The 8-Point Killer Formula For A Successful Landing Page

By 9 June 2017Digital

A landing page’s conversion rate is typically less than 3%.

Frustrating, right?

According to Search Engine Land, a major search marketing publication, only the top 25% of businesses break into a 5.31% or higher average conversion rate.

I know I’ve promised a 12x lead conversion through landing page in my last article. It was a big promise.

For the record, I’m not backing out now – this is not a mythical unicorn you can only see in your sleep.

Great conversions are still possible through landing pages… only through GREAT landing pages, to be clear.

Here’s your window of opportunity:

Hubspot’s Marketing Benchmarks Report proves companies get 55% leads increase when increasing their number of landing pages from 10 to 15.

Couple this 10+ landing pages with the perfect conversion formula and BAM! Your lead conversion rate will fly off the roof!

But what does it take for a landing page to be great?

Lucky, we’ve listed 8 tips on what makes a landing page great. Keep these in mind before researching and drafting on your next page!

The 8 Formulas to Increase Your Landing Page Conversion

  1. Be Specific and direct to the point

I’ve heavily stressed the importance of specificity on lead magnets. Same rule applies on landing pages.

People generally have short attention span – most especially for advertisements that distract them from their daily routine. 

Consider this: no one has the time to read a page-long article about your product. That said, they’ll still skim your page for the specific information that they need.

What must you do? Get straight to the point. Be as clear and succinct as possible. Make sure you address the reason why people come to your page within 5 seconds of their stay.

  1. Enforce one strong CTA

Strictly only one call-to-action!

You need to optimize your landing page to collect leads. Not to build social media engagement or to grow your lead magnet viral.

Asking too much of your customers can generally just push them away. One landing page is equal to one CTA alone.

Quit being vague nor beating around the bush. Tell them directly what you want them to do after visiting your landing page.

A CTA is a small but a very crucial element in generating conversions.

If your lead magnet is an e-book, try “Sign-Up For Your Free E-book” to start with. There’s no need to complicate. Pack your CTA with some punch. Avoid being generic.

One great example on this topic is Jeff Bullas’ landing page. The use of a punchy CTA (Click Here to Get it NOW!) and the button’s contrasting color draws great prospect attention.

landing page

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  
  1. Reduce Noise

Remember when we talked about mitigating distractions and frictions on the previous article?

You need to minimize all the possible distractions just as limiting your CTA to one action.

This includes removing excess and non-relatable images, copy, and forms as possible. Trim down your copy into easy-to-read bullet points and make sure everything focuses on the product alone. landing-page

Your contact form should also be limited to one. Avoid providing links leading elsewhere that could redirect potential leads.

The whole idea is to lock down your page to only one prime result: conversions.

See Nutanix’s 2016 lead magnet report. The text is minimal with bulleted copy that helps easy to read information. There are no social media or any redirecting links and images to distract the prospects.

landing-page

  1. Consistency

Inconsistency on your information can cause a great decline in your sales and credibility.

If, for an example, your ad on Facebook says 89% ROI but your landing page falls short with 69%, expect yourself to be in big trouble.

Your credibility will be put in question which directly affects your long-term sales.

Anyone could figure this out. I shouldn’t even be reminding you this now! But you would be surprised on how some would cross the line to get great landing page traffic.

Let’s be generous and just say that this is “effective” in generating website traffic… will information inconsistency convert this traffic? Is losing public credibility worth the extra conversion?

  1. Avoid Incremental Changes

Don’t forget to always see your output from a client’s perspective.

Landing page redesigns can cause up to a 20% drop in conversion rate.

Making incremental changes and basking your clients into the sudden change can lead to confusion and unease. Try to ease them into a gradual process one step at a time.

Monitor your user’s landing page experience very closely. Strategies such as heat maps can be very useful in this field.

  1. Add Social Proof for Credibility

Long story short: let’s just say that prospects are going to trust previous clients more than you. It’s true.

Which makes client testimonials powerful in supporting your lead magnet.
landing-page

Forget the “highly recommended by…” copy. Talk in a personal tone by implementing good testimonials from your clients (with their approval, of course).

Domo’s landing page added a strong punch with a testimonial from a happy customer to support a social proof. The customer image is a great touch to make the review more personal and less robotic.

  1. Sense of Urgency

Copywriting 101. Try to create a sense of urgency or scarcity to your prospects to induce faster conversion. “Limited Time Offers” or “First 500 Subscribers” can be an effective copy to add a little pressure.

A small percent of bounce rates are often the prospects who are hooked, decides to reconnect with your landing page by the end of the work day, and completely forgets your offer by sundown. Such missed opportunities makes our heart sink.

Giving them good reasons to act quickly can minimize this bounce rate percent.

Simply look how Autopilot used a beautiful countdown timer to leverage scarcity.

  1. Split test!

How will you know what’s working best on your landing page? Is a bigger web-form necessary? Which of these designs will your traffic respond best to?

There’s only one way to find the right information you’re looking for: split testing.

A/B Split Testing is a great for starters, thanks to its simplicity and availability of free tools.

Google Analytics is easily one of the best and our favorite split testing tools. You can also check Unbounce or KISSmetrics if you want more variety.

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  

 

Now that you’ve mastered the 8 Main Formula for a converting landing page, here’s more bonus Design Tips from our design team to create a visually appealing page layout:

Bonus Design Tips:

  • Contrasting Colors

I’ve told you how important a strong CTA is. Support it with contrasting colors to give it a POP and stand out.

It’s crucial to make your “submit” button easy to see when creating a form. Using a complementary or contrasting color is great to call forth a visitor’s attention. The key here is to make CTAs and buttons as obvious as possible.

  • Consistent Logo

Stamp your logo consistently on every page and every content offers. This is essential to let users know exactly on what page they’re on. Your logo doesn’t have to pop out everywhere. Strategically placing it on the top right, for example, and maintaining that position on all of your landing pages is adequate.

  • Clean Formatting

Creating a non-user-friendly page can pose the risk of higher bounce rate and lower conversions.

The visual format of your landing page should subtly guide all users to the “submit” button. Clear use of headlines, images, copy, and forms should support the user’s route to your CTA.

Minimize your visual clutter. Everybody loves images – but only to an extent.

Too much extravagant images can often distract users instead of smoothening their conversion. This is what we talked about in mitigating landing page friction.

Besides, all those pretty graphics is slowing down your web page’s load time too. It’s best to minimize the use of imagery and only use those that are really relevant.

To summarize all three, Impact’s excellent landing page design below.

The benefit is clear. Bullet copies deliver the user benefits. Logo is consistent. The format is clean and free of any visual clutters. CTA button looks really stunning with a bonus arrow acting as a visual aid to guide prospect eyes! Easily one of my favorite landing page design as everything fits together so smoothly.

landing-page

 

Ready to get more conversions? Start with a landing page now.

 

NOTE: Want to set up the perfect landing page for your website but not sure where to start? We can help! Contact us for a FREE Consultation and we’ll start setting up all the pages you need.  

7&7 Digital is a leading Digital Advertising Services Firm passionate in helping businesses grow. 7&7 offers services such as Digital Marketing Consulting, Digital Video Marketing, Corporate Motion Graphics, Digital Advertising, 360 Digital Marketing, and more.

7&7 Digital - Head of Client Services and Accounts - Advertising and Marketing

Pauline Malijan

Advertising and Marketing savvy, Pauline is 7&7’s Head of Client Services and Accounts.
You can connect with her on LinkedIn or email her at pauline@7and7.com

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