You’ve probably heard it many times before, but it bears repeating: your landing pages can either make or break your marketing campaigns.
However, there’s a lot of advice out there on how to effectively design a landing page to maximize conversions and it’s not always easy to sift through it and figure out what to focus on.
So I decided to help you out – I’ve asked some of my favorite CRO experts to share their very best tips on how to create a high converting landing page.
Here’s what they said:
The most high-converting landing pages are customer-centric.
They focus on identifying their visitor’s pain, understanding it and solving it for them. Landing page visitors should be able to immediately see how the solution offered will help them. To create these types of landing pages you must know your customers, understand their expectations and make it about them.
At GetUplift we run significant customer research to better understand the target audience’s emotion triggers, their intent, pain, and desired outcome. Using surveys, polls, interviews and many other techniques we listen to our client’s audience and create landing pages that address their needs.
Stage 1 – conduct user research with existing customers to understand what motivated them to take action
Survey your current customers, asking them:
Stage 2 – clarify the target audience that your acquisition team are going to be targeting
Stage 3 – design and build your new landing page
Stage 4 – launch the marketing campaign and begin A/B testing (if there is enough traffic leading to at least 1,000 conversions per month)
Stage 5 – establish this mantra for your company
You will read a lot of different advice about ways to convince users to act, but as I explain in my masterclass the most effective technique is to make action easy. It is so tempting to get sucked into clever techniques and imaginative solutions when in truth people will pick easy every time.
If you make something effortless you reduce their cognitive load and that makes them feel more positive about the entire experience.
If I had to give 1 tip to create high-converting landing pages is to focus on testimonials. People trust other people. People trust reviews and testimonials. Ask for testimonials from your happy users and customers and add them to your landing page. This will definitely drive the conversions up.
Another tip I recommend fellow founders, entrepreneurs, and marketers is: focus on benefits, not features. People don’t want to know what your product does, they want to know the problem it solves.
Another advice: make your landing page easily scannable. Instead of writing a long copy, sum it up with a few bullet points.
My main pieces of advice would be:
I hope these tips will help you optimize your landing pages and ultimately, grow conversions and boost your business. A huge “Thank you!” to all the experts above, who contributed to this article.
If you have any more tips that have worked for you, please feel free to share them in the comments below!