This post was sponsored by Unbounce. The opinions expressed in this article are the sponsor’s own.
Your landing pages serve as pivotal points for converting visitors into customers. However, too many websites don’t focus on the first impression and lose crucial moments to engage and convert their audience.
Crafting a compelling landing page isn’t just about aesthetics—it’s about strategically guiding your audience towards taking action.
Landing pages must hit it out of the park right away. They must match the interests and expectations of the users, provide a good and valuable experience, and clear next steps.
The following eight strategies can help you improve landing pages and focus on the KPIs that matter to drive performance. The right targeting, approach, and execution convert more visitors into leads and customers.
Key Landing Page Strategies
1. Set Clear Goals2. Provide A Clear Value Proposition3. Build Visual Appeal4. Optimize Load Time5. Write A Compelling Call-To-Action (CTA)6. Perform A/B Testing for Optimization7. Build Trust And Credibility8. Ensure Compliance And Security
For a faster pace, implement the strategies below with the help of a 14-day free trial with Unbounce to quickly transform your landing pages and ramp up conversions.
Mameraman/Shutterstock, August 2024
Building an Effective Landing Page: Key Elements and Strategies
1. Set Clear Goals
Define what you want to achieve with your landing pages: Whether it’s lead generation, sales, or webinar sign-ups, having clear goals will guide your design and content decisions.
Understand your audience: Tailor the content, design, and offer to the specific needs and preferences of your target audience. Use language that resonates with them and addresses their pain points.
Segmentation: If possible, segment your audience and create different landing pages for each segment to better address their specific needs.
2. Provide A Clear Value Proposition
Make the offer front and center: Your landing page should clearly communicate what you offer and why it matters to your audience. Learn how to craft compelling value propositions with insights from Unbounce’s guide on effective messaging.
Clearly state what your Unique Selling Point (USP) is. Clearly communicate what makes your offer unique and why the visitor should care. Show how you can address any pain points of your audience. Your value proposition should be prominently displayed, usually in the headline and subheadline.
Benefits over features: Focus on the benefits your product or service provides rather than just listing features. Explain how it solves a problem or fulfills a need for the user.
3. Build Visual Appeal
Engage your visitors with visually appealing content: Incorporate relevant images or videos that resonate with your target audience. Use professionally designed templates that are suited for your audience. Customize them to match your brand’s aesthetics and messaging.
Clean layout: Keep the design simple, with a clear visual hierarchy that guides the visitor’s attention toward the CTA. Avoid clutter and unnecessary distractions.
Mobile-friendly design: Ensure the landing page is mobile-friendly and looks great on all devices. With a significant portion of traffic coming from mobile, responsiveness is crucial.
4. Optimize Load Time
Fast loading speed: Ensure your landing page loads quickly. A slow page can lead to high bounce rates, especially on mobile devices. Use tools like Google PageSpeed Insights to optimize load times.
Minimal scripts and heavy elements: Avoid heavy scripts, large images, or unnecessary elements that can slow down the page.
Responsive design: Ensure your landing page is optimized for all devices. A responsive design enhances user experience, reduces bounce rates, and boosts conversion rates. This includes ensuring that your landing page is optimized for phones, tablets, and all desktop browsers.
5. Write A Compelling Call-To-Action (CTA)
Guide visitors towards taking the desired action with a clear and prominent CTA button.
Use language that is compelling and time-sensitive: This adds urgency to your CTA, such as “start, today, now”. Be specific with your CTA and spell out exactly what the value proposition is, like “Start your 14-day free trial today”.
Consider the design and placement of your CTA: It should be prominently displayed, before the fold so it’s at a person’s eye line when they land on your page. Also, try using contrasting colors to draw attention.
6. Perform A/B Testing for Optimization
Continuous testing: Regularly A/B test different elements of your landing page, such as headlines, CTAs, images, and forms, to determine what works best. If you’d like more tips on how to conduct effective A/B tests, check out this step-by-step guide.
Data-driven decisions: Use analytics and user behavior data (e.g., heatmaps, session recordings) to inform your decisions and continuously optimize the landing page.
7. Build Trust And Credibility
Social proof: Include testimonials, customer reviews, case studies, or trust badges to build credibility. Showcasing well-known clients or partnerships can also enhance trust.
Transparency: Provide clear information about what visitors can expect after converting (e.g., what happens after they sign up). If applicable, mention any guarantees or refund policies.
8. Ensure Compliance And Security
GDPR and privacy compliance: If you’re collecting personal data, ensure your landing page complies with GDPR or other relevant privacy laws. Include a clear privacy policy and obtain consent where necessary.
Secure connection: Use HTTPS to secure data transmission and give visitors confidence that their information is protected.
Creating a high-performing landing page involves thoughtful attention to every detail that impacts user experience and conversion rates. By focusing on a compelling value proposition, a strong and clear CTA, trust-building elements, and ongoing optimization, you can develop a landing page that not only captures attention but also drives meaningful results.
Implementing these best practices will position your brand as a leader in the industry, ensuring that your landing page effectively converts visitors and meets your business goals.
How To Choose the Best Landing Page Provider
When looking to create a landing page we recommend choosing a platform that specializes in landing pages, so you get the best-in-class tool. Ideally, you are looking for a tool that can empower you or your marketers to create and optimize high-converting landing pages quickly and effortlessly without the need for developers or designers. Here are the must-haves from a landing page builder that will elevate your digital marketing strategy:
Drag-and-drop builder: Look for a landing page provider that offers the option to customize landing pages to align with your brand identity without any coding skills required. This allows you to set up your landing page quickly and efficiently.
A/B testing: Find a tool that allows you to experiment with variations to find the highest performing designs and content. This, in turn, allows you to increase your conversion rates.
Templates: You want the choice of access to professionally designed templates tailored to various industries and goals for quick deployment.
Integration: Choose a tool that offers seamless integration with your marketing tools.
Tailored content: Find a landing page builder that allows you to create dynamic content based on your audience to build authentic connections and increase conversions.
Unbounce.com, August 2024
Expert Insights: Why Unbounce Is Essential
Speed and efficiency: With Unbounce’s user-friendly, drag-and-drop interface you can quickly launch landing pages, saving valuable time and resources. This allows you to focus on other critical aspects of your business. (You can also include custom code, if you prefer.)
Conversion-centric design: Unbounce has 100+ templates designed with conversion principles in mind, ensuring that your landing pages are both attractive and effective.
A/B testing: Unbounce offers seamless, built-in A/B testing so you can make data-driven optimization decisions with confidence.
Advanced targeting and personalization: Unbounce offers dynamic text replacement to deliver personalized experiences to your visitors, enhancing their likelihood to convert.
AI-powered traffic optimization: Unbounce’s Smart Traffic automatically directs visitors to where they’re most likely to convert, based on data from over two billion conversions.
Seamless integration: With dozens of integrations, including Hubspot, Mailchimp, and Salesforce, and thousands more available through Zapier, your worlds can talk to each other at the click of a button.
Free trial: Take advantage of the Unbounce 14-day free trial so you can test out the platform and see how you can transform your visitors’ journey into a positive and higher-converting experience today.
Real Success Stories With Unbounce
Businesses like Going and Webistry have leveraged Unbounce to achieve remarkable results in conversions and customer acquisition. Learn more about their success stories here.