There is no perfect landing page – this much has been proven. However, if you want to increase your chances of developing high converting landing pages that are worth your time and money, then you need to study what other successful marketers are doing and find ways to apply these insights to your own pages. If you can do this, you’ll enjoy better conversion rates and higher overall engagement.
Focus on These Four Landing Page Characteristics
While every landing page is unique, there is a set of characteristics that all successful landing pages rely on in one way or another. These include the following:
1. Proper Landing Page Structure
Low-converting pages generally have one thing in common: They don’t organize the flow of information in a proper format. They incorrectly assume that a landing page needs to follow a logical top-to-bottom structure that starts by explaining the concept and ends with a call-to-action. Unfortunately, this rarely works.
“It’s possible that most people will never make it to the bottom of a listing,” Houston-based Green Residential points out when discussing online real estate listings. “With that being said, place your best features and the most important information at the top. This diminishes the chances that someone will overlook something.”
Moving your call-to-action (CTA) to the top may seem unnatural at first, but it will produce much higher returns in the long run. This is one tip you can’t ignore.
2. Targeted Headline
In most cases, the headline is the first thing a user will notice when they click on a landing page. This means your landing page’s headline needs to be a priority – not an afterthought.
So, what constitutes a high converting headline? Well, research suggests using numbers, five to nine words, negative verbiage, multiple parts and clear intentions. If you can follow these characteristics, you’ll greatly increase your chances of keeping visitors on the page.
3. Appropriate Colors
While color scheme may seem like a matter of preference, there’s actually a lot of logic behind the different colors high converting pages use. Consider the following:
· Orange represents clarity and warmth
· Red is exciting and bold
· Green represents growth, money and vitality
· Blue is dependable and strong
· White is balanced, neutral and calm
· Purple is used to connote creativity and imagination
As you can see, every color produces different emotions and feelings. While they may not be readily identifiable on the surface, colors are always working on a subconscious level.
4. Credibility and Approval
Over time, landing pages have become less salesy and more natural. This means you need to spend less time directly selling your value offering and more time letting your audience make their own decisions based on the facts. The best way to accomplish this is by using social proof.
Various social proof elements – such as customer testimonials, reviews, and case studies – can enhance the credibility of your value offering by showing users that your claims are honest and forthright. Specifically, here are five ways you can add social proof to your landing pages. Feel free to mix and match different approaches to meet specific needs. What works for one landing page may not work for another.
Make Optimization a Habit
There’s nothing passive about a high converting landing page. You can’t expect to develop a landing page and then sit back and watch. In fact, successful pages are often the pages that required the most tweaking and optimizing.
If you want to develop high converting pages, make a habit out of continual analysis. Study the numbers, research the best practices, and optimize your page for best results. Keep the aforementioned characteristics in mind and you’ll have a strong foundation to build upon.