If that’s happening to you (e.g., you have a conversion rate of below 2.35%<\/em>), then don’t worry.<\/p>\n We’re going to put a stop to that today. I’m<\/em> going to show you the collected learnings of over a decade of conversion rate optimization study to get your landing page performing in the top 10% and convert at a rate of 11.45% and above.<\/p>\n In this guide, you’ll learn:<\/p>\n Towards the end of the post, you’ll also get the 15-point high-converting landing pages checklist<\/strong><\/a>.<\/p>\n Follow these tips to improve your landing page conversions rate:<\/p>\n As a marketer, copywriting<\/strong><\/a> is the most universally useful tool in your box. Whether you cut your teeth with email marketing, sales letters, or blog posts, you can use everything you already know about persuasive writing to craft landing pages.<\/p>\n There are a billion’ best practice’ articles on the copy<\/em>, but for our purposes, let’s cut the BS and focus on what matters.<\/p>\n Let’s say you’re selling knitting patterns…<\/p>\n You don’t call them kick-ass ninja patterns for a night out down the pub. You call them charming, timeless and say how handmade knitting makes wonderful gifts for the family because you’re likely selling to people who hold those values.<\/p>\n The simplest way to get into this mindset is to imagine what problem you’re solving for your audience.<\/p>\n Productivity software is there to help people get more done, stop procrastinating, and remember everything. A marketing agency’s services probably won’t make a wonderful gift for your family but will rocket your company’s revenue by improving brand visibility.<\/p>\n Before you can even think about writing good copy, you need to consider the following about your audience:<\/p>\n For some products, a few of these points won’t be relevant, but overall it won’t hurt to consider every variable so you can write copy that converts.<\/p>\n Here are a couple of examples:<\/p>\n Uber: Get There<\/strong><\/p>\n From the 7 words of copy on Uber’s landing page, they capture exactly why<\/em> you should use the service. Because ‘why’ is exactly what people are asking when the land. “Why should I use it?”, “Why shouldn’t I bounce right now?”.<\/p>\n It’s simple. Uber helps you get to where you need to be. You’re busy, your time is important, and you shouldn’t have to think about where to park, getting petrol, or anything other than getting there<\/strong>.<\/p>\n The call to action \u2014 Start riding with Uber \u2014 uses clear language and tells you exactly what to do next.<\/p>\n Landing pages don’t have to be complex (in fact, they should never be complex), but they do need to use what little real estate they have to make an impact in the mind of the visitor.<\/p>\n Outbrain: Grow Your Website traffic<\/strong><\/p>\n Your copy should sell with benefits and support with features. What does this mean? Well, take a look at Outbrain’s landing page. It manages to cram benefits into 20 words of copy, all while not neglecting to show you how the product works.<\/p>\n The audience for this page \u2014 marketers and small business owners \u2014 doubtlessly want to drive traffic to their content, and are looking for an easy and cost-effective way to do it.<\/p>\n Outbrain instantly positions itself as the ideal solution using copy that speaks the language of its audience. How many times did you hear marketers say they want to ‘grow their traffic’ or ‘drive traffic’ in those exact words? Anywhere you look, that’s exactly how people talk.<\/p>\n And Outbrain knows they don’t have to baby their audience by explaining what CPC and CTR is. If you’re looking at this page, it’s more than likely you’re the right person because you know what CPC and CTR are already.<\/p>\n Here’s the mindset of someone that visits your landing page:<\/p>\n They’ve got another 5 tabs open that rank for the same keyword. They’re impatiently cycling through, ruthlessly ‘x’ing off anything that doesn’t instantly promise to solve their problem.<\/p>\n In those cutthroat conditions, you can’t afford to mess around. In fact, a study of 87 landing pages found that the average landing page headline is just 6 words long.<\/p>\n When 80%<\/a> of people only read the headline, if you can’t communicate your product’s benefits in around 6 word or less<\/em>, you’re doing it wrong.<\/p>\n Who would rather not be a pro? TweetDeck \u2014 a Twitter management suite \u2014 knows that people come to this page to step up their Twitter game. And they manage to hook those people in three short words.