Creating a landing page is easy.
Creating a high converting landing page that persuades a one-time visitor to become a lifetime customer, on the other hand, takes some serious work.
So, if you’re ready to craft the best-converting landing pages your industry has to offer, keep reading!
What You’ll Learn
- Step 1: Understanding Your Audience
- Step 2: Craft Your Offer
- Step 3: Design with Credibility and Appeal
- Step 4: Optimize for All Devices
- Step 5: A/B Test Your Landing Pages
- Step 6: Leverage Your Analytics
- Step 7: Create Synergy With Your Ad and Landing Page
- Best Practices for Creating High Converting Landing Pages
- FAQs: High Converting Landing Pages
Our Expert Insights On High Converting Landing Pages
Creating a high-converting landing page is not just an aspect of digital marketing—it’s the cornerstone of online business success. In the rapidly evolving digital landscape, a landing page acts as the virtual front door to your business, and its effectiveness can make or break a customer’s journey.
Firstly, it’s about first impressions. You have mere seconds to capture a visitor’s attention. A well-designed landing page does this efficiently, using a combination of compelling visuals, concise messaging, and clear value propositions. It’s not just about looking good; it’s about communicating what you offer and why it matters to your audience.
Secondly, a high-converting landing page is laser-focused on a single objective. Whether it’s generating leads, selling a product, or getting sign-ups, every element on the page should align with this goal. Distractions such as unnecessary links or irrelevant information can significantly dilute conversion rates.
Thirdly, optimization is key. High-converting landing pages are not created overnight. They are the result of continuous testing and optimization. Utilizing A/B testing to refine elements like headlines, call-to-action buttons, and layout ensures that the page resonates with the target audience and maximizes conversions.
Finally, it’s about the user experience. A landing page must be intuitive, fast-loading, and mobile-friendly. In an age where mobile internet usage surpasses desktop, a landing page that isn’t optimized for mobile is a missed opportunity.
Start turning your visitors into customers and maximize the ROI of your marketing efforts. It’s not just a page; it’s the strategic alignment of design, content, and user experience tailored to achieve specific business goals.
Step 1: Understanding Your Audience – Customer Pain Points
Your customers likely have a wide range of pain points, which you’ll want to learn more about as you learn how to build a high-converting landing page. Some may be obvious, with users voicing their frustrations loudly on social media, while others are dormant, and require a little more prompting to find out how they really feel.
That’s why it’s a good idea to be direct and ask your customers exactly what they like and dislike about your products and/or services. This can be achieved by sending out an email, hosting an online survey, or making personal phone calls.
Your support staff will also have some insights into what site visitors need to know before (and after) they become a client.
Landing page best practices demand that you clearly define what’s at stake and what your customers will gain by choosing your brand.
Landing Page Example: edX
Consider the landing page below from edX. The company understands the pain points of furthering your education and job skillsets. With a search bar, edX offers an immediate way to explore courses, empowering prospects to immediately find what they’re looking for. This page also clearly lists the leading institutions that offer career-relevant learning opportunities, encouraging people to explore the options.
Step 2: Craft Your Offer – What Appeals to Your Industry?
Did you know that most landing pages have a conversion rate of less than 10%? Yikes.
To stand out from your competitors and maximize the potential for conversion, you need to think about your offer.
Are you selling a specific product? Are you providing a discount or coupon? Maybe you want them to subscribe to your newsletter?
On that note, if you present an irresistible offer in the form of an email capture, you can easily nurture a lead into a sale. By entering their email address, the prospect can convert without ever having to leave the page. Once you’ve successfully captured their email, you can set up an email automation sequence that is timely, personalized, and when done correctly, will drive revenue to your business.
Exit-intent pop-ups are also a great way to get visitors to stick around. For one, they target users who have already shown interest in your brand. It also allows you to come up with an offer that’s unique from everything else on your page.
Also, you’ll want to consider building landing pages that convert with an offer based on your unique industry. What kinds of offers appeal most to your industry’s audience?
