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The Landing Page Anatomy


To create a high-conversion landing page, start by pinpointing exactly what you want your visitors to do. This is your all-important CTA or Call-To-Action, and it will determine what makes up the rest of your landing page. Your CTA may be a deep discount on a popular or newly launched product or service, or simply an incentive to sign up for your mailing list. Whatever it is, all other elements on the page should contribute to that goal.

Once you’ve identified your CTA, make sure to include these must-have elements.

 

  1. Headline and Ad Copy

The landing page headline and advertisement wording should complement each other. Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text.

 

  1. Killer Headlines

hd-01Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader’s attention more than having a vague and uninteresting headline.

 

  1. Grammar Check

Not just landing pages, but all website grammar needs to be flawless. Always double and triple check your copy, and have someone else read it through. In the example of an online retailer who is asking for visitors to purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar.

 

  1. Build Trust

hd-07For an effective way of building trust, incorporate testimonials, reviews, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). When the eyeglass and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page.

 

  1. Strong Call-To-Action

After a visitor reads the landing page headline, is is crucial that they know what to do next. In the case of Mozilla Firefox, when they changed their call-to-action from Try Firefox 3 to Download Now – Free, it outperformed the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test.

 

  1. The Call-To-Action Button

dreamstime_s_68267322Make sure that you identify the keywords that will make your visitors interested with to your service or product. The conversion should stand out and be placed right below a call-to-action as the button. In short the button should be eye catching.

 

  1. Simple Links

It will be distracting to put too many links that will lead to other sites or pages and this might cause you a negative impact on your conversion.

You should know that in the landing page, simplicity is the key, unlike other homepage that has a lot of links.

 

  1. Relative Videos and Images

Images and videos are proven to increase conversion rates by 80%. They can be understood faster and easier than text and are a good way to explain your product – especially if it is more complex. Icons are a good way to illustrate features, and keep the design clean.

 

  1. Promote Social Media Sharing

Encourage visitors to share your content by including social media sharing buttons on your landing page to generate word of mouth about your product or offer. Not every visitor to your page will become a customer, but the chances are they know someone who will. Alongside social media, email forwarding buttons are a great way to encourage visitors to pass on the offer to people they think might be interested.

 

  1. Testing

There is a degree of trial and error in any digital and marketing campaign, and creating a landing page is no exception. We would love to prove otherwise, but there is no universal truth telling us what will absolutely drive visitors to convert every time.

Rather than second-guessing what works on your landing pages, it’s worth A/B testing your pages to figure out how to drive higher conversion rates. Every little change you make – the banners, headers, call to action, graphics and so on – could have a massive impact on the conversion rate. Vary your designs and compare the user clicks and conversion metrics to see which version delivers the most conversions and customers.

 

No matter the campaign, every landing page is designed to convert visitors into quality leads so apply best practice and expect to dramatically improve your conversions.


Bryan