6 (+ 1) Essentials of a High Converting Landing Page

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High converting Landing Pages usually have several common characteristics. Keep reading and find out what you must include.

High converting Landing Pages usually have several common characteristics. Keep reading and find out what you must include – and exclude – for a high performing Landing Page.

Firstly, we should define what exactly a Landing Page is. A Landing Page is a web page created with the aim of converting website visitors into leads or customers and it usually has 2 main goals: make visitors fill up a form with their information – lead generation – or induce them to buy your product.

When companies create pages aimed at acquiring contacts, one of the most popular and effective strategies used is to offer free content in exchange for data. This content, which can be physical or virtual, is called a lead magnet. There are tons of lead magnet examples that you can use to generate leads. Here are some ideas:

  • ebooks
  • Coupons
  • Free consultation
  • Free sample
  • Free trial
  • Video
  • Online tools

Check out 6 (+1) Landing page Essentials with some real-life examples of companies doing a great job:

1. Catchy and Persuasive Title

A catchy headline can make the difference between a page that converts and an ineffective one. The title is the first element that catches the reader’s eyes. Just as it happens for an advertisement, for a newspaper article, or for a blog post, the same happens for Landing Pages: the more effective and persuasive the title, the more people will be induced to continue reading the content, and consequently to perform the action.

Quip’s headline is effective because it is clearly stating the company’s Unique Value Proposition.

2. Basic Form

People tend to be very attentive about the personal data they give away on the internet. Ask only for the information you really need! Usually, a name, an email and a message are enough as a first request.

Indeed wants to know just your email. This one-line form is perfect for the job.

3. Explicit Call-to-Action (CTA)

Remember, your clients must clearly see the Call-To-Action button: make it in a contrasting colour from the background. Be as explicit as possible when it comes to the copy, use short sentences like “Submit”, “Buy now” and “Ask more info”. To be more engaging, you should make the Call-to-Action more personal, so it could be “I want to learn more”, rather than “Learn more”.

In this Autopilot Landing Page, they personalized the CTA and added a sense of urgency with the countdown.

4. Compelling Visuals

The presence of a visual element, such as a photo or a video, is definitely recommended for an effective page. Our brain processes images much faster than textual content, so try to convey your message through visual materials rather than through a wall of text.

Munchery proposes a mouth-watering picture coherent with their service. It makes you hungry even if you aren’t!

5. Informative Bullet Points

A list of bullet points is the ideal solution to display the benefits of your product: clear, concise and precise. Note that when you write the list, you need to put yourself in your customers’ shoes: the end goal is always to convince users to take the action you want them to, be it filling out a form or giving you their email.

Guideline’s bullet points are nice and short: users quickly understand the benefits of the 401K program.

6. Believable Social Proof

Nowadays we decide pretty much everything – where we eat, what we buy – based on what other people suggest online. Your customers are not different, they highly value reviews of others. Always back up your claims about the product with real people’s thoughts and opinions. Quote them, and include names, ages, and pictures to make it more believable. It could also be useful to add logos of the famous brands you have worked with.

Domo promotes its service in the right way: a headshot, details and a quote of a client were inserted to induce trust in the visitors.

7. No Exits

A bonus point. Unlike a website page, you don’t want to include a navigation menu or social media buttons, because they could induce visitors to leave your landing page before filling up the form. Your CTA button should be the only clickable element of the Landing Page, don’t give them any other exit opportunities!

Casper created a great Landing Page because the only action users can do is click the CTA button, there aren’t any other options.

Once you’ve developed your Landing Page, it’s really useful to create 2 slightly different versions of it and then compares their result with an A/B Tests. In this way, you can make sure that your page is as converting as possible.

As we have seen, Landing Pages should be a small – but well thought – part of your online presence. When it comes to your website, learn what you should be doing and what you should be avoiding, in our article.

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About Nugno

Nugno is a Branding & Digital Design studio. Founded and run by strategic branding & digital design experts that shares a love of innovation, design and digital connection.

We create strategy and design with production across all platforms. We’re masters of brand identity and on point with websites and apps. Our skills extend to designing books people want to read and environments they feel comfortable in. We also create engaging motion design and much more.

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Luca Amoriello, Director
Tel: +353 (0)87 383 2134
Email: luca@bynugno.com