The Anatomy of a High Converting Landing Page

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Getting your prospects to visit your website is just half the battle. Making sure that they buy your product is where the war is won.

Even if you get thousands of people to click your paid ads, all the clicks will be for naught if none of your visitors buy from you.

That is why applying the best practices of conversion optimization when creating a landing page isn’t just a good idea; it’s common sense.

Indeed, getting people to visit your landing page is just one thing; getting them to visit, convert and buy from you is a whole other accomplishment.

Does your business need to improve its online marketing strategy? Allow me to share with you eight characteristics of a high converting landing page.

Related Article: Create to Convert: 8 Steps to Optimize a Perfect Landing Page

1. Use It Now - Pay Later

Are you confident about your products’ quality? Do you feel that if your prospects just give it a shot, they’ll surely love it and keep ordering from you?

If you answered both questions with a “yes,” then this strategy is a perfect fit for you.

Since you feel that your prospects will fall head over heels for your products or services, then why not let them have it for free for the first month (as a promo offer), then start charging them for the succeeding months?

What makes this strategy very effective is the fact that your prospects can experience first hand how amazing your product is. In such situation, you are letting your product do the talking, so there is no room for your prospects to doubt what your product’s quality is.

When your prospects get used to the kind of comfort and benefit that your products give (since they used it for a month), it should become almost impossible for them to part with your product; compelling them to buy it once the free service is up.

* Important note - you don’t have to offer a full month's worth of free service, you can limit it to seven days or something lesser depending on your marketing strategy and your business needs.

2. Add Your CTAs in Strategic Locations

A common debate that a lot of salespeople talk about is when they should attempt to close the sale.

Should they try to close the soonest time possible? Or, should they do it at the later part of the sales presentation where they've answered all of their prospect's questions?

Interestingly enough, this is a common question to marketers, who are trying to optimize their landing pages as well. Should we add the call-to-action button at the bottom of the page? At the beginning? Or within the first 20 percent of the pages’ real estate, perhaps?

These questions are pretty valid. Afterall, even the slightest tweak that you make on your landing page can spell the difference between you getting just a handful of sales or getting hundreds.

My take on it?

I suggest that you add your CTAs above the fold, at the bottom-most part of your page, and sprinkle it on where it makes sense.

Now when I say, "make sense," I mean on places where you've packed a punch. For example, adding a CTA immediately after you've shared with them a special offer or a promo code is almost always a good idea. Or maybe on places where you've talked about a benefit so irresistible, that you think will make your prospects want to sign up immediately.

Filevine's landing page pretty much hits the spot when it comes to the placement of their CTA buttons. Did you notice how you can see 2 “Get/Schedule a Demo” call-to-action above the fold?

They also have a “Schedule a Demo” CTA in the middle part of the page, immediately after they talked about a huge benefit that their target audience can get (an increase of productivity of over 67 percent) from using their software.

If you scroll to the bottom-most part of their page, you’ll surely see their forms that prompt you to contact them or to subscribe to their email list. The forms are so massive and professional looking that they’re unmissable.

* Note - there is no one-size-fits-all rule when it comes to where you should add your CTA buttons. The suggestions I shared are just some of the best practices that experts marketers use. I have used these myself and at one point, have tripled my conversion because of this technique

3. Create a Sense of Urgency and Scarcity in Your Landing Pages

Because the fear of loss is greater than the desire for gain, creating a sense of urgency and scarcity in your landing pages is a powerful strategy to convert your web visitors into buying customers.

When you add phrases like, “limited offer only,” “only available till,” “x tickets left” (among others), it will prompt your prospects to buy right away, instead of just saving your web page then checking it out later.

With all the distractions on the internet (let alone the cut-throat competition), there’s a good chance that your prospects might never get back to your page and buy your product. They will either forget you or buy from your competitors. That is why it is preferred that your prospects end up buying from you immediately after they see your offer. Otherwise, your chances of converting them drastically decrease.

Here are some of the best strategies to add scarcity and urgency on your landing pages:

Add countdown timers for your product’s promo offers. There are several Wordpress plugins for this that you can use.

Mention the remaining number of available stocks.

4. Mention Top Brands That Are Familiar to Your Audience

If you'll approach a stranger and start selling them a product that's virtually unknown to them, do you think they'll buy your product?

You and I both know that more often than not, the answer to that question is going to be a "no," right?

Why am I asking you this, you might ask?

Simple.

That's because you put your web visitors in the same situation when they end up in your landing page, without seeing anything that looks remotely familiar to them.

When there is nothing in your page that looks familiar to your visitors, the chances are good that they won't buy because of their unfamiliarity with what's in front of them.

We need to remember that familiarity breeds trust and trust is a crucial element to getting your visitors to buy from you.

That said, it is of utmost importance that we can establish a level of trust between you and your audience when they are in your landing page.

So how do you address the familiarity or trust issue then?

A simple, yet highly effective strategy that a lot of marketers use is adding the logos of well-known brands in their landing page.

