How to Create a Landing page?
A landing page is the first interaction touchpoint right after the web visitors show their interest in your promoted ad campaigns, social media posts, email and SMS campaigns, or SERPs ranking. The primary goal of the landing page is to convert your webpage visitors into conversions.
That means by creating landing pages, you're crafting conversion possibilities. Companies experienced a 55% increase in leads simply by increasing their number of landing pages from 10 to 15.
Online sales are exploding, from 4.28 trillion US dollars worth of sales in 2021, e-retail revenues are projected to grow to 5.4 trillion US dollars in 2022. To tap into this huge business opportunity you need more landing pages.
Let's explore how you can create the most converting landing pages to acquire the maximum share of your target online customers.
Table of Contents
How to Create a Landing Page?
Unlike a website that showcases and promotes everything about your products, services, and company as a whole. Landing pages are created with a specific purpose and are focused primarily on single offerings.
Dedicated information or offers are provided to the target audience with one primary conversion goal hence bringing fewer distractions and higher conversion rates. Keep in mind the information provided below to create highly performing world-class landing pages.
Let’s start exploring the following points that will illustrate how to create your landing page effectively and with a higher success rate including improved user interactivity leading to more conversions & profitable ROI.
Following industry-standard landing page success factors will ensure higher credibility and positive impact over your target audience and in no time you will triumphantly achieve all your pre-defined marketing goals.
19 Components of High-Converting Landing Pages
Create a strategy to get the most out of the landing pages by setting conversion goals, effective designs, and a high return on investment framework. No landing page can bring success to the business if it doesn’t generate leads.
Create the experiences for the visitors that are cherished visually and valuably, hence leading the way to long-term future relationships.
Write Eye-Catching and Memorable Headlines
Convincing headlines can bring success to your marketing campaign dramatically. Your headline must grab your visitor’s attention as they land on your web page and highlight your offerings right away.
A unique headline that creates motivation to stay on your landing page must be Simple, Direct, and shall induce a Sense of Urgency. 9 out of every 10 viewers who read your headline will also read your call-to-action (CTA).
Landing page message-match and design-match refer to the similarity between pre-click content (as ads, emails, and links) and post-click content (your landing page).
Whether it’s the content copy, colors, look-n-feel, call to action, always try to maintain equilibrium with the campaign components to ensure consistent experience from start to finish.
Keep the Important Part Above the Fold
‘Above the fold’ – is the part of a landing page that is visible foremost in the browser window as the page loads. So the most important offers and information shall stay usually above the fold.
A visitor doesn’t have to scroll down the page and have immediate access to all the key points at the first glance.
Rewards and Offerings
You could have the best landing page in the world, but if your offer is not exactly what they are looking for or interested in? visitors aren’t going to be converted. Deepen the engagement and nurture the relationships with the visitors through exclusive content and offers that they can’t refuse.
Allure them, so that they can perform desired actions like subscribe, email, call, or contact in general.
Forms that Are Simple to Fill
Capture leads with an optimized form that is created keeping in mind the concept of strategic information gathering. Demand only that is relevant and don’t push the visitor to fill unnecessary fields.
Ask for information that you can live with and then start nurturing from the lead from there. Tell clearly why you want to collect the information and how the privacy of the information is your top priority so that visitors can fill the fields risk-free, without worrying at all.
Straight Forward Call-to-Actions
Compelling CTA is the gateway to lead generation. The last step that visitors will perform and convert, think carefully about the content, color, and design of your call to action button.
Use only one CTA on your landing page to eliminate confusion and distraction. Weak calls to actions that are not click-worthy just create bad luck for the landing pages.
Some popular examples of call-to-action (CTAs) are:
- Start my free trial now
- Get my free eBook now
- Signup for free
- Get started
- Try it for free
Content that Ignites Confidence
Make your visitors who landed on your webpage feel that they made a good click. Write meaningful content that is specific with clear objectives. Written content shall give satisfactory answers to the problems of the visitors and help the business to achieve the pre-defined conversion goal. Don’t beat around the bush be candid with your content.
