The Landing Page Blueprint: How to build high converting landing pages
On November the 3rd Andy and I, my business partner were invited by GlobalWide Media to host our first ever public speaking gig.
Representing the Landing Page Guys we were asked to present a talk about landing page conversions and how to build high converting landing pages.
The Landing Page Guys is a full design, development and integration company.
We started in 2012 and have since delivered more than 2000 landing pages for 100s of clients, generating millions in revenue worldwide.
We specialise in transforming client products into complete funnels for advertisers and affiliates.
Over the years, we have developed and refined a blueprint that our designers follow for all of our clients’ websites. These are tried and tested methods you can use for your own landing page to drive traffic and increase conversion rates.
You can see our full presentation(sorry about the audio), slides and notes below, if you have any questions please ask in the comment now.
Page speed is the most important point to consider. With only 5 seconds to capture your user’s attention, you have to ensure your page loads quickly. This is particularly true of mobile traffic where users have little patience for loading pages.
Our data shows that every increase in load speed by 1s translates as a 2% uplift in conversions.
Responsiveness is primordial for mobile and desktop users. You have to ensure your website looks perfect on every device and browser or you could lose on some important opportunities.
We found that enabling responsiveness on a client’s page not only pushed traffic, but also increased conversion by 71%
A good tool to use to ensure your page is responsive is W3C Validation. It will confirm whether your page is visible on all browsers and will highlight errors in your code.
CROSS BROWSER COMPATIBILITY
While Chrome is taking a huge share of the browser market these days, more than 71% of their users rely on outdated versions.
This is important to know because you need to ensure your landing page works on multiple browsers, but also on older versions.
It is particularly useful if you are targeting an older audience who might not have the latest version of the most up-to-date browser (Internet Explorer, for instance).
Client side form validation ensures your clients do not get frustrated when filling a form. The easier it is for them to fill it, the more leads you will get while making your website more robust.
In fact, we found that adding client side form validation could increase lead quality by up to 17%
It is highly important to position your key message above the fold. 84% of visitors will not scroll down the website if that message is too weak, whether it is a call to action, a button or a form.
Positioning is key for your message, intentions and opening statement.
Likewise, having clear and listing elements helps with conversion. There are numerous techniques you can use to help your message stand out.
For instance, simply adding a drop shadow to a form increased our conversion rate by 27%.
CALL TO ACTION
Finding the right call to action can take time, but also yields huge rewards. AFter A/B testing our own, we found a CTA that increased our click through rate by %36
We also found that it is important to take users through the funnel, giving them clear descriptions of what they will use. General terms such as “buy” or “click here” perform a lot less well than those with clear results for the user.
The AIDA principle (Attention, Interest, Desire, Action) is a tool that works regardless of whether you are presenting users with a webpage, an editorial or a sales letter.
Attention: should address user pain points and give them an idea of what they can achieve
Interest: sustain their interest by listing your features and benefits
Desire: add value to your proposition by creating trust with the user
Action: present your call to action
USE CRITICAL ELEMENTS
Like we mentioned in the Positioning slide, it’s not just how you say things, but where you say them too. And more importantly what tools you use to present your message.
A great way to get your ideas across in a succinct manner is to use bullet points. Adding them to a client website saw them increase sales by 125%.
Make sure you get in the user’s head through concise and clear bullet points. Ideally, you should also use a supporting image to touch people’s emotions.
REMOVE ALL DISTRACTIONS
You want to ensure your page does not confuse the user. Remove all irrelevant elements, links and social widgets to get to the essential.
By applying these principles to a client’s page and removing unnecessary links, we increased their CTR by 32%.
TRUST AND SOCIAL PROOF
Demonstrating that your product has been used and enjoyed by others has hugely beneficial consequences.
Our data shows that more than 70% of people look at product reviews before going forward with their purchase.
In short, do not forget the power of social proof when presenting your product: trust seals, testimonials with real people, facebook comments, brands you work with etc… They could make the difference between a sale and a drop-off.
As we mentioned earlier, an advantage of landing pages is that you can A/B test to see what is the most effective communication method.
We test all our pages and on our website we found that split testing our site helped us increase our conversions by 82%.
Although you may not have the time to go through the entire blueprint, make sure you use some of these tips to increase your conversion rate and drive traffic.
It’s been very helpful to us and has helped us grow our business and get returning clients over the years. Hopefully you can use these techniques for your own benefits too.