Suppose for a minute that you are the proud owner of the most beautiful, awe-inspiring website on the Internet. You win countless best-in-design awards and your inbox is constantly flooded with compliments on your beautiful site. Suppose that this beautiful website of yours also attracts thousands of visitors a day and you rank as one of the most visited sites for your particular industry. Life is good, and you’re on your way to fame and fortune, right? Wrong. Not so fast.
The most beautifully designed website in the world doesn’t necessarily lead to conversions. Sure, a nice appealing design helps a lot towards conversion, but there are actually several key factors that determine just how effective your site, or more specifically, your individual landing pages will be when it comes to converting visitors into customers. Although these key elements aren’t necessarily a secret, most landing pages miss the target and thus miss out on a lot of potential business. Be smarter than your competition. Implement these key elements on your landing pages and watch your conversions soar.
If you really want your landing pages to convert, you need to gain your visitors’ trust in a matter of seconds. There are a number of ways to do this, but the quickest way to get it done is through prominent visual displays such as the following.
- Better Business Bureau logo
- Number of registrants
- Number of downloads
- Anti-spam promise
- Security badges
- Press mentions
- List of current customers
Online users tend to put a lot more trust in things that other people have already given a stamp of approval. So, if you can display a good list of current clients or a large number of current downloads, you’ve already won half the battle in gaining their trust. If you don’t have a lot of trust elements in the beginning, reach out to your sphere of influence and milk them for anything they can provide.
Below are some trust elements that Zappos displays on their site to help build trust and higher conversions.
Call To Action
When someone arrives on your landing page, what do you want them to do? What action do you want them to take next? What is your goal? A good landing page should always include a strong call to action to show visitors what they can do on the site and encourage them to do it. Then you will start to reach more of your own goals.
An example of a good call to action might be: “Get started on Pinterest today by downloading our great 10 Step Guide For Pinterest Marketing!” Calls to action can also be as simple as “try it for free,” “watch our video,” or “download a free trial.”
The call to action needs to stand out on the page. Use a bold color not used elsewhere on the page to draw attention to it. Make it a button or enclose it in a nice colored box that immediately catches the user’s attention. In most cases, you should only have one strong call to action on a landing page. Below is a good example.
You can’t expect visitors to follow the call to action and offer up personal information such as their name and email address unless there is something in it for them. People like to be rewarded for their effort, and there are a number of things you can offer in exchange for someone taking a certain action. Below are just a few examples.
- Free ebook
- Free ecourse
- Free webinar
- Monthly newsletter
- Discounts & coupons
- Free trial
- Free version with fewer features
- Free initial consultation
Try to offer a reward that will actually help move your visitor closer to converting. For example, offering a free initial consultation will give you the opportunity to establish a personal relationship with your visitor and greatly improve your chances of actually converting him or her into an actual client.
A common mistake many websites make is requiring too much information in their lead capture forms. Oftentimes, simply requesting their name and email address (or even just their email address) is sufficient information. Additional information may be needed sometimes, but always try to limit it to only what is really necessary. You don’t want to miss out on good potentials simply because your lead capture form is too long.
A Matching Headline
The headline that appears on your landing page should match the great pitch you used to entice someone to click on your ad to begin with. If you advertise a free Pinterest ebook in your ad but then take the user to a page with a headline about your expert SEO services, it can be confusing and will lead to low conversions. When users click on an ad, they expect to find a headline that matches the topic of the advertisement. Make the relevant headline really stand out on the page to reassure the user that they found the page they wanted.
While the wording in an ad usually needs to be creative and catchy to get people to click on it, the headline doesn’t need the same creativity. You should make your headlines very simple and to the point.
These are some key elements to include on your landing pages to maximize your conversions and help achieve your goals for each page. Stay tuned for Part 2 of “Increase Conversions Through Highly Optimized Landing Pages.”