Top 10 Features of High-Converting Landing Pages
High-converting landing pages are key for keeping your audience engaged and driving your business goals. These pages are where visitors decide to sign up for your email list, make a purchase, or leave their details. Ultimately, the goal is to encourage visitors to take action when they visit your website.
A good landing page is essential for any effective digital marketing and advertising campaign, turning warm leads into committed customers. It’s crucial for making a solid impression and setting the stage for sales.
In this article, we’ll break down the framework of high-converting landing pages and look a little deeper into each element and why they are important.
What is a Landing Page?
Visitors “land” on a landing page when they click on ads, emails, social media posts, and other marketing campaigns. No matter the channel of your digital campaign, people won’t magically transform into paying clients.
An eye-catching landing page can convert nearly 10% of casual visitors into paying clients!
Without a successful landing page, you’re missing out on valuable opportunities to learn more about your target audience. They typically gather customer information so you can get the conversation going.
Think about how protective we are about sharing personal information online. Why would someone volunteer to share their email address and other details with a stranger? That’s where a well-crafted landing page with solid copy, attractive visuals, and incentives come in.
People who end up on your landing page are already interested in your business. It usually contains tailored CTAs, displaying a commitment to your customer’s best interests. You can also insert testimonials, reviews, and other social proof to encourage them further.
Ironically, landing pages have the highest conversion rates despite being the least popular sign-up form.
Even if lead generation isn’t your priority, a landing page increases traffic, brand awareness, and search engine optimisation for engagement. 48% of leading landing pages rank in organic search results and Google Maps.
However, not all landing pages are the same.
A Lead capture page collects contact information and general demographics so you can follow up with potential customers. On the other hand, click-through landing pages have CTA buttons like “schedule a demo” or “sign up now!” instead of contact forms.
But what sets landing pages apart from other website sections like your homepage? A landing page removes distractions and choices so you can direct your viewers right where you want them to go. And unlike your homepage, a well-optimised landing page has one job: conversions.
Ten Conversion-Oriented Landing Page Components
Now that we’ve covered the importance of landing pages let’s cut to the chase. Here’s how to write, design, and test high-converting landing pages:
Know Your Audience
Knowing your target audience inside out should always be the first step of any business initiative, and landing pages are no exception. High-converting landing pages are created for a specific audience and speak directly to their needs and pain points.
Audience Personas that Click with Your Brand
Think about the demographic and behaviour profile of your ideal customer. Consider relevant factors to your niche like:
- Age group
- Income level
Market research through surveys and analytics data is an excellent starting point. This information will give you the inside scoop on your current audience so that you know what to look out for.
Next, divide this data into manageable chunks or personas. A persona is like a character from your TV show, including details about your audience’s ambitions, background, challenges, and motivations.
However, personas also cover technicalities like their preferred communication channels and how they make decisions.
Your landing page’s copy, design, and content should revolve around the personas you have developed. Carefully targeting the right people with your landing can increase conversions by almost 300%!
Behavioural targeting lets you tailor your landing pages further. It looks at things like buying history, viewed pages, and clicked links. Get as personal as possible to lay a solid foundation for your campaign.
Speak to your Audience: Tailored Landing Pages
Now that you have created your audience persona, you might wonder how to use this information practically. How can understanding your audience more deeply help you make an effective landing page?
Personalisation is a no-brainer when it comes to marketing strategies. It removes fluff and ensures your landing page isn’t overloaded with irrelevant information that could overwhelm visitors. This is called selective attention.
Tailored messages and content convert 202% better than defaults. Plus, your target audience is likely made of multiple personas. No matter how well-crafted your landing page is, it likely won’t be everyone’s cup of tea.
Tailored landing pages deliver precisely what your audience wants. However, you need to give them some thought and strategise before diving right in.
Here are a few things to keep in mind:
- Do you want to create multiple landing pages or a dynamic landing page? A dynamic landing page shows different content to different users based on variables like geo-location and searched keywords. Build your personalisation strategy before getting into design.
- Is your visitor ready to take the next step or casually browsing? Your landing page should consider where audiences come from and if you already have a relationship with them.
