You have a great product or service? Your ads and campaigns are live and properly set up, yet your conversion rates aren't taking off? You're probably missing one of the key elements for high-performing advertising: an effective landing page.
What is a landing page?
Concretely, a landing page is the destination page where users land after clicking on an external link. That could be a newsletter, a referral site, or more commonly, an ad.
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It differs completely from your website's homepage, since a landing page is temporary and, most importantly, tailored to the user who arrives on it.
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Its primary goal is to convert, meaning to encourage page visitors to click on the featured call-to-action (CTA) button, and ultimately get the visitor to complete the action you want.
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Examples: promoting a new product line, driving sales, generating leads...
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Generally, the average conversion rate for a landing page is 2.35%, according to Larry Kim of Wordstream. The top 10% of landing pages can even exceed 10% conversion rates.
How do you build an effective landing page?
- A message consistent with your ads
One of the most important aspects is ensuring consistency between the referral source and the landing page. If the landing page doesn't match what the user expected, there's a good chance they won't convert.
- Catchy, concise headlines
The goal of a landing page is to convert, as you now know. To do that, you need to be persuasive. Be clear and engaging, convey a sense of urgency, or even ask a question. Clearly and quickly communicate the value you're delivering.
- A strong call to action
Your CTA (Call To Action) is THE centerpiece of your landing page. It should appear on screen as soon as the page loads. Use impactful action verbs: "Get started now," "Explore the collection"...
If your business is B2B-focused, remind users that booking a call is free and commitment-free: "Get your free quote now."
Tip: don't hesitate to include your CTA in multiple places across your landing page.
- Watch the fold line
User experience matters greatly in the context of a landing page. A landing page with a poorly optimized UX will very likely convert at a low rate. Visitors need to understand that there's more important content by scrolling down the page. Include a visual cue or animation so they explore your landing page in full.
Better yet, place the most important information above the fold, and especially the CTA.
- Avoid all distractions
A good landing page focuses on a single conversion goal. To make that conversion as smooth and guided as possible, minimize anything that could pull visitors away from your CTA.
For example, avoid including links to other pages on your site that could take the user off the landing page. This even applies to the navigation bar! Your landing page will perform better as a standalone experience.
- Make your site cross-device
Just as with your website in general, your landing page must work and be optimized for any device, especially mobile. Keep the landing page as simple as possible for better performance and faster load times for mobile visitors.
- Use trust signals
To counter any hesitation from your visitors, make sure you reassure them as they form their decision. To do this, use trust signals: social proof (customer testimonials, ratings, number of customers already won over...) as well as your shipping or payment options.
- Don't be generic
As mentioned earlier, a landing page is built for conversion. It's therefore essential to be thorough about your company or your product/service. Make sure your offer is immediately clear, and include the keywords relevant to your business. If you have a video explaining your concept, embed it.
- Highlight your benefits
Describe your offer briefly using a few bullet points. Try to answer the question "How does this product benefit my life or my business?" That way, rather than jumping straight into features, you'll have an audience that's captivated and sold on your offer.
You can also use the power of color to reinforce this effect. Don't hesitate to highlight the advantages of your offer with impactful formatting.
- Keep forms simple and concise
If your business is B2B-focused, there's a good chance your landing pages include a form. To maximize your conversion rate, we recommend asking only for the bare minimum. The longer and more exhaustive the form, the more likely prospects are to drop off. Also use tools that enable default form autofill.
To sum it up, a landing page is a powerful tool that lets you turn visitors into customers. When properly optimized and used, it should help you boost your conversion rate.
Want support with your digital marketing strategy? Feel free to reach out!
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