Creating a high-converting landing page involves applying the fundamentals of landing page optimisation, starting by sending people to a page that’s both relevant and targeted, which is rarely your homepage. You’ll also need to provide a consistent experience — ad, landing page, message, tone and design — focus the visitor’s attention on strong headlines and calls to action, remove the clutter and navigation, keep blocks of text to a minimum and build trust.
While they’re the fundamentals involved in creating a high-converting landing page, optimising your landing page for success isn’t as straightforward as making sure all these elements are represented. What’s more, there’s no step-by-step, one-size-fits-all guide to landing page optimisation that you can implement — hence the need for A/B testing in your campaigns. Here’s a quick look at how to optimise your landing pages for success.
Optimise for mobile — With over half of all traffic coming from mobile devices, optimising your landing pages for mobile searches is essential. Not only should design elements be responsive and easy to interact with, but you must also make sure the text is easily readable without the need to zoom in.
Emphasize the benefits — While your landing page copy should outline the product, it’s important to emphasise the benefits and help people understand how what you’re offering will solve their problems and improve their lives. The copy should be backed up with images of people benefiting directly from the product, or at least showing how it fits in with their lives.
Reviews and testimonials — Social proof is an essential element of any successful landing page, so include customer reviews and testimonials in the text without going overboard, and where possible, in videos. Naturally, social proof should come from people who represent your target audience or ideal customer.
Explainer video — Videos go a long way in helping to explain what your product is and what it has to offer. Not only does it reduce the need to read through blocks of text but it also provides the perfect opportunity to show real people using your product in real situations.
Clear call to action — Your CTA needs to be clear, concise and easily identifiable among the other elements on the landing page. As the main goal of a landing page is to get conversions, the call to action should stand out and not have to compete with the other elements. Using bold colours is a great way to achieve this.