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Home / Conversion Rate Optimization / High-Converting Landing Page Optimization (Part 1 of 4)

High-Converting Landing Page Optimization (Part 1 of 4)

March 28, 2020 By John E Lincoln

This post is the first in a four-part series on common landing page templates and how to drive conversions based on their unique features.

So, how do you set up your landing pages to drive the best results?

Here, I’ll quickly go over some tips for creating high converting landing pages.

Optimize your landing pages

What You’ll Learn:

  • The importance of using headlines, bullets, and imagery
  • Ways that you can build credibility below the fold
    • Press mentions
    • Key benefits
    • Reviews and ratings
    • Risk reversal
    • FAQs

If you’re not familiar with the concept of a landing page, the term refers to a standalone webpage, designed to convert visitors into customers or leads. They also include a method for capturing visitors’ information in exchange for a specific offer.

Landing pages are generally associated with paid media but done right, you can also use the same page to rank with both Google SERPs and paid media and you can target the same keywords and audiences.

Headline, Bullets, & Powerful Imagery

First, start with a powerful headline and a couple of bullet points or supportive text.

When you think about this, you’ll want to think about the seven-second text.

Essentially, you want to create a page that allows someone who has never heard of your brand to know who you are, what problem you solve, and understand your unique value proposition in seven seconds or less.

Here, your goal is to create enough certainty so that users feel compelled to take the next step. Here’s an example from Unbounce that makes their value prop super clear in a matter of seconds (and offers a chatbot for those who need more info):

An example from Unbounce of a great landing page

Source

Another key component of any high converting landing page is a powerful image. This should align with the demographic and what you’re trying to sell. Notice how this example uses a powerful image to reinforce the copy:

An example of how powerful imagery as a background on a landing page can help drive conversions

Source

Nailing the landing page image may require a few rounds of testing–this means A/B testing different images, as well as how layering testimonials or quotes on top of that image impacts your conversion rate.

And one other thing I’ll mention is, the call-to-action or CTA. Your CTA should be the brightest thing on the page. Hotjar’s red CTA button, combined with the green highlight that emphasizes their core value prop is a really solid example of how to use contrast:

An example of how Hotjar uses color for their call-to-actions on their landing pages

Source

Some studies say that certain colors drive more conversions than others, though your top priority should be selecting colors that contrast with the other elements on the page and fit in with your brand’s aesthetic.

Common CTAs include:

  • Get started
  • Download now
  • Get your free proposal

When you’re considering all of the ways you might encourage someone to take action, it’s important to think about the level of commitment they have at this stage.

For example, something like “learn more” is less commital than “contact a sales rep” or “book a demo.”

You’ll want to test different sizes, colors, and messaging to see what gets the best results.

Build credibility below the fold.

Okay, so, you’ve got a strong headline, your best elevator pitch, and it passes the seven-second test. What happens when someone doesn’t convert?

As you move down the page, you’ll be making the case for your offer to someone who needs more information. Maybe they’ve never heard of your brand before or they aren’t sure what to expect.

So, consider the main modules that might compel someone to convert. Here are a few examples:

Press Mentions. Have you been featured in major publications? If so, adding icons is a subtle way to give your credibility a boost. Additionally, you might follow a similar approach to highlight any industry awards you’ve won.

An example of a website using icons of well known publications to highlight industry awards and successes

Source

Key Benefits. At the top of the page, the goal is to quickly capture the essence of your offer, however, further down the page, you can highlight key features/benefits like Evernote has done here:

An example of how Evernote uses icons to highlight their key features and benefits

Source

Reviews & Ratings. Do you have reviews on channels like Google, Facebook, or TrustPilot? Incorporate them into your landing page. Same goes for client testimonials, if you have happy customers, ask them to share a quote.

Risk Reversal. think 30-day money-back guarantees, two-week free trials, the idea is to eliminate risk aversion by giving people an out. Netflix uses this approach straight out of the gate to let visitors know they won’t be pulling any punches where billing is concerned.

An example of how Netflix uses risk reversal by offering 30-day money-back guarantees

Source

FAQs. Though FAQs often have a dedicated page, adding a collapsable FAQ section on the landing page as UCAS has done here can help you explain your offer in more detail, while offering more opportunities to rank.

An example of a collapsible FAQ section on a landing page

Source

Wrapping up

Of course, there’s a lot more to talk about when it comes to landing pages–consider the countless blogs that talk about buttons or headlines alone.

As the first in a four-part series, I wanted to go over the basic structure of an effective landing page before digging into more specific strategies.

In my next segment, I’m going to talk about conversion rate optimization for local pages, then move into CRO strategies for e-commerce and blog posts.

About John E Lincoln

John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018, 2019 and 2020 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide. John Lincoln is the editor of the Ignite Visibility blog. While he is a contributor, he does not write all of the articles and in many cases he is supported to ensure timely content.

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About The Editor

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John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 6x Inc. 5,000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business. John Lincoln is the editor of the Ignite Visibility blog. While he is a major contributor, he does not write all of the articles.

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