It isn’t rocket science to make a decent landing page – but creating a landing page that converts requires a lot more work. Perhaps the most important statistic to keep in mind is that conversion rates will rise by over 85% when you use an optimized landing page.
Only 48% of marketers make use of landing pages in their campaigns. More than 50% of marketers miss out on a significant conversion gain because they are solely dependent on using a landing page builder to get consumers involved in what they have to sell.
This leads to more significant issues as they have no idea what their lading pages are missing.
Here are some tips to help you to build a winning landing page that converts.
Hire a good web development team
Landing pages are critical in creating the brand and being highly useful for the organization as a marketing platform. By showcasing new products, programs, or exclusive deals, landing pages help convert leads. When you think about designing a landing page, hire a web development team or use a service to create a landing page that converts.
Web developers or coders help develop nearly any website that is possible, from scratch. Web developers help create a more dynamic range of features on your website that can go beyond the reach of a generalized landing page builder. For instance, a web developer may debug a plugin dispute or the installation of third-party programs.
When hiring web developers, use an online coding test to assess their web development skills and employ talented professionals accordingly.
Write killer content
What separates you from the rest of the competitors? It is your unique value proposition. In order to attract and retain leads, you have to find a way of incorporating this unique value proposition in your killer copy content.
Please take into account the following categories for better web copy:
- Heading or headline
- Call to action (CTA)
- Benefits or unique value proposition (UVP)
- Lead Generation Forms
Start with a good headline that attracts visitors to your page and compels them to spend time learning about your services.
Here is a small checklist to keep in mind while creating headlines:
- The headline should be catchy.
- The headline should be brief. Try not to use more than 20 words and restrict it to 10 ideally.
- The headline should inform the reader about your unique value proposition.
The subheading is the next thing you need to stress while building an optimized landing page. If the headline attracts the visitor to your website, the subheading should compel them to stay.
Here’s what you should consider while creating subheadings or sub-headlines:
- The subheading is typically put immediately below the headline.
- The subheading should retain visitors to the website.
- The subheading should be more informative than the headline.
Try avoiding misleading or confusing call-to-action buttons. Clear and succinct language is essential to create a smooth workflow. Includes sentences such as:
- Join now
- Sign Up
- Subscribe now
- Take a look here
Win the SEO game
The practice of optimizing website content and code to increase organic search traffic is on-page SEO. On-page SEO is user-centric and aims to comply with consumer preferences and offer quality content.
An SEO-optimized landing page helps your main page rank in search engine searches and convert leads by bringing in more organic traffic with the help of target keywords.
Some of the steps that you should take while creating an SEO-optimized landing page are:
- Publishing your page to a custom URL for building your brand.
- Determining the right keywords for your niche and placing them strategically on your landing page.
- Securing quality backlinks with the right anchor texts for your landing page.
- Optimizing your page speed.
- Create consistent, high-quality content that is shareable across different platforms.
Mobile-friendly landing page
More than 80% of people who use the internet on a daily-basis also use a smartphone. Smartphones are no longer a luxury but rather a necessity. According to Shopify, internet usage on cell phones surpassed internet users on their computers for the first time in 2014.
It would help if you focused on building a landing page that looks great on mobile devices and similar interfaces. Mobile-friendly landing pages are a non-negotiable factor when building webpages to convert your traffic to revenue.
Minimalism is the way-to-go when building landing pages for smartphone users.
Mobile-friendly landing pages should be easy to access and faster load speed. This ensures a wider audience reach.
Track and measure important page metrics
Most business owners know that the positive conversion of traffic is the most critical landing page metric. But you will waste a lot of time and money designing the right website to display your marketing ROI if you do not acknowledge other essential landing page KPIs that can enhance your conversion rates.
To better assess the progress of your landing page, you can measure and track the following four critical landing page metrics apart from conversions:
- Landing Page Views: The first step in understanding your landing page’s success is to assess how many times your landing page has been visited. In Google Analytics, this data can be found by navigating to Behavior > Site Content > All Pages. Find the URL for your landing page in the All Pages window, then click on it. Navigate to the Pageviews metric to figure out how many times your landing page has been uniquely viewed.
- Sessions by Source: One of the main landing page research elements is understanding where your traffic comes from. In Google Analytics, navigate to Behavior > Site Content > All Pages to figure out the source of your traffic. Find the URL for your landing page in the All Pages window, then click on it. Apply a secondary dimension for the source.
- Average Time on Page: It is critical to track how long guests remain on your landing page. For example, if you have an educational landing page, recognizing that viewers have invested time on your page means that the page’s data is useful. If this metric is low, you might want to consider upgrading or expanding your content on the landing page.
- Bounce Rate: Bounce rate reflects the percentage of visitors who leave the site after a single unique session. If a higher conversion rate is your end target, you want to ensure that your bounce rate stays low.
A/B testing of the landing page
If you have set up your landing page, measure important landing page metrics to see how the page performs. A successful landing page will not be produced without a thorough amount of research. Testing and recording outcomes are essential to see what’s right on your landing page and what’s wrong.
Gather essential insights on the page results by looking at heat maps, user-logging sessions, and scroll maps to see if there is potential for growth and future changes.
Then, compare various template iterations of the landing page against each other to see which one is doing better. Through A/B testing and further optimizing your landing page over time, you are making sure you get the most value out of your traffic—and in turn, the invested revenue.
Thankfully it is not rocket science to build a robust and high-converting landing page. Begin with incorporating the six above said elements, and you will be well on the way to turning your prospective leads into customers.
Keerthi Rangan is a Content Marketing Strategist at Adaface, which provides conversational assessments for companies to find great engineers.