- Copy and visuals also need to be customised based on your buyer persons. You can’t expect CEOs and casual buyers to connect with the same type of content.
It’s not about how great your brand is. It’s all about your audience, their needs, and what you can do to cater to them.
Crafting Compelling Copy
Copy for high-converting landing pages is a combination of art and science.
Your headline is the first thing visitors see when they visit your page. An attractive, captivating headline will encourage your audience to keep reading.
Headlines should be clear and concise. It should also showcase your worth and motivate them to take action.
However, engaging headlines and visuals fall flat without exciting copy to support it. No matter how you frame it, there are a few key points your copy should include:
- Persona’s pain point
- Introduce the solution to their pain point
- How your solution can improve the situation
- Social proof that it works
The primary goal with content is to address how you can help your target audience, not how great you are.
Check your Tone!
Once you’ve laid the foundation by addressing the main points, it’s time for role reversal. Put yourself in your prospect’s shoes and try to identify any objections they may have as they read through your landing page. Clearing these objections before they come up will help you refine your writing.
You want to come across as authoritative but engaging. Speaking directly to your audience using “you” can draw them in.
Storytelling is another game-changing technique to connect to the emotional side of your audience. Weaving your message in a human, non-technical way often has a greater impact than appealing to the visitor’s rational side. Use simple words and make it conversational based on your brand voice.
Avoid sounding robotic or superficial. Using jargon or being overly sale-sy can also significantly reduce effectiveness.
Visual Appeal Beyond Aesthetics
Visual elements are the best way to grab your audience’s attention and drive messages home faster. Engaging media can keep users on your landing pages longer, boosting conversions, whether it’s videos, images, infographics, or illustrations.
Let’s say you want to include elaborate, complex information like benefits or processes – infographics are an excellent way to communicate it. Unlike text-heavy landing pages, images and other data visualisation can explain anything, even complicated stuff.
If you are a product-focused business, you can leverage images to show how to use and position your products. They are an excellent tool to share context and display benefits rather than listing them.
You can also share images or videos of satisfied customers as testimonials. After all, a picture is worth a thousand words.
Quality Over Quantity
Poor quality might give visitors the wrong idea about your company. They look messy and unprofessional, which is why people might lose interest. Low-quality product images are also less likely to convert and sell.
On the other hand, high-quality, well-designed graphics can help your brand establish trust and credibility. People will be more inclined to stick around and engage with professional-looking visuals.
Lights, Camera, Conversions
30% of high-converting landing pages use relevant videos because they can increase conversions by 86%. But, like all other elements, there isn’t a one-size-fits-all approach to embedding videos.
Explainer videos (sometimes with voiceovers) are like an elevator pitch. They are a great option to convince people or introduce yourself without overwhelming audiences with a wall of text.
Video testimonials are another excellent tool. You can go in-depth with client experiences to create strong emotional connections with target audiences. Reeling in potential customers becomes easier with convincing videos supporting your arguments.
But what if you don’t have experience with video production? Do you need a dedicated production crew? Or are videos simply not suitable for you?
The good news is anyone can make quality content using their smartphones and easy-to-use editing apps. It’s easier than ever to churn out videos for landing pages. Just remember to keep it short, sweet, and optimised!
A call-to-action (CTA) is the backbone of your landing page – it encourages leads and visitors to take action, literally. A CTA can be placed anywhere on your landing page.
But the catch is you can’t just slap text on graphics and expect the clicks to roll in.
Here are a few tips to help you lay the groundwork for a quality CTA:
- CTAs include visual buttons and copy to draw attention. For visitors to click on a CTA, they have to know it’s there. You can avoid branding guidelines and add a splash of colour and vibrance. Your CTA should be obvious from the rest of your landing page.
- Saying “Click Here!” is not enough. Instead, your CTA copy needs to be catchy and concise. Tell your audience what you want them to do through actionable verbs like “submit,” or “get it now!”. Aim to use no more than six words and get to the point with a jargon-free phrase.
- Basic CTAs don’t drive results. In fact, personalised ones perform 202% better. A CTA adapted to your audience’s personas and demographics has a better chance of conversions because of the feel-good factor it offers.
- Align CTA and landing page copy for consistency. This includes your offer’s name, whether it’s a free template, e-book, or demo.
