So, your landing page needs to be tailored to each individual marketing campaign in order to maximise conversion rates. And here are 6 essential elements to help achieve this:
When someone visits your landing page it’s because they have a problem: they want to earn money, lose weight, secure their home…etc. etc. It’s up to you to tell your visitor how you’re going to solve their problem and it starts with the headline:
…clearly describes what a visitor will get from your page (its goal) and conveys a strong message that leaves the visitor in no doubt that they’re in the right place.
You’ve given your visitor a solution, now you need a more detailed explanation in order to convert them into a customer.
Your subheading can be a direct extension of the headline in that it finishes the sentence your headline started, or it can extend the message by adding an additional persuasive message which supports the primary one.
The key with subheadings is:
Whenever we view an offer or product it’s natural to ask whether or not it’s the right fit for our needs. Visitors rarely convert to customers if they’re unsure if the solution is correct for them but this is easily solved by clearly listing who would benefit from the product or service:
Simply adding use cases to your landing page can boost conversion rates because you’re helping visitors overcome any niggling doubts about your product or service. If other people or businesses are using your product, your visitor will feel more secure in following their lead.
You need to offer some proof in order to back up your claims so testimonials and case studies are a great way to show visitors that your statements are true.
If you’re going to include testimonials then include your customer’s full name, a photo, and the specific results achieved. A video testimonial is even better and typically can convert higher than a static text based version.
You’d be surprised how many landing pages don’t include a Call-To-Action (CTA). This involves some testing to see where to best place your buttons so people will click on them and convert.
Here are the main elements to test:
Many people are cautious about buying products or services online, particularly if you’re not a known brand. By adding trust elements to your landing page, you can reassure your visitor that what you’re selling is genuine which in turn will help boost conversion rates.
A trust element is typically a badge or logo from an approved source. For example when a visitor is using a checkout page they can be reassured that it’s safe by adding an SSL Encryption badge. However don’t just place these elements on the final page, have them on display throughout the visitor’s flow through the site e.g. Landing Page to Pricing Page to Checkout Page.