Landing pages are very important for every blogger because it’s a great way for you to capture your readers. Through landing pages, you can remarket products, build loyalty and even continue to build your traffic by having people come back to your blog. However, landing pages are a tool and must be tested several times until you get them right so it’s important you know what you are looking for. The good news is that many top bloggers have written about the anatomy of a high converting landing page and what they have found can convert your entire strategy. For example, Neil Patel has written about headlines, images, and bullet points especially how they help when converting your readers. It goes pass this because you have to know where to place these elements to ensure you get optimal conversions.
Today, we’ll be exploring the anatomy of high converting landing pages and what you can do to switch around your entire strategy. We’ll be exploring such things like:
- Headlines: What headlines to use to ensure your message gets captured. You’ll also learn the optimal place to add the text and why it works so well in that location.
- Sub-bullets: These are short sentences about your product or brand. These help illustrate the importance of your product or service. If the headline doesn’t do the job in capturing your reader, then the sub-points will definitely get the job done.
- Images: These help illustrate your brand or product even better. You’ve probably noticed every landing page always has a video or image…right? This is because some people relate to visual aids better than others, and in the end will opt into the landing page to find out more about your offer. Once they have opted into your page, you can continue to market to them going forward.
- Call-to-action: This is the button or text which is the next step out of the sequence. Once you have pitched your product or service to the visitor, they’ll have to click on the call-to-action in order to take advantage of the offer. It’s important this is placed in the right path, and has the right message to increase conversions.
We’ll be going through each element in more detail and what you can do to improve your overall conversion rate when using a landing page. Let’s get started and your feedback will be greatly appreciated.
This is something I haven’t discussed above, however it’s important before you start creating a landing page that you have research what you’ll be selling or converting. For example, there is no point in creating a landing page for a product or service that no one will be interested in because this will just hurt your overall message. It’s important you know what your audience wants so you can then create an attractive landing page.
From my experience, you have 2 awesome ways that you can find out about your audience if you don’t know who they are right now.
- Competition: Research your competition and look at what they are doing. They have probably been around longer then you so have done all the research required. Skim through their content or even check out their landing pages to see what type of products or services they are marketing.
- Google Trends: I love this tool and many people don’t use it the right way to find out the information they need. For example, through Google Trends you can find out what keywords or phrases people are typing and how the search volume is for each. Look for the keyword phrases that are rising and what other related terms are picking up momentum because this shows you what people are searching for too.
Once you have done your research, you can create a list of the products or service you should be focusing on related to your niche. Then, you can start to create your landing pages by adapting some of these into your blog marketing strategy.
One of the most important elements on a landing page and will determine if your reader will opt into your landing page or not. You have about 3 seconds to capture the audiences is attention so it’s important the headline is just right and relevant. I recommend testing different headlines to make sure you stick with the one that has the highest conversions and this can be done by setting up a simple split test. The headline must be highly focused and relevant to your bottom-line because if you manipulate the visitor into opting in, they won’t engage with your follow-up messages afterwards. When creating your headline, you should focus on the following 3 things that’ll help you convert your audience:
- First, you should ask yourself this question: What is your objective through your landing page? This will help you create your headline and come up with a targeted keyword to add into your title.
- Secondly, you should focus on your product or service and really understand it so you can create a headline expressing the value of the product.
- Third, you should create a headline that caters to your audience so it’s important you know who they are. For example, if I know my audience, I’ll be able to add some relevant text which is targeted to them and this will increase my conversion rate.
A cool strategy is to visit some of your competition to see what they are doing and then incorporate lessons from their landing page. This was one of the best ways I learned how to create an attention grabbing headline and was able to increase my overall opt-in rates.
The Sub Points
You’ve noticed that when you arrive on a landing page and have gone passed the headline, you’ll find bullets points on the page. These are placed strategically to help push you over into the opt-in group by elaborating on the bottom-line. Personally, the headline is meant to capture the attention of the reader and these sub-points are there to help illustrate the value of the product or service. As a matter of fact, I haven’t ever seen a landing page without bullet-points because the value is irreplaceable.
Neil Patel from QuickSprout.com and CrazyEgg.com has talked about the importance several times and stated:
- The sub-headlines should be persuasive and are, most of the time, placed right under the main headline. This is a strategic placement because it allows you to keep the visitors eye on the text while you are convincing them. You don’t want their eyes to leave the page because this increases the chance of them not opting into your page.
