Getting the landing page right is very important because a high-performing landing page can help you grow your business faster. It is often used with paid ads (Pay-Per-Click), so getting more conversions from your landing page through paid traffic is key to making the most of the money you spend.
Landing pages are the first pages users visit. They can be standalone pages created for paid traffic or regular website pages that users find organically. Conversions happen when users complete your goal, like signing up, buying a product, or any other action you want them to take.
A good landing page with high conversions can create many opportunities for your business. In this article, I will share some simple but effective tips that helped us get excellent conversion rates.
Value Proposition
The average human attention span is very short, and with the rise of short video formats, they have become even shorter. This means you need to include your value proposition directly in your headline.
Only a small percentage of visitors will scan or read your entire website content. Reading the headline is the first thing most people will do, so it needs to convince them to stay and explore further instead of leaving.
Make a bold statement with your headline. Keep it clear, direct, and short, ideally 5 to 6 words.
Visual elements
Once they move past the headline and decide to spend more time, grab their attention with visual elements like a product, video, or headshot.
If there are only text or more text than visual elements, then your conversion won’t be as good as it could be.
Benefits
Instead of focusing on features, highlight the benefits your users will experience if they decide to buy the product.
People don’t buy because of features; they buy for the benefits they get. If you clearly point out the benefits of using your product or service, customers will see how it can solve their problems.
Example: Apple doesn’t emphasize how many megapixels their new iPhone camera has; they focus on the memories you can capture with the iPhone.
Call to Action
Have a clear call to action and don’t overdo it. Run experiments (A/B tests) to find out which call to action works best and use that.
Do not place your call to action in every section where it doesn’t make sense. Clearly state the features and benefits of your product or service, and then place your CTA once the user has learned about the product.
Not doing this will lead to fewer conversions, as users who click too early may second-guess their decision before checking out, since they don’t yet understand the benefits of the product or service.
Social Proof
Include social proof like testimonials, reviews, case studies, etc. When users visit your landing page and see social proof, they are more likely to convert as it makes the product look authentic.
Think about the last Amazon product you bought. Did you check the ratings before making a decision to purchase?
Storytelling
Storytelling is key to marketing. If you don’t integrate storytelling into your landing page, your audience will quickly forget about your brand.
People are drawn to storytelling, especially with the rise of social media where it’s widely embraced. Integrating it into your landing page will help boost conversions and keep your audience engaged.
Trial and Refund Terms
Clearly state your refund terms, such as a 30-day refund policy, and honor them. Let’s face it, your product or service won’t satisfy 100% of people, so instead of making customers unhappy, issue a refund.
Also, offer a trial period so users can try your product before buying. This works great for users who may not initially buy your product but decide to give it a try and later find it useful, leading them to subscribe after the trial.
Final Thoughts
A high-performing landing page is essential for growth, especially with paid ads. Focus on clarity and strong calls to action for better conversions.
By incorporating social proof, storytelling, and clear refund or trial terms, you can engage visitors more effectively. These elements build trust and encourage users to take action. With the right approach, your landing page will attract more customers and increase conversions.