The Elements of a High-Conversion Landing Page
When it comes to Internet advertising and marketing, businesses often choose to evaluate success based upon the number of visitors that make it to their landing pages. This is, of course, a very important metric to track but it often obscures something more important: the quality of the landing page itself.
Once you’ve gotten visitors to go where you want them to go, you need to get them to do what you want them to do. This is what your landing page is all about, and why it needs to be optimized for maximum efficiency.
So, what are the essential elements of a high-conversion landing page, and how can you ensure that you’ve optimized it to the best of your ability? That’s what we’ll be exploring below.
Start With the Headline
Even though a landing page is a modern consideration, the classic rules of copywriting still hold true. In order for your landing page to work it has to have an exceptional headline. This headline should clearly state the value of the product or service that you’re offering, and it should hint at the call to action that will follow. If the headline is boring, confusing, or not prominent, you may lose visitors just as soon as they make it to your landing page.
Uncomplicated and Attractive Design
With your landing page, you want visitors to focus on the proposition you’re making, and not on anything else. For this reason, make sure that your landing pages don’t offer up any unnecessary distractions. A big mistake many businesses make in this regard is including their landing page in their overall site design. Don’t give your visitors a place where they can click away!
Now, having an uncomplicated landing page doesn’t mean that it should be boring to look at. As with any other webpage, make sure you’re taking advantage of all the latest stylish site design techniques, and also that you’re reflecting your business’ branding.
Get to the Point
You know how important it is to be at the top of search engine results, right? The same reasons underlying the importance of that also underlie the importance of “getting to the point” on your landing page. Visitors are unlikely to do much scrolling, so you want to make sure that all of the relevant information that you need them to know, as well as your call to action, are “above the fold.”
The Call to Action
This is the single most important thing on your landing page, and it’s also the thing that’s most often messed up. For whatever reason, many businesses decide to include multiple calls to action on their landing pages, often for different thing: Buy this product, get our newsletter, check out our blog, like us on Facebook, etc.
That’s a big no-no! Instead, your call to action should be laser focused on the one thing you want visitors to your landing page to do. What’s more is that this call to action should be exceptionally clear and backed up by the content that came before it. As with any other piece of marketing material, it may take time to find the right combination of words to make your call to action as good as it can be. Make sure you’re making the effort to do just that!
See the Benefit of Landing Page Optimization
Without a doubt, the elements outlined above are essential to having a well-optimized landing page. If you take the time to see to these elements, you’ll find that your landing pages are converting at a much better rate than they ever have before. So, take the time, and see the benefits of landing page optimization: a greater return on your marketing and advertising investments.