Easy and Fast Content Navigation
‘Content flow’ should be obvious, confusion-free, and easy to navigate. Structured landing pages use navigation principles to help customers find the information they are looking for faster and easier.
Better content flow brings a high level of interaction among the visitors and easily drives them to convert.
Clean, Fresh, Flawless Design
Landing page layouts need to be organized in a way that draws maximum attention of the visitors. Carefully implementing the design strategies in combination to clean, attractive visual elements makes the landing pages a feast for the eyes and profoundly memorable to human minds.
Clean layouts, elegant designs with flawless user experiences will attract more customers.
Use Pictures, Previews and Videos
Adding visuals, previews and videos can boost your landing page engagement and visitors’ response.
Use captivating descriptive creative visuals that are relevant and promote your offerings; for video – embed a short video trailer that persuades the audience, and for eBooks or presentations – add a preview to arouse interest.
Global statistics show using relevant videos significantly on landing pages can improve conversions by 86%.
Ensure your landing pages are compatible and working on the mobile devices without any hiccups or possibly create separate landing pages for mobiles.
In the modern world, with deep smartphone penetration consider opting for the mobile-first approach. Let your landing page designs automatically adapt the screen sizes be it a desktop, tab, or mobile.
Social Proofs and Testimonials
Develop trust and credibility in the customers by including social proof in your landing pages. Testimonials, case studies, reviews endorse social influencing and are great for converting new leads. Valuable reviews and testimonials by real customers and influencers encourage people to make decisions.
About 95% of customers read reviews before making a purchase.
Pay Attention to Landing Page SEO
Make your landing pages optimized for Search Engines by using keywords, Meta description, and URL. Though landing pages are relatively short or one page but if created in accordance with Google algorithm, landing pages can bring immense search engine traffic.
Landing Page Load Time
Page load time is the average amount of time it takes for a page to show up on your screen. Landing pages that load quickly convert more visitors. Load times should be 1.28 seconds or less to prevent conversion loss.
It is accounted that average conversion rates drop by 4.42% for every extra second of page load time.
Landing page A/B testing is the key conversion optimization technique used to compare the performance of different landing page designs to see which one works best in goal achievement.
Create multiple variations of your page by inducing and replacing various crucial elements to check what performs better. Use heat maps to get better insights and detailed CTA-based action reports to understand the on-page user interaction pattern.
Targeting and testing correctly can boost conversions by 300% or more.
Double-Check Grammar and Spellings
Ensure everything you are writing is clear, engaging, and grammatically correct. Eliminate all the errors and omissions, check thoroughly before publishing the landing page.
Sometimes due to time constraints, language barriers, and possible human errors, mistakes happen but errors bring a bad reputation to the conversion goals, so always proofread to ensure success.
Add Contact Information
Provide genuine contact information like company name, physical address, email id, phone number, and website address, so that visitors can contact your business for more information.
Contact information on the landing page proves that the business is legit and it enhances the visitor’s trust.
Thank You Pages
Don’t forget to set up a thank you page, a thank you page is the page your visitors, see right after filling out and submitting a form on a landing page. Genuine lines in favor of the visitor’s support towards your business can extremely pleasure him and strengthen the future bond.
Create More Landing Pages
The more landing pages you create, the more opportunities you’ll have to convert visitors into leads. More landing pages mean more conversion opportunities, more targeting, more variety.
The more landing pages you have, the more likely you are to be noticed by search engines. Businesses can improve the ROI of their marketing campaigns and bring more traffic by simply promoting individual services through specific landing pages.
What you must know before creating your next landing page?
Before creating and designing the landing page for your next marketing campaign make sure that you have considered and covered all the points that are mentioned below.
What is a Landing Page?
