8 Content Elements You Need To Include On Landing Pages For Higher Conversion Rates
Implement these simple steps to increase landing page conversions up to 140%.
If you have found yourself on this page, you are looking into how to increase your landing page conversion rates. This article will go through some of the most essential points to consider when optimizing for conversions.
Nifty tips and tricks to turn your landing page into a Lean, Mean, Converting Machine!
- Engaging Hero Shot
- Persuasive Headline and Supporting Headline
- Unique Selling Proposition
- Benefits + Features
- Trust-building Social Proofs
- Lead Capture Form
- Strong Call to Action
- Premium Offer
Engaging Hero Shot
Before you jump into your database of stock photos and pick people who are unbelievably happy to be where they are, let’s take a step back!
Does this image relate to your target audience?
What does it say about your product/service?
Is it in tune with your branding?
The idea of images, videos, or GIFs isn’t to just grab your audience’s attention. They need to evoke an emotion in your audience. Get them to place themselves in a scenario where they’re using your product.
Look at the landing page from NimbleBar Bartending School. They use several images showcasing happy bartenders doing many activities.
The Copywriter placed the clear and engaging headline section right over the image to make it more effective.
Persuasive Headline and Supporting Headline
You must’ve heard it a thousand times over. A headline should be strong enough to grab the audience’s attention, and a supportive headline should be interesting enough to keep them engaged.
So as not to bore you with details you already know, I am giving you these simple points:
Your headline should always:
- Be around 10 words long. No more than 15 words.
- Inform the visitor what your product/service is about.
- Have a compelling offer that grabs attention.
Your supporting headline should always:
- Convey a benefit that is not already mentioned in the headline
- Communicate the offer/service in a bit more detail
Look at this SEMRush landing page. The headline is short but very powerful! It clearly communicates the USP.
Unique Selling Proposition
Show your audience what sets your company apart from your competition. A good unique selling proposition allows customers to understand why they should care.
- Break down your offer to its most fundamental levels
- Describe how the USP benefits your audience
Benefits + Features
The key benefits should be direct extensions of your USP. Provide more details of what you are offering. Think of any question your customer may have and try to answer it.
Tip: Include your benefits as bullet points. Add detailed benefit and feature descriptions that extend your bullet point list.
The features should describe what your product does. And the benefits should describe the problem each feature solves.
Let’s go back to the SEMRush landing page once again.
The Copywriter mentions key benefits, links them with the tool’s features, and describes how each benefit will help the audience in detail.
Trust-Building Social Proofs
Up until now, your audience read through your USP and benefits. Yes, they make a compelling case! But why should they trust you to meet these benefits?
Here’s where social proofs help.
Research shows that an average customer reads at least 10 testimonials before making a purchase. That’s social proof, and it’s a powerful tool of persuasion.
Numbers and evidence: Provide statistical evidence of your authority in the market. Include the number of customers you served, projects you successfully completed, etc.
Customer testimonials: Ask your existing customers for text/video testimonials. Include them in your landing page with details of the customer. NOTE: Video testimonials get higher conversions.
Awards and third-party seals: Include awards and any seals of approvals you received from reputed companies like PayPal, McAfee, etc.
Lead Capture Form
This is where you collect an interested visitor’s details. But lead capture forms work only when they are properly designed.
Here are few things you should remember:
- Ask relevant information only. For most businesses, the name and email ID are enough to reach and engage the customer. Don’t intimidate them by asking for their address, PIN code, phone number, etc.
2. Must add a form headline. Add a compelling form headline that tells the audience what the information is and what benefit they will get from filling the form.
3. The form should be well organized with clear indications for mandatory fields.
4. Place it strategically. The “Above the fold” rule no longer applies to landing pages. Especially if your copy is engaging enough to make the audience scroll. So choose a strategic location — preferably after the benefits pointers and before the social proof section.
5. Keep the form color contrast from the background color.
Strong Call to Action
The CTA should stand above the rest of the elements. There should be no confusion about where the audience needs to click to redeem your services.
Move away from poor CTAs like “Submit Now” or “Click Here.” A good CTA ties back to your USP and tells what your audience will receive. Confused about what your CTA should be? Just look at your conversion goal and make it the CTA.
Here are some examples of really good CTAs:
Reinforcement Statement
Add a reinforcement statement at the end of your landing page. This is like a closing argument. It’s your last chance to explain your USP again and build trust before the audience decides to join you or leave you.
Study this website page from Crewfire.
The Copywriter reinforces the USP three times. Once in the headline, another time in the benefits section, and again in the end as a closing statement.
Hello, landing page templates!
Too many points to remember? Feeling overwhelmed?
If you want to save time and create a quick high-converting landing page, templates are the ultimate savers! They have all the essential content elements. You can also find templates designed to suit your specific conversion goals.
For templates, refer to Unbounce.
For copy inspiration, refer to SwipeFile.
Have fun!
Do you have any queries about creating landing pages?
Do you need to audit your current landing pages?
Drop me an email at chandana.pitta@gmail.com
