7 Crucial Elements
Of A High-Converting Landing Page
Why is it so important to optimize your landing pages?
Because when does set it and forget it ever work for anything in marketing!
In a previous life, I used to work for a Facebook marketing agency.
Of all the clients that couldn’t get traction, one of the things they had in common was… failure to optimize their landing page.
The team was on the cutting edge of Facebook tactics, we were part of the top ad buyer groups, we had a large client base, we had the ability to test and learn in nearly every market & niche.
Yet, we couldn’t fully help those clients back then, in large part because their landing page didn’t convert, and we failed to get them to take action on optimizing their pages. Some of the stuff was ridiculous: No CTA buttons, only 1 payment method, the list goes on…
7 Crucial Elements Of A High-Converting Landing Page
Your landing pages serve to make it as easy as possible for your visitors to take action, by removing emotional, mental, and physical friction.
1: Concentrate Your Audience On Your Value Proposition
What makes a really good value proposition?
- Clarity. Your message could not possibly be misinterpreted & can be understood in 5 seconds: If you do X, you will get Y or you will avoid Z.
- Show the concrete results your audience will get.
- Show the uniqueness of your offer.
- Avoid hype (like ‘never seen before amazing miracle product’), superlatives (‘best’) & jargon (‘value-added’).
2: Inform Your Audience
Display your offer’s facts and benefits, & simulate the experience as closely as possible. Answer the first things your audience asks themselves.
Visitors need to immediately understand:
- The concept of your offering.
- Show exactly what you are offering in a way that makes sense.
- What is this exactly? / What’s the quality like? / Can I test it? Where can I learn more / Can I look inside?
3: Motivate Your Audience
Display the benefits they get in a way that evokes emotions.
Do everything you can to remove stressful states of emotion from your audience, & do everything you can to instill positive emotional states.
4: Show How Easy It Is To Make A Decision
Design your page with a clear singular goal, showing the exact action for your audience to take. Using social influence, show how many others have taken the same step.
5: Show You Can Be Trusted
Use the appropriate aesthetic design for your industry, along with trust icons, certifications of your expertise, and show your realness with images of you or your team.
6: Call To Action
Clearly ask your visitors to take the action you want them to take. Aim to make your page have one primary call to action.
7: Maintain Your Relationship
Use exit-intent popups (with incentives) to capture details so you can build your email list & develop a relationship with your audience.
7 Ways To Optimize Your Landing Page
In the content above, you learned about the 7 crucial elements of a high-converting landing page. Now check out the below ways to make sure you’re nailing the critical conversion elements.
1. Always Think About Your Offer First
You may have an awesome product, a great solution to an even greater problem, but is your offer appealing?
Think about different offers you can wrap your product into & then test it. This is the biggest factor in your success.
I once had a client that was selling protein bars.
When they first came to us, we started selling their 10 pack protein bar and were pretty much breaking even on the first sale.
However, since they recognized that a large % of their customers actually became long-term customers, and ended up on their subscription packages (a new pack every month on autopilot).
We tested a Free Trial offer in which customers could get a 3 piece trial pack for free (1 of each of their flavors) at $6 shipping cost.
Due to the lower order value, ROAS dropped down to 1.
But given that 50% of customers turned into repeat buyers, this offer made a lot more money as the acquisition cost was now a fraction of the CPA of the 10 pack product, and we could now scale to new heights.
Think about product bundling, gifts, discounts & 2 for 1’s. Test to find what works.
2. Create Urgency
To convert cold traffic, you must give people a reason to buy NOW.
Don’t get me wrong, you can do this by adding a countdown timer in combination with a discount, but you don’t have to do it that way.
There are other creative ways you can do this that may be better aligned with your brand.
Stock limitations or specials (e.g. for a limited time 5% of revenue is donated, buyers get entered into a raffle, influencer specials, etc.) are good ways to create urgency, but you can even get more creative.
Launch a new product on the 5th of each month, and only put it on sale for 5 days. Use some variation on this theme. This limits stock, build urgency, and you can use things like influencer marketing to create massive hype around it.
3. Product Demos
A product page has to demonstrate exactly how your product works (the materials used, sizing info, suitable for, etc).
Videos are great for this (find the best sales video formulas in our blog “Best Facebook Video Ads In 2020: Powerful Sales Video Ideas That Convert“) but do not underestimate the power of words!
Explain exactly who your product is for, and use descriptive language to help your visitors visualize themselves with your product.
4. Unique Selling Points
Communicate your value proposition. Put yourself in the shoes of a customer and ask yourself:
- What makes it special?
- How does this product differentiate from the competition?
- What benefits do I get from buying this product?
Be specific and give them a reason to choose you over your competitors. If you want to see examples of good copy on landing pages, check out the landing page section of SwipeFile.com.
5. Social Proof
Of course, you’re going to say your product is brilliant.
When many other people say it about your product, then your brand becomes worthy of trust from first-time buyers.
Video reviews & product testimonials are crucial success factors.
Incentivize user reviews in your post-purchase email flows and use all of this user-generated content in your ads.
6. Guarantees Make Purchase Decisions A No-Brainer
You want to make it as easy as possible for people to make a purchase decision.
That’s why you eliminate concerns in your product description. Next, you should eliminate risk through guarantees.
Money-Back & Free Return Guarantees work!
7. Trust Elements
Now that you’ve eliminated concerns with product descriptions & social proof, and you’ve eliminated risk through guarantees, make them easy to recognize by turning them into trust badges.
Other trust elements you can include:
- Phone number
- Physical address
- Instagram or other social feeds
- Trust seals, some of the most commons are:
These 7 crucial elements of a high-converting landing page are really just small changes that will impact your conversion rate positively.
Rocket Your Conversions With Optimized Landing Pages
Now that you know how to rock your landing page, start optimizing it with these proven principles to boost your conversion rates!
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