As the name suggests landing page is a standalone webpage on which a visitor lands after clicking on a link embedded in ads, emails, or marketing campaigns that you are running on the web. Specifically, created to convert the prospective visitors into actual leads through Call-to-actions (CTA’s) and compelling content that bound the visitors’ to stick to the page.
Landing pages are created solely to bring targeted traffic, convince the visitors, & convert them as a lead opportunity. There are various types of landing pages that can be created and designed to make your campaigns rewarding.
- Lead capturing landing pages,
- Click-through landing pages,
- Thank you landing pages,
- Get started landing pages, & many more.
Who Will Be Your Target Audience?
Landing pages are created for the specific target group or a buyer persona, so that maximum conversion rate can be achieved. Personalized solutions to the immediate problems of the targeted group is the main priority while creating the landing pages; tackling a large population through the landing page can lead to inappropriate results and loss of conversions.
Design your landing pages according to the buyer's behaviors and create relevant content around these. Focused efforts can bring laurels to your target customers in terms of offers like freebies, eBooks, discounts, etc. resulting in more conversions & leads for the businesses.
The Lens provides the constraints for the map by assigning
(1) a Persona ("who") and
(2) the scenario to be examined ("what")
The heart of the map is the visualized experience, usually aligned across
(3) chunkable phases of the journey.
(4) The actions
(5) thoughts, and
(6) emotional experience of the user has throughout the journey can be supplemented with quotes or videos from research.
The output should vary based on the business goal the map supports, but it could describe the insights and pain points discovered, & the
(7) opportunities to focus on going forward, as well as
(8) internal ownership.
What Goals Do You Want to Achieve from The Landing Page?
Landing pages are specific to the goal that businesses are trying to achieve; each of these goals will result in a very different-looking landing page.
For example, if your goal is to achieve more subscribers to your newsletter then, in that case, you have to come up with a value-based landing page that clearly mentions the benefits of this subscription program.
Your landing page must include valid social proofs, testimonials, and offers in return. Likewise, there can be various landing page types that include components that other landing page types may don’t even need.
Few examples are:
- landing pages to boost emails and trials,
- landing pages for launching new products or services,
- landing pages created for event registrations,
- landing pages for downloadable materials,
- landing pages to give free trial
The main idea is to ask for the visitor’s information and in return give him something in exchange – a value proposition.
Benefits of Landing Page
Landing pages provide valuable support to your ongoing inbound marketing efforts and bring enhanced success in terms of lead generation. Landing pages convince the visitors and encourage them to take necessary actions by providing useful and relevant information.
- Landing pages increase leads and direct conversions
- Landing pages generate data and valuable insights
- Landing pages cater increased email and subscribers
- Landing pages boost brand awareness
- Landing pages improve SEO ranking
The Three Types of Landing Pages
If the objective of your next marketing campaign is to generate leads and sales, you’ll need to focus on your efforts to create a landing page type that will achieve the best results and multiply conversions.
Though there can be many varied thoughts on the different types of landing pages a business can create for promoting their advertising campaigns but as a broad categorization, we suggest typically three main landing page types that need your consideration: Internal website landing page, microsite, and standalone landing page.
Internal Website Landing Page
A type of landing page that is actually a part of the business website and can be a homepage, product or service description page, or any other page. Visitor conversions with internal website landing pages can be weak as the website is loaded with various leaks that can distract the visitor and drive him away to other pages via multi-navigational links within a website.
While many disadvantages to using existing internal pages as landing pages, marketers still consider using homepage and product pages as their destination pages for visitor landing. Basically, the homepage of a business website is the main page of the site designed to drive traffic to the internal pages, and in the process of visitor voyage from one page to another, the main objective of quality conversion is lost.
If you are running a marketing campaign you need a single goal-oriented specific landing page, focused on a specific product or service that converts visitors into real customers effortlessly.
The microsite is a miniature website created as a supplement to the main parent website and has its own different URL.
