8 Tips for High-Converting Landing Pages

Landing pages can be a determining factor in whether or not you will convert a lead and creating a successful landing page is an important skill you should acquire. 

Let’s face it, you may think you are creating an awesome landing page, but your conversion rates beg to differ. Don’t worry, we are going to go over a 8 easy ways that will defiantly improve your landing pages. Some of the things are so simple, you won’t believe you didn’t think of it first. 

1. Remove Navigation

16% of landing pages are free of navigation bars. (via Marketing Sherpa)

This statistic is an outrage! It’s hard to believe that only 16% of landing pages are free from navigation bars. 

Let’s think about it. If you are trying to get someone to convert on an offer, why would you give them an easy way to click on something else. You want their full, undivided attention on your offer. Don’t distract them with your team bios, or your portfolio. Keep on the page and focused. 

Take a look at this landing page from Savvy Panda. It is easy to stay focused because they have removed the navigation bar and have left only the content offer. 

2. White Space is Good

Don’t go crazy if you see a lot of whitespace on your landing page (or on your website for that matter). Whitespace is often thought of as a negative thing, but it is actually something you should strive for.

Take a gander at how awesome the landing page from Optimize 3.0 looks. They don’t bombard you will a bunch of images. Their landing page is streamline and professional looking, even with the ever feared whitespace!

optimze 3.0

3. Image

Tied in with the idea of whitespace, you don’t want to have so many images around your landing page that the audience doesn’t know where to look. Yes, one image is good. In fact, you will want to include an image because it will show people what they will be getting if they download it. 

4. Brief Description 

Keeping in mind whitespace (seems like everything I say revolves around whitespace) you will need to create a brief description about the content offer on the landing page. 

Make sure you tailor the message to the audience you made the eBook for. You can even say, this eBook was made with CEOs in mind. By actually saying who the content offer is for, people the target audience will feel as if you actually made the eBook for them (people love feeling special). 

Outline what is inside the eBook, making sure to emphasize what the benefits are. It’s a good idea to put these details in bullet points to make it more readable. 

5. Keep it Consistent 

You don’t want to confuse people with different call-to-actions within the same landing page. You can get a better idea of what you want to keep consistent, by looking at the HubSpot landing page below. 

hubspot stays the same

As you can see, they are using the same wording throughout the different sections of the landing page. This way, when the viewer reads different parts of the landing page, each section will be telling them to do the same thing. 

6. Form 

The form is one of the most important parts of the landing page because it is where your capture information about someone and turn them into a lead. 

You will want to make sure your form is above the fold. This means you should keep the form visible on the main screen. You don’t want the visitor to have to scroll down to the bottom of the page to have to find the form. 

Another form tip would be to keep the form on the right side of the page. People read in an F-shape pattern. They start reading at the top and their eyes continue to the right and the down, creating an F-shape. This will allow the reader to read what the download offer is about, and then they will naturally move their eyes to the right which is where your form should be. 

Most forms have a default button that says submit on it. In order to keep things consistent, as discussed above, you will want to change the text inside the submit button to reflect the other things you are talking about. An example would be changing “Submit” to “Download Now!” 

7. A/B Test

Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions. (via Marketing Sherpa)

If you want to know which color or title works best, you can turn to A/B testing. A/B testing allows you to see which element on your landing page has the best click through rates. For example, your submit button can be tested on one landing page in blue and on another, green.

Some visitors will be taken to one of the pages and others will be taken to the other page. Now you can see which color had the most submissions. You will then be able to tell which color works best on that landing page. 

8. Promote it

Now that you’ve designed a perfect landing page, you will want to show it off. People may find your landing page by organic search, but to increase the traffic, share it on social media sites. Let people know that you have a new download that they should check out. 

Your landing page is not the only element to converting someone into a lead and keeping them moving down the funnel. Before you even get them to a landing page, you have to get them to click on a call-to-action.

Also, after you get them to submit a form on your landing page, you will have another chance with your thank you page to keep them moving down the sales funnel.