A high converting landing page can be any web page that is related to your brand website. It can be a brand website home page, or a service page, or even the contact page of your website. It can also be a specially created one-time page for specific campaigns.
The purpose of a good digital marketing strategy is to redirect users from multiple digital channels to your landing page. Some of the most preferred channels and methods are:
- A brand’s social media pages
- Google Ads campaigns
- Quora, Reddit, and other review platforms
- Engaging with bloggers, reviewers, and influencers
The goal of a useful landing page is to convert users into whatever is the intention of the brand. It can be asking people to buy a product or service. It can also be inviting people to attend a conference and so on. While every page needs to be different, certain elements define a high converting landing page.
In the following section, we’ll look at some of the strategies that can help you to create the perfect landing page.
How To Create a High Converting Landing Page
Use a Short and Specific Call-To-Action
Many landing pages have a similar problem: once users arrive on the page, they’re asked to do too many things such as:
- Provide their names
- Give their phone numbers
- Type in their email addresses
- Select the nature of the query
- And more
The list keeps growing!
Most brands try to create web pages to check CPCs and CTRs as the data can be accrued lucidly and directly.
If you want an optimized landing page, you need to make the users do as little as possible. A simple yes and no is an excellent proposition for a user. Users will already come from social media or Google Ads, so names and other details can be obtained by using cookies.
Write Compelling Copy
A brand needs to focus on two types of copywriting, which will convince and convert separately.
The first piece of copy is for social media platforms; ad copies do the work of convincing people to click on the link and arrive on your landing page.
The second piece of copy will be on the landing page itself, which works to convert the user into a customer. Your text must highlight the following features:
- What the brand is offering
- The benefits received
- How the user can take advantage of or apply for the same
- The value addition (membership, post-sales service, discounts, offers, and freebies)
- The aspirational value of adding the product to one’s life (lifestyle value)
Once the copy addresses the above points, your conversion rate will automatically improve.
Use an Attractive Design
Designing a landing page is as much a behavioral science as it is an art. The best pages are created after researching and reviewing studies that provide data on how consumers react with different designs. For example, the image to text placements always follows a left to right rule.
One reason is that Westerners read from left to right. But the main reason is that it’s easier on the eyes to read on from a left-aligned image.
By focusing on the user interface (UI) and the user experience (UX), brands and businesses can hope to optimize the performance.
Your landing page’s design must follow the design of the image that users see on social platforms or ads. Also, keep in mind that copy and design are the foundation of a high converting landing page.
Try to integrate Videos into the Landing Page
In the last few years, videos have shown to increase reach and engagement on multiple digital platforms.
By creatively using videos on your landing page, you’ll be able to present something new to your audience. For instance, you can create explainer videos, or shoot specific brand videos specifically for your landing page campaign.
Data shows that videos on web pages have been able to decrease bounce rates significantly. It’s also been shown to boost engagement and convince users compared to only using text copy. Plus, some of the bigger brands have been using videos to optimize conversions in 2018 and 2019.
Do an A/B Testing on at Least Two Landing Pages
Every good campaign manager knows to create two landing pages. This is always the rule when it comes to digital marketing. By creating two pages with different copy and designs, but with the same intention, brands and businesses can see which one performs better.
Also, creating multiple landing pages helps brands select one of the two, or even choose a blend of two to use with a campaign.
One of the biggest advantages of creating two landing pages is cutting down on campaign costs that routinely arise due to wastages. This can also lead to highly optimized campaign runs for brands.
Increase Your Landing Page Conversions Today
Every landing page is different. From the intention to the design and the copy, there may be thousands of combinations. However, the five points mentioned above highlight some common principle components to use as the foundation for any useful, high-converting web page.
From increasing sales and revenues to getting data and feedback, a landing page is a great digital marketing asset.
What do you think are some of the best strategies when it comes to creating high-converting landing pages?
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