Want to know the secret sauce behind creating super high converting landing pages? Read on.
The goal of every business is to attract the right leads and convert those leads into customers.
But the most essential element in this process is in crafting perfect landing pages to capture your lead. Having well-designed pages will not only help you increase conversions but also more money in your bank.
There is no standard manual on the creation of perfect landing pages. If you understand your market really well, then creating benefit driven sales & squeeze pages become relatively easier.
Having said that, I would like to share with you 10 essential hacks to keep in mind before you start creating any squeeze or sales websites for your business.
1. Attention Grabbing Headline
This is where everything starts. You need to craft a headline that grabs the attention of your prospect and draws them into your funnel. Ideally headlines must be benefit driven. The headline should also tell the user what your product or service is all about. Note: If your headline complements an image that explains the product/service, then you’re good.
A sub-headline is where you can give more information about what your prospect can expect after signing up into your list. If the headline makes the user look, then the sub-headline should make them stick.
In the image above, notice how the main headline is, “A delightful customer experience.” The subheadline, positioned smaller and above it focuses that general idea (customer experience) with this statement: “A help desk for teams that insist on.”
3. Specific Is Terrific
When designing your lead capture page, get straight to the point. We all know people have short attention spans — so why aren’t we considering that while designing landing pages?
Online audiences tend to avoid reading through an entire page of information. Use clear headers and sub-headers, use easy-to-scan bullet points to explain what they’ll get from the offer, emphasise key points using bolded text or italics, and keep things as brief as possible.
4. Using Graphics Intelligently
Our brain can process images 60,000 times faster than textual content. You website visitor can immediately be impacted by your content if you place the right images inside.
- Let your pictures be large-sized.
- Your pictures need to be relevant. If you’re selling anything physical and tangible, ensure that you have a picture of the actual product.
- If you’re promoting a service, then speak about the benefits and the outcome of taking your service. The image grab attention, and demonstrate relevance to your service.
- Having high quality picture will help increase conversions.
Mixpanel uses fun, and attention-grabbing images to showcase the functionality of their product.
5. Explain With More Text
For example, “We make websites” is a functional explanation, but it lacks the user-focused orientation. To make this explanation even more compelling, you could angle it towards the user to show them the value: “Get a website that makes you money.”
Your explanation may combine elements from several sources: 1) your headline, 2) your subheadline, 3) your image, 4) a separate paragraph. Taken in isolation, each of these elements does not explain the product or service, but as a composite, they accomplish what an explanation should do.
An explanation should be benefit-oriented. Explanations are functional, but functionality should be tilted in favor of the user.
6. Emphasise Value Proposition
While many brands talk just about just the features of their product or service, shifting focus to the benefits and value proposition can really help you convert better through your landing page.
Let’s say you are selling Web hosting. Option 1: “We have 99.98% uptime!” Option 2: “Your website will have 99.98 uptime!” Which one is customer-oriented? It’s the second one. That’s the kind of benefit you should be going for.
Benefits should be clearly focused on your prospect. It’s easy to drift off mark with benefits, and start talking about yourself as a company. Don’t do this! Instead, always think about the user and how he or she will benefit. Benefits aren’t “we are awesome.” Benefits are “the user will be awesome with this product or service.”
7. Stress On Some Pain Points
As humans we respond to pain more than pleasure. We’d do anything to avoid pain. You can implement pain references in the testimonials, since pain is a powerful human element, real human testimonials are often very effective at conveying this pain in a trustworthy way.
Be sure your product or service can really relieve this pain. Don’t leave your prospects wallowing in the pain. Draw it to a conclusion by featuring the answer to the pain – which is your business.
8. Genuine Client Testimonials
There is nothing more powerful in your landing page conversion process than others talking about how good your product or service is – as compared to you talking about your product/service.
A landing page’s testimonials are one of its most important trust signals. Your prospect wants to know that they can trust your product or service. If they see a trustworthy testimonial, this goes a long way in cultivating the user’s trust.
9. A Guarantee
Customers love guarantees. A guarantee, regardless of what it is or how it’s presented, can help people feel reassured while on your landing page. Simply the word itself improves the likelihood of a conversion.
- Guarantees can take many forms. Choose a type of guarantee that works for your business type, and state this guarantee on your landing page. There’s no need to delve into the legalities of it. Just say it. The point is that you have a guarantee, and the customer knows it.
- In the absence of any explicit product guarantee (e.g., satisfaction, money back, etc.), you can provide a different type of guarantee: e.g., “100% No Spam Guarantee.”
10. A Strong Call-To-Action
Never assume that your prospect is going to go ahead and buy your product. Ask for it!
The actual CTA copy is the most significant copy on your entire landing page & people know what to do when they see a button.Contrasting button colors help to attract the eye, and compel the click.
Check out the size of the CTA for Monetate: perfect.
Here’s a really cool infographic by QuickSprout which summarises all the points I’ve mentioned above.
Now that you’ve learnt how to create a perfect landing page, go ahead and start creating one now.
Instapage is one of my favourite landing page creation systems which makes my life easier – where I’m able to build beautiful pages really quickly.
A landing page is the place where all your efforts come to be successful. This is the place where customers click, people buy, and you make revenue.
So don’t screw it up.
What do you consider to be some of the most essential aspects of building high-converting landing pages?