- CTAs are about the offer, product, or service you are trying to promote – but that’s not how visitors perceive it. They want to know how you can benefit them. Ensure your CTA explicitly highlights what users get in return for their information.
- If you want people to click on your CTA, it makes sense to make it look like something they are familiar with clicking. Make your CTA look more polished and functional with shadows and borders that help it stand out from the rest of your page.
- Place the CTA in a spot where it is bound to get noticed. Surrounding it with negative space to become the focal point of your landing page boosts conversions by 232%. You can also add directional cues like arrows.
Test, Test, Test!
Don’t stop at your CTA’s copy and design. Even if optimised using the tips above, there is always room for improvement. Keep tweaking the design, copy, and placement until you find one that outperforms the rest. A/B test everything! (We’ll cover this below)
Got the basics covered? Check. But that’s not enough for a high-converting landing page. Visitors want to know why they should trust you, and that’s where social proof and trust seals help you build credibility.
You’ve probably seen trust seals like privacy policies, antivirus, Better Business Bureau badges, secure checkout, and industry-specific certifications. They make visitors feel more secure that sensitive information is safe with you, so displaying them on your landing page is important.
Your landing page could be the best in the world; however, it’s purposeless unless people are willing to interact with it. Trust seals can work wonders for credit card numbers, social security, and personal contact details.
If you’re just asking people to join your email list, trust symbols could overkill it and flop your landing page. Consider what type of information you want from your audience and take it from there.
Imagine you are chatting with someone, and they begin boasting about their talents. Would you believe them? Now imagine someone else approaching you and saying, “THEY really are that talented!” Makes you want to explore further, doesn’t it?
That’s exactly how social proof works. It’s the digital equivalent of word-of-mouth that influences consumer behaviour. Roughly 60% of customers think that UCG (user-generated content), like testimonials and reviews, is the most authentic content brands can use.
Social proof influences people more than promotions and digital marketing. If your audience can see other people speaking positively about your offer, they are more likely to have a positive impression, too. They are also more likely to convert to leads.
Here are some social proof ideas for your landing page:
- Customer Testimonials: Short quotes or videos from happy, satisfied customers do wonders. You can also display just the logos of brands you have previously worked with.
- Case Studies: Take testimonials one step further by linking them to detailed case studies and stories.
- Social Media Post Embeds: Monitor your social media platforms to find user content that reflects positively on your brand. Embed these posts so your target audience can interact with them.
- Number of Shares/ Downloads: Showing how many people have shared your landing page or downloaded an offer is a great form of social proof.
Seeing your accomplishments with similar clients instead of generic descriptions makes people more keen to take action!
Balancing CRO and SEO
Before considering other characteristics, you must ensure your landing page is optimised. CRO, or conversion rate optimisation, is an ongoing process that improves your overall website experience and makes it easier for visitors to take action.
A landing page conversion rate is usually higher than other website pages because they are designed to encourage people. CRO covers everything from the user experience to visuals, CTAs, and navigation.
Search engine optimisation and CRO go hand in hand. Both approaches share the goal of improving website visibility and performance. Your brand is set up for success when your landing page functionality and search visibility are optimised.
When people turn to search engines, they are looking for answers. If your landing page ranks well, you don’t have to put in extra effort to ensure your page is one of those answers. Optimisation can lift conversions by approximately 30%!
These best practices can help you align your CRO and SEO goals:
- Avoid large images and videos that might slow down page loading
- Keep your landing page simple and to the point
- Headlines should be short but keyword-optimised
- Limit the number of form fields you include
- Match landing page copy with search intent – in other words identify what users want and give them that.
The Engagement Symphony
If your landing page fails to gauge its audience, most people will go back to watching memes and funny cat videos. Landing pages need interactive features to keep audiences hooked. They’re designed to encourage active participation and increase audience retention by 81%.
Interactive quizzes, polls, forms, explainer videos, mouse-hover animations, and mini-games are a few ways to level up your design elements. The best landing pages narrate a story – they want to get visitors involved while guiding them to fulfil your purpose: lead conversion.
Binge-worthy content is always fresh and exciting, not boring. Such engagement not only improves the user experience but also communicates your brand’s values.
