9 Tips for Crafting High-Converting Landing Pages
Remember when you were a kid and you used to listen to the radio while you fell asleep? Then, when you woke up in the morning, you'd hear the same song on the radio that was playing when you fell asleep the night before?
The reason this happened is a psychological phenomenon called the serial position effect. It's the same reason you can recite the lyrics to a song in perfect order, but you might struggle to list them out of order.
The serial position effect is the tendency of a person to recall the first and last items in a series the best, and the middle items the worst. This effect applies to all forms of content -- blog posts, landing pages, videos, essays ... you name it.
So, if you're going to create content, it's important to understand how the serial position effect might influence the performance of your work. This is especially true for landing pages, where you're limited on space and time to make an impression on your visitors.
To help you get started, we've created a handy guide to help you build landing pages that convert -- covering the serial position effect, crafting killer copy, designing for legibility, and more.
1. Keep the design simple
Landing pages are not the place to showcase a fancy design. In fact, a simple design is best.
Extraneous design elements can be distracting and take the focus away from the main action you want visitors to take. If you have a lot of design elements that are competing for attention, it can also be hard for people to know where to look first.
When it comes to landing page design, less is more. Use plenty of white space to keep the design clean and uncluttered. Use a single, bold headline to communicate the value of your offer. Use a single, high-quality image or video to illustrate your point.
If you need to include additional information, use bullet points or a numbered list to keep it concise and scannable. And, of course, make sure your call to action (CTA) is the most prominent design element on the page.
In general, it’s a good idea to follow a simple three-section layout for your landing page: a hero section at the top, a section with more information about your offer in the middle, and a section with your form and CTA at the bottom.
If you need to create a longer landing page, you can add additional sections in between. But be careful not to go overboard with the design. Make sure each section is clearly defined, and use plenty of white space to keep the page looking clean and organized. Pay attention to how your content is organized and presented, for example in the context of recruitment agency software , where clarity and user-friendliness are crucial for attracting and retaining potential clients.
2. Make your CTA stand out
The CTA is the most important element on your landing page. It's what tells your visitors what to do next. If your CTA doesn't stand out, then your visitors may miss it, and you'll lose out on potential conversions.
To make your CTA stand out, you can use a few different techniques. For example, you can use a contrasting color to make your CTA button pop. You can also use a larger font size or bold text to make your CTA more prominent.
In addition to making your CTA stand out visually, you also want to make sure that your CTA is the focal point of your landing page. That means that you should avoid including too many other elements that could distract from your CTA.
To further enhance the effectiveness of your CTA, consider customizing your "Add to Cart" buttons to align with your brand's aesthetic and messaging. By incorporating elements such as personalized text or unique design features, you can not only make your CTA stand out visually but also reinforce your brand identity and create a more cohesive user experience. Customized add to cart buttons can evoke a sense of trust and familiarity, ultimately increasing the likelihood of conversions and driving revenue for your business.
3. Use directional cues
Directional cues are visual cues that help guide visitors toward your CTA. This is important because you don’t want to make your CTA hard to find.
In the example below, you can see that the woman is looking at the CTA button. This tells visitors that they should look at the CTA button, too.
Other directional cues you can use include arrows, lines, and shapes that point toward your CTA.
4. Use a strong headline
Your headline is one of the first things visitors will see when they land on your page. So, it’s important to make it count.
The headline is your opportunity to clearly communicate the value of your offer and to make it clear who your offer is for. If your headline is too vague or confusing, you risk losing your audience’s attention.
To create a strong headline, use a simple formula: State the problem your offer solves, the solution, and the benefits. Then, edit your headline to make sure it’s as clear and concise as possible. If you can, try to keep your headline under 20 words.
5. Write compelling copy
The copy on your landing page is the meat and potatoes of your content. It should be persuasive, concise, and attention-grabbing.
The first rule of writing copy for your landing page is to assume people won't read it. Instead, use a combination of headlines, subheadings, bullet points, and images to get your point across.
Here are a few other tips to keep in mind:
• Start with a headline that clearly communicates the value of your offer.
• Use the first few sentences of your copy to expand on the headline and provide some context.
• Make sure your copy is scannable, so visitors can quickly get the gist of your offer.
6. Use social proof
Social proof is a powerful too l for building trust with your audience and increasing conversions. It comes in many forms, but some of the most common include customer reviews and testimonials, case studies , and data points.
Including social proof on your landing page can help to reinforce the value of your offer and encourage prospects to take the next step. It can also help to position your brand as an authority in your industry and build credibility to warm up new leads .
When using social proof on your landing page, be sure to include relevant information that is specific to your offer and your target audience. Avoid using generic testimonials or reviews, and focus on data points and case studies that demonstrate the value of your offer.
7. Make your page mobile-friendly
In 2021, 54% of all web traffic came from mobile devices. That means you need to make sure your landing page is optimized for mobile to accommodate over half of your potential traffic.
To do this, you can use a mobile-responsive template. Most landing page builders have mobile-responsive templates you can use to create your landing page. These templates automatically adjust your landing page's layout and content to fit the size of the screen it's being viewed on.
You should also preview your landing page on a mobile device before publishing it to make sure everything looks and functions as it should.
8. Use A/B testing
A/B testing is the process of testing two different versions of a landing page to see which one performs better. You can test different elements of your landing page, such as the headline, call-to-action, or images.
A/B testing is a great way to optimize your landing pages and improve your conversion rates. By testing different elements, you can see what works and what doesn’t, and make improvements to your landing pages over time.
Just be sure to test one element at a time, so you can accurately measure the impact of each change.
9. Use a landing page builder
The most successful websites are built on a content management system (CMS) like WordPress, Wix, or Squarespace. These platforms are great for building a website , but they don't offer the same level of functionality that a landing page builder does.
Landing page builders are designed specifically for creating landing pages, so they offer more advanced features and functionality to help you get the most out of your pages.
If you're using a CMS, you can still use a landing page builder alongside it. You can create your landing page in the builder, then publish it to your website using the embed code or a plugin.
Some landing page builders even offer integrations with popular CMS platforms, so you can easily connect your landing pages to your website.
Conclusion
Landing pages are an essential part of a digital marketer's toolbox. By following the tips in this post, you'll be well on your way to crafting high-converting landing pages that drive more conversions and better results for your business. Consider using the best online content generators for efficient creation.