How To Design A Landing Page For Maximum Conversion

Companies must establish their online presence for brand awareness and to expand their market reach. It is one of the main reasons why every business needs a robust digital strategy. Without which business owners will be unable to build their brand’s online reputation, engage with their audience, and grow their business.

However, it’d be a surprise if, in this day and age, a business does not have an online presence. It includes having and monitoring a website, well-designed social media pages, and an email newsletter to share company news periodically.

Creating A landing page is one of the tried-and-tested methods used to collect emails. It must be designed in a way that provides people with a promise to get them to subscribe by providing their email address.

According to data, a website’s average conversion rate is 2.35%. Meanwhile, a landing page’s average conversion rate is 9.7%. This is regardless of the industry you are in.

Businesses can make use of a variety of landing pages to achieve their conversion goals. Some common types of them are as follows.

Click-through Landing Page

This is designed to entice visitors to click through to another page and is often used on e-commerce sites. 

Lead generation Landing Page

This type gathers key information from visitors - such as name, age, email ID, contact details, and more.

Product Details Page

This landing page offers essential details about a product or service for customers to learn and make a buying decision.

Long-form Landing Page

Known as infomercials in the digital marketing world, long-form landing pages focus on the product benefits, repeating these until the reader is convinced that they need to purchase the offer.

Video Landing Page

Videos are the main focus of this type of landing page. To encourage web visitors to watch the video, they’ll usually include an offer or lead form after the visitor watches an entire video or part of it.

Remember that a landing page must have a call-to-action (CTA). It prompts a site visitor to take action. Depending on the offer, the CTA can sell a product, book a discovery call, request a quote, and more.

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Make sure you use an appropriate CTA. It has to be action-oriented and provide clarity to what people can expect when they click the button.

If you want to increase your email subscribers, for example, your CTA should be “Subscribe Now”, instead of saying “Click Here.” That’s because the former informs people that clicking the button means subscribing to your newsletter.

Now that you’ve understood the different types of landing pages, let’s explore their benefits.

Supports Business Goals

One key benefit of landing pages is that they directly support your business goals. These might include reaching a new target market, acquiring new customers, promoting a product, or closing sales.

Landing pages help your business as they are tailored for a specific audience. They also allow you to achieve key and measurable marketing goals.

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You can use a landing page to ask people to subscribe to your newsletter, book a call, request a consultation, or buy your product.

Increases Conversions

Your site probably has information that can influence a visitor to take action. A remarkable landing page will also do the same. The only difference is that a landing page has a sole purpose, which is to convert visitors.

Here’s the thing: people who land on your website can do a lot of things. They can explore your home page, read your blog posts, or learn about your team on "about us". On the other hand, people will only learn one thing on your landing page, which is your offer, and decide whether to take action.

If designed right, a landing page clearly informs users about the offer and drives action with the help of CTA, leading to conversion.

Data and Insights

Tracking user behavior data is an essential part of designing landing pages that convert. Insights allow you to boost your campaign's efficiency as you understand your target market better.

By including a form on your landing page, you can collect essential information about your visitors. 

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Landing pages also help improve your business because they provide data and insights through A/B testing. 

For example, you can compare a video's effectiveness with a photo, try different styles, tones, words, alter button colors, among others.

Improves PPC Campaign

A well-designed landing page can help you grow your email list. You can also use it to improve your PPC campaign.

Whenever you run an ad, you’ll be asked where you want to drive your PPC traffic. What you can do is link the relevant landing page and increase your ad’s quality score. The higher the quality score, the better the chances that your PPC ad will appear towards the top of search results for your target keyword.

Boosts Credibility

Here's the thing: Landing pages are objective-focused. That said, your content needs to be action-driven and specific, as well. 

You can also optimize other features to make them accessible and easily navigable for your site visitors.

Including customer testimonials is another great way to improve the credibility of your landing pages. 

If you demonstrate other people's success with a product or service, it will boost your conversion rate. 

You can also add social proof like media mentions of your products (if any).

Improves Brand Awareness

Sure, your landing page may be standalone. But that does not mean that its design and feel are far from your brand. If anything, we suggest that you stick with your color scheme and typography. That way, your page's visitors can recognize that they are transacting with your brand.

Brand consistency allows your landing page to improve brand awareness. And this can also compel prospects to learn more about your offer and take action.

A landing page should help a site visitor know your brand better. It should compel them to take the desired action, whether to subscribe to your newsletter or buy your products.

Here are 14 tips you can implement to create an effective landing page.

1. Write a Catchy Headline

The headline of your landing page is crucial for the effectiveness and success of your page. 

