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Whether you’re a blogger, the owner of an e-commerce store, or the head of marketing for a Fortune 500 company, the goal of your website is almost always the same: to convert visitors into customers.
But how do you do it? The answer lies in the landing pages. Landing pages are any page on your site where visitors can take a specific action, whether it’s signing up for an email newsletter, buying a new product, or simply starting their adventure with your brand.
Landing pages are a great way to generate leads and convert visitors into customers. Without optimizing your landing pages for conversions, you’ll struggle to convert those visitors into leads. Here are seven best practices for creating high-performing landing pages for your business.
Related: The 10 Rules You Should Follow to Create an Effective Landing Page
1. Focus on optimal customer experience
It’s easy to get wrapped up in optimizing your landing pages for search engine optimization, but you have to remember that customers are human beings. Your goal should be to create the best possible experience for them as they land on your page and navigate through it.
Ask yourself what they need to read and see in order to buy. All text and images should be placed based on what you know about your customers’ behavior and interests.
2. Create a clear and compelling title and use subheadings
The title is the first thing visitors see when they land on your page. Make sure your headline is clear, interesting and persuasive enough to make them want to learn more. Then write a few different subheadings for each section of your page—one for each paragraph or image that will help readers understand what’s going on in that area without being too wordy or repetitive.
3. Include a high-quality, eye-catching image or video
First impressions matter. That’s why your hero image (the big, prominent graphic at the top of your landing page) is so important. It’s the first thing your visitors will see, making the difference between whether they stay on your site or leave immediately.
Your hero image should incorporate colors, fonts and design elements that complement your brand’s visual identity. But remember, the most important part is getting and keeping attention. If you can use a video instead of a still image, even better.
Related: 10 Tips for Creating Landing Pages That Convert the Most Prospects
4. Make the most of your positive social proof
Social proof is the psychological phenomenon in which people assume that the behavior of others reflects how they should behave in a given situation. It can take many forms: customer testimonials on an e-commerce site, celebrity endorsements for products and services, and ratings and reviews from other consumers.
It can be one of the most powerful forces driving conversions, especially in the form of testimonials from other customers who have had success with your product or service. If you can include an image alongside the testimonial, even better!
5. Use multiple conversion mechanisms on your page
It’s essential to have multiple ways for users to convert to your landing page. For example, make it easy for them to click through a call-to-action button, but also provide a separate option for users who prefer to fill out a form or get in touch by phone. Think about the conversions you want and how you can make them as easy as possible.
6. Enhance your landing page with a chatbot or live chat agent
Adding live chat features to your landing page allows users to get answers to questions they may have about your product or service in real time before making a purchase. Consider hiring a team of outsourced chat agents to improve the performance of your landing pages and help you get more leads.
7. A/B testing is the key to landing page success
A/B testing, or split testing, involves creating two versions of a web page and comparing their conversion rates over time to see which performs better. This can be very useful when trying to optimize your conversions. With this method, you can repeatedly improve your site’s performance by making minor changes and seeing how they affect user behavior on your website.
conclusion
Landing pages are the main gateway for potential customers to your product or service. On landing pages, advertise specific products or services and invite visitors to take immediate action. However, creating landing pages that convert to sales requires a lot more than simply throwing copy and images on a page and hoping for the best.
You’re missing out on sales if you don’t have a landing page that converts. This list of practical tips will help you create high-converting landing pages that deliver results.
Related: How to write landing page copy that connects with your customer
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