A business website is created to showcase the overall personality of the company and includes multiple pages like home, about, contact, products/services, blog, investors, carriers, and many more fields for exploration. With numerous navigation links, external links, and a vast information pool there are great chances of visitor distraction and diversion. Sometimes marketers have to focus on a specific product or service to achieve sales targets or do promotions on the web.
Microsites are just small websites with their own unique URL that are highly targeted to a single conversion goal and can be one page or multi-pages depending on the information to be provided to the visitors for achieving the desired action. Microsite URLs or a domain name can be completely different from the actual business name or it can be an extension of the company name only.
These mini-websites that are relevant to the marketing campaigns serve a single purpose and provide focused information to the visitors without the clutter of a full business website. Microsites provide only the relevant and necessary information that doesn’t exhaust the visitors, doesn’t distract their attention leading to higher conversion rates.
Microsites can be created for individual product promotions, for different geographies, for targeting a unique target audience, or to gain enhanced online visibility. With a more consistent sales message, targeted campaigning, and the ability to better engage, microsites push the visitors further into the sales funnel with a better user experience.
Standalone Landing Page
A standalone web page where potential customers land after clicking on promotional advertisements, email links, or other link sources on the web. Standalone landing pages are distinct from your homepage or any other page and lie within the business website with specific and short-term goals. With the minimum distractions on the page post-click landing pages certainly are the most important tool of any digital marketing effort.
A standalone landing page is a unique page that is created for a specific advertising or marketing campaign with a single goal that delivers the highest attention ratio and surpasses conversions. The highest-converting landing pages always have an attention ratio of 1:1 and it targets users based on their interests.
Landing Pages with the best conversion rates convey their unique value proposition (UVP) by simply eliminating distractions and providing a frictionless experience that inspires more of your target audience to convert.
Two Ways to Create Your Landing Pages
1. You can hire an external designer who will create a landing page for you, but working with designers when the requirement is multiple campaign designing can be very tiresome, time-wasting, and also it is not pocket friendly.
Communication delays feedback re-feedback sessions can really exhaust the resources which can be fruitfully utilized for better purposes.
2. Use a (DIY) do-it-yourself landing page builder or software to create the landing pages for you. The landing page builder is often easy-to-use and doesn’t require any technical knowledge.
Choose our best marketing automation tool ‘LandingPageBuilder’ to create a landing page that is both visually attractive and has all functionalities that will help you to create highly converting & stunning landing pages. Either start designing from the scratch or choose from pre-built readymade professional templates available. Use our free landing page editor that comes with drag and drop capabilities to quickly create your next campaign with ease and in no time.
How to Gauge and Improve Your Landing Page Performance and Success Rate?
The most important parameters to gauge your Landing page success are Conversion Rate, Engagement Score and ROI attained during a particular timeline.
How to Evaluate The Landing Page Success Rate?
To evaluate the landing page’s success and to know how visitors are performing on a page it is crucial to get insights about what is working on-page and what’s not. Lead generation efforts get a great boost if you possess facts and figures related to the strength and weaknesses of the page.
Tracking and analyzing the collected data helps in landing page optimization and acts as a future guide towards betterment. Below are the important metrics that you need to focus on to measure the overall performance of your campaign landing pages.
When a person lands on a landing page after clicking a link on the ad or promotional campaign, it is counted as a successful page view. In more simple words is the number of times people have viewed your landing page in actuality.
In more simple words is the number of times people have viewed your landing page in actuality. “Link clicks” and “page views” are completely different terms that people mistakenly correlate and consider as the same. In comparison with page views, link clicks are the number of times people have clicked your ads present on the web without reaching the destination page.
Link clicks can be calculated as how many people clicked on your ad but left before your website is fully loaded. There can be various willing or non-willing reasons that visitors are not reached your landing page like a clicked ad by mistake, page load time, etc.
