“I’m running digital ads and we’re getting a lot of clicks but we’re not seeing any conversions.”

“I’m creating a landing page but have no idea what a high converting landing page should include?”

“I’m just here for the free food.”

Any of these sound familiar?

Well we’re here to tell you that there’s an easy way to determine if your landing page has what it takes.

And if you’re just here for the free food, then how ‘bout these apples:

Once you’ve finished reading this post, your landing pages won’t just follow the rules; you’ll be able to create high converting landing pages every time.

In this post, we’ll be taking you through the 5 essential things you absolutely NEED to include for a high converting landing page.

The best part?

It doesn’t require any more time, it doesn’t require any more money. You have the puzzle pieces; you just need to put them together.

Here’s What’s Wrong With Your Headlines

The first thing that someone is going to see when the hit your landing page is the headline. The most common mistakes when it comes to writing headlines is:

  1. Your attempts to be clever fail pretty much every time.
  2. It’s just too boring
  3. It’s just too hyped
  4. It doesn’t answer the question “Why should I care?”

That last point is the most important. The headline of your landing page should always be your value proposition. The headline of a high converting landing page always answers the question, what’s in it for me? If the value is good enough, the user will stick around to learn more. But the only way they can decide whether the there’s enough value for the, to keep reading is if they see the headline.

So how do you do that?

Make your headline big and make it stand out. Font size can help it dominate over all other text and the colour you choose you be very noticeable on the page (but make it look good). Avoid sensationalizing your headline or trying to spike curiosity. We’re all so used to scammers on the internet that we’ve become defensive to something that sounds way to good to be true. Be straight up with the value you’re giving.

How To Make Your Call To Action Button Irresistibly Clickable

This is where the magic happens.

I mean, if making a sale or getting an email is magical to you then sure. If it’s not magical then at the very least it’s where the conversion happens.

So how can we make the call to action button irresistibly clickable?

Your button should reinforce the value proposition from your headline. For example, if the headline is something like “Lose 30 LBS In 90 Days”, your button should say something like “Start Losing Weight Now!”. This reinforces the value proposition of losing weight in a short amount of time while also creating the urgency and immediate satisfaction of making the click.

Aesthetically, your call to action button should stand apart from the rest of the page. You’ll want to give it a lot of space from the rest of the content on the page to really set it a part. A call to action button that blends in will not get clicked. That means bright and aggressive colours like red or yellow.

Your Hero Shot Probably Sucks, But That’s Ok

Most times the hero shots you choose for your landing pages suck. That’s because you might think you need an image that stands out.

Here’s why that’s wrong.

While the image on your landing page has to do a couple of things for you, one of those things isn’t standing out. For one, it shouldn’t take anything away from the headline. If the picture stands out more than the headline, people will miss that value proposition and probably won’t spent too long on the page.

So what do you need?

  1. Generally, you should be using pictures of human beings that look happy. This evokes feelings of positive emotions and becomes associated with your product or services.
  2. The people in your hero shot should be looking to the call to action button or the headline. When you look at a picture of another person you tend to follow their eyes. If the people in your hero shot are looking somewhere totally irrelevant, your users are going to pay attention to something irrelevant. Point them in the right direction with the eyes or even better, find a picture of happy people pointing to it.

Your Body of Benefits Should Be Like A Wonderland

In some cases you’ll want more copy on the page explaining the benefits. In other cases, you’ll want less copy, depending on the risk of the transaction.

Let me explain.

Every transaction has a risk. If you’re buying a pack of gum it could turn out to be the worst tasting gum you’ve ever had or it could be the same as it’s always been. If it is a bad tasting batch you probably won’t be too upset because you only spent $2 on the pack. Now if you’re buying a car and it happens to be the worst car you’ve ever driven, it’s a different story.

The riskier your product, the more your body of benefits is going to need to work to convince the end user of a transaction.

Low-risk transaction = doesn’t need too much explaining.

High-risk transaction = needs more explaining

A good thing to always keep in mind is risk versus reward. Asking for an email is easier than asking for someone’s name, address, phone number, the name of their first born child, email etc. Your offer should always match what the person is giving up.

The reward for converting on the landing page should be always good enough that the offer becomes a no brainer.

Finally, Give It A Kick In The Testimonials

You’re driving by two restaurants.

One restaurant looks great. It’s got a great looking logo, the inside looks comfortable and inviting and they just so happen to have a deal on your favorite food (in my case, chicken fingers). The other restaurant doesn’t look like anything special. The logo isn’t great, the building could use some sprucing up, however, there’s a line up of people out the door.

Which one would you assume is better?

Most likely you’d think the uglier looking restaurant is the better restaurant based on something called social proof.

Social proof is what makes Yelp and Amazon such trustworthy services. It’s the comfort of knowing that other people have taken part and enjoyed themselves using the service or the product. You can achieve this on your landing page through testimonials and customer reviews.

A good review will signal that you’re a trustworthy service that creates a good experience for the customer. Even if this eases the idea that the user won’t get duped in the slightest, it’s worth it.

Always put your testimonial after the user has invested in the value proposition and body of benefits. UNLESS it’s a testimonial from a distinguished professional or famous person. That’s a testimonial you’ll want front and center.

- Tyler McAuley-Vallier, Analytics, Advertising, and SEO Strategiest

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