Web Design

Elements That Help Landing Pages Convert

21 September 2022

Landing pages are essential to successful websites and marketing campaigns. They’re the perfect method to reach a specific target audience with specialised solutions geared to their problems. 

What is meant by the term “landing page”? Landing pages are specific pages on your website that are used to target a specific customer. While a homepage is strictly speaking a landing page, it’s not a unique landing page targeting a particular audience. 

A landing page is created with the goal of reaching out to the target audience with a specific marketing campaign. The page may be reached by links shared through social media, emails, and even PPC. 

We’ve put together a list of elements that can help improve your site’s landing pages!

1) Create Engaging Headlines

The headline is one of the most important elements used on a landing page. The headline needs to let the site visitor immediately know there is value in reading the content on the page. In other words, the headline needs to “hook” the user’s attention and get them to engage with the page. 

One way to create compelling headlines is to ask a question. The question needs to create an unconscious agreement with the reader, which leads them to read the content on the landing page.

You don’t need to create a long headline. In fact, keeping the headline short is best. Aim for headlines that have no more than a half dozen (6) words to really catch a user’s attention. The headline needs to explain the product within 2-3 seconds. 

2) The Value Proposition 

The content on the landing page needs to be centred on the value proposition. This method helps to make your product/service stand out from the competition. 

Creating a value proposition can be challenging; however, the best way to create the proposition is by putting yourself in the customer’s shoes. Therefore, your value proposition should reach out to the customer’s needs and be backed by facts. 

For instance, if you bill your product as “The World’s Best Tomato,” you need to prove this with facts. 

3) Short, Actionable Copy 

Short, actionable copy is the key to increasing conversions on your landing page. So, your goal is to keep the copy above the fold to less than 50 words. Doing so provides you with the opportunity to quickly reach out and meet the customer at the point of their needs. 

Actionable copy needs to: 

Invoke emotion: this means connecting quickly with the customer’s needs

Promote features: rather than promoting your product or service features, focus on the solutions they offer. Include information on the benefits a customer can gain by using your products/services. 

Have a clear message: copy needs to be clear and concise in order to convert. This is one of the essential elements of successful landing pages. 

Use a Simple Call to Action 

The call to action (CTA) on a landing page needs to be relevant and straightforward. Customers then understand exactly what to do next quickly. 

In order to convert, the CTA must be clear. Otherwise, the customer may not know what to do next. So, you must make it easy for them to read through the page and take the next steps to make the purchase. 

The call to action must also be dominant and distinct on the page. For example, a prominent CTA quickly reaches out to the customer with a solution to their problem. The customer doesn’t have to wonder what to do next but can quickly follow the call to action to perform their next steps. 

A CTA also needs to be persuasive in order to convert. When your call to action is easy to understand, meets the customer’s needs, and is appropriately placed, you’ll find the landing page leads to more conversions. 

Page Load Speed

Another critical element of effective landing pages is page load speed. If pages load too slowly, customers will quickly become annoyed and leave. It’s that simple. The result is a high bounce rate and customers who leave before learning about your product/service. 

So, be sure your landing page is optimised and loads quickly. You’ll be happy with the higher conversion rates!

Keep Forms Simple

Another way to improve your landing page is to use simple forms. Nothing annoys a customer more (except slow loading pages) than a complex form to fill out. Forms are used to create accounts, start a trial, sign up for newsletters, and more. 

What’s more, only ask for details that are needed. Customers have become wary of websites and landing pages that ask for a lot of personal information. If the customer feels like their privacy is being invaded, they’ll leave. So, avoid asking for sensitive information that’s not necessary to increase conversions. 

Make sure the form is easy to understand and fast to fill out, too. It’s also best to place the form above the fold, high on the page, in order to increase conversion rates. 

Use Social Proof

Another element a successful landing page needs to include is social proof. Customers look for reviews and ratings when considering a purchase. They’re savvier than in the past and realise anyone can build a website and put it online. So, customers want to know who they’re dealing with and learn about other customers’ experiences. 

Social proof is the main way to persuade people to buy from you and your company. Including social proof on your landing page provides customers with validation of your company. It also helps build trust and provide credibility. 

Predictive Images

Images are a fast and easy way for customers to learn about your products and services. Images can show product details, how it’s used, and the benefits that derive from using the product. All of this can be conveyed without a single word! 

Be sure to use images that are appealing and help the customer imagine using the product or service. Doing so is a type of persuasion that can encourage customers to engage more with the page and increase conversion rates. 

Summing It Up

An effective landing page includes elements that help the customer learn about the product, know what to do next, and keep everything simple and easy. When customers can quickly see what to do next, the result can be increased conversions, which means more revenue. 

Use the elements in this article to improve your landing page! As a result, your customers will have a better experience and convert.

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