If your ad campaigns drive lots of traffic but convert very little, it could be due to your landing page. Being one of the crucial elements, a landing page significantly affects the overall performance of any PPC or ad campaign.
From design to copy, there are several things that you should consider to create an effective landing page that will convert your visitors into customers. In this blog, we will discuss some helpful tips that will help you make your landing page a conversion magnet.
Proven Tips to Make Your Landing Page A Conversion Magnet
1. Focus on One Goal
Before you start creating a landing page, you must be very clear about the goal you want to achieve. While it’s quite obvious that the goal is to ‘convert’, you have to be particular about the end results.
Whether you want users to sign up for a newsletter, call you, purchase your product or services, fill out a form, or what else. Your goal will be a pivotal point in deciding significant aspects like ad copy, page design, CTAs, etc. So make sure you have a clear and concise goal.
2. Begin with an Engaging Headline
The headline of your landing page is one of the first things that your visitors notice when they land on your page. Your headline must be clear, bold, and engaging. An effective headline will encourage visitors to go through the page and take the desired action.
Writing a great headline might seem difficult, but it’s not. You can create a compelling headline by understanding your customers’ requirements and how your product or services can help them.
Explain the benefits of using your products/services concisely. Make use of appropriate adjectives. You can also use numbers in your headlines to grab attention. Lastly, ensure the headline is simple and contains no complex phrases.
Here is an example from Freshworks. On this landing page, they have mentioned the utility factor and their product feature, describing how business owners can accelerate their revenue with their AI-powered CRM.
3. Keep the Copy Clear and Concise
Once you draft an engaging headline, you have to focus on the main copy. Since the landing page serves a different purpose than other pages of your website, you can’t include each and every detail on the landing page. You have to be very concise about the copy because longer landing pages with lengthy copies do not perform well.
First, you need to figure out what goes on the page and what not. You can consider a small supporting text with the main headline. Besides that, you can include your unique selling propositions (USPs) on the landing page.
You can also add specific keywords in your copy to increase the relevancy of your Google Ad.
Check out this landing page. They provide carpet cleaning services. They’ve used a short supporting text with the headline, added their USPs, and concisely explained their cleaning methods.
4. Motivate Visitors with Hook
Another essential element that you must include in your landing page copy is “hook”. These hooks encourage the visitors to take the desired actions. A creative headline is a great way to create a hook; but apart from that, you can use images or videos of your products.
Create a sense of urgency to put your visitors in the situation of FOMO so they can’t resist your offer. Use phrases like “limited time offer” and “lowest prices for just a few hours” and motivate them to take quick action as shown in the below landing page.
Also, instead of describing the features, showcase the benefits a user can get from you. Things like “Save XX $” seem more tempting than “Affordable Pricing”. Here is an example of a carpet cleaning company’s landing page.
Instead of showcasing their features, they have mentioned the practical benefits of getting the carpets cleaned from them. It will help potential customers understand what they can expect from the product or services and will increase the chances of conversions.
5. Focus on CTA and Its Placement
Making your landing page a conversion magnet is all about encouraging visitors to take the desired action. CTA (call-to-action) buttons are the ones that work as a path between your potential customers and that desired action. But there are a few things that you must keep in mind.
First of all, the CTA must be short and to the point giving a clear idea to take action. Never use complicated CTAs that will create confusion. “Call now”, “sign up today”, “book now”, and “Get your X here” are some of the common examples.
Along with that, you have to be careful about the placement of CTA. The rule of thumb is to place the CTA tab right in front of visitors and above the fold so they don’t have to scroll to find it. Also, use a different color for the CTA button to highlight it from the other elements of your page.
6. Keep the Form Short
Around 27% of visitors abandon the landing page forms because of their length, and that totally makes sense. Nobody likes to share their personal information unless you are offering something great at a comparatively cheaper cost or for free. So try to keep the form as short as possible.
You must collect the required information but strictly avoid any unwanted fields like company name, industry, where you heard about us, etc. Ideally, your lead form should not contain more than 3-5 fields, but as I said, you can ask for more information only if you are offering something worth it.
7. Optimize for Mobile-Friendly Design
With an increasing number of mobile users, it is quite obvious that 61.9% of clicks on Google Ads come from mobile devices. This means you must focus on the mobile-friendly design as much as on desktops.
Make sure the images, forms, text, and all the other elements of your page are clearly visible. You might also need to adjust the font and image size as per different screen sizes. Ensure all the elements are alleged correctly and do not overlap. You can create more than one design and test your landing page to know which works best for you.
Apart from the design, you will also need to pay extra attention to creating a smooth user experience. Try to make your page short and light by avoiding any unwanted elements. This will reduce the loading speed and improve user experience. Moreover, make sure all the links are clickable and redirect to their desired source.
8. Leverage Visuals Strategically
Visual elements can work great for you to make your landing page a conversion magnet. I mean, a demo video or screenshot will certainly be more helpful than a paragraph or list explaining the features of the product or services you are offering.
By using helpful and relevant visual content strategically, you can reduce the bounce rate and increase conversions. Make sure that you use high-quality images and videos but also keep in mind that these visuals should not be too large in size.
Moreover, conduct AB testing to decide the right placement of the visuals you are going to use. Depending on the device, you will need to adjust the size and placement of these elements. Lastly, do not just feed your page with unnecessary visuals, only use them whenever required.
9. Use Testimonials and Social Proof
Client testimonials and social proof are trust signals in Google ads that are helpful in creating a sense of trust. When your potential customers see other people using your products or services, they get the proof of benefits that you are offering.
There are different ways to include social proof on your landing page. You can add customer reviews, the brands that you’ve worked with, video testimonials, user generated content, case studies, your former and current user count, endorsements from influencers and popular personalities, quality certifications, awards, etc.
However, while using social proofs, do not exaggerate it. Only include genuine proofs that will help you stand out from your competitors. Moreover, when adding client reviews, prioritize reviews with real photos to gain more trust.
10. Analyze and Modify
Let’s stick to facts, there is no formula for creating landing pages that will guarantee success. But the key to making your landing page a conversion magnet is analyzing the flaws and fixing them for better outcomes.
Once you create a page, fulfilling all the above tips, you need to keep an eye on key metrics like bounce rates, conversion, engagement, and form abandonment. By analyzing these metrics, you can make appropriate changes and convert your visitors into customers.
Creating a conversion-focused landing page requires a strategic approach that considers both design and content. You need to focus on providing value to your customers by solving their problems. By prioritizing the user experience you can make your landing page a conversion magnet. Stay attentive to industry trends, user feedback, and evolving technologies to ensure your landing page remains effective in capturing and converting leads for your business.