Landing pages are the final stop on any journey to a conversion, so it’s important that they are as optimized as possible. There are numerous pieces of this puzzle, but across every industry, there are some universal traits to abide by if you want to be successful.
Today I’m going to break down a landing page into seven elements that cannot be forgotten. Some of these you may recognize, others may not have crossed your mind. Either way, these elements will build up a high-converting landing page for your business.
7 Elements of Every High-Converting Landing Page
There’s no secret ingredient that makes a landing page work. It’s all about how the pieces fit together into a greater whole. That’s why today we’re looking at seven different elements that you can use together in your next landing page.
1. An Irresistible Headline
It all starts with the top of the page. When you’re setting up a website, headlines will be one of the first things on your mind. Whether it’s for posts, pages, or social media, a great header will mean the difference between a click and someone leaving.
Your headline should accomplish a couple different things:
- Spark curiosity by asking a question or making a bold claim.
- Provide a preview of the landing page’s purpose and promise.
- Make it short and sweet. Roughly ten words is perfect. Use a headline analyzer to see if it incorporates power words and emotions.
If your headline accomplishes these things, then it will keep your reader’s attention as they begin reading your landing page.
2. Eliminate Distractions
You will spend countless hours and dollars bringing people to your landing page. The worst thing you can do, is give them an opportunity to leave once you’ve brought them there. Many landing pages make the mistake of leaving navigation bars in the header or footer of the page.
If you have options to leave the landing page in favor of your homepage or blog, then what’s to stop people from simply leaving before they convert?
A simple change like this has been shown to increase your conversion rates. In some cases, the change was incredible with up to a 100% increase in conversion rates. This also extends to other distractions on the page. Don’t include images or videos that aren’t directly related to the action you’re asking users to take.
Look at your landing pages long and hard. If anything is getting in the way of a smooth transition from visitor to customer, remove it.
3. Create Urgency
If people think your offer will always be there, then they have plenty of reasons to come back later. The truth is, they probably won’t. You need to convince them that now is the time to act and convert. Here are some ways you can do that:
- Set an expiration date. Tell them the exact day and hour it will end, or show how many hours are left in the offer.
- Place a countdown timer on the page, which has been known to increase conversions up to 147%.
- Take a more subtle approach using vocabulary like “now,” “today,” “before it’s too late,” and so on.
- Create scarcity by setting a limit and informing a user of the dwindling opportunity.
Combine this with urgency in your ads to show users why your product is going to improve their lives or solve their problem, and why they need it now.
4. Provide Social Proof
Consider this quote from Robert Cialdini: “People see an action as more appropriate when others are doing it.” This is the concept of social proof. This practice helps us show visitors how the product or service at hand has already benefited other people.
It creates a desire to be part of that group and to chase the success that others have already found. Social proof is present all across the internet in a number of different forms:
- Reviews on your blog
- Testimonials (both written, and on video)
Social proof is meant to reinforce your message, not replace it. Having a large amount of proof is beneficial and having none can be detrimental. For the purpose of landing pages, it serves to showcase how your product or service has benefited others in the past and why people should join the club as it were.
5. Stunning Imagery
Every landing page should have an image or images. That being said, this image must never be a stock photo or something unrelated to the product or service at hand. It should also be large, like a hero image of background picture.
The picture should be related to your product or service. It can be an actual picture of it, or a demonstration of how it works. Including pictures of people using the product is always smart, especially if they look happy while doing it.
If you’re selling a service instead of a product, then you can use your image to grab attention and showcase how the product will affect the user in a positive way. Images should showcase functionality, excitement, and are attention-grabbing will perform the best.
6. Present Features and Benefits
It’s always important to outline your product or service with detailed explanations. These explanations should be focused on the benefits your product provides. Explain what it does, while also showing how this function benefits the user.
The explanations on your landing page can be spread out across several elements. It can be part of your headline or subheadline. It can also be incorporated into your on-page copy or even into your image. All of these pieces should work together to form a cohesive picture of your product or service and what it does.
7. Balance Pleasure and Pain
Our final point is one that many landing page designers may not think of, but it helps immensely with laying out your approach to a landing page. Start by thinking about the problems that your audience members face. This is what causes them “pain” of a sort.
Remind them of this pain briefly in your landing pages by asking a question or posing a scenario. “Don’t you hate it when…” or something of the sort. This brings the pain into their minds. Immediately after, you should then apply pleasure to alleviate the situation. Here’s how you can do that:
- Focus on the people themselves. Use words like “you” primarily and focus on their feelings.
- Give them a clear sense of how the product benefits them. Show pictures of the product in action for example.
- Show pictures of happy people and smiling customers in testimonials.
- Bring people to a satisfying conclusion with a strong call to action.
- Use bright colors, and upbeat copy that keeps things positive.
Landing pages are a complicated affair, but if you can incorporate these elements, you’ll find that they will convert more than you ever thought they could.
How do you ensure your landing pages are optimized?
Please share in the comments below!
Oscar Sampson is a website consultant with over a decade of experience. He’s seen enough landing pages to know what works and what doesn’t.