Increasing lead volume can be one of the most difficult tasks businesses face. What’s even more discouraging is when your website drives a lot of traffic but doesn’t seem to convert anyone from a visitor into an actual lead.
Oftentimes this doesn’t have to do with your product or services. Rather, a big issue we see is landing pages that frankly aren’t built with conversion in mind.
In this article, I’m going to go over some of the best practices for designing landing pages that not only look amazing, but convert at amazing rates as well.
Keep Calls to Action Above the Fold
The sole purpose of a landing page is to get your user to convert. Therefore, your call to action should be one of the first things on the page that you bring attention. Even if it’s not the first thing your user looks at, it still should be above the fold.
Take a look at one of our landing pages below. You’ll notice that our CTA stands out and can be seen without needing to scroll.
One Call to Action or Goal
Landing pages have much higher conversion rates than standard website pages for a few reasons, but the biggest one is because once a user lands on your landing page, ideally they should only have two options; convert or leave.
On top of that, there should only be one incentive per landing page. Check out this landing page offering a free 5-minute demo video. Once a user lands on this page, they can only submit the form to get the video (which ideally they wanted in the first place because they clicked on our ad), or they can exit the page.
The goal here is to limit the amount of distractions for our potential lead. Including links to other pages can take our user off the page. When that happens, the chance of them converting to leads greatly decreases.
More importantly, we want our landing pages to be incredibly specific. It may seem like a good idea to offer multiple giveaways, but landing pages
Include Social Proof or Testimonials
Another vital aspect to include on all landing pages is some sort of social proof. This can come in the form of a quote from a current or previous client, or reviews from third party sites.
The goal of adding social proof is to give your users that extra boost of confidence needed to continue down your sales funnel. A user won’t give you any of their information if they don’t think you’re trustworthy. Social proof helps ease that uncertainty. The more positive reviews you have, the more comfortable a user feels trusting you with their information, and hopefully (down the line), their business.
According to Search Engine Land, “Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business.”
If you’re an ecommerce company, using tools like YotPo can help you get reviews from previous customers, and it can be integrated into your landing pages. If you’re in the software industry, you can use a review site like Capterra. For more service industries, use Yelp or Google My Business pages. For software development or digital agencies, a site like Clutch.co works great for building reviews.
If you’re a company that works with other businesses, including a list of partners or previous clients is another way to add social proof to your landing pages.
Using a testimonial from a previous or current client is another essential aspect to include on your landing pages. If you can, include a picture of the client along with the testimonial. Highrise, a small business CRM company started adding client images along with their testimonials, and saw their conversion rate rise by 102.5%.
Take a look at the landing page we built for one of our software clients. You can see it includes social proof, reviews and the logo of businesses who use their software. This helps build trust with anyone who lands on that page, even if it’s their first time hearing about this company.
Align Your Landing Page Forms With Your Offers
Landing pages can be used for a number of different campaigns, and for a number of different offers. A visitor who lands on your page from a Facebook campaign, is probably in a different stage of the buyer’s journey than someone who is actively searching for your service on Google.
For example, if you’re using landing pages for your PPC campaigns (which you should be), and someone is searching for SEO services, you could offer a free assessment of their current search campaigns. Having a form that Includes their website URL, a phone number, and a range of their marketing budget is appropriate for that giveaway.
If you’re advertising an ebook or guide on Facebook, a visitor should only need to give out their name and email address. Asking for too much information can hurt your conversion rates.
People are protective of their personal information. Your offer needs to be as valuable as the information that you’re requesting.
Use Directional Cues to Draw More Attention to Your CTA
While your CTA should already be above the fold and should stand out, adding subtle arrows or other directional cues can help bring even more attention to your CTA. It also can help with the overall design and look of the landing page.
In the above example, the CTA stands out because of the color and shading of the button. The arrow adds that little extra design that makes it more aesthetically pleasing, while drawing your eyes up from the landing page examples right to the CTA to start now.
Using gifs is another great way to draw your visitor’s attention to your CTA. Check out our landing page below. The gif is subtle, but again it’s a little detail that can make a big difference.
Include Important Information About the Details of Your Offer
Imagine you’re in a restaurant and the only thing on the menu is Dinner #1, Dinner #2, and Dinner #3. You’re going to be pretty skeptical to go ahead and order, without fully knowing what comes with what that restaurant is offering.
This is similar to your landing page. Your visitor wants to know exactly what they’re going to get before they hand over any of their information. That being said, you need to find the right balance of providing enough information, without overwhelming your visitor with a wall of text. The best way we’ve been able to do this is by providing 4-6 bullet points that explain exactly what comes with our offer.
Use software like HotJar to analyze user recordings. With HotJar, you can watch actual users and how they interact with your page. If your landing page isn’t converting at the rate you’d like it to be, the recordings can give you insight on where the hiccups in your design are. Maybe visitors are falling off at a particular part in your form, or maybe they’re getting confused with a misleading image that looks clickable.
It’s hard to strike a balance between landing pages that are visually appealing while still converting at a high rate. Simplicity is the key here. We don’t want to overwhelm our visitors with multiple offers or walls of text. Our call to actions should be easy to find, and they should align with where our lead is in the buyer’s journey.
It’s also important to test different things! While we’ve seen these best practices work well, things change amongst industries. You’ll never know just how high your conversion rates can be unless you’re consistently testing.
Let us know in the comments if these changes helped your conversion rates, or any additional best practices we missed!