<\/p>\n People love to know when they’re being talked about. Not only is it an innate psychological desire to know whether you’re important, it’s also a solid way to get data on your marketing’s effectiveness. Mention sums up their product’s feature in 5 words.<\/p>\n However, you do have to bear in mind that brevity won’t ‘cure what ails ya’ if you write like the garbled translation of a Russian textbook:<\/p>\n This is literally the most confusing landing page I’ve ever seen. I had to calm down from laughing for a few seconds after finding it. Implementation of what? Training on what? Better managed what?!<\/em><\/p>\n Only after glancing at it, writing for a few minutes, then glancing back and squinting my eyes did I realize that it’s most likely hotel management software. As far as I know, though, PMS is either a term to do with project management or… something else entirely.<\/p>\n We know from Marketing 101 that people will buy from those they know, like, and trust.<\/p>\n Unlike in the ‘real world’, trust doesn’t have to be gained over the period of years with multiple touchpoints. While it does help, you can do it on your landing page with just a few simple elements.<\/p>\n Here’s what you can do:<\/p>\n It’s not necessary to cover all the bases, but 1-2 elements can go a long way.<\/p>\n Let’s look at some examples.<\/p>\n Salesforce is really laying it on thick with this landing page! The messaging can be boiled down to “There’s nothing to worry about (apart from how insanely quickly you’re going to grow your business) when you use the world’s best product that everyone loves”.<\/p>\n John Lee Dumas’ book, The Freedom Journal, has a very trust-centric landing page. Above the fold<\/strong><\/a> shows two things that increase trust \u2014 a real person, and social proof.<\/p>\n Further down the page, you get multiple videos of people saying how the book changed their lives, more pictures of the author, and the copy even describes the book as your ‘partner’.<\/p>\n According to Formstack<\/a>, a landing page consists of 10 elements.<\/p>\n Let’s use this as a framework and draw on some of the points it makes so we can nail down the design considerations you need to make when crafting a landing page.<\/p>\n\n
How to increase landing page conversion rate<\/h2>\n
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1. Use language that resonates with your audience<\/h3>\n
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![\"uber](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Uber-Landing-Page-1024x516.png\")
<\/p>\n![\"outbrain](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Outbrain-Landing-Page-1024x524.png\")
<\/p>\n2. Cut your copy down to the bare minimum<\/h3>\n
![\"tweetdeck](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Tweetdeck-Landing-Page.png\")
<\/p>\n![\"mention](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Mention-Landing-Pgae-1024x412.png\")
<\/p>\n![\"roomkey](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Roomkey-Landing-Page.png\")
<\/p>\n3. Gain your visitor’s trust<\/h3>\n
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![\"salesforce](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Salesforce-Landing-Page-1024x517.jpg\")
<\/p>\n![\"freedom](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Freedom-Journal-Landing-Page-1024x441.jpg\")
<\/p>\n4. Use proven psychology for landing page design<\/h3>\n
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![\"landing](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Landing-Page-Anatomy.png\")
<\/p>\n
![\"landing](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/ContentVerve-AB-Test.png\")
<\/p>\n![\"starbucks](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Starbucks-CTA.png\")
<\/p>\n![\"buffer](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Buffer-CTA.png\")
<\/p>\n![\"bad](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Bad-Landing-Page.png\")
<\/p>\n![\"navigation](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Nav-Links-AB-Test.png\")
<\/p>\n![\"landing](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/landing-page-definition.png\")
<\/p>\n![\"unbounce](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Unbounce-Landing-Page-1024x439.png\")
<\/p>\n![\"long](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/Long-Form-on-Landing-Page-1024x578.png\")
<\/p>\n![\"simple](\"https:\/\/www.reliablesoft.net\/wp-content\/uploads\/2016\/11\/One-Field-Form-on-Landing-Page-1024x474.png\")
<\/p>\n