Did you know that a landing page has an average conversion rate of 9.7 percent across all industries? That means nearly 1 in 10 visitors can be transformed into potential customers if your landing page is optimized effectively.
As marketers, we strive for a conversion rate of around 10 percent as a good benchmark. This statistic highlights the immense potential of a well-crafted landing page in driving business growth.
In this blog post, we’ll delve into the key elements that contribute to the success of a landing page and provide you with invaluable strategies and best practices to create one yourself. Whether you’re just starting out with your first landing page or you’re aiming to enhance your existing pages, this article is designed to empower you with the knowledge and techniques you need.
What is a landing page?
A landing page is a dedicated webpage that visitors arrive at after clicking a link in an email, advertisement, or search results. Unlike other webpages, landing pages are created for a single purpose—to convert visitors into leads or customers.
This conversion happens when a visitor takes a desired action on the page, like signing up in exchange for a free trial, content, or exclusive deals.
2 Types of Landing Pages
1. Lead Generation Landing Pages: These pages aim to capture the visitor’s contact information, such as their name and email address, which can be used for further marketing campaigns.
- Purpose: The primary objective of lead generation landing pages is to capture the visitor’s contact information, typically through a form submission.
- Conversion Goal: The desired action is for visitors to provide their personal details, such as their name, email address, phone number, etc in exchange of something of perceived equal value.
- Target Audience: These pages are designed to attract potential leads who are interested in your offerings and willing to exchange their contact information in return for valuable content, offers, or resources.
- Marketing Strategy: This landing page is often used to build a contact list for further nurturing like email marketing campaigns. They focus on capturing leads and initiating a relationship with prospects.
2. Click Through Landing Pages: These pages provide enough information about a product or service to encourage visitors to move further down the sales funnel towards a purchase.
- Purpose: Click-through landing pages aim to provide sufficient information and persuasion to encourage visitors to proceed further down the sales funnel and make a purchase.
- Conversion Goal: The desired action is for visitors to click through to another page, typically a product page or checkout page, to complete the purchase process.
- Target Audience: Click-through landing pages are tailored for visitors who are already interested in a specific product or service and are seeking more information before making a purchasing decision.
- Marketing Strategy: These pages are commonly used in eCommerce or when promoting specific offers. They focus on guiding visitors toward making a purchase by providing compelling product details, benefits, and persuasive calls-to-action.
So in other words, the former is typically used in B2B settings where relationship building with high-ticket clients is aimed for, while the latter is used in B2C settings to convert and make a sale.
Choosing the right type for your specific landing page needs is your first step toward an effective landing page, which we will cover below.
Why Do I Need a Landing Page When I Can Just Use My Homepage?
You might have contemplated whether relying solely on your homepage is sufficient, and it’s a valid consideration. While it’s true that using your homepage alone can generate results, it’s important to note that this approach tends to be more effective for brands with an already established customer base. In fact, even prominent brands with substantial budgets and market dominance recognize the value of landing pages in their marketing campaigns.
The main challenge with relying solely on your homepage is the issue of distraction. Your homepage serves as a hub for various sections such as articles, general information about your business, and other elements aimed at catering to a broad audience. However, this multifaceted nature often means it’s not specifically optimized for conversions.
This is precisely where landing pages come into play, offering a solution to the distraction problem. Let’s delve into the compelling reasons why incorporating landing pages is crucial alongside your homepage:
Distraction-Free Conversion Focus
Landing pages have a clear objective: converting visitors into leads or customers. They eliminate distractions like navigation menus and sidebars to keep the focus on the conversion goal.
In contrast, homepages serve multiple purposes, providing an overview of your brand, showcasing offerings, and offering navigation options, which can dilute the conversion focus.
Tailored Messaging and Targeted Campaigns
Landing pages offer customization in both your message and design. This allows you to align them with specific campaigns or target audience segments, which makes your message resonate more.
In contrast, homepages serve as a generalized entry point, lacking the ability to address the specific pain points and desires of different segments, resulting in less effective conversions.
Streamlined User Experience:
Landing pages provide a streamlined user experience dedicated to driving conversions. They present information concisely and compellingly, guiding visitors along a clear path toward the desired action.
On the other hand, homepages cater to a wider audience. Some of them may go look for your offerings, while some of them might be interested in your content. This leads to a less straightforward user experience for conversion-driven actions.
A/B Testing and Optimization:
Finally but most importantly, landing pages allow you to conduct A/B testing—which a homepage can not. They are ideal for conducting experiments to refine your conversion strategy by testing different elements, layouts, and calls-to-action. This will ultimately help you make data-driven decisions and refine your marketing campaigns.
What Makes A Great Landing Page?
Now that you know why having a landing page is crucial if you really want to convert your leads, let’s now dive into the elements that make up a great landing page.
To truly understand this, we will provide you with real-world examples and dissect the key components that make them effective for conversion.