- As mentioned, the subheading should be a branch off of the main headline. The sub headline should illustrate what the main title hasn’t by describing in more detail the value the product or service will be providing.
The Value of Images
I’ve always stated that images are sometimes better then text when building engagement because they can help illustrate a point better than other formats can. At the same time, I feel the exact same way about videos because they just help certain types of content excel online by describing things in way more detail that typical content can’t. This is why platforms like YouTube.com have grown into billion-dollar brand within a few short years and continue to build momentum. It’s no secret that that the internet has connected people from all over the world and some of these people don’t speak English as their first language. I believe images and videos can help describe content and illustrate a point better than text can when trying to engage readers online.
When using images, you should make sure that they are highly relevant to your product and/or service so that you are giving an accurate portrayal of the message. Here are some additional tips that I follow when I’m building high converting landing pages for my audience.
First, the pictures should be large enough and should stand-out as soon as people arrive on your page. If they are large and relevant, then they’ll help illustrate your point better which can lead to higher conversions going forward. Secondly, as mentioned the images should be relevant to the product you are selling so they should accurately describe the product you are selling. I like to include an image of the product and/or logo because it increases my brand awareness. Third, if you’re providing a service, then the primary purpose of the image should be to grab attention, and demonstrate relevance to the product. Finally, the image should be of high quality because a low quality picture can destroy the entire landing page. The good news is that getting an image produced in high quality should be NO problem these days especially with all the tools available. Some are free and affordable compared to several years back when the technology was new.
If you are ready to start implementing images onto your landing page, start by doing a quick search in Google or you can even visit Fotolia.com which is a stock image website.
The most important part of any landing page and I decided to save the best for last. The call-to-action is the button that needs to be pressed, or form that needs to be filled out for the person to claim the product or service. I’ve always made it a point to split test so many different buttons because in the end, I want to make sure that it stands out too so the visitor doesn’t leave without opting in. At the same time, you’ll want to make sure that the text on the button or flow is relevant to the offer, for example:
- Join Now
- Claim Now
- Order Now
- Let’s Get Started!
When testing your call-to-action, it’s important you try different colors, text, layouts, make buttons flashy, etc. These all will make a slight difference and can improve your conversion rate. Many people don’t put too much emphasis on the call-to-action, however after split testing I’ve noticed that the difference can be seen over time. If the call-to-action improves my opt-in rate by 3-4 a day, then in 1 year that an extra 1,460 new subscribers to my newsletter, product or service.
This was something which I didn’t mention above either and it’s important because it combines everything to create a better flow out of things. You have to make sure that when you are creating a landing page that it flows in a logical manner so that each point is captured when it’s supposed to be. For example, having an image before the headline might obstruct the message you are trying to portray causing your conversions to drop overtime. This is why it’s important the landing page flows smoothly so that each point will increase the likelihood of an engagement and/or opt-in.
Below I have provided an image which illustrates how the landing page should flow. This image is a combination of research done and concluded that this is the way a high-engaging landing page is usually structured.
Image by: www.inboundsale.com
If you’re a blogger or have a website that’s selling products, it’s important that you have a landing page for your visitors. I’m sure you have a few paid marketing campaigns and the best way to ensure your money doesn’t go wasted is by capturing email addresses. This way you can continue to remarket to the same people without having to pay for the acquisition again. Many of the top bloggers have stated that product sales have been increased just because their able to send out newsletters with value to their subscribers. I’ll admit that coming up with the right landing page can be tough however after split testing, you’ll be able to settle on just one. After, the conversion process becomes easier and you’ll be able to stick to the high performing landing page.
Let’s quickly breakdown the elements of a high converting landing page:
- First, the headline has to be on point and you must be able to capture the visitor’s attention in no more than 3 seconds. It’s just as important to have your keyword embedded within the headline because people are looking for a specific action word.
- Secondly, have sub-bullets to better elaborate your purpose or objective because once you have captured the reader attention they’ll want to read more about your offer.
- Third, images illustrate your point better and if you have the option to add a video then do it. There are going to be people from all over the world visiting your blog so it’s important you have a creative way to communicate with them all. The call-to-action is very important because once you have enticed the reader with your product and/or service, you’ll want to make sure they have an easy way to take advantage of the product. Make sure it’s flashy and you split test the button by changing the color, text and location.
In the end, you’ll want to put it all together by making sure the flow is smooth. Here again is the graph that you should follow when creating your landing page. However, it’s a good idea to try different locations when adding elements because this will help with conversions when you find the optimal location.
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