How to Build a Landing Page That Converts
Most businesses making the shift to digitalization are often confused about landing pages. These new digital businesses don’t know what is a landing page, and they’ll often confuse it with the home page of their website. However, this is not true.
A landing page is a unique page on your site (not exclusively a home page) designed to facilitate customers through their buying journey and focus on converting leads into sales. A good landing page addresses consumer psychology, sales funnel, neuromarketing, and all other principles of persuasion that can lead to a conversion. The primary goal of a landing page is to generate sales, but businesses that aren’t aware of it often fail to design a landing page that converts leads into sales. In this blog post, we will be looking at the fundamentals of making a high conversion landing page and how it can influence your business in a positive way. So, without further delay, let’s get started.
4 Tips to Build a High Conversion Landing Page
Regardless of what you are selling on your landing page, it must be convincing and engaging enough for a consumer to press the magic buy button. It isn’t as easy as it sounds, but you can surely design a landing page with high conversions if you put time and effort into it. Here are a few things you must keep in mind when designing a landing page.
1. Use Single CTA
A landing page is a single page on a website or a separate page from the leading website that delivers all product/service-related information with emotional triggers. Since the primary goal of a landing page is to generate conversions, you should only focus on that. Therefore, adding more than one Call to Action on your landing page could divert your reader’s attention, and you could lose the focus and interest you garnered on the first half of your landing page.
Some businesses use multiple Calls to Action on their website because they believe they will trigger a response from the web visitor. However, the only response multiple CTA’s bring is frustration. You don’t want to overwhelm your visitors with sales lines and multiple ways of getting them to buy your product. Your approach should follow the “sales funnel process,” which leads us to the next point.
2. Design a Sales Funnel Approach
A sales funnel is formulating a buyer’s journey, from the window shopping stage to the buying stage. The best way to speed up the process is to understand your target audience and then use the sales funnel approach. The sales funnel relies on the principles of “AIDA,” which stands for Awareness, Interest, Desire, and Action. These are the 4 fundamentals of a landing page, and based on them, you can boost your conversions.
-
Awareness
Awareness is the part of the process where your customers are window shopping, and you want them to step inside the shop. So, what would you do if you owned a physical store? – Share information or benefits of your product, right?
This is precisely what you should do with the top half of your landing page. Remember, when web visitors come to your landing page, they are looking for more information about what you are selling before they can make a decision, so you need to provide it. The expensive your product, the more information customers would need. However, this doesn’t mean you should stuff your landing page with CTAs if your product/service is cheap.
Providing relevant, credible, and authentic information at this stage could greatly benefit your landing page and lure customers inside your shop. Now what’s left is generating their interest.
-
Interest
This is the part where your customers know what you are selling and what your product/service does. What they don’t know is how your product/service would benefit them. Sharing personalized information generates interest. We aren’t interested in buying something unless we know how that purchase would benefit us. So, your job at this stage is to build your target audience’s interest.
Try adding information exclusively tailored to your target audience’s interest at this point. Since the interest segment is after the awareness, the best place to fit all personalized content and benefits is below the fold of your landing page, meaning immediately after the awareness information section.
Another way of generating your customer’s interest at this stage is by telling them what would happen if something went wrong with their purchase, meaning after-sales services. Most people would immediately hit the magic buy button once they know their purchase is secure (if it’s an expensive product/service). In the service sector, make sure you have a well-defined refund plan so you can win your customers’ interest.
-
Desire
At this point, your customers know what you are selling, how it will benefit them, and what’ll happen if something went wrong. So, all that’s left is to build their desire. How do you do that? Many unique products are never bought because they aren’t able to build the desire for their product/service. Think about it for a while, would you buy a $100/month service from the get-go? Or would your desire for purchase significantly increase if there was a 30% discount for the first 3 months?
The answer is clear, at this stage, your customers need something in return for buying your product/service. So, the best way to reel them in is through a discount. Once your customer gets used to your product/service, it would be hard for them to quit. However, if you don’t offer discounts at this point, chances are you will lose your customer for good because they will practice the “3-month rule.”
