You’ve developed your offer, created your nurture funnel, committed cold hard cash to drive traffic to your site – don’t let your campaign fail due to a lacklustre landing page. Follow Apptivate’s 11 Essentials for High Converting Landing Pages and watch the leads roll in.
While landing page requirements differ for brands, audiences and offers, these key principles will get the most bang for your landing page buck.
Apptivate’s 11 Essentials for High Converting Landing Pages
1.Prioritise structure and information hierarchy
Hick’s law states that the more choices you offer, the longer it takes the viewer to make a decision. So remove the decisions for them – no nav, minimal links, clean design so that elements on your page don’t compete for attention.
2. Optimise for SEO and readability
You are trying to convince your potential client to stop scrolling, stop bouncing and keep reading within a fraction of a second.
Pay attention to getting their attention!
Tips to optimise your landing page:
- Match the users’ search intent
- Incorporate a focus keyword in the URL, title and intro copy
- Ensure URLs are “human readable” – not auto-generated numbers and letters, and don’t remove so many “stop words” (at, the, on etc) that your URL no longer makes sense
- Use your focus keyword in your H1 – grab their attention, nail their need.
- Add a supplementary keyword in H2 – be persuasive, entice your viewers to explore further
- Ensure images have alt text and tags
- Ensure the meta description matches the focus keyword
3. Add compelling imagery
Our brains process visual information 60,000 times faster than text. Smart visuals count!
Don’t believe us? Check these stats out:
- 12% increase in web traffic for sites that use infographics.
- 86% increase in conversions when video is used on a landing page.
- 83% increase in year-on-year revenue for companies that use visual engagement tactics, compared to competitors.
4. Solve their pain point clearly, concisely and compellingly
Tell your customer what their problem is, tell them how you solve it, then tell them how to buy-in to your solution – either signing up for a free trial, downloading a valuable resource or purchasing a product.
5. Singular, high impact CTA
Do NOT, we repeat, do NOT attempt to get your web visitors to do more than one thing on your landing page. If you try to get them to sign up, download, subscribe to your blog and follow on Instagram, you will lose them. Hone your page to have one singular, high impact Call to Action (CTA).
(And don’t use the word ‘Submit’ in your CTA – no one wants to ‘Submit’. Especially not their valuable personal info. Add drama, urgency and a sense of accomplishment that when they click that button, their life will be better than it was 2 seconds before.)
Who wants to ‘Submit’ for a newsletter? Not us.
Who wants in for optimal performance hacks? We’re down for that – click!
Stuck for ideas? Download our Guide to High Converting Landing Pages for CTA suggestions that work.
6. Social proof
Third-party endorsement is always going to be more powerful than spruiking your own benefits. Add reviews, testimonials, ratings and if you have a significant social following or community, add links to demonstrate this. Perhaps with copy along the lines of “Join over 50,000 customers who have transformed their lives / bodies / businesses” to support your CTA.
7. Flawless grammar
When we can now create an entire conversation purely in emojis and gifs, grammar has taken somewhat of a backseat. But typos and errors can critically harm your bottom line. Research shows that 74% of consumers notice whether the copy is correct (or not) on websites, and 59% would avoid doing business with a company that’s made obvious errors.
Your landing page is about PERSUASION. The critical element for persuasion is trust. Trust is contingent upon credibility. Errors don’t convey credibility. So if you want to persuade, you need to take care of those little
8. Supporting copy
The job of the landing page is to convince a visitor to take action. You need to tell your story and from an SEO perspective, a 300+ word count can be beneficial, provided it’s clearly written, sharply structured and puff-free.
- More copy builds trust in the product or service – when you can explain the features and benefits, you answer questions before they are even asked.
- More copy gives greater assurance post-purchase and prevents cart abandonment – if users know they are making a risk-free purchase with potential to refund, exchange or opt-out, they are more likely to convert.
- More copy enables you to incorporate supporting keywords and synonyms to avoid keyword stuffing and create a more natural flow.
- More copy gives you more space to tell a kickin’ story about your brand.
9. Colour counts
Colour makes the difference in brand positioning, legibility and conversion. Consider this:
One says ‘Sale, discount, please buy this . . . or this . . . or what about this?’ The other says ‘Luxury, premium, self-assured, you know you want me’.
Not sure how to incorporate colour? Stick to a primary palette consistent with your brand – 3 colours max, with perhaps one additional accent colour. Select imagery that resonates with these colours, and try injecting colour in your headings to break up blocks of text, hover states and buttons – a transition from one colour to another makes it even more satisfying to click.
Tip: Get our Guide to High Converting Landing Pages for more on colour theory and how to incorporate colour to get results.
10. Mobile first
Over 47% of all web traffic comes from mobile devices and 73% of consumers will switch from a bad mobile site to one that makes purchasing easier. Mobile is no longer a consideration – it is the ONLY consideration. With US mobile retail revenues predicted to hit USD339 billion (yes, with a b) next year, if you’re not playing the mobile game, you’re missing out.
You have one chance to convert, so let’s do it right:
- Design for mobile – shorter text, consider scroll depth, make CTAs simple and bold
- Design for fingers – reduce free text fields or allow autocomplete to populate forms, reduce the number of clicks required to complete a transaction
- Design for speed – 70% of mobile searches lead to action within an hour. Mobile users are all about instant gratification. Don’t let your mobile landing page speed stop conversions (read Tip 11 for more).
11. Get Speedy Gonzalez on your page load speed
Slow page speed kills conversions.
Google research shows 53% of mobile users leave a site that takes more than three seconds to load. Read that sentence again. Page load speed is critical – a 1 second delay can equal a 7% drop in conversions, and 47% of people expect a web page to load in under 2 seconds.
Page load speed is critical – a 1 second delay can equal a 7% drop in conversions
Test your page load speed, compress large images or video that drain data, choose the right hosting for your needs (not simply the cheapest), set up browser caching, reduce server response time – or just talk to us about building you a kicking landing page that loads fast and converts.