Take this Intellectsoft page for example. Did you notice the familiar logos added above the fold of their landing page?

Because the logos are found above the fold, it becomes almost impossible for their visitors not to see them.

This strategy makes a good first impression. Imagine. If one of the first things your visitors see when looking at your landing page is a well-known and trusted brand, it will put them at ease, and your brand's credibility will also skyrocket - making it easier for your landing to have a better conversion rate.

Related Article: PPC Landing Pages: Click to Conversion in Five Seconds or Less

5. Use Human Photos

Using high-resolution photos is one thing, making sure that your photo will aid in improving your landing page’s conversion rate is another.

The fact is, not all photos are created equal. There are those that have very little, to no impact at all when it comes to improving your conversion rate. And there are those that can quadruple your sales.

Human photos are good examples.

While there are certainly exceptions to the rule, most marketers who are worth their salt almost always take the time to use high-resolution human photos on their landing pages since they know how huge of an impact it can give.

Lyreka.com used to have photos of musical instruments in their landing page’s slider when they replaced it with a photo of a woman listening (and enjoying) music; they started to get more comments and interaction on their website. In addition to that, their website’s bounce rate also decreased.

The thing with human photos is that it helps give context to your product.

While the photos of musical instruments are relevant to their audience since it has a lot to do with music, it doesn’t give much context to the whole idea.

However, when they replaced the photo with a woman listening/enjoying music, it reminded them a great deal of not just about music, but how much they love listening to it.

6. Add Your Customers’ Testimonies

If you’re thinking of testimonials as merely icing on the cake when it comes to designing your landing page, think again.

Remember that one of the many foundations of building relationships with your prospect customers is establishing your credibility.

If you can’t convey how credible of a person you are, then it’ll be a bit more challenging for you to close your prospects.

This is especially true since there are constant reports of people getting scammed online. Because of this, most online buyers end up becoming very skeptical when purchasing anything online.

That is why using your customers’ testimonials play such a crucial role in improving your landing page’s conversion rate.

I mean, what better way to convey your credibility than to show them your previous customers’ testimonials right?

Adding as many testimonials as you can is also a good idea. However, make sure that they won’t look intrusive. To do this, you can pretty much follow what AcuityTraining did on their homepage where they used a slider. You’ll also notice how they added their client’s rating, and the date as to when the testimony was added (among others), to make the testimonies highly readable and credible.

* Note - in addition to establishing your credibility to your prospects, testimonials can also help strengthen your branding, solidify your reputation as an expert in your industry, and persuade your prospect into buying your products (among others).

That being said, don’t make the mistake of treating testimonials as merely a bonus on your landing page - be deliberate in adding it.

7. Write in a Conversational Tone

Writing in a conversational tone helps you connect with your audience. Since you’ll address them as “you”, it sends a clear message that you are talking to them, and not just some other random person.

Compare the sentence, “Your problems will only worsen if...”, with this one, “A person’s problems will only worsen if…”.

Can you see (or feel) the difference between the two?

Because we used “you” on the first one, we can feel a connection with the material we are reading because we feel that the writer/publisher is talking to us.

On the other hand, we can’t say the same for the second sentence because it is talking about “a person,” which doesn’t necessarily have to be us.

When you’ve established a level of connection between you and your readers, it becomes a lot easier for you to make them emotional, and convince them to act on your call-to-action buttons.

8. Have a Descriptive, Yet Punchy Landing Page Header

Your landing page’s header pretty much determines the kind of first impression you’ll make to your audience.

That being said, the success of your entire sales funnel can easily be undermined by a poorly crafted header.

The thing is, no matter how amazing your product is, and how reasonable your rates are, all of it would have been for nothing if your audience got turned off by your header and decided just to exit your landing page without even checking what you are all about.

#whatawaste!

Let’s make sure that this doesn’t happen to you, OK?

Allow me to share with you some pointers on how to create a descriptive and punchy landing page header, all while making sure that it isn’t intrusive and overwhelming.

Let’s check out Stephenesketzis.com’s landing page.

Did you notice how the website’s header has a compelling headline, a high-quality image of a person, a clear call-to-action, an easy to understand navigation bar, and a clear description of what the website owner is all about without looking too “salesy”?

In short, the header is crisp, professional, punchy and very descriptive.

Headers like these are almost always a sure winner since it has a lot of psychological elements going for it.

For one thing, the green “Join Now” button greatly contrasts all the other colors on the header. This makes the button “pop”, making it very hard to ignore, and easier for the visitors to click.

Related Article: Long Landing Pages: The Secret of the Scroll

What’s next?

Of course, I’m not about to tell you that the points I listed above are the complete list.

There are certainly more elements that you can incorporate in your landing pages that can help you improve your conversion.

Since I’ve been the one sharing all along, it’s high time for you to pitch in your ideas. If there are tips that you’d like to share about creating a high converting landing page, please do so in the comments section below.

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