Creating a highly converting landing page takes more than just some fancy design work and an information form. A successful landing page will require multiple elements that’ll serve to convince site visitors that what you’re offering is worthwhile. Below we’ll outline some of the elements you’ll want to incorporate into a highly converting landing page.
Prominently Pitch Your Product
This one should go without saying, but it’s crucial. Your landing page should clearly outline the product (or service) you’re offering. Additionally, you have to serve up a value proposition. How is it that this product or service can benefit the site visitor?
Offer Your Visitors A Freebie
Everyone loves free stuff, right? Whatever it is you’re giving away, whether it’s a sample product, an e-book, a free trial or anything else, make sure your freebie has some real value to it. Make sure it’s something people want and that you’re not just handing stuff out for the sake of handing something out. In return for the handout you’ll be asking for information, so make sure it’s worth it.
Don’t Skimp On The Visuals
Images and Videos can really make the difference between a highly converting landing page and a dud. Consider adding a video that extolls the virtues and benefits of your product/service, or perhaps add a diagram that does so. Implement an infographic that explains your product in a visually appealing manner while providing statistics that reinforce the benefits of your product/service. Also, don’t be afraid to add the logos of any major companies you work with or that use your product/service. If a visitor already trusts these larger brands, they’re more likely to trust you by association.
Create Trust Between Your Company And Visitors
Speaking of adding logos to build trust, testimonials can be another great way to build it up. Visitors might be able to trust other major companies, but they relate to other individuals like themselves. When adding testimonials, do more than just throw in a quote, include the satisfied customer’s name, add in their job title, and definitely try to add a picture. All of a sudden, the testimonial moves from being a dubious endorsement by a shadowy figure, to the real opinion of a real person. If you’ve built up a particularly good reputation on Yelp, don’t be afraid to also include that info. Many individuals look to their peers’ opinions when seeking the validity and trust worthiness of companies.
Incorporating these elements into a landing page won’t guarantee you success. A truly successful and highly converting landing page comes through multiple rounds of A/B testing of varying landing pages and making tweaks in accordance with what seems to be working. Every business is different and, likewise, so is every customer. What may work for one business, even a business in the same niche, might not work for another. That’s exactly why it’s so important to test multiple variations of your landing page and recognize the elements and messaging that work for you, your business, and your customers.
