Whether you run an ecommerce business, provide services available through your website, or are simply trying to increase online sales for your store, it’s essential to build landing pages that have a high conversion rate.
We should probably clear up a bit of the jargon here. If you’re new to web sales, or you just need a refresher, here are some handy definitions:
- Landing page: a landing page is a place where users land after clicking a link to your website from an email, or ad on YouTube, Google, or social media.
- Conversion rate: a web page’s conversion rate is the rate at which your site converts users into customers. A conversion rate of about 5% to 6% is solid, with the highest rates topping out at about 11%.
- CRO: conversion rate optimization is the process of increasing your website’s conversion rate.
Conversion rates are partly dependent on the type of product you’re selling. A web-page for affordable and trendy socks will probably have much higher conversion than the landing page for a new car. However, the design of your landing page is also a significant part of how high your conversion rate is. If significant details like price or product features are hidden from users, you can bet that people won’t risk it on your brand.
Let’s dive into 5 of the most important tips for creating engaging, high-conversion landing pages.
Make it trendy
Let’s face the facts. The internet is pretty saturated with content, ecommerce, and innovative startups disrupting [insert any industry here]. That means that users’ have a fairly low attention span on average, and will navigate away from a page without remorse if it doesn’t look reputable, engaging, and design-savvy. If it weren’t for the fact that Craigslist has existed since the dawn of the internet, a site like that would stand absolutely no chance of existing in today’s web.
What features make a website trendy? Well, that’s highly variable, and can change from month to month, year to year. Huge splash images with overlaid text were all the rage for a few years, but have more recently been replaced by color-blocking minimalism.
That just means it’s crucial to keep an eye on trends, or, better yet, hire someone whose jobs it is to keep your site looking fresh and savvy.
Include a call to action
The call to action, or CTA, is an indispensible feature of an effective landing page. Users need to feel the draw to complete their purchase, and a sense of urgency is always a helpful way to get them excited about your product enough to follow through.
Take a look at this landing page from an employment screening service. Design-wise, it’s on-point. Beneath the banner that advertises what features clients will enjoy (more on that in a minute), you’ll see the button telling users to start screening now.
This gives the page’s visitors access to jump right into using the product, pushing them further down the conversion funnel. Users who land on that page never have to wonder how they can make use of the company’s services. It’s right there, staring them in the face, telling them exactly what they need to do.
Showcase exciting features
Your product probably has some exciting features that you want customers to know about. On your landing page, it’s a good idea to highlight those front and center. Sure, it may be obvious to users that they can use the page to purchase interesting pants, or a new streaming service, or innovative travel mugs. But without making the features that make your product unique obvious, they might not have any reason to buy with you than anywhere else.
Here are a few ways that you can highlight the best features of your products:
Customer testimonials and reviews are very high-CRO, and if you have any to quote prominently, consider incorporating them into the page’s design.
For technical products, a concise feature list is a great way to showcase the many benefits your product offers customers.
A header image declaring the distinguishing feature of your product always draws attention (something like, “the first ever shoes with built-in socks!” or whatever it is that makes your product special).
Once you’ve highlighted the parts of your product that make it desirable and unique, spend a little time considering what information would-be buyers want to know before they complete their purchase.
Make relevant information transparent
Have you ever been on a webpage, looking at, say, a phone you’re thinking of buying, but you can’t find anywhere on the page how much memory it has? Or maybe you want to buy that cool graphic T, but the page doesn’t say how long a size medium is. Frustrating lack of information can be a conversion-killer. Especially when buying online, returns can be a pretty annoying hassle — and sometimes, customers may not even be refunded for shipping costs.
That means users want to feel confident and certain in their purchase. Which means vendors have to be careful to list all the relevant information clearly on their sites, so customers never have a doubt about a feature of your product.
If you’re not sure how to incorporate a full list of features and specs onto the webpage, you have a few options. First, try making the page longer, so users can simply scroll further down the page if they’d like to see a full list of features before buying. Alternatively, if a longer page clashes with your design, simply include a link to a page with a full feature-list somewhere on the page. An on-page window that users can easily click away from is also a savvy option, if you have the development know-how to implement it.
Believe in your brand
Lastly, this may seem cheesy, but it’s essential that you believe in your brand and the quality of your products. Today’s consumers are savvier and more sceptical of outrageous claims, and Gen Z and Millennial shoppers want to see that a brand has realistic, authentic confidence in itself and its products. Tell a story, explain your mission, and be real about how your product will be satisfying or enjoyable for your customers. Lead with that goal, and you’ll start to see conversions steadily grow.