights into how effective your strategy. This is measured in terms of the number of conversions.

Your campaign can show you if your current design and approach are working. If your numbers are lower than expected, you have the chance to reanalyse results. You can then make changes as required.  If you’re achieving great results, you’ll know what works. You can then develop future strategies accordingly.

When does my business need converting pages?

Businesses can always benefit from well-developed landing pages. In addition to boosting traffic, they can ultimately lead to higher conversions. As they are goal-oriented, they can help your business achieve specific long-run objectives.

Based on increased engagement, they also help you build your brand. Audiences find out who you are and what you offer. With conversions, they are also more likely to become a long-term customer.

What are the components of a landing page?

The design of the landing page plays an essential role in its effectiveness. A landing page design that converts should incorporate some essential components, including:

Headline

The headline, naturally, is the first thing customers see. Its job is to be compelling and draw their focus to engage further with the page. Remember, this isn’t clickbait. The headline should not be interesting at the expense of being factual.

An effective body

The body includes the main message of the landing page. Top converting landing pages use this space to engage audiences. The body should offer audiences what they are looking for and push further action.

Featured Media

Your landing page should ideally make use of media. Images or featured videos help get the message across in a more interesting way. Media also captures the audience’s attention and is a great way to accentuate what you have to say. The most important media feature in the best-converting sales pages is the hero shot.

Forms and CTA

Both forms and CTA are important in making a good landing page. Forms are often used with lead magnets and are also a direct measure of conversion. Forms can take many shapes, including:

  • Feedback questionnaires
  • Contact forms
  • Lead magnets
  • Service quote form
  • Online order form

All these types of forms either ensure future customer engagement or directly lead to a sale.

In the same way, CTAs are necessary for conversions. A call-to-action prompts the audience to actively engage with the landing page. This could include filling out a form or clicking on an internal link. Without a CTA, your landing page would lose its purpose. Audiences will receive a targeted page with no way to act on the information provided.

Buttons

Landing page buttons go with the CTA. These stand out to your audience and prompt the action needed for conversion. Buttons make it easier to highlight the CTA. they are also more effective in generating conversions.

Layout

The overall layout of your landing page should be appealing and consistent. Most importantly, it should be immediately recognisable as part of your brand. This can be through the use of logos and colour schemes.

The layout should also take into consideration different viewing modes. High converting mobile landing pages, for example, are adapted to provide great visuals. While the layout should be captivating, it should not go over the top. Too many visuals can become overwhelming for the audience and take away from the message.

Use the setup of the landing page to highlight important parts, such as the CTA. Try to keep the design in line with the overall tone of the page. You should also make sure to keep within the company culture when designing the sales page.

What to consider when creating an effective landing page?

The landing page components listed above are important to give it a nice structure. The way you use these components is extremely important. It is what sets apart the best converting landing pages and less effective ones. Some of the factors you should focus on include:

Establishing your goals

Landing pages are designed with a specific goal in mind. The goal is always some type of action, but defining that action helps create a compelling page. Your goal can be to obtain audience information or get them to download a resource. You may also simply aim to increase sales by encouraging a purchase. Whatever it may be, establish it at the outset, so that it can guide the creation of the page.

Creating captivating headlines

It should let visitors know right off the bat what the page is about. It sets the tone for the rest of the content. Because of that, the headline can determine how well the audience engages with the page. Offer something unique that makes visitors want to stick around.

Including subheadlines

Subheadings in the body of the landing page have to do with maintaining structure. Long paragraphs with no break in between can be exhausting and boring to read. They also have the potential to confuse the reader. Subheadlines break up the page and offer a summary of what the next section is about.

The body of a high converting landing page should be just as captivating as the headline. It should offer what the headline promised and offer value to the audience. The body should act as a compelling reason

Adding images and videos

Videos and images make any page more appealing. That is to say, such media should complement rather than detract from the page content. Interesting infographics or instructional videos add more depth to the page. Studies show videos on landing pages lead to 86% more conversions.

Another influential aspect of landing page media is the hero shot. This is the primary video or image associated with your landing page. As it is the first thing visitors will see, you should put some thought into it. Don’t add media just for the sake of it. Use something that captures attention and supplements what you are trying to say. 

