Anatomy of a High-converting landing page

Internet is a global space for businesses and brands to market their products. There are so many brands and businesses who are competing for a single user’s attention. They try to lure ‘window shoppers’ by exciting discounts and schemes. To turn them into potential customers, the brands need to direct them to an excellent landing page that drives them to take the desired action and convert.

Any landing page which has a high conversion rate has all the essential elements that can make or break the potential sale of any brand or business. Alluring offers like captivating images, time limit on a sale offers and compelling action words – all these help landing pages to convert. A well-designed landing page takes over the user’s attention, targets their interests and turn them into customers.

Our blog will give you information about what landing pages are, what is a good conversion rate for a landing page and what are the key elements that help a landing page convert.

What is a landing page?

Technically, a landing page is a standalone, designated web page wherein potential customers either purchase a product or take a step towards becoming a potential customer. Usually, it is just like any other web page but what makes it different is that a landing page will have specific call-to-action (CTAs) such as checking out, dropping contact information, scheduling a consultation, subscribing to a newsletter or even signing up for an event.

What is a good conversion rate for a Landing Page?

The conversion rate of a landing page keeps changing on the industrial standards and historical data of a business. As per the reports, the best landing pages usually convert at rates of up to 27.4 %. This is just a tentative figure without an insight into the quality of your conversions.

What are the core elements that every high-converting landing page should have?

Now that we have discussed what a landing page is and at what rate it should convert, we will now tell you about five building block elements which are essential to create a landing page that converts.

1.Unique Selling Preposition (USP) of the landing page

USP is basically the sizzle that makes your product or service stand out from the rest of the competitors. It is the reason why a particular visitor would be interested in visiting your page and then converting it. As the name suggests, it is your own unique reason to be better than the rest. To grab the reader’s attention, make sure you show your USP upfront on your landing page.

The USP should have a proper distinct headline clearly communicating the purpose to the readers. The sub-header should be able to convince the visitors about how your products or services are better than the rest available in market. It should also convey how irresistible and needful your offer is.

Another usage of inserting USP is that you can also use it for online advertising. You will have to narrow down your selling points to a considerable number and focus on the ones which stand out from the others. You will also have to convince the visitor as to why your brand is better than the competition.  

2.Visual elements of the landing page

As the saying goes – “First impression is the last impression”, the first visual a visitor sees when they come to your landing page should be so solid that they are intrigued to go through your entire website. In a more technical manner, the first visual element is called the ‘HERO IMAGE’. This hero image is what makes or breaks the interest of the visitor. You will have to make sure that the hero image is relatable as well as fancy enough to engage the visitors. Since humans naturally interpret visuals quicker than words, make sure that the background or the hero image of your landing page tells your story and augments your values.

3.Benefits of a landing page

Apart from including the USP, a landing page should also consist of benefits that your product or services provide. Make sure that your benefits should relate to your USP and proliferate it with more detailed specifics about the landing page. Where the USP grabs the attention of the visitors, the benefits are supposed to make the visitors stay and convert. To keep the visitors engaged, list your benefits in bullet points so that its easy for the visitors to notice.

4.Social proof of a landing page

When people want to buy a product or avail a service, they look at other people for reviews and suggestions. This is more prevalent in the online marketing arena wherein people who have used a particular product or service leave in their reviews and based on this, other customers make a decision whether wan to buy it or not.

Social proof is easily the most persuasive marketing tool and can yield better results. It can be amongst the following:

• Customer reviews
• Social media followers
• Awards and Accolades
• Certifications and trust symbols
• Share button on various social media platforms

5.Call-to-action

The main aim of a landing page is conversion. It should be focussed on the following:

• Generate leads through downloads
• Sell a product
• Book a service

Basically, a CTA drives the traffic from your landing page to act on the conversion goal of your campaign.Now that you have a fair idea about how to create a high converting landing page, it will be easier for you to grab visitor’s attention.

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