According to data, eight out of ten people only read the headline. This speaks of the importance of an effective headline for your landing page.

2. Have A Clear And Concise Copy

Like email and ad marketing campaigns, good copy is key to driving your campaign goals with a landing page. Your content should be on-brand and relevant to your target audience. 

It should also contain the following:

• Headline: Write a headline that captures your visitor's attention the moment they land on your page. 
• Body: Your messaging should be simple, informative, and on point. Use bullet points to make it skimmable. If you aim to boost your sales, ensure that your copy is creating a sense of urgency. You should also be straightforward when asking for your customer's email address. Don't forget to emphasize your offer. 
• Call-to-action (CTA): Make your CTAs clear and actionable. Think of the stages that your prospective buyers are currently in, then make sure that you tailor your CTA buttons accordingly. 
• Footer: Finally, make sure that you include your contact information. That way, your prospects won't have any issues contacting you if they have questions or concerns.

3. Make It Distraction-free

When designing a landing page, ensure that your users aren’t distracted by something that might drive a user action you don’t want them to take.

For instance, visitors can easily click a navigation menu without opting into your offer. You might also consider adding external and internal links such as navigation menus, footer links, etc. 

A distraction-free landing page allows you to boost conversion and reduce bounce rate. 

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Text can be mundane. That's why your landing pages should have visual content such as images and videos. Whether it's product images, product photos, background images, or an engaging visual that can capture your visitor's attention, these can be used on your landing page. 

According to research, almost 50% of users look for videos related to a product before visiting a store. Moreover, relevant embedded video content improves conversions by up to 86%.

4. Use Intuitive Page Design

For example, Sytian Web Design Philippines follows certain best practices to ensure landing pages are intuitive and straightforward.

• Start by focusing on a broad audience after research: A landing page should be open to anyone who might need it, whether or not they're familiar with a product. 
• Make it easy to navigate: Make sure you're including only essential links and a navigation placement. 
• Get rid of distractions: Ensure that you don't overload your page with too much information, or buttons and images.

5. Ensure Mobile-responsiveness

To expand your market reach, your brand should adopt a mobile-first strategy. After all, a lot of user activity these days happens on mobile devices. In fact, 86% of the top landing pages are mobile-friendly. 

Ideally, your landing page should have a responsive design.

Furthermore, an effective landing page should also work well with mobile devices, load quickly, and be easily clickable. 

Moreover, it should be user-friendly. That way, they have no difficulty reading content on any screen size.

6. Boost Page Load Speed

You must ensure that your web pages load within three seconds.

Users these days don't wait around if a page takes too long to load. If your page takes a couple of extra seconds to load, your prospective buyers will leave.

As a result, you might lose a precious lead, subscriber, or customer.  If this happens, this is called a bounce. Not only can this harm your business overall, but it can also hurt your Search Engine Optimization (SEO) efforts.

Moreover, Google will give you a low-quality score if your bounce rate is high. To ensure this doesn't happen, here are some tips to increase your page loading speed:

• Reduce landing page elements: As much as possible, keep your heavy graphics and other resources like plug-ins to the bare minimum.
• Monitor your loading time and page weight: Use online tools to know why your page is taking too long to load so that you can make adjustments.
• Compress graphics and images: You can also reduce the size of your images so that they still look great without slowing down your site. By making these adjustments, your landing page will be lighter and potentially load faster. Not only that, it will lead to enhanced user experience (UX) and conversion rates.

7. Use Colors Effectively

Colors influence user behavior. The right color palette enhances the user interface (UI) of your landing page, guiding site visitors to where you want them to be. 

Here are quick tips on how you can effectively use colors: 

• Create the right level of contrast that is tied to your copy's readability. 
• Choose a color palette that combines complementary colors and shades at opposite ends of the color wheel. 
• Use colors from the perspective of marketing and psychology. Depending on your product or service, use colors that convey the right message to your audience. 

Make sure you use color symbolism when you're targeting various demographics. That's because different cultures tend to interpret colors differently. Therefore, what works for one user might not work for the other. 

Moreover, color interpretation varies from gender to gender. So, there isn't really a one-size-fits-all solution.

8. Make Your CTA Persuasive

Your call-to-action is one of the essential elements of your landing page. It's the button you want your visitors to click if they're ready to buy your offer. 

Your CTA should be prominent, use colors that grab eyeballs, and be persuasive. Following are some good examples of persuasive CTAs: 

• Claim Your Discount Now
• Download the Ebook Today
• Claim "Product Name" Now
• Try the "Product Name" for free

Rather than using vague action words like "Contact Us" or "Submit," these CTAs make it clear to the user what they can expect. And it's compelling too. 