For instance, businesses in the ecommerce industry would do well by offering discounts, promo codes, and other enticing deals that help people save money. Creating a sense of urgency with limited-time offers could also appeal to audiences in this space.
Take a look at what competitors in your vertical are offering and take some cues from them. You might also find high-converting landing page examples from them that include compelling offers.
Balancing Price and Value
The price and value of your products and/or services need to align and most importantly, make sense to the customer.
While it may be tempting to use action-oriented words in your call to action like “Start,” “Click,” or “Discover,” value-focused copy will end up helping you more in the long run. It not only emphasizes what users will get from taking action but will strengthen the promise of your landing page’s overall message.
So instead of using something like “Read More” or “Subscribe Now,” opt for a call to action that reinforces the benefit of working with you, especially in regards to price and value. Here are some examples:
- Increase my Conversions by 200%
- Buy Now and Get 50% Off
- Limited Time Offer: Get Your Free Ebook
- Get 15% Off for Life
- Subscribe and Save 30% for 3 Months
As you determine how to build a high-converting landing page with your value propositions, you should also consider what kinds of value propositions resonate in your specific industry.
Example: Apple’s iOS 17
As an example, consider what Apple includes in its home page content advertising iOS 17.
It encourages audiences to make “every day” “more extraordinary” with the latest update, enabling audiences to “express” themselves, “share content,” and “do even more.” These kinds of actions effectively communicate the value Apple’s technology is supposed to bring new users. These are the kinds of actions users want to perform in the tech sector.
Experiment with different value propositions and determine which works best for building landing pages that convert.
Additionally, think about pricing strategies that appeal to your target market segments. Different audiences will exhibit different buying behaviors and look for different price points and deals.
Step 3: Design Your Landing Page for Credibility and Appeal
Most likely, you will create high converting landing pages to attract new traffic to your site. But keep in mind that new visitors may not be familiar with your brand and are still on the fence about engaging with you. This is your chance to include key information that will add credibility to your business. This includes customer testimonials, partnerships, expert quotes, and publication features.
Eye-Catching Design Elements (Example)
Make sure the design elements on your page all work towards the conversion objective—from the text fonts to the color scheme. Eye-catching images help convey your message more effectively, depending on what you’re offering. Companies like Slack have mastered the art of landing page design. In this example, the image is bright, engaging, and relevant to the corresponding copy. It also manages to utilize the company’s brand colors, reinforcing a strong visual connection to Slack.
Industry Appropriate CTAs (Example)
As always, you’ll also want to choose design elements based on your specific industry, which will contribute to an overall high-converting landing page design. An example of an industry-appropriate CTA design that appears credible and appealing to audiences, resulting in a high conversion rate, is Simply Business’s “Start your quote” page. This high-converting landing page example shows what people want from an insurance company’s CTA, which is something simple, to the point, and reassuring. The colors are simple, with a red and white design that emphasizes the ease of action and value without being too flashy. Simply Business knows what its audience wants, leading to a 62.26% conversion rate.
Image-Oriented Landing Page (Example)
Now, let’s look at something a bit more colorful and image-oriented. These basic but highly visual CTAs from Glossier focus on elements that people would be interested in when looking for makeup and skincare products. They’re simple and concise CTAs encouraging people to shop for products straight away, with small buttons over large images that are likely to engage. These images encourage people to shop for “Skin First” and “Makeup Second,” giving them a clear process to follow.
Step 4: Optimize For All Devices – Mobile and Desktop
When it comes to how to create a high converting landing page, building a mobile version is no longer just a useful addition, it’s a necessity. Without desktop and mobile landing page strategies working together, you’re alienating a huge segment of your audience.
Although mobile web traffic accounts for 57.8% of global web traffic, only 50% of landing pages are optimized for mobile. Unfortunately, this translates to a smaller screen and poor interactivity, so design a landing page that adapts to smartphones, tablets, and other mobile devices. You need to make it easy for layouts to be shifted, calls to action to be made more visible, and images to be resized or removed entirely.