The “3-month rule” is a technique used by value shoppers who try to stay away from making a big purchase for 3 months. These people abstain from buying a particular product/service because they are on a budget. Therefore, if you lose them at the “desire” part of your landing page, you will lose them forever. So you need your web visitors to take action within the first 2 days of visiting your landing page, and this leads to our final stage in the sales funnel.
Action
The last but the most critical aspect of designing a high conversion landing page is the “action” stage of the sales funnel. This stage is when your customer has awareness about your offering, has some interest in making a purchase, and the desire to buy as well. So at this point, all you need is a creative, reasonable, and minimalistic Call to Action.
Remember, your prospects won’t buy unless you have a good CTA at this stage because their brain is signaling them to wait, but their emotions are high because of the sales funnel approach. Right not your customer is amidst a conflict between want and desire, and you need to convert them now! A good CTA will definitely get the conversions you need and once your customer has bought your product, make sure you give them a good experience.
3. Have a Concise Landing Page
Gone are the days when your landing pages were longer than your primary website. Now people don’t have time to spend on a single website because they have plenty of options. So you need to follow the 3C rule for high conversion.
-
Concise
Having a small landing page is nothing to be ashamed of. In fact, the longest a landing page should be is not more than 4 folds. If your landing page is above this number, see where your customers leave and then shorten that area. You can view where your customers lost interest in your landing page with Hotjar. This tool is excellent for designing a high conversion landing page because you can see a heatmap of your web visitors and determine where the tracks got cold.
-
Creative
Being creative is crucial otherwise, you are web traffic will be bored. However, some businesses go by the wrong definition of creative and add heavy JavaScript and images. This makes your page heavy which takes longer to load. Until everyone has 5G service on their cell phone, try sticking to lighter web pages. Moreover, being creative doesn’t mean adding dynamic themes and using high-quality images. In fact, being creative on a landing page is about writing engaging sales copy. So make sure you have a strong content writing team rather than a flashy web designing service.
-
Catchy
Being creative and catchy go hand in hand. Since the primary goal of a landing page to maximize conversions, you need to make your home in your customer’s minds. The best way to do that is by using easy vocabulary in your web content so that your target audience doesn’t have to google every word. Moreover, you can boost conversion on your landing page by using rhyming words because they are easier to memorize and are catchy.
4. Add Reviews
Reviews are critical in today’s world. According to Oberlo, 57% of customers read reviews before buying. So how can you expect your web visitors to buy your product if there aren’t any reviews on your landing page? Reviews are like your certificate of authenticity, proving that your services are accurate and robust. Therefore, displaying them on your landing page won’t hurt anybody.
However, the main problem is the placement of the review section. Some businesses believe in reviews so much that they have them on top of their website. Ask yourself this question, will you buy a product/service without knowing anything about it and just because it has good reviews? The answer is pretty straightforward.
The idea behind reviews is to strengthen your customer’s decisions about making a purchase. So you need to make your customer decide in favor of buying your offering before showing reviews. Therefore, the best placement for reviews on your landing page is below the “action” segment. This is because after your customers have been through all the stages of the sales funnel, they will need authentication of purchase. In addition to this, reviews work as FOMO for many landing pages. FOMO stands for (Fear of Missing Out).
FOMO is a robust psychological term that states that businesses always have a fear of missing out on something that’s working for others. By sharing reviews regarding your business, you show your web traffic that your product/service is working for others, and if they don’t buy now, they’ll miss out on a valuable deal.
The Bottom Line
Designing a high conversion landing page is never easy. From understanding consumer psychology to using unique colors – everything plays a critical part in bringing conversions. Moreover, you always have to track data and see if your landing page is ranking on the correct keywords. Running and managing a landing page is a huge responsibility that requires a lot of effort. However, the tips I have shared above will tell you what elements to dd on your landing page and where to add them. This will strengthen your value proposition and allow your business to rise above the competition.
Another aspect of designing a high conversion landing page is uniformity. You need to make sure the entire theme of your landing page is uniform, with a consistent tone used throughout all the content. Moreover, writing your landing page copy according to your target audience can significantly influence your conversions. All in all, a landing page is difficult to manage and more challenging to design.
If you enjoyed reading this blog post, you could find more digital marketing, Amazon marketing, and personal growth content on my website.