Conversion rate is defined as the number of visitors that complete a desired goal out of the total number of visitors who landed on a landing page i.e. number of conversions divided by the total number of visitors.
A simple definition of bounce rate will be “The number of people who are reaching on your landing page and then immediately leaving from there”. If the bounce rate is high, that signals visitors are not interested in the information, offers, content that you have showcased on your landing page. That kind of landing page is not worthy to be continued as it will be money wastage that you have put on ads.
Sometimes irrelevant visitors that are not linked to the campaign or not your target audience can also land on your pages which will also result in higher bounce rates or there can be other varying reasons that are known or not known to the marketers.
Maintaining a lower bounce rate is an essential part of your SEO and will only be a measurable count for the success of your landing page performance. Consider the below points that are responsible for the high bounce rate.
- Hard to read or lack of flow layout
- Poor content, no uniqueness
- No Clear Call to Action
- Least enticing offerings
- High Page Load Time
- Not optimized for Mobile
- Wrong traffic to your landing pages
Time On Page
Time on-page, or session duration, measures how long is a visitor spending his time on a landing page. Time spent by the visitor on your page is always directly proportional to the experience you are providing him through your landing page.
Create optimized landing pages that engage visitors, entice the emotions, and encourage them to convert. Always keep in mind that the more time users spend on your page, the higher will be their chances of converting.
Identifying the exact sources that are generating traffic is very critical for making decisions related to the continuation and improvement of ongoing marketing campaigns.
When the marketing strategies are applied on various web platforms to generate leads for your business, traffic can come from various sources like pay-per-click (PPC) ads, organic search, social media, email marketing, and many others.
Marketers shall always mix and match a diverse number of traffic sources available, so to drive traffic towards the landing pages. It’s an important metric to track and analyze that can save huge budgets to be wasted by allowing you to see which promotional channels are bringing in the most traffic to the landing pages and which are performing low.
- Direct traffic: Visitors that come to your landing page by directly typing your URL in their browser address bar.
- Organic traffic: Visitors who find your page through a search engine, such as Google, Yahoo, or Bing.
- Referral traffic: Visitors who come to your landing page by clicking a link on another website or any other source other than major search engines like Google.
- Social Media Channels: Visitors who come to your landing page by clicking on a link promoted over social media network sites like Facebook, LinkedIn, Twitter, Instagram etc.
- Other sources of traffic: Prospects can reach your landing page by clicking on specific ad campaigns that are running on social media, email and PPC.
Cost Per Conversion
Web advertisers in online Marketing use Cost-Per-Conversion as a metric to measure the amount spend or cost incurred to get one successful conversion or a real customer that actually makes a purchase.
A conversion could be anything like making a purchase, signing up, download, subscribing to the newsletter, depending on the goal to be achieved from the advertisement. Putting money on ads to generate clicks that finally lead to conversion is the process marketers follow to get success from landing pages.
COST-PER-CONVERSION = TOTAL COST FOR CLICKS / NUMBER OF CONVERSIONS
The total amount of money spent on running ad campaigns = $2000
Total number of clicks generated = 5000 clicks
Total number of visitors who took desired actions = 2000
Then the cost per conversion = $2000/2000 i.e. 1 Dollar/Conversion
Landing Page Editor lets you set the conversion goals rate (%) that you would like to achieve in correspondence to your used CTA widgets and let you compare the achieved success rate in real-time.
You can also add Conversion Value (monetary) against each widget and monitor how much it contributed to your ROI goals. Detailed and accurate stats will help you make important decisions and actions at the right resulting in maximum overall success.
How to Improve Your Landing Page’s Success Rate?
For improving your landing page performance & success rate you need Live real-time user interaction reports and stats, so you can improve your CTAs by taking the right decisions at the right time.
Effective analytics monitoring will immensely contribute to progressive improvements – be it about adding an extra discount percentage to your primary CTA that is catering the most clicks or removing the ones that are not gaining any.
