Landing pages are one of the most crucial elements of any digital marketing campaign. They are the pages that visitors land on after clicking on an ad, a link, or a search result. They are designed to persuade visitors to take a specific action, such as signing up for a newsletter, downloading a free ebook, or buying a product.
However, not all landing pages are created equal. Some landing pages are more effective than others at converting visitors into leads or customers. In fact, according to a study by Unbounce, the average conversion rate of landing pages across different industries is only 4.02%. That means that 96% of visitors leave without taking any action.
So how can you create and optimize landing pages that boost your conversion rates and generate more revenue for your business? Here are some best practices that you can follow:
Make your offer clear and compelling
The first and most important thing that you need to do is to make sure that your landing page communicates your offer clearly and compellingly. Your offer is the value proposition that you are providing to your visitors in exchange for their contact information or money. It should answer the question: “What’s in it for me?”
To make your offer clear and compelling, you need to:
- Use a catchy and relevant headline that summarizes your offer and grabs your attention
- Use a subheadline that elaborates on your headline and provides more details
- Use bullet points or short paragraphs to highlight the benefits and features of your offer
- Use images or videos that showcase your offer and demonstrate how it works or how it can solve a problem
- Use testimonials or social proof to show that your offer is credible and trusted by others
Simplify your landing page and remove any distractions
The second thing that you need to do is to simplify your landing page and remove any distractions that might prevent your visitors from taking action. Distractions can include:
- Navigation menus or links that lead to other pages on your website
- Pop-ups or banners that interrupt the user experience
- Excessive or irrelevant information that does not support your offer
- Multiple or competing calls-to-action (CTAs) that confuse your visitors
To simplify your landing page and remove distractions, you need to:
- Use a single-column layout that guides your visitors from top to bottom
- Use white space and contrast to create a visual hierarchy and focus
- Use directional cues such as arrows or icons to point your visitors to your CTA
- Use only one CTA per landing page that matches your offer and goal
Try contrasting colors and images to draw attention to your CTA
The third thing that you need to do is to try contrasting colors and images to draw attention to your CTA. Your CTA is the most important element of your landing page because it is the final step that you want your visitors to take. Therefore, you need to make sure that it stands out and catches the eye.
To try contrasting colors and images to draw attention to your CTA, you need to:
- Use a color that contrasts with the background and the rest of the page elements
- Use a size that is large enough but not too overwhelming
- Use a shape that is easy to recognize and click
- Use an image that reinforces your offer or shows the outcome of taking action
Keep the important part above the fold and have a scrolling CTA for mobile users
The fourth thing that you need to do is to keep the important part above the fold and have a scrolling CTA for mobile users. Above the fold refers to the part of the landing page that is visible without scrolling. This is where you need to capture your visitors’ attention and interest with your headline, subheadline, image, and CTA.
However, not all visitors will see the same part of your landing page above the fold, especially on mobile devices. Depending on the screen size and resolution, some visitors might have to scroll down to see your CTA or other important information. This can reduce your conversion rates if your visitors lose interest or get distracted along the way.
To keep the important part above the fold and have a scrolling CTA for mobile users, you need to:
- Use a responsive design that adapts to different screen sizes and orientations
- Use media queries and breakpoints to adjust your layout and content for different devices
- Use a scrolling or sticky CTA that stays on the screen as your visitors scroll down
- Use short and concise copy that delivers your message quickly and clearly
Use scarcity techniques and social proof to create urgency and trust
The fifth thing that you need to do is to use scarcity techniques and social proof to create urgency and trust. Scarcity techniques are methods that make your offer seem limited or exclusive, such as using countdown timers, stock indicators, or limited-time discounts. Social proof is a method that shows that your offer is popular or approved by others, such as using testimonials, ratings, reviews, or logos.
Both scarcity techniques and social proof can help you increase your conversion rates by:
- Creating urgency: Scarcity techniques can make your visitors feel that they need to act fast before they miss out on your offer
- Creating trust: Social proof can make your visitors feel that they are making a smart decision by following the crowd or listening to experts
To use scarcity techniques and social proof to create urgency and trust, you need to:
- Use scarcity techniques that are relevant and realistic for your offer
- Use social proof that is authentic and credible for your audience
- Use numbers or statistics that are specific and impressive for your offer
- Use words or phrases that convey urgency or authority for your offer
Keep your CTA buttons straightforward and action-oriented
The sixth thing that you need to do is to keep your CTA buttons straightforward and action-oriented. Your CTA buttons are the final push that you give to your visitors to take action. Therefore, you need to make sure that they are clear, concise, and compelling.
To keep your CTA buttons straightforward and action-oriented, you need to:
- Use verbs that describe what your visitors will get or do when they click on your button
- Use words that convey value or benefit for your visitors
- Use words that create urgency or excitement for your visitors
- Avoid words that are vague, generic, or passive