How Do You Make A Landing Page That Converts?
A Landing Page That Converts
If you don’t have a good landing page, it’s like going fishing without a net: you might land a big one on your hook, but you won’t be able to drag it into the boat.
You don’t want people to just visit your page.
You want them to take action once they are there.
Make it as easy and compelling as possible for them by including these elements found in a landing page that CONVERTS from author,Beth Morgan of KISSMetrics:
C = Clear Call to Action
O = Offer
N = Narrow Focus
V = VIA: Very Important Attributes
E = Effective Headline
R = Resolution-Savvy Layout
T = Tidy Visuals
S = Social Proof
Let’s break them down….
CLEAR CALL TO ACTION
- The call to action (CTA) is what you want visitors to do: Shop Now. Sign Up. Try It. Contact Us. See Our Video.
- Whatever it is you’ve decided will move people further along your conversion funnel.
- That’s what you should be asking them, clearly and temptingly, to do.
- Don’t distract them with lots of other requests.
- An offer is anything you give your visitors in exchange for getting them to do what you want.
- Whatever you offer, try pairing it with a deadline to create a sense of urgency and spur a response.
- AKA Keep It Simple, Stupid.
- Research has shown that the more choices you offer people, the longer they take to make a decision.
- So the clearer and simpler you make your page, the more likely you are to get someone to take the action you want.
VIA: VERY IMPORTANT ATTRIBUTES
- You’re going to have to give visitors some good reasons they should do what you want.
Those reasons are the VIA: Very Important Attributes.
- Features – a list of cool things about your product or service
- Benefits – how the features will help your visitor
- Pain points – how the features will help your visitor avoid misery
- People coming to your site are going to decide in a split second if they want to go back to their game of “Words with Friends” or stay and see what you are all about.
- A key way to keep them is to tell them in plain language what your site is all about.
- Keep the most essential parts of your message – logo, headline, call to action, a supporting visual – in the center top of the screen, with supporting messaging lower down on the page.
When people are on your site, you don’t want to sidetrack them with a bunch of visual junk.
- A clean, simple design with plenty of white space keeps people trained on your call to action.
- Big font makes it easy and compelling for them to read and understand what your site is all about.
- Bullets make big blocks of copy easy to scan.
- Videos pack a big impact into a small space and can increase conversions 80%.
Images and graphics that are relevant to your product and related to your audience support your message instead of diverting attention.
- As social creatures, humans tend to place greater value on things that other people have already approved.
- That is why most sites will tend to display evidence of such social validation:
- A list of customers
- Press mentions
- Usage statistics
- Show site visitors that someone else has derived value from what you’re offering.
Be clear about what action you want the visitor to take and make it as easy and compelling as possible for them to take it.
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To Your Success,