Let’s look at 5 points that make a landing page highly converting.
What we want is to introduce a very specific form of landing page (also “Squeeze Page” or “Opt-In Page” ).
The landing page aims to get the visitor’s email address in exchange for an offer. Even if you have an e-commerce, we strongly recommend that you send visitors first to a landing page – to get their email address and then send it to your product.
That way, if they don’t make the purchase right away, you can still get it back using email marketing strategies.
Here’s how to build such a page that can convert your traffic at great rates:
1.) The Offer or “Free Gift”
This is really the most important part: what you offer the user in exchange for their email. The more value there is in your offer, the easier it will be to get the emails.
The Better the Offer = More Emails
Although this offer sounds free, make no mistake – a transaction is occurring! You trade your offer for permission to send emails.
A little precaution – don’t overdo it. Do not offer much because it is important that this “something” delivered is easily and quickly consumed.
I’ve been foolish enough to write long 60-page eBooks – and while that was a good strategy a few years ago, a 1-15 page document is absolutely sufficient. As long as it has value, it offers an “A-HA, I didn’t know that” moment, and a good design. One thing not to skimp on is design – as this adds a lot of value to the material.
Examples of great offers you can make:
- Report / Guide
- Resource List (like the one you’re reading)
- Free Trial of Your Software, Product or Service
- Video training
- Consultation Sheet / Handout
- A test
Remember that this offer should be:
- Highly Specific: Solve just ONE problem facing a highly segmented part of your market.
- Able to deliver a “WOW”: People should read, use, experiment and think “WOW, this company really knows what it’s doing.”
- Always short: Most people don’t have time, as long as there is value embedded – even one page is enough. What does your market really want? Talk about it!
- High Perceived Value: Bet on design to make it look elegant, professional, and desirable.
- Fast to consume: nowadays, nobody has time…
2.) Your salable text – or the words on the Page
This is paramount. Right after you offer the MOST IMPORTANT ELEMENT on any landing page or capture.
Most people underestimate the difficulty of writing salable text that gets users out of their inertia online and makes them take action – that is, buy your product or give them their email.
You only need one line of text on the page – if it only connects with your audience, that’s enough.
I have seen pages with only one title that convert 60%. Which is excellent. Here are the most common elements of salable text on a landing page:
- Title: Fundamental. It captures your readers’ attention and “holds” your target customer to your offer. He speaks directly to them so they know they are in the right place – where their specific problems are being solved.
- Subtitles: After capturing their attention with the title, the subtitle can be used to deepen your interest and desire in the product or service offered.
- Bullets of Benefits: Typically, a great offer and title are enough to convert a visitor into a lead. If you want to improve or need more text (example: you need text for Ad Words) – add some benefit bullets. They often talk about “features” and “benefits.” Read the information box to learn more.
3.) Call to Action – A Button You Want to Click
It’s great to create great Call-to-Action buttons if you follow the guidelines below. Unfortunately, web designers tend to perceive the Call to Action button as an element of design, making it blend nicely with the rest of the page.
Source: Bright Orange Thread
But the CPA button is not a design element – it is a conversion element.
It should be immediately visible at the opening of the page, one of the first elements to notice. Even better if it stands out – almost as if it didn’t belong on the page. Even big companies do that. AirBNB uses a flashy red on the CPA button on your homepage. In turn, Facebook uses a shade of green that does not match the original design at all.
Rules for a great CPA button:
- Above the fold: The CPA needs to be immediately visible to the visitor.
- Below the fold: If your page can scroll down, include another CPA at the bottom of it. If it’s too long, you can even add another button in the middle.
- Contrasting color of the button: Make the button scream for attention. Your web designer will not like it. Your mother will probably find it ugly. But by the end of the day, more people will subscribe and buy.
- Custom Button Text: It is best that the button text connects your offer with the target audience. For example, “Yes – I Want This Free Gift Now.” If you don’t want to be smart, you can use “Free Instant Download” or “Download Now”.
4.) Social Proof
If you have great customers, have media mentions, 10,000+ Facebook followers, your customers love you, or some celebrity uses your product, highlight it all!
Social proof is very powerful – we like things that other people like. We are more willing to try something when our friends say it is amazing. Why? Because the risks of having a negative experience are diminished.
Here are some of the most common forms of social proof:
- Customer Testimonials: One of the most powerful forms of social proof. There is no doubt about its effectiveness. Testimonials have been used successfully since the invention of advertising. If you can get some from your customers, use them!
- “As Seen On…”: If you were mentioned on Globo, Folha, Exame, Super interesting, etc., or if you’ve been on TV, let your viewer know about it; position yourself as a potential expert.
- Your customers’ logos: Does your business go well with famous customers? Show off your logos! You’ll have that immediate effect: “These guys know what they’re talking about if they have the confidence of these brands!”
- Social Signals: You have a lot of Facebook followers – use a social widget to show it. Be careful, as the effect can backfire – if you only have 30 tanners on your page, it’s best to wait until you get some more. The ideal minimum is 1,000 followers.
- Celebrity Support: Does that famous soccer player use or endorse your product? Mention the fact on your page. In our modern culture, there is no doubt that celebrities have a huge impact on people’s buying decisions.
5.) Other Visuals
You can leverage certain visuals to make your page more attractive. Just be careful that the look doesn’t interfere with the purpose of your page: make people click that button and subscribe!
Visuals can include boxes, arrows and some images of your offer – they usually work great!
3 Extra Tips for Your Landing Page
- Tip # 1: Limit Browsing – the best landing page gives the user only 2 options: click and sign up or sign out
- Tip # 2: A visitor should realize in 3 seconds the function of the page. We strongly recommend testing with real people and confirming that this applies to your page.
- Tip # 3: Create a “swipe file”. That means when you see a great landing page (the best ones are the ones that make YOU enter your email), take a screenshot and archive it for future reference. Companies spend thousands of dollars to develop these marketing materials, so take advantage of them to help build your own. (Just don’t copy everything! Make it your material by making changes.)