Landin pages are nothing new, however, one thing you should know is that it’s never a “build it and they will come scenario.”
In fact, 20% of the effort should be spent on building the landing page and the other 80% should be spent on generating traffic to it, not to mention, finding ways to improve your conversion rates.
In this article, we are mainly going to focus on what you can do to ensure your landing page converts traffic into customers and leads.
Now, typically, when building a landing page, you should already have a clear goal in mind.
We have a saying here at Version Eight, and that is “one goal, one page”, meaning, your landing page should only have one goal, and that is to ensure someone either leaves their details or opens their wallet.
Right, with that in mind, here are a few more general best practices to always keep in mind are:
- Create value around your product and focus on the benefits (People need to understand how whatever you are offering can improve their lives)
- Present a clear call to action (Big bold button)
- Cut out unnecessary clutter as it will distract your visitor and impact conversions negatively. (Ps. I love using white space)
- Include testimonials (Build proof and credibility, otherwise, why should they trust you?)
- Continuously A/B test your pages (If you don’t test, you won’t know if you can improve)
The most important thing about A/B testing is really getting to see how your potential leads react to your existing landing page.
If they aren’t bouncing off your page, you know there’s something wrong with your approach.
Right, now for the best part of the article!
We move on to the top 9 steps to help you create a high-conversion landing page.
1. It Needs to Be Eye-Catching
As the saying goes, everyone judges a book by its cover- and you want to treat your page in exactly the same way.
Make sure you have something that draws in attention and top it off with a killer headline.
Your headline should be as short as possible (no more than 10 words) and clearly convey what your page is about.
2. Supporting Information
Imagine you’re looking at a book that has caught your eye on the shelf of the book store.
Naturally, your next step is to read the back to get an idea of what the book is about.
This is where your supporting information comes in.
You are giving people the opportunity to learn more about why they should take an interest in your book and how you can solve their problems.
Now, you need to do the same with your landing page, the colours and design will catch their attention, your headline will get them to provide you with what we call their intentional attention, meaning they are actually interested in learning what you have to say.
Now, with your supporting information you can lay out in bullet-point format the benefits of your offer, etc.
3. Pain versus Pleasure
As humans, we have an innate desire to avoid pain.
So, sometimes, a good selling tactic is to present your consumers with an illusion of pain.
That is; they are facing a problem, however, your book may contain the answers they need to alleviate that pain.
Just remember, never ever present a problem that you don’t have the solution for.
Likewise, we have an innate desire to seek pleasure. So, you could present your customers with the idea that claiming your offer would bring them some form of pleasure or solve their biggest pain point for them.
One of the best ways to approach both these ideas is to have first-hand testimonials from people who have enjoyed your product or service.
5. The Three Tens
Are you familiar with Jordan Belfort? You know, the Wolf of Wall Street? If you haven’t seen the movie yet, then I recommend you check it out on Netflix this weekend, not only is it entertaining, but it will give you a sense of understanding when it comes to sales psychology.
Jordan came up with a sales system called the Straight Line Sales System, and without digressing too much, it basically comes down to the fact that every sale is the same.
Now, you might think that that doesn’t make any sense as every client and customer have their own unique needs, however, it’s not so much about their needs, but more about what needs to happen in order for the client or customer to say “YES, I want the offer!”
According to Jordan, the customer needs to give three things a ten out of ten before they will convince themselves that you are the company they want to spend their money with.
Those three tens are:
- The person selling me the product or service – Meaning they need to believe you are the best in the business in what you do
- The company providing the product or service – Meaning they need to believe your company is actually as good as it says it is (Hence why we need those testimonials)
- The product or service they are being sold on – Meaning is the solution at hand the best in the business
If the prospect gives you a ten out of ten for all three things we’ve mentioned above, the odds are you are getting the sale! Plain and simple!
Now, we’ve already covered your company and the product or service, but something else you need to ask yourself is how can you convince your prospect that the person selling them the product or service, (not the company), is also a superstar?
Well that’s easy, because in reality, the founder of the business is technically the person who is selling you the product or service, so I suggest adding a video from the founder on your landing page.
A video from the founder talking about their experience and success in the industry will go a long way strengthening their connection with the prospect.
7. Methods of Contact
This sounds silly, however, you will be amazed at how conversion rates increase when you add contact details at the top of the page.
One would think that it’s not necessary, however, what it does is it further boosts credibility and trust.
You see, someone who is trying to scam you would probably try and avoid giving you a direct form of contact, so, by adding your telephone number and email address you prove to the prospect that you are real.
On top of that, you also give them a sense of certainty, as they now know if they have an issue with the product or service, they have someone to contact.
So to conclude, this further removes necessary barriers standing between you and getting the prospect to trust you.
8. A Powerful Call To Action
Your call to action is the most important element on any and every landing page, as it is the reason people are there in the first place.
This is what makes the conversions.
Therefore, make it easy for yourself to efficiently execute your call to action- this should typically be in the form of a big, beautiful button, that will erase any sense of confusion.
It is up to you how you would like to present your CTA, but the bigger, the bolder, the brighter- the better.
Never set your CTA to the default “SUBMIT” or “SEND”! That’s a conversion rate killer, why? Well, because there is no excitement or urgency behind it!
Some examples of powerful CTA’s are:
- Claim free trial today
- Boost your weight loss now
- Free up time immediately
- Get it before it expires
9. Strong Guarantees
Last but not least, ensure to add guarantees somewhere visible if you can afford it.
Think about it like this, if you had to go into business with someone, then ideally, you would want to ensure you both take on the risk equally right?
I mean, it would be unfair of your partner to expect you to take on all the risk? Do you want to be stuck with all that debt while your business partner has nothing to lose?
Of course not!
It’s the same with your product or service. Why should someone buy your product or service if the risk of getting it is super high?
This is where guarantees come in. Ask yourself, is there anything you can do to help eliminate some of the risks for your customer so that they can do business with you?
Some examples of guarantees would be:
- 7-Day refund if you aren’t satisfied
- 1 Year warranty
- Lifetime customer support
- The first service is free
And there you have it, nine things you can implement today to help you skyrocket your landing page conversions!