10 Do(s) and Don’t(s) of High-Converting Landing Page Design
Landing pages are key to any online business. Not only do they serve as effective culverts for collecting email addresses, but they are also supremely helpful in capturing leads from email campaigns.
And since they are used at the bottom of the sales funnel, even a tiny change in the conversion rate can impact your profits hugely over time.
Why this is so important is because, while landing pages contribute to higher conversion rates than any other generic pages or blog posts, the conversion rates on them can differ drastically.
According to HubSpot, while the general landing page converts at 5-15%, landing pages that are highly optimized convert at 30%. So much so that it is a popular practice among marketers to employ landing page A/B testing to improve conversion rates.
In this post, we will try to understand what makes a great landing page, along with an essential list of do(s) and don’t(s) for perfecting the anatomy of a high-converting landing page design.
Understanding the landing page
A landing page is a webpage where you send prospects arriving at your site so that you can court them with your value offering and hopefully convert them. Most landing pages that are hugely effective are standalone web pages of their own with a lone central focus; a call-to-action meant to prompt prospects to take the required action that your landing page is designed for.
According to The Landing Page Course, “Landing pages live separately from your website and are designed to only receive campaign traffic. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting, and testing a simpler task.”
Let’s take a look at the anatomy of the “perfect” landing page below. Looking at it, you will realize that while content may be king, design is great at inducing interest and influences how your content is perceived.
As Unbounce rightfully declares, each element of your landing page is crucial. These key elements are:
- Supporting subheadline
- Visual focus (headshot, video, etc.)
- Core benefits
- Customer/client testimonial
- Call-to-action (CTA) button
These pages can be used for almost any purpose imaginable, from selling products and capturing email leads to announcing discount offers and inviting prospects. However, whatever that purpose might be, it needs to be clear and distinct for each landing page.
In the remainder of the post, we will look at the measures you should take and mistakes you should avoid to create a high-converting landing page.
10 Do(s) and Don’t(s) of high-converting landing pages
1. Do: Create a compelling headline
The headline of your landing page is the first thing prospects will see when they arrive on it, so you have to ensure that it is captivating enough to grab the attention of visitors and keep them hooked. A great headline speaks directly to the problems of your prospects and provides them with a solution in the form of your product in a clear and concise manner.
Here is an example of a great headline copy by MeetEdgar. MeetEdgar is a social media automation tool and knows its audience well. It plays to its strengths by:
- Understanding that people are cynical about social media’s RoI. It consequently addresses these objections and describes their problems and their solution with one statement.
- Promising to “do everything for you” is a benefit that will appeal to everyone.
- Placing a clear and striking CTA button beneath the headline that stands out from the blue background.
2. Don’t: Go overboard with form fields
Form fields are infamous among users for being too long and tiring to fill in, especially on mobile devices. If you want a high-converting landing page, your web form length should be limited to five form fields at the most, according to research by HubSpot.
When creating form fields, only introduce fields requesting information that is absolutely essential. While the name, email, and phone number are common form fields, you can limit it to just name and email, or even allow social sign-up(s) from the popular social media platforms.
Remember that less is always more when it comes to the form fields. Given below is a great example of a simple, compelling form for a high-converting landing page.
3. Do: Employ live chat on your landing page
Anyone who knows anything about live chat for website will know how they are the best medium for delivering top-notch customer support. However, live chat’s benefits go beyond much more than just that.
According to a survey by eMarketer.com, almost 60% of consumers claim that they will return to shop from a website offering live chat. By providing consumers quick solutions to their queries, live chat is able to usher them ever so quickly along the customer journey, resulting in higher conversions.
4. Don’t: Add a navigation bar
This is the biggest mistake you can make while creating your landing page.
Introducing a navigation bar in your landing page distracts prospects from the purpose of the landing page and can cause a precipitous drop in your conversions.
It’s completely logical too; when prospects arrive at your landing page, any other prominent element could prompt them to bounce from the page. In fact, by simply removing the navigation bar on your landing page, you can increase conversions on it by 100%.
5. Do: Feature interactive elements
Due to the superabundance of static landing pages, users have a tendency of bouncing from what they deem “sales-centric” pages.
According to Smart Insights, consumers keep alternating between websites in their search for a better experience, and interactive elements are a great way to deliver it.
Interactive elements respond to the user’s actions and complement their experience by making it more fun and interactive. Take, for example, how Bellroy uses interactive elements on its website.
One thing to ensure, however, is that the loading speed of the website is optimized because these elements tend to increase the size of your webpage. In order to do so, use next-gen image formats to optimize the images of your landing page.
6. Don’t: Fill every inch of white space
As we have learned by now, design is a great enabler and is vital to the success of your landing page.
As such, you have to ensure that your landing page contains an aesthetic ratio of white space to consumable elements. If there is very little white space on the landing page, users will find it tough to consume that which actually matters, causing them to bounce from the page.
7. Do: Make the page mobile-friendly
While creating a landing page design for the website of your online business, ensure that you also account for the ever-increasing number of prospects who access it via mobile devices.
Mobile traffic accounts for more than 50% of total web traffic, according to Google Analytics Data. Considering the ubiquity of handheld devices, building a mobile-responsive page of your landing page is no longer an option but fundamental.
Shown here is a comparison of the brand Country Chic Paint. Notice that in the mobile-optimized version of the website, there is hardly any difference when compared to the desktop website. This makes it easy for mobile users to consume content and press the right button, thus completing the desired goal of the page.
8. Don’t: Simply mention your offering’s features
While promoting product features are a great exercise, paraphrasing them around the benefits they provide will hold you in much better stead.
Take, for example, the landing page of Guideline.
The landing page of Guideline promotes benefits by using phrases, such as “less work for you”, “everyone saves”, and “we do all the hard work for you”. It goes a long way in making the customer understand just what they would stand to gain from the product and helps them make up their mind.
9. Do: Have an irresistible call-to-action
As you already know, the whole point of a “high-converting” landing page is that prospects take the desired action and help them to your distinct offerings by clicking on the CTA. In order to prompt users to take this definitive action, your CTA needs to:
- Be conspicuous visually: Color is a great way to make the customer hearken to your value offer by making it stand out from the rest of the webpage.
- Promote a single offer: Focus on the singular goal of your landing page and craft your CTA around it. If your goal is to get prospects to opt into your email list, don’t also pitch your services and products.
- Be strategically located: Depending on the layout, content, and imagery of your landing page, your CTA’s placement needs to be prominent and distinctive so that it is easily found by everyone.
For example, take this landing page from Skillshare.
While there is a lot going on in the background of the landing page, one can see the CTA button clear as day.
10. Don’t: Forget to test the landing page
Last but not least, don’t ever forget to test your landing page to see how well it is faring. Always ensure to test its metrics, such as landing page views, sessions by source, goal completions/conversions, average time on page, among others, to see to it that they match up to your expectations.
Testing your landing page is crucial to guarantee that you are able to snuff out any potential pitfalls. You can also employ the help of your peers and friends to test it out and give you their honest feedback.
Ideally, your goal with a landing page is to get users to complete an action on it and that’s why, just like any other marketing activity, the landing page design process must be iterative. While the aforementioned practices will point you in the right direction, it’s key that you always monitor your landing pages and continue to improve on them to consistently boost conversions.