Increasing the conversion rate of a lead capture page entails optimizing some of the landing page elements.
Generally speaking, a website landing page can be said to be the entry point for a website. Landing pages are usually static by design.
In online marketing, a website landing page (also known as as a lead capture page), is a single static website page that a searcher she when she clicks on an indexed page on search engines, marketing promotion, marketing email, or an online advertisement.
10 Insane High-Converting Landing Page Elements
The main purpose of any landing page is to convert website visitors into paying customers with prominent call-to-action buttons.
Conversions are of different forms and types. For example, newsletter signups, online form submission, free product trials, etc.
There are a number of techniques and strategies used in creating high-converting landing pages. Highlighted below are ten landing page elements that can help your landing page generate more conversions:
1. Write a Compelling Headline
Designing a high-converting landing page starts with selecting a compelling page title or headline. As a matter of fact, the success, or otherwise failure of your landing page has a lot to do with your page headline or landing page title.
A page headline must be compelling, and captivating. A landing page headline must able to trigger certain emotions that will compel website visitors to take your desired action (s) which may be to request for a product trial, subscribe for newsletter, make a purchasing decision, etc.
Your headline or title must contain at least one power word and at least another that drives emotions.
2. Structure Your Content to Show Value Upfront
Website users remain the most impatient set of people. According to the 15 seconds rule by time magazine, you only have 15 seconds or less to make an impression on your site users. By this, we mean that you a website visitor will make the decision to either leave or remain on your website in fifteen seconds or less.
That being said, what makes a user read through your landing page and take the desired action is value.
Therefore, it is important to always highlight the value(s) your website visitors will get by subscribing to your service in the top area of your landing page.
Highlighting the values upfront before describing them in details is one of the best strategies for designing a high-converting landing page.
3. Show Testimonials
One of the few things common to all high-converting landing pages is customer testimonials. Testimonials help improve your landing page conversion rate because they add some legitimacy to your landing page and make people more willing to buy from you.
Since online shopping and e-commerce continue to dominate the retail market, customer reviews or testimonials are important to your conversion in that they show the kind of experience others have about your website and makes new buyers comfortable making purchases or signing up for your products.
I always consider customer testimonials as the PR you are not paying for. You are simply using other people as your own mouthpiece.
This is part of herd mentality and the reason all the worlds biggest online companies, such as Amazon and E bay have based their whole platforms around customer reviews and/or testimonials.
4. Lead Capture
Lead capture the process of saving or capturing lead information such as name, phone number, email address, etc in order to convert them into paying customers.
Lead capture has two important components which are the lead capture form and the lead magnet.
A lead capture form can be anything from newsletter form, contact form, product trial form, signup form, etc. The common information usually captured by lead forms are the full name, email address, and phone number.
A lead magnet is often some form of incentive online marketer offer potential customer in order to get their email address and other contact information. The most common types of lead magnets are ebooks, videos, podcasts, infographics, etc.
Lead captures are the most integral element of any landing page and greatly determines landing page success.
5. Prominent Calls-to-Action (CTA)
Calls-to-Actions (CTAs) are another category of important elements of any high-converting landing page. Calls-to-Action (otherwise known as triggers) are various buttons or links placed at strategic sections of a landing page that will trigger an action when clicked upon.
For example, a “download” CTA can load a popup containing a lead form. A website visitor will then need to submit some information before he or she is able to access the download area of the website.
Knowing the right CTA to use at every given time is important to the overall conversion of your lead capture page.
NB: CTAs must not be randomly used but rather with clear-cut purpose. This is because random or overuse of CTAs might show you as being desperate and turn off some of your potential customers.
I always recommend two CTA at most for any landing page.
6. Consider Placement of your CTA Buttons
It is not enough to have Calls-to-Actions on a given landing page. This is because the wrong use of CTAs can cause more harm than good.
The right placement of CTA is another important element that determines the conversion rate of a given website page.
My approach always is to have at lead two CTAs with at least one at the end of the content.
Excellent use of CTAs on landing pages is another way of increasing the conversion rate of the page.
7. Highlight Your Clients
Everyone wants to see a list of the jobs or companies you have worked on in the past.
Savvy online markets have learned to think like their own customers. As the owner of a big corporation, would you rather work with someone that has a proven track record with Microsoft, Google, British Airways or another person with zero track record?
Highlighting some old or current clients on your landing page adds more credibility to your site.
You can simply add a project portfolio to your landing page in case you do not have anyone in your clientele list. Showcasing what you have done or executed in the past ina good way to improve your landing page conversion.
I always recommend that you add your biggest clients or portfolio to your landing page
8. Remove Menus
The purpose of any landing page is to capture leads. Therefore, it is important to reduce the number of links in order to achieve this. For example, a common practice is to remove all links on a landing page.
Online marketers remove all links from a landing page because they often do not want website visitors to have any reason to leave their lead capture page without converting.
Removing all menus and links from a landing page is another strategy that can help improve on its conversion.
9. Create urgency
Have you ever come across a landing page with a countdown or ran into an offer that ends the moment you close your browser window? The answer is most likely yes. We have all come across those squeeze pages at one point in our lives.
Successful online marketers know that people make purchasing decisions based on how they feel at a given point in time.
Asides love and fear, the most intense emotions are the ones with some sense of urgency.
Another element that often increases the conversion rate of a landing page is urgency. Create a sense of urgency around your product, make the limited offer lasts just for a few hours and you will see your conversion rate go up.
10. Follow a Z Pattern
The Z pattern remains the most common and one with the best conversion rate. As shown in the image above, the Z pattern shows how website users often read website content. Majority of website users read the screen from left to right and a lot would jump to another important spot on the website after the first paragraph.
Top social media websites such as Facebook, Twitter, Linkedin, etc all use the Z design approach to their landing page.
Although, I always personally recommend a single Z design pattern as in the case of Facebook and the majority of other websites, however, the multiple Z design pattern will also achieve the same result.
Sometimes, the difference between a low-performing landing page and a high-converting landing page is the design style and pattern.