Did you know that the least popular landing page that has the highest conversion rate is a signup form, according to Omnisend?
It shouldn't come as any surprise, since signup forms typically contain a few fields, and oftentimes, online services and even E-Commerce websites require a user to signup in order to complete their order, or activate the service that they're signing up for.
So, I was thinking, how can you create the most engaging and the most effective, high converting landing page and how can I help you with that?
As it turns out, being a website developer with several years of experience in this field, I've got the knowledge to do just that!
So in this article, I'm going to help you take your landing page to the next level and make it the highest converting page that you have...
Ready? Let's dive in.
Landing pages are great pieces of content that you can have on a website, their aim is simple...
To convert cold website traffic or traffic that lands on these pages from ads such as Facebook Ads or other types of ad networks.
These pages are typically designed with a simple goal, to convert traffic, meaning, they'll have methods and techniques implemented to optimise the conversion rate of the web page.
Here's another statistic that you probably didn't know...
Contact forms have the lowest conversion rate on average, according to Square2Marketing.
Well, this is because of a few things, you're typically going to have to give your personal information such as:
Given how sensitive this information is, as humans, we don't like to give this information out to people, it's understandable, if it got into the wrong hands we could end up in trouble.
Landing pages hare a tonne of benefits, not least because they act as pages for you to send paid advertising clicks to, there are other benefits as well, and we're going to go through those now...
SEO (Search Engine Optimisation) is an important process that you need to take your website through if you haven't already done so.
There's many factors that make up SEO, and believe it or not, creating an effective, high converting landing page can improve your overall SEO and page ranking position in the search engine.
Because landing pages are a great opportunity for you to "show off" your products and/or services, and add content to, and we all know that content is kind, and creating original content helps drive even more traffic to your website.
Did you know that you've got in the region of 15 seconds to capture someone's attention when they land on your website?
It's not a lot of time, and nailing your landing pages will go a long way to capturing the attention of those users and will hopefully end up converting them into leads.
First impressions really do count, and I know that you shouldn't judge a book by it's cover, but in the case of the online world, there are billions of websites and new articles popping up every day, so how can you stand out?
If you can make a great first impression when someone lands on your landing page, whether that be from an ad or through organic search traffic, you're going to build trust with that potential customer, which could end up leading to closing that sale you've been waiting for.
48% of the top landing pages are linked in maps and through organic search listings, and it's no surprise.
There's only 10 spots on page 1 of Google, and how many websites competing for that spot?
So by getting your landing page to show up on page 1 is going to have a huge benefit for your website in creating new leads, the laws of numbers should take over once you can start getting pages showing up here.
So you're probably wondering, exactly what makes up a good landing page right? What key components go into creating that landing page and also, how do these make the page convert so well?
We've already covered that signup forms typically have the highest conversion rate, even though they seem like they shouldn't right?
But really, to craft and create a good page that converts people, you need to take note of the following:
Note these, and you should be able to create an excellent page that converts really well!
But we're not done yet...
Creating a high converting landing page is all well and good, but just how do you go about doing it?
I've built landing pages in the past, and in the present, and from analysing data from tools such as Hotjar, Sentry and Google Analytics, these are some of the tips that I recommend you implement when creating your next page...
The first tip that I can give you, is to ensure that you're creating attention grabbing headlines!
Did you know that headlines with numbers tend to generate up-to 73% more social shares and engagement?
That's huge, but it doesn't mean use numbers in your headlines for the sake of it - use them where appropriate.
Did you see how I provided a number at the start?
These types of headlines tend to generate more shares and engagement because people can quickly, and easily digest small pieces of content, which is implied by having X ways to do something.
If you're going to succeed and have the highest converting landing page to convert traffic, you're going to want to have clear, and engaging text on your call to action.
Rather than using a button that says...
Why not have a button that grabs the reader's attention by saying something like:
By using words and phrases that make it seem more personal to the customer, you're going to boost your conversion rate, and did you see how I added the word "FREE" as well?
Who doesn't love free stuff?
So this helps with engagement!
What's the layout like on your form?
Is it even working properly, and are you asking too many questions?
Forms are incredibly important for lead generation, so ensuring that your forms are both simple to use and only asking what's required, you're going to skyrocket your conversion rates.
Here's an example of what you could do...
Instead of having a signup form asking the user to give you their name, email and date of birth all shown at once...
Why not have a multi-step form which has several steps? You ask them for the least sensitive information first, such as their name.
How does this work better?
Well, there's two things:
When I first started out in website development and creating landing pages, I wasn't really a fan of doing any sort of A/B testing, but now, I realise the importance of this.
Whilst you might have an opinion and can make an assumption about what converts best for your landing page, it's your users at the end of the day which will decide whether your page is as effective as you think.
This is why you absolutely need to A/B test, and there's many elements on a website that you can test, you can test...
Even small things such as colour can make a huge difference.
I once tested two features, the same offer to a customer but simply changed the wording slightly on both, it turned out that although both converted at identical conversion rates, one converted at 0.50% better on average...
Absolutely tiny right?
But now imagine this on a larger scale, with more website traffic, you're going to see the results add up over time.
You can use tools such as CrazyEgg to capture data about your A/B tests and see whether they're working!
Another tip I can give you, and from the bottom of my heart, this is one that you shouldn't really need to second guess...
Just be upfront with your customers, be honest and transparent.
If you're offering a product at a certain price tag, don't display a completely different price, a lower price on your landing page, you're going to end up losing trust and reputation from your customers, and they'll likely never return to your website ever again.
Sure, if you're running a discount, say for a seasonal period such as Christmas or Black Friday, by all means update your landing page to reflect these periods, but revert them after that period ends.
Creating a landing page that's both effective and converts well is going to take you several attempts, you're not going to get it right the first time, and it'll require tweaking, testing and further tweaking.
You might be able to give it a good go on the very first attempt, but chances are, you might end up reworking your landing page three or four times before you find the one that converts the best.
Trial and error is what I refer to this process as, it will take time, and you might come across several errors, but if you stick with it, you'll get your conversion rates up!
But I wanted to add one last thing...
When you're making changes to your landing pages, it's vitally important to measure the impact over a period of time, don't just make assumptions and guesses as soon as data comes in, it might not be accurate straight away.
Give it a few days, this will ensure that you can get an average for your efforts!
I hope you found this article useful, if you did, feel free to share it, and check out some of our other blog posts.
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