And since mobile screens don’t have room for several columns, a single-column layout is the best way to go. This means that the copy should be short, using bullet points to highlight key points, and only including images when it’s necessary as they take up a lot of space.
Pro-Tip: if you have anything that can contribute to a slower load time, remove it.
Step 5: A/B Testing Your Landing Page
We’ve said it before and we’ll say it again—if you want to create high converting landing pages, you have to test, test, and re-test. It’s the only way to truly find out what works for you and your target audience.
Specifically, you want to conduct A/B tests, which entail testing two different versions of the same landing page with a single element changed. Using A/B tests and conversion test tracking, you can better determine how to build a high-converting landing page that performs optimally on your site.
Anything from minor updates to sweeping overhauls could have a major impact on your landing page conversion rates.
Before fully committing to an idea, run targeted ads for different landing pages. When you run targeted ads in a silo, it allows you to control the traffic more and reach your audience based on location, demographics, psychographics, and various other factors. That way, you can further refine your landing pages over time and ensure that you’re getting the best performance out of both your traffic and your advertising dollars.
As with every other aspect of your landing pages, A/B testing will depend on your industry and the specific problem you need to overcome when increasing conversions.
A/B Testing in Ecommerce
One example of this could include A/B testing of designs in the ecommerce industry to see how they affect sales and average order values. Businesses in this industry want to create enticing CTAs and landing pages encouraging people to buy more.
For instance, a company might try different placements for shipping costs or other pricing details. They could also see if displaying review data from other customers influences sales volume.
Step 6: Leverage Your Analytics – Rely On Heat Maps and User Behavior
Instead of spending a ton of time figuring out why your landing page conversion rates are low, there are plenty of content analytics tools you can use to help you make sense of and consequently resolve any issues that arise.
Heat maps, for instance, are a powerful way to understand how users are interacting with your landing page once they get there—where they’re clicking, how far down they scroll, what they’re looking at or ignoring, etc. Using a warm-to-cool color spectrum, heat maps show you which parts of your landing page are receiving the most attention. The color represents how many clicks they get with blue being the fewest and red being the most.
Examples of different types of heat maps:
- Sign-Up Page Heat Maps: For ecommerce sites and others that offer a signup page, find out where people are dropping off on the page before completing their registration.
- Scrolling Heat Maps: If people land on a page with a lot of information, such as a service page, these heat maps can indicate how far down people are scrolling and where they’re interacting with CTAs throughout the page. If people don’t scroll down far enough to reach the CTA, this could indicate that the content isn’t of sufficient value or appeal.
In this example from HotJar, you can see most of the user action is concentrated towards the top of the page where the search bar is. This visualization of data makes it much easier to identify low-click areas and come up with new ways to optimize them.
Step 7: Create Synergy With Your Ad and Landing Page
How many times have you downloaded a whitepaper or an ebook from a company website only to question why you’re still getting emails from them weeks later? Maybe it’s because each time you’re exposed to the brand, there’s no message consistency or visual continuity.
It’s a well-established principle that digital ads are much more likely to drive conversions when paired with corresponding landing pages. This helps the consumer understand how the ad they came from relates to the landing page they’re on now.
Remember—a high converting landing page should supplement the information that was in the ad to ensure a seamless customer journey.
Some brands attempting to drive product sales might use exciting and eye-popping ads, in which case the landing page should be equally engaging and colorful. The CTAs should excite and move people more immediately from the ad to the landing page to a sale, leaving little room for reconsideration.
Meshing ads with landing pages is ultimately one of the best practices for landing pages that convert, creating a seamless experience for customers.
In short, ensure your ads match the content on your landing pages in copy, theme and visuals, which will create a more cohesive experience across all marketing channels.
Best Practices for High-Converting Landing Page Layouts
As you discover how to build a high-converting landing page, some landing page best practices can help you get the results you want in your industry:
1. Headlines
The headers of your pages can help break up your page into sections and highlight pieces of information. They can range from exciting and salesy to thoughtful and emotional, depending on the tone of the page and the actions you want users to take across the page.