Responsive Mobile Design
Have you ever been frustrated by websites that are difficult to use or load slower on your phone? Being mobile-friendly has never been more important than in today’s wireless world, where most people use smartphones for browsing.
Like the rest of your website, landing pages must be responsive to accommodate multiple viewing experiences, including mobiles, tablets and desktop devices. The last thing you need is a hidden form on mobile devices.
Give visitors multiple opportunities to convert, no matter how they decide to access your landing page.
Choosing the Right Contact Channels
When you think of excellent design, contact options might be at the bottom of the priority list. This is a huge mistake! Contact options are one of the most valuable aspects of high-converting landing pages.
In an ideal situation, your landing page should incorporate diverse ways for visitors to communicate with you, ask questions, and obtain the information they need to convert. You can pick between live chat, social media, contact forms, and other forms of communication – but the more options you have, the better!
Regardless of the chosen method, make it easy for your audience to turn into returning customers. Clearly place contact channels at the very top of your page so visitors don’t have to scroll or navigate through menus to take the next step.
Quick responses are also important as they show you care and actively listen to their concerns. Customers want instant gratification instead of lengthy wait times. And don’t forget happy visitors are more likely to recommend (or complain about) your offer to other customers – positive experiences promote a positive online presence.
A high-converting landing page involves no guesswork. Once people arrive, they should clearly know what you want them to do next – fill out the lead form with their info. Users are more likely to convert when they can find the pages and information they need.
A well-optimised menu might be a great place to start – but navigation also includes:
- Search Bars
- Breadcrumbs or ways to return to previous pages without clicking a button
- Internal links to other relevant pages
- A Sidebar as a map to find important information
- Filtering and sorting criteria to narrow down searches
Creating a seamless experience also involves consistency. There should be no surprises for users arriving on your landing page – it should be precisely as advertised. Use exact words as your CTA, and avoid the bait-and-switch tactic at all costs.
Design for Direction
Creativity, bright colours, and pretty images are often associated with design. But landing pages require a more practical, functional approach. Since most visitors won’t pay attention to detail, it’s your job to make sure the most important tidbits are easy to find.
This means a few things:
- Important information should always be above the fold so users don’t have to scroll.
- Perform a bling test – visitors should grasp the main message in less time than it takes to blink (or, in other words, less than 5 seconds).
- White or negative space will help people focus on CTAs.
- Landing page colours should reflect your brand.
The clearer the landing page design, the more memorable it is.
Minimise Hiccups, Maximise Conversions
Technical issues like slow load times, glitches, broken links, or browser incompatibility can lead to high bounce rates – people get frustrated and look elsewhere for similar value. Studies show that every second counts, and a 1-second delay can reduce conversions by 7%!
Hiccups like these might also explain why, despite traffic, increasing conversion rates is a struggle.
Landing pages are usually the first point of contact people have with your brand. They can make or break impressions. Leverage data and monitoring to understand where the issues may stem from and try to address them sooner rather than later!
Data-Driven Decisions: Quantifying Conversion Rates
Driving traffic to your landing page is only half the battle. The real challenge lies in getting the most out of your leads to boost conversion rates.
Conversion rates let you know what percentage of landing page visitors are willing to share their information. Although the average conversion rate of 10% is the marketing benchmark, most brands struggle to grasp what this means.
High conversion rates mean your landing page is crushing it. But low conversion rates are a cause for concern – they indicate performance issues like ineffective CTAs, poor design, broken forms, or the lack of value.
Without hard data, it’s impossible to calculate your conversion rate. But there are so many website-relevant engagement metrics out there, and knowing which ones you should track can become overwhelming.
Here are the most important metrics for landing page strategies:
- Total page views
- Average time on landing page
- Number of conversions
- Total visitors (New vs. returning visitors)
- Pages browsed per session
- Average session duration
- Bounce rate
- Traffic sources
- Social media referrals
To calculate your conversion rate, divide the number of conversions by the total number of website visitors. Then multiply the answer by 100.
For example, if your landing page encourages newsletter sign-ups, divide the total number of form submissions by the total number of visitors to your website.
