How to Design High Conversion Landing Page

How often does it happen that you clicked a product listing and came back without purchasing it? Or, even after having the whole wide web under your fingers, you didn’t get what you were looking for?.

It’s a daily affair for all of us. Brands, however, are watching it as we checked and left empty-handed, and they are more disappointed than us. It raises many questions for them about a failed conversion, also termed as ‘bounce rate’. Every entrepreneur today wakes up with one thought that directs their attention towards building a landing page that converts and minimizes the bounce rate.

To know How to create a better landing page, let’s first understand more about the landing page.

First things first, a landing page and a website page are different. A website page is more about what the brand is, what they do, how they do it, their policies, social media platform links, etc. In short, we built a website page is built to spread awareness about a brand. A landing page is a stand-alone page made to achieve one goal through objective-led campaigns. Thus, it is imperative to not use the home page as a landing page, which, shockingly, most of the brands still do and never get enough conversions.

Your landing page is your sales pitch. It has to be easy on the eyes, solution-oriented, echoing the brand voice, and single-pointed towards the goal of converting. At the heart of converting a lead through a landing page is a single and most important button – Call-to-Action (CTA). It creates an immediate response from the prospect consumer to complete the objective. A common example is a ‘Buy Now’ button and the surrounding content on most e-commerce websites.

How To Create An Effective CTA

We built each landing page with an objective, either to trigger a purchase, to build subscribers, offer discounts, or to connect by giving a free trial, etc. Giving a creatively simple, precise, thoughtful CTA helps. Below are a few tips:

• The CTA button should always stand out. Successful brands do so by keeping it above the fold and coloring the CTA button that is in contrast with the page color, and so on.
• Creating a sense of urgency goes well most of the time. CTAs like, ‘Offer Expires Tonight’, ‘Reserve My Spot’, etc. bring a demanding approach and propels the onlooker to act.

• Fear Of Missing Out (FOMO) is a real-life thing and gets the work done most of the time. Creating CTAs on this emotion can come in handy. For instance, ‘Choose What Thousands Of Successful Brands Are Using Worldwide’, kicks a FOMO emotional response.
• In short, CTA should be the center of attraction of a landing page by being visually alluring and defining a great copy.

And that brings us to another crucial aspect of…

How To Write Effective Sales Copy

One of the secret weapons of highly successful brands is a great persuasive sales copy on the landing page. After all, it will ‘converse’ with your lead prospect! Below are some tips:

• ‘PAS’ strategy of copywriting works great for any sales copy. When you highlight a Pain point to the reader, you instantly build a connection, add Agitation to stir the emotions and cement your connection, and finally provide your Solution (your product) to end the user journey near your CTA to help them act.

• Thinking on the terms of, ‘So What?’, works great for a sales copy. It can be a good hack to use while writing the products and features in your copy by re-reading it and asking ‘So What?’ which may help you write the next copy that connects the dot. Check out one of Apple’s sale copy for the iPod as an example below:
  “ 1 GB of Storage for MP3s ” > (so what!)> “ 1000 Songs in Your Pocket ”
• Using complicated vocabulary is one mistake you must avoid in your copy. Instead, using power words has been observed to boost conversions. Proven power words like bargain, cheap, exclusive, Hurry, immediate, jackpot, Massive, Celebrate, etc. brings evocation. These words are capable of insight strong emotional responses from readers and persuade them to act.

Conclusion

The article aimed to highlight the efficacy of a landing page, which is dynamic. By following the tips above, you can see an immense improvement in your landing page and enjoy more conversions.

It is also worth noting that every action a consumer takes is more or less triggered by some emotions. Knowing your target audience is more about knowing their emotional behavior. And, building a landing page according to buyer psychology and emotion has repeatedly proven to increase the conversions many folds.

Not to forget about faster landing page load speed, the page should be mobile-friendly, and the constant testing of a landing page, CTAs, and sales copy is necessary to keep learning and building on the momentum, backed by the data, analysis, and hundreds of campaigns.