How to Create a High Converting Landing Page

May 8, 2024

Anxhela Tomani

Anxhela Tomani

Marketing

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Do you know what’s the only thing standing between you and 55% more conversions? According to recent studies, the answer is simple: 10-15 landing pages. That’s all it takes! 

The good news is that creating a landing page is super easy. These days, there are dozens of tools that allow you to build a killer landing page in a matter of hours. It gets even better! All successful landing pages share four common elements. 

Before we jump into the four elements, let’s start with some basics. 

What Are Landing Pages And Why Do You Need to Use Them? 

When it comes to defining what a landing page is, the name gives most of it away – a landing page is a single webpage that a visitor “lands” on. Did you ever receive an email with a link and clicked on it? The first page you saw is their landing page. It doesn’t have to be an email, the link can come from an ad on Instagram, Facebook, Google (basically from anywhere on the web). 

The landing page is separate from your website. Your website has a number of different goals and products, while your landing page has one specific goal. This goal can be anything you want, but you will have to be very clear about it from the start. You cannot ask visitors to download your free e-book and also promote your vacancy on the same page. 

One goal at a time is the key here. That same logic applies to visitors on a webpage. If you bombard them with multiple offers, buttons and links, they will get distracted and bounce. This is why a landing page works so much better – it’s razor-sharp, focused on reaching one goal at a time. 

If you’re still not convinced on why you should start creating landing pages for your offers, listen to this. According to HubSpot, websites that have over 40 landing pages generate a whopping 12 times more leads! Don’t worry, you don’t need to go on and create 40 landing pages today. But it all builds up. If you start now, you will soon be ahead of the curve in the long run. 

3 Things You Must Do Before Creating A Landing Page

Before you get started with the actual landing page, you first need to define your goal. We talked about this in detail because it’s very important. Is your goal to get more people to subscribe to your newsletter? Or is it to sell more of that new product you’re being commissioned to promote? A landing page works for everything. Just remember to keep it to one offer per landing page. According to Growth Marketing Pro, adding several offers on one page can reduce conversions by up to 266%! 

After you choose your goal, you need to envision who the target customer is for what you’re offering. Knowing your target customer and your industry is crucial to creating a landing page that converts. After all, a good landing page for a finance offer would not work if you’re trying to promote a fashion offer. But what if you don’t have the time for all the research? Don’t worry, the team at landing page builder LanderLab has done all that research for you. All you need to do is filter by your target industry, and you will get access to top-converting landing page templates. 

The final thing you need to do as part of the preparation process is to decide on the length of your landing page. While there is no right or wrong in this situation, the length of your landing page should be directly affected by your goal. If you want to sell a product, especially one on the more expensive side, you will need to really convince the visitor why this product is worth their money. You may consider adding more copy here to really showcase the superiority of your product. On the other hand, if your goal is to gather email addresses, a shorter landing page would work better. 

In any case, it’s always recommended to split-test a short landing page and a longer one to see which one converts better. If you want to learn more about A/B testing, read our full article on it here

a/b test

Now that you’ve done all the preparation, let’s get to the fun part! 

4 Elements of a High Converting Landing Page 

There are four key components that you will find on any landing page: 

The first one is the headline. Each landing page should have a headline that is clear, catchy and creative. CopyBlogger found out that 8 out of 10 visitors will read your headline, but only 2 out of 10 will continue further. So make the headline the star of your page, and make it a no-brainer for the visitor to click that button (more on this in a bit). You might feel the urge to use a clickbaity headline here, which is okay, but make sure that it’s actually relevant to the offer. 

You can also add a sub-headline to further elaborate the point of your headline. Look at this example from HubSpot. The headline is very catchy, and the sub-headline emphasizes the value proposition. 

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If you want to go even further, you can run an A/B test with the exact same landing page, but different headlines. 

The second key element of a landing page is the hero image. This is the image that shows up at the top of the landing page. Make sure that this image is high-resolution and immediately grabs the visitor’s attention. Recent research by 3M Corporation found out that we process visual pieces 60,000 times faster than text. Thankfully, there are endless landing page templates out there with images that work. Here is a great hero image designed by LanderLab’s creative team. 

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And while the image is very important, you also need to focus on the background. You want to use an inviting color that matches your brand’s identity. A study concluded that 90% of consumer decisions about specific products were based on colors. For example, if you wish to radiate trust, you may consider the color blue. But if you want to portray fun and excitement, colors like red and orange may work better. Take some time to consider which color suits your offer and brand identity more. 

You can go a step further and use a video in your hero section for better conversion. In fact, HubSpot statistics show that landing pages that use relevant videos can increase your conversion rate by up to 86%! 

This is especially a good idea if you’re selling a product. The best option is to add a short product demo, which is simply a video showcasing your product’s key features. Look at this example from Slack. They used a video in which a team at the popular video company Sandwich tries Slack for the first time. 

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For more information on creating a video landing page, read our full article here

The third key component of a landing page is the conversion form. When it comes to this part, try to keep it short. Don’t ask for details you don’t really need. HubSpot found that using 2–3 fields in your conversion form is optimal. A popular combination to use is First Name, Last Name, Email Address. Whatever you do, try to avoid personal questions as much as possible. The data shows that conversion rates go from 10-15% to 5-6% when genders and birthdates are included in the form. 

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The final element is also the most important one, the Call-to-Action (CTA). You have your goal, and you know what you want to achieve with the landing page. Make all the CTAs about this one goal. Buttons are the most popular format for a CTA. 

Just like the headline and hero image, the call-to-action also needs to draw attention. Make it BIG, bold, and play with the colors so that it fits in with your hero image and background. HubSpot suggests personalizing the CTA as much as possible. Neil Patel’s CTA “YES, I WANT NEIL TO TEACH ME HOW TO GROW MY BUSINESS!” will convert better than “Submit”. 

Neil Patel

More Landing Page Elements That Increase Conversions

You already have your core landing page, and now you’re considering adding more elements to increase your chance of converting visitors into leads. As we mentioned previously, this works best if your goal is to sell something. 

Adding testimonials could be a great step towards converting more visitors. After all, the famous saying is “show, don’t tell”. Build trust with your visitors and show how your product or service has helped others in the past. According to Nifty, 34% of top landing pages feature testimonials. A lot of landing page templates already have this section included, all you need to do is add the input from your past clients here. 

monday.com

If you’re promoting a product, you should definitely consider highlighting its key features. What does this product do, and why do the visitors care about this feature? Don’t overwhelm readers with a ton of information, but narrow down your product’s top 3–4 features. If you’re selling a smartwatch, don’t just say “this watch can monitor your heart rate at all times”. Instead, say “monitor your heart rate and keep track of your health at all times”. That way, you’re showing the possible customer why they should care about this specific feature. Here is an example of a landing page that ride-sharing company Lyft used to promote their app. 

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Conclusion

You can easily create high converting landing pages by following the steps outlined throughout this article. 

Before you start working on your landing page, make sure to identify your main goal, target audience, and the ideal length of your page. 

Once you start working on your page, pay special attention to your headline, hero image (or video), conversion form, and call-to-action. You can also add testimonials or a key benefit section to strengthen landing page conversions. 

Finally, you can use a landing page tool like LanderLab to create pages without needing any prior coding or design experience. 

Start Building Your Own Landing Page!