Lead Generation Landing Page: Wix
- Headline: The headline “The Leader in Website Creation” is strong and authoritative. It immediately communicates Wix’s position in the market and the service they can confidently provide.
- Call-to-Action (CTA): While their call-to-action could be less generic, the use of “Start Now” is simple, clear, and compelling. It encourages users to immediately engage with the service.
- Value Proposition: The value propositions on this page are stated as features of the service, each one underlining a different aspect of Wix’s offerings: These value propositions collectively makes a compelling case for using Wix to create a website.
- “Stunning Templates, Choose from over 500 designer-made templates for every business.” – communicates the versatility and professional design quality available to users.
- “Drag and Drop: Change, Customize or add anything to your site” – underscores the user-friendly interface and customization possibilities
- “Mobile Friendly: Look amazing on every screen with a mobile-friendly version of your website” – emphasizes that websites created with Wix will be responsive and visually appealing on all Devices.
- “Custom Domains: Get a personalized domain name that matches your brand and business” – highlights the ability to personalize and professionalize your website.
- Trust-Building Elements: This particular landing page does not seem to have explicit trust-building elements such as customer testimonials, security badges, or third-party endorsements.However, the claim “The Leader in Website Creation” indirectly builds trust by positioning Wix as an authority in the field. This is understandable as the brand already has an established reputation.
- Design and Layout: The design is intuitive and leverages its simplicity. The page appears to be divided into distinct sections, each highlighting a different feature of the service. The repeated call-to-action “Start Now” after each section provide multiple opportunities for the user to engage with the service
Click Through Landing Page: Rover
Headline: The headline “Loving pet care in your neighborhood, Book trusted sitters and dog walkers.” is clear and straightforward. It immediately communicates what services the company offers (trusted dog sitters).
Call-to-Action (CTA): The call-to-action “Book a local sitter” is action-oriented. It clearly tells the users what they can do on the site.
Value Proposition: The value proposition “Local pet sitters and walkers who will treat your pets like you would” tell users why they should use Rover’s service. It emphasizes trust, locality, and the quality of care that pets will receive. Additionally, the list of services is benefit-oriented, building immediate trust with customers.
Trust-Building Elements: There are several trust-building elements present on the page. These include testimonials from satisfied customers, information about the thorough vetting process for sitters, and assurances of support and guarantees for bookings.
Design and Layout: The Design is clear and functional with a custom search feature. The use of customer testimonials, clear headers, cute pictures, and informative sections is masterfully crafted with a brand message that screams “We are professional pet sitters you can trust!”
How to Create a Landing Page That Converts
Now that we’ve familiarized ourselves with great landing pages, let’s explore some actionable tips to help you craft your own landing page that resonates with your target market and drives conversions
- If coding a website from scratch doesn’t fit your alley, you may opt to use Landing Page Builder. This all-in-one platform can help you create landing pages faster, with templates and drag-and-drop functionality. Plus, they often come with features for A/B testing, analytics, and integration with your marketing management systems.
- Craft a Compelling Headline: Your landing page headline is the first thing visitors see. Make it clear, compelling, and related to the advertising campaign that brought them there.
- Provide a Clear Value Proposition: Explain why your product or service is worth the visitor’s time and money. Use bullet points for clarity and readability.
- Include High-Quality Landing Page Images: Images can help explain what you’re offering and make the page more engaging.
- Make a Compelling Offer: This could be a free trial, a discount, or a free ebook – anything that would be valuable for your potential customer.
- Design for Mobile Devices: Make sure your landing page design is responsive and looks good on all devices, as a good chunk of your landing page visitors will be coming from mobile devices.
- Include a Clear Call to Action: Use direct language and make it clear what you want your visitor to do. “Download the Free Ebook” or “Start My Free Trial” are examples of strong, specific calls to action.
- Limit Navigation: Fewer links mean fewer distractions. A dedicated landing page should focus your visitor on the task at hand: completing the form, making a purchase, or whatever your goal might be.
Optimizing Your Landing Page
Of course, it doesn’t end after you create a landing page. You need to conduct consistent testing and optimization to ensure it meets your target audience’s needs and preferences.
- Focus on the Copy: A good landing page copy is persuasive and focuses on the benefits of the product or service. It should feel like a personal tour of your brand, encouraging to take action at the end.
- Test, Test, Test: Use A/B testing to experiment with different headlines, images, calls to action, and more. This will help you understand what works best for your specific audience.
- SEO Optimization: Make sure your landing page is optimized for search engines. This can drive organic search traffic to your page, potentially increasing the number of visitors and conversions.
Creating Effective Landing Pages Takes Time
Creating a landing page that converts isn’t just about a great landing page design. It’s a robust landing page strategy that blends the art of compelling content and rigorous optimization and testing.
Focus on your customer needs and continuously test to refine your page, By doing so, you can build a high-converting landing page that drives your conversion rates.