CTA & social proof

The way you use CTAs influences their success in generating conversions. To create effective landing pages, your CTA should result in direct action. One of the ways you can compel your audience to take action is by providing social proof.

Social proof offers your readers cause to believe what you are offering will help them. It can take the form of customer reviews and testimonials. Hearing from people who have been in the same predicament creates a sense of unity. Such people, who found a solution with you, boost others’ belief in you. It also makes them more likely to want your product or service. 

Common landing page mistakes to avoid

When creating a landing page for conversion, it’s important to avoid common pitfalls. Certain mistakes have a negative influence on the page, leading to a loss of conversions. Being aware of these factors can help you stay mindful and avoid them on your page. These include:

Poorly written copy

Paying attention to the copy and writing is important. Large chunks of text and poor grammar cannot be circumvented with attractive images. Focus on the way the copy is written, and try to assume a simple, clear style.

Use short, easy-to-read sentences that don’t stray from the topic. Provide the necessary information and show the reader what to do next.  Don’t try to drag out the copy by including unnecessary information.

Unclear goal

If you aren’t clear on the goal of your page, you will be unable to give it any direction. Creating sales pages that convert involves setting a goal to be achieved with that page. Without it, you are offering a vague, directionless copy with no purpose.

Without a goal, it is also impossible to measure the effectiveness of the page. It’s hard to determine conversion rate or success if you haven’t set a basis for it. Define your goal before you start working on the landing page.

Not conducting results analysis

Creating landing pages that convert also involves knowing what influences its success. Identifying factors that may be leading to failure is also part of the process. Landing page analysis helps you determine what factors affect its performance. Such analysis can help you find the strengths and weaknesses of your landing page.

In turn, you can use this information to create top converting sales pages. Focus on eliminating the weaknesses and expounding on the strengths. Analyses offer insights for future landing page strategies and improvements for existing ones.

Not testing your landing page

Most converting landing pages that fail do so because of a lack of a testing system. Landing page testing helps you determine what kind of page is more likely to be successful. This helps you utilise your resources on something you know will work.

Landing pages that aren’t tested before launch have a higher failure probability. You also end up wasting a lot of resources when the page does not lead to conversions. All of this can be avoided by running a few experimental tests.

Testing landing pages

Testing landing pages is all about determining what works and what doesn’t. This is much like testing a prototype before it is released to the public. You want to be sure it performs well to offer the best quality results. There are two types of tests you can conduct with landing pages:

  • Split testing: It involves creating two variations of the same page. This A/B testing method directs half the traffic to each variant. Results are gathered on the better-performing variant based on conversions.
  • Multivariate testing: It uses the same principle as split testing with more variants. This way, you can try out multiple approaches and see which works.

Each of the components of a landing page should be tested to determine performance. These tests should give you a better idea of how pages would perform in the real world. It also better helps you make the best landing pages that convert.

Increase your landing page conversions

Landing pages are intended to push audiences to engage and perform an action. High converting landing pages successfully produce action from a majority of their audience. Creating effective landing pages involves focusing on their various components. You should have an understanding of how each part influences conversion.

Making a landing page with high conversion does involve a lot of effort. It can be an easier process with expert help. Our experts at Presseo understand what it takes to create and stimulate conversions. You can book a call today to find out how we can help you maximise conversions in a few simple steps.

FAQ’s

What’s the difference between a landing page vs. a product page?

Landing pages are used to generate leads and conversions. They are part of a marketing campaign designed to produce a specific action. On the other hand, product pages are simply informational. They provide potential customers with details about your product or service.

Can we call the home page our landing page?

You cannot call your home page your landing page. The home page is not the same as your landing page. Your home page contains a variety of information about you and what you offer. It is meant as an introduction and a starting point for potential and existing customers. A landing page is designed with a specific purpose in mind. It is intended to get audiences to achieve a specific goal, such as filling out a form or downloading your guide.

My landing page is not converting- what should I do?

If you are landing page is not leading to conversions, you need to find out why. Run a testing analysis on the page to try and identify the issue. A poor copy, unclear goals, or a lack of previous testing can all lead to landing page failure. Once you have identified the cause, you can attempt to fix the issue and achieve results.

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