6 Tips to Create a High Converting Landing Page
SEO and PPC campaigns are the first steps to attracting customers, driving revenue, and building lifetime customer value. These campaigns are designed to bring visibility to your brand and allow you to meet customers at the start of their shopping journey.
But what happens after they click on your ad? Is your landing page well-designed and high converting? Clicks and impressions are just that — the beginning of customer interactions. It’s effective landing pages that make the real difference by converting clicks and leads to revenue and lasting customer relationships. Simply, you need a high converting landing page to close the deal.
Poorly Designed Landing Pages are Where Sales Stall
If you’re wondering why leads are stalled or the volume of clicks and impressions don’t add up to enough conversions, it’s a good time to revisit your landing pages. Think about where you direct customers to learn more about what they’re buying and who they’re buying from after you’ve captured their attention. Are these landing pages optimized to generate high conversions and move customers along the sales funnel?
Find out what’s missing from your landing pages. Check out these tips and top elements you need to build into your landing page and make it high converting.
How to Create High Converting Landing Pages
1. Before the click: Compelling ads offer a preview
The process of lead conversion begins well before a potential customer arrives at your landing page. A compelling headline offers a preview into the rest of the content you’re inviting them to view and act on.
Basically, you need to give potential customers a reason to click on your ad and view the rest of the offer on the landing page. High converting landing pages are led by ad copy with clear, relevant, and compelling headlines. Similarly, these headlines must be supported by equally compelling subheadings that provide a clear context on the offer, whether it’s a product launch, limited-time offer, or aimed at overall brand awareness.
2. A clean and organized landing page design
How a landing page is designed and organized is just as important as the content. Potential customers can’t — and won’t — interact with content that’s haphazardly presented and without a clear structure. As a result of this poor user experience, SEO results will also likely be impacted due to resulting high bounce rates.
In contrast, high converting landing pages are well-designed and clearly organized. The content should form a clear and consistent narrative that clearly communicates product features and benefits, with compelling information about your brand’s key selling propositions. Similarly, make sure to incorporate visual elements to break up the text, while ensuring that the page remains optimized for mobile.
Most of all, your landing page should have strategically located calls to action (CTAs) that prompt prospective customers to convert once they find all the information they need to make a shopping decision.
3. A clear, compelling, and consistent offer
A landing page is not just any other page on your website. It’s perhaps the most purpose-driven piece of content on your site, built for a specific goal.
A high converting landing page is razor-focused on a single offer or key message, designed to highlight the most compelling elements of your brand. For every offer or promotion, you need a unique landing page that communicates exactly that, and just that. This is how landing pages convert — to get customers to take a desired action, and close the deal.
To achieve this, you need to be intentional in your landing page design. Use headings, clear product descriptions, and visual elements to display your offer. An important thing to keep in mind is presenting content in a way that’s helpful and enticing to the customer. This means writing like a human and for humans, first and foremost, so customers take the desired action and move along the sales funnel.
4. Encourage customers to take action
We’ve mentioned this above, but it bears emphasizing: high converting landing pages have multiple, strategically located, and compelling CTAs. Calls to action are exactly that — they compel users to take a desired action, like clicking on a button to add to cart and purchase, or filling out a contact form to get a quote. These activities are indicators of a sale, allowing you to track customer engagement and value.
Without compelling CTAs on a landing page, you run the risk of customers leaving your site, and failing to achieve sales goals. While customers know that they arrived on a landing page because of their search for the exact or related product, they still need proper direction in order to progress through the sales funnel. Without spot-on CTAs in place, your entire landing page design and ad campaign may just be a waste.
5. Include testimonials, reviews, and other social proofs
Landing pages are a unique place to feature customer testimonials and reviews — social proofs that signal trust and encourage confidence to move along the customer journey. If you already have badges, awards, ratings, and other testaments to your success elsewhere on your website, adding these to landing pages is no different.
With lots of crucial product information and interesting visuals already shared, you need to close the loop and provide definitive proof of your excellent product and dedication to customer service. As customers scroll through the page, it’s the incorporation of genuine and convincing social proofs that lend credence to your brand. In high converting landing pages, social proofs are the one last push customers need to hit the checkout button after going through all the product content.
6. Keep on A/B testing and optimizing
Landing page design and a successful campaign launch are just step one of increasing brand awareness, creating customer interactions, and earning revenue. What makes a good landing page today and prompted a customer to take action may not hold true tomorrow and beyond as trends and customer preferences continue to evolve. To get ahead of these evolving campaign results, you need to stay current.
This means, it’s important to test a landing page not just before, but also after launching. Keep generating feedback, tracking campaign performance, and running A/B tests on existing and new content. Use these insights to continuously optimize even the highest converting landing pages. By finding out how audiences respond, you can continuously improve how you meet their needs with focused, well-designed landing pages.
Landing Page Design in Toronto by Consultus Digital
Need help with your landing page design? With these tips, you can start reviewing campaign performance and see where your landing pages need some tweaks to drive conversions and increase ad ROI. But you don’t have to do all these on your own.
Consultus Digital specializes in landing page design — a full suite of strategy and development services for optimizing the customer experience and generating conversions. We’ll implement these tips across your landing page and campaign strategy. From conducting a full audit of your existing landing pages and ad campaigns, to developing high converting content, implementing effective CTAs, and regular A/B testing and optimization, we’ll help you maximize conversions and ensure customer success.
Want to create high converting landing pages? Consultus Digital specializes in landing page design for businesses in Toronto. Let’s talk about your campaigns and goals, and create your most effective conversion tool yet.