2. CTAs
Calls to action must be enticing and complement your value proposition. They can stand out from the text or supplement it, depending on the urgency and the type of offer you’re making.
3. Visuals
In building landing pages that convert, the visual elements you use on your page should appeal to audiences. Choose images, graphics, fonts, text colors, and other visual components that catch your audience’s eye. Keep in mind that some industries will have more of a focus on visuals than others—B2C verticals like retailers will tend to veer toward more colorful and eye-popping designs, while service providers and B2B companies will want to tone things down a little.
4. Narrative Flow
Based on your offerings and industry, you can also craft a narrative that speaks to your audience. This narrative will detail benefits, features, a CTA, and a unique selling point or value statement that resonates and drives action.
5. Directional Cues
With the help of visual indicators such as flowing content, arrows, videos, animations, and other cues, you can keep people moving along the page in the direction you want, whether it’s downward toward the bottom of the page or different items along either side of the page.
The right combination of elements will help you determine how to create high-converting landing pages that build a strong connection with target audiences.
FAQs About High Converting Landing Pages
1. What are the key elements of a high-converting landing page?
The following are some of the main components of a high-converting landing page design:
- Eye-grabbing headlines that immediately attract readers
- High-quality, engaging content that clearly expresses value points and benefits
- A compelling CTA that drives action
- Aesthetically appealing imagery that matches the brand and industry
- Trust indicators and social proof, including reviews and testimonials from happy customers
2. How do I measure the success of my landing page?
Different metrics will help you measure the effectiveness of your landing pages, such as:
- Page views, with a significant number of views indicating that your page is attracting many clicks through ads or search engine rankings
- Bounce rate, which could indicate that people are leaving your page soon after landing on it
- Abandonment rates show when people are dropping off before completing a purchase or filling out forms
- Time spent on pages or screens, with longer durations indicates that people find your content relevant, helpful, and engaging
3. How often should I update my landing page?
There isn’t a specific frequency with which you should update your landing page, but it ultimately depends on its performance. If you notice that your landing page isn’t getting enough engagement or driving click-throughs for CTAs, consider making changes and running A/B tests for different elements to determine the issue and optimize performance.
4. What are common mistakes to avoid when designing a landing page?
Some key mistakes to avoid when creating high-converting landing pages include:
- Creating irrelevant content that doesn’t help users coming from ads or search rankings
- Including too many form fields and CTAs
- Low-quality and generally unhelpful content
- Issues with functionality, such as poor navigation and slow loading times
- Misleading headlines and other information
- Incohesive branding and content between ads and landing pages
5. Can you give examples of successful landing pages in various industries?
There are many examples of successful landing pages out there. The following are some of the best landing page examples that showcase effective designs in different industries:
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- Shopify’s signup landing page encourages people to “Get Started” with a clear CTA and field to submit their email address, with clear benefits listed below the CTA button.
- BLK TUX’s tux rental services, which rely on visuals to show off the company’s appealing suits with a simple CTA.
- Munchery’s meal delivery service signup page that includes customer reviews from Trustpilot to show why people love the service.
Sealing Success: Your Path to High Converting Landing Pages
There’s no one-size-fits-all solution to building a high converting landing page. Each one has a different audience, a different product or service to showcase, and a different call to action to drive. You can get the most out of your efforts by keeping these tips top of mind and refreshing your landing pages as web trends and business needs change.
If you need some help with your landing page designs, turn to the professionals at Ignite Visibility. Whether you need CRO services or a complete digital marketing solution, we’re here to help.
When you work with us for landing page design, you can benefit from:
- Landing page optimization for higher conversion
- Industry-specific elements and content that connect with your target market
- High-quality ad campaigns that complement landing pages
- SEO campaigns and PPC ads that help your pages dominate search rankings
- Much more
Does that sound like a plan? Contact us today and we’ll get you started on your next landing page design.