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Usually, the best calls-to-action are concise, engaging, and get users clicking. Here are some of the most essential elements that you should include in your CTA: 

• Begin with an imperative: Use authoritative language and action words such as join, click, shop. 
• Low risk: Tell your audience that they’re simply finding more about the product or service without committing to anything. 
• Be persuasive: Use words that persuade others to follow your direction. You can build intrigue so that web visitors would like to learn more. 
• Sense of urgency: Introducing a sense of urgency builds FOMO, the acronym for fear of missing out, an effective marketing tactic. 
• Make it stand out: A great CTA stands out and catches the eye. It’s a combination of both persuasive language and excellent design. Also, ensure that you’re using whitespace around the CTA button and bright colors.

9. Avoid Visual Clutter

Visual simplicity and a minimalist design are vital for your landing page. That's because they help enhance visitor focus and highlight the value proposition. 

Here are the criteria you must meet to achieve visual simplicity: 

• Make the most of whitespace to draw user attention to calls-to-action. 
• Build contrast by showcasing web design elements in a way that makes them stand out. 
• Maintain the flow of design by placing elements to convince the user to continue reading.

10. Activate Your Site Visitors' Senses

People are drawn towards anything new and attention-grabbing. Therefore, you can personalize these items in a way that will highlight them to your visitors. 

Use the following elements to attract attention: 

• Legible fonts
• Bright colors
• Sound notifications
• Appealing opportunity images

Prospective clients can also move quickly from one page to another to find what they're searching for.

11. Build a Sense of Urgency

Rather than having visitors mull over whether they should be opting in, you want them to act quickly. 

You can do so by using the following words in your CTA, copy, and headlines, implying a sense of urgency: 

• Today
• Now
• Don't Wait
• Fast

Countdown timers on your landing page are another great way to usher a sense of urgency in buyers. Seeing a limited-time offer and a timer that's counting down, people will be rushing to purchase before it's too late.

Using the scarcity principle can affect buyers' emotions, driving their impulse to buy. In addition, you're also reducing the chances of visitors being snatched away by your competitors by offering discounts. 

Remember that "fear of missing out" isn't a term that people often use to justify questionable life choices. In fact, there's a logic behind this concept. It's also something that you can leverage effectively to boost conversions.

12. Keep Your Forms Short

When users visit your site, naturally, online marketers must gather as much data as possible. Now, when it comes to making a remarkable landing page, less is always more. 

That's why users must be requested to fill out fewer form fields. The more form fields you're asking a visitor to enter, the less they might be inclined to fill out the form and convert. 

If a conversion needs a form, then ask only the essential details. You can always ask for more information on the thank you page.

Although most users wouldn't mind giving you their name or email address, asking them for other information might cause drop-off rates to skyrocket to 50%.

13. Utilize Pop-ups to Integrate Discounts and Offers

Coupons, discounts, deals, and offers are among the most popular and effective ways to boost conversions and sales. Customers love getting a good bargain. By using the best pop-up tools, you can easily showcase the right offers to your visitors. 

When you use an exit-intent pop-up tool, you can quickly identify your visitors' browsing behavior. From there, you can provide the right discounts at the right time. Just make sure that you're implementing design best practices for pop-ups to drive sales.

14. Perform A/B Testing

You might have a great perspective, but it doesn't always mean that your visitors see it the same way. So, when hosting your landing page, check what works well for you and what needs improvement. 

Moreover, perform A/B testing with the help of analytics and reports to see how visitors interact with your pages. 

Furthermore, you have to tweak elements from time to time to achieve your target conversion rate. This includes headlines, copy, multimedia content, CTA, and more.

Having all the data with you makes it easier for you to choose the best converting landing page and optimize it regularly.

We cannot deny that an effective landing page can benefit businesses in more ways than one. It helps attract the right audience and convert them into buyers. 

However, there is no one fail-proof way to create a perfect landing page. What's important is that you are building a page for humans and that it is goal-driven.

This means you design it to achieve a specific goal. It can be used to gain newsletter subscribers, sign up for your course, or buy your products. From there, you can have an idea of how you should build your landing page. This includes your headers, copy, sign-up form, and social proof. 

You should also ensure that you're constantly testing as there is always room for improvement. Good luck!

Author bio:

Kenneth Sytian is the Owner and CEO of Sytian Web Design Philippines. He has been designing websites and developing web apps for more than a decade. He is the driving force behind the company and influencer in the industry of web design and development in the Philippines.

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