Landing Page Editor analytics will let you monitor all performance statistics in real-time with perfect accuracy and detailed insights.
LPO – Landing Page Optimization
Landing Page Optimization (LPO) is the process to improve each element that constitutes the landing page and arrange them in a way to provide correct information, visual appeal, and a long-lasting impression that promote singular conversion goals. To enjoy high conversion rates you must ensure best practices while designing landing pages for your marketing campaigns.
Landing Page Optimization techniques and strategies will allow you to create and improve your landing page in accordance with industry best practices.
50 Points Ultimate Landing Page Optimization Checklist
Use our essential checklist to better design your landing page and reduce errors. A checklist is very important to avoid distractions as it forces the marketer to perform only the tasks that are on it. Check off everything on the checklist to create the best landing page for your campaign.
- Do you understand who you are targeting with your offer?
- Have you made sure to target one buyer persona?
- Do your landing page is focused on one offer or one deliverable?
- Do you use a separate landing page for every promotion/campaign?
- Does your landing page explain the unique selling point of your product/service?
- Have you crafted a compelling headline?
- Does your headline start an immediate conversation with the visitor?
- Is your headline aligned with the keywords and phrasing of the ad running on various platforms?
- Does your sub-headline support the main headline?
- Is your page design is visually appealing and easy to read?
- Have you aligned your content in symmetry that leads the visitors in a linear sequence of steps?
- Do photos and graphics on your page entice your readers and clarify the offer?
- Does your copy focus on the benefits to the user?
- Does your copy trigger the reader's emotions to perform actions?
- Have you focused on keeping key information in bullet points?
- Have you avoided marketing jargon and made your copy easy to understand?
- Do your explanatory paragraphs are short and specific?
- Have you ensured there is no content clutter?
- Have you used a clean and modern simple color palette to make your page fresh?
- Have you focused on readability by choosing the right font size?
- Is your CTA button stand out, so visitors can't miss it?
- Is the design of your call to action (CTA) is compelling?
- Have you kept CTA above the fold?
- Does your call to action promise value to the visitor?
- Is it clear what the visitor will get after clicking your CTA?
- Have you used a contrasting color and provided ample negative space around your CTA?
- Have you used first-person pronouns, action-oriented verbs in your CTA?
- Is your page is appropriate in length relative to the information provided?
- Have you ensured your page is free of unnecessary distractions like navigational links, external links, irrelevant content, and images?
- Have you created your page with a clean design and plenty of white space?
- Does the campaign message/color/images are consistent across the entire web?
- Have you researched to understand color psychology to impact visitor emotions?
- Do you communicate a strong value proposition through your offer?
- Is your offer is creating a sense of urgency in the visitors to do actions?
- Are you using an attention-grabbing relevant hero image?
- Are you using enticing video on your page?
- Is your offer clear and deliver benefits?
- Have you showcased Social proof to generate trust among visitors?
- Have you displayed security seals or trust badges on the page?
- Does your page is mobile responsive?
- Is your form is friendly and easy to complete?
- Are you demanding only the necessary form fields?
- Is your form title matches with the Offer?
- Have you made it easy for your visitors to contact you through phone, email, or live chat?
- Have you included social sharing buttons to Enable Sharing?
- Have you made sure your page loads fast, ideally in 1.5 seconds or less?
- Have you made a plan to perform A/B testing of your pages?
- Have you done a final proofread?
- Have you thought to create post conversion Thank-you pages?
The powerhouse of Digital marketing – landing pages let visitors land on the exact destinations and reinforce their minds to perform your desired actions.
By using these 19 high converting components within your landing pages, you can capture maximum leads & conversions. Understand your target customers and craft specific landing pages targeting their needs & wants.
To keep landing page optimization principles in check every time you create a new landing page, download this above shared Ultimate Landing Page Optimization Checklist pdf and start delivering happy brand experiences to your online customers.