{"id":7325,"date":"2021-05-13T15:12:39","date_gmt":"2021-05-13T12:12:39","guid":{"rendered":"https:\/\/adsterra.com\/blog\/how-to-build-high-converting-landing-pages-2"},"modified":"2024-11-21T22:06:14","modified_gmt":"2024-11-21T19:06:14","slug":"how-to-build-high-converting-landing-pages","status":"publish","type":"post","link":"https:\/\/blogdev.adsterratech.com\/blog\/how-to-build-high-converting-landing-pages\/","title":{"rendered":"How to Build High-Converting Landing Pages"},"content":{"rendered":"

Landing pages are key to generating sales. All groups of pros are involved in creating and promoting them. Publishers and webmasters attract new audiences to pump up their web traffic. Affiliate marketers build multiple pages to land users they lead from ad networks and PPC ads. Product owners (aka advertisers) design and launch landers for seasonal sales and special offers. All of these pros want users to complete as many target actions as possible. It is the point when a high-converting landing page becomes mission-critical.\u00a0<\/strong><\/p>\n

We decided to list a set of clear, cast-iron instructions to help you check where you hit and where you miss while building your landers. But let\u2019s start from scratch.<\/p>\n\n\n

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\r\n\tToo long? Ask AI to summarize<\/strong>\r\n\t
\r\n\t\t\r\n ChatGPT\r\n\t\t<\/a>\r\n\r\n\t\t\r\n Perplexity\r\n\t\t<\/a>\r\n\r\n\t\t\r\n\t\t\tClaude\r\n\t\t<\/a>\r\n\t<\/div>\r\n<\/div>\n

Landing pages purpose explained<\/strong><\/h2>\n\n\n\n

A landing page is a page visitors land when they click on a banner ad, PPC ad, promotional email, or a referring link from an external source. Why do they click on ads? It\u2019s because you managed to offer them something they seek for: 50% off a new wristband, free email course on copywriting, free shipment to your country, registration to a webinar, etc.<\/p>\n\n\n\n

A high-converting landing page<\/a> needs to meet the needs listed, prompting the visitor to take action. This action could even be to subscribe to your mailing list, complete a registration, call your business, make a donation, etc. Sounds pretty clear until you face real humans who click on ads, land on your page and\u2026leave.

Somehow some landers convince users to complete actions while others don\u2019t. Today we will sort out what should a marketer keep in mind to create a high-converting landing page:
– what structure elements there should be;
– what to include to reach sky-high conversions;
– how landers\u2019 purposes differ;
– main don’ts about landing pages’ building;
– ways of measuring efficiency apart from conversions, etc.<\/p>\n\n\n\n

Structure of a winning landing page<\/strong><\/h2>\n\n\n\n

It\u2019s reasonable to start with a structure. In most cases, there are several essential elements that shape the landing\u2019s effectiveness. Let\u2019s list them right now.<\/p>\n\n\n\n

A headline that states value<\/strong><\/h3>\n\n\n\n

Remember that your visitors are here for a purpose? Your headline should capture your ability to meet that need. If the goal is to sell a product, the headline should convince the visitor at a glance that they are at the right place. <\/p>\n\n\n\n

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Use this checklist to make sure your heading will resonate with your audience.

1.<\/strong> Useful<\/strong> \u2014 the heading states something that users really want to obtain (work-life balance, muscle power, knowledge, etc).
2.<\/strong> Concrete<\/strong> \u2014 specify your offer declaring HOW much users will get (2 times more conversions, 12 kilos weight loss.)
3. Spicing up with urgency<\/strong> \u2014 make your target audience act asap by using dates, time counters, scarcity.<\/p>\n\n\n\n

Subheadings that state additional values and proofs<\/strong><\/strong><\/h3>\n\n\n\n

If the heading boasts of having the value users care, subheadings must support it and prove you are a trustful partner. Your subheadings and copy gradually convince the reader WHY they should rely on you (not the competing lander).
Uniqueness is a top argument to prove with subheadings!<\/p>\n\n\n\n

High-res images and graphics that demonstrate value<\/strong><\/strong><\/strong><\/h3>\n\n\n\n

Pictures speak better than words but only if they\u2019re not just decorative. So use relevant pictures that highlight the value your visitors can derive from carrying out the action you want them to.

Use schemes, infographics, screenshots (if dealing with apps or software), non-glossy pictures made by real customers who use the product. Cut off all extra copy if the pic speaks for itself.

Ensure your images are connected with the ad copy. There must be consistency in what you\u2019re telling and what you\u2019re showing.<\/p>\n\n\n\n

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Illustrative examples from Sony’s landing page for the ZV-1 Camera<\/figcaption><\/figure>\n\n\n\n

List your actual offers<\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n

Internet users have a short attention span and always prefer to get the answers to their questions as soon as possible. If your services\/products are not completely clear from the heading and subheadings, it helps to provide an added explanation of your actual services. These are not necessarily extensive details but short sentences listing out what you have for them.<\/p>\n\n\n\n

Contacts or chat button (optional)<\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n

This feature is particularly helpful if your service is technical and visitors would likely want to have a chat with you or make a few inquiries before converting. Adding a live chat feature or a smart contact button assures them that you are available and more interested in meeting their needs than just making a sale.<\/p>\n\n\n\n

Customer-friendly guarantee<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong>s<\/h3>\n\n\n\n

Add a guarantee that promises them a good customer experience when they eventually convert. The type of guarantee depends on the purpose of your lander. Examples include 100% Money Back, No Spamming, 100 Days Warranty, Unsubscribe Anytime<\/em>, etc.<\/p>\n\n\n\n

A clear call-to-action<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n

This is the point where they get to convert. Given all the factors you already put in place, a visitor who needs the said product, service, or information will be willing to convert. Attach a compact and clear CTA to direct them to take action.

Apple Podcasts stopped using the \u201cSubscribe\u201d CTA<\/a> just because 47% of users thought that subscriptions cost money. They\u2019ll use \u201cFollow\u201d instead. Such a tiny change can return huge conversions!

Your CTA should be related to the goal of the landing page. An idea is to contrast the color of the CTA text from the rest of the text on the page and make it bold enough to attract the readers\u2019 attention.<\/p>\n\n\n\n

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Learn more, Subscribe, Get access<\/em><\/td>Download now, Register for free, Try now, Get the bonus, Join the webinar<\/em><\/td><\/tr><\/tbody><\/table><\/div><\/figure>\n\n\n\n

Some neat CTA formulas to make your landing page high-converting<\/strong><\/h4>\n\n\n\n