Tools like Hubspot, Google Analytics, and Adobe Analytics can help you closely track landing page activity to strategise on a deeper level. They reveal key metrics that will help shape your audience personas and offer insights into unexplored areas for improvement.
Split Testing for Big-Wins!
Using your “gut feeling” or intuition for marketing decisions might be tempting. But predicting what works vs. what doesn’t can be detrimental. Every audience is different; thus, different copy, content and images attract them.
You’re better off conducting split or A/B tests to identify your best content and design features.
A/B tests are experiments where your target audience is split into two. Each group sees a different version of your landing page so you can determine what leads respond to. Split testing has helped numerous brands increase conversion rates by up to 79%.
Designing a split test is pretty straightforward if you follow this checklist:
- List all your landing page elements that can be switched up. This might include fonts, form structure, images, CTAs, and headlines. Even simple changes can lead to big improvements.
- Pick one variable from the list to experiment with and brainstorm possible alternatives. If you test multiple key elements simultaneously, you won’t be able to tell which affected performance.
- Choose a metric to focus on – this will become your goal. This metric changes and helps you articulate results as you tweak design elements.
- Split your target group randomly so your results are not biased.
- Consider how significant results need to be to change your landing page variation. In most cases, a 95% confidence level is the minimum to be sure.
- Only run one test at a time. If you simultaneously test your social media posts and the landing page they redirect to, how will you conclude what increased conversions?
Continuous Iterative Refinement: From Good to Great
Analytics and feedback are valuable tools. They give you an insider view of how visitors receive your landing page so you can refine it and create a better experience for them.
This includes reviewing performance metrics, past A/B tests, communication transcripts, comments on social media and user research. Look for trends explaining how and why visitors interact with your landing page.
Assumptions lead you in the wrong direction and become barriers, while a data-driven strategy is foolproof and will help you hook visitors.
Get Some Help!
While building full websites is an involved process, launching landing pages should be quick and easy. The right builders and landing page template can help you create a killer landing page in a matter of hours, especially if you haven’t got the coding chops.
Look for apps with a good selection of templates and customisation options. You probably need to create multiple landing pages, so starting from scratch every time isn’t the best approach.
AI can be a hit or miss. That being said, not all automation is bad. Website builders typically include automation options that link landing page forms to your CRM for data collection.
Tools like GPT-4 can help craft engaging CTAs and copy – or even just inspire you! This way, you can focus on thinking outside the box rather than worrying about making mistakes.
It Doesn’t End with Design
Your job isn’t over once your landing page goes online. It’s time to go back to step one to look for potential changes that can take it to the next level.
Every landing page relies on the art and science of optimisation to thrive – this is an ongoing process. Continuously test and improve to discover the winning formula for your goals. Stay ahead of industry trends to keep your content fresh and exciting.
Inspiration: Examples of High-Converting Landing Pages
A top-notch landing page has many elements, and selecting the “best” options depends entirely on your goals. If you’re looking for creative ways to up your game, knowing what goes into a great landing page is helpful. Here are a few impressive landing pages so you can use their tactics for your design:
Wise is a money transfer platform, and its landing page is very effective because it separates visitors into businesses or personal users. This way, you aren’t distracted by irrelevant options. It balances high-quality images, screenshots of its interface, multiple CTA buttons, and an emphasis on safety, which is important for such services.
Shopify’s dynamic landing page is a great example of showcasing social proof through testimonials and client logos. The user-oriented headline is catchy, and the simple graphics communicate its intent instantly. Their conversion form has only a few fields, so getting started with their platform is made easier!
AirBnB’s dynamic landing page offers personalisation through its weekly projected earnings based on your location! You can add more information to get a more precise estimate. This is a great way to convert potential new hosts rather than leaving them in the blue about how much they should charge. In a nutshell, this landing page is clear, concise, and reassuring.
The Bottom Line
Most marketers overlook the importance of a high-converting landing page because creating one seems like a daunting task. However, a landing page accounts for most of your leads and, thus, requires your undivided attention.
The suggestions mentioned above will ensure your landing page has everything it needs. The perfect landing page combines empathy with a mix of tweaks, add-ons, and multiple variations. Don’t forget to seal the deal with an irresistible CTA!