The Anatomy Of A High Converting Landing Page | Conversion Rate Optimization Tips
I can look at a landing page right away and know that it’s not going to convert. On the flip side, I can also look at a landing page and know if it’s going to convert exceptionally well. Today I’m going to share with you the anatomy of a high converting landing page.
So do you want to know the secret to really high converting landing page? There’s a formula, and I’m about to share it with you. And as long as you follow the formula step by step, you should produce better results. But the moment you don’t follow the formula step by step, you’ll notice that your conversions are going to tank and your landing pages won’t do well.
The first thing you need to do is clearly state your value proposition in a header.
The attention span of a human is less than a goldfish. In other words, if you can’t catch their attention in the headline, you’re screwed.
8 out of 10 people will read your headline, but only two of the 10 will read the rest of the copy on the page.
So if you can create amazing headline with your value proposition, you can attract people to read the rest of your page.
The second step you need in your landing page is a visual focus.
Whether it’s a head shot, product shot, a video, some sort of visual focus where people can put all their attention to.
See, the moment someone goes through a headline, they read it, you need to grab their attention with a visual, and you need to get them to keep going.
If you just have text and only text, and no visuals that people can watch, you’ll find that the conversions aren’t as great.
The higher quality you produce, the better off you are.
The third thing you need is to outline the features and benefits.
But it’s not just about feature, you need to more so focus on the benefits. So the features are there because if you don’t talk about the features, you’re not going to get as many conversions.
But the benefits are the key. People don’t buy something because of features, they buy because of the benefit.
Typically, benefits are the solution to their problem. Such as saves you time, saves you money.
The fourth step is presenting a single and focused call to action.
A lot of people are like, “Oh, I’ve got a landing page. I’m going to put a call to action everywhere.”
You could do that. And for some products, it works. But not for most.
The reason you want to have a single, focused call to action, and eventually after that one call to action, you can have more later down, but when you have your headline, your visual focus, you’re talking about your benefits, your solutions, you’re answering the objections.
Once someone gets the whole story and they understand why they should be buying your product or service, and then you have a call to action.
They’re much more likely to convert.
The fifth thing you want to do is include testimonials and other visual proof.
I love doing reviews, whether it’s a service or a product. Reviews are amazing. A reason a reviews is amazing is people know the truth. How they feel, how they don’t feel, if it’s great or if it’s bad.
And by including that, they can then get a better sense if it’s right for them, or if it’s not a good fit for them.
The sixth thing you need to do is give a guarantee.
Whether you’re doing a free trial with no credit card, so there’s low risk, or you’re giving a 30 day or 60 day money-back guarantee, those are awesome things.
You want people to feel comfortable. If they’re not happy, you know you’re going to end up refunding them anyways.
The last step, integrate story telling into your landing page. If you don’t integrate story telling, you’ll find that your conversions won’t do as well.
People love soap operas. Whether you like them personally or not, people do. That’s why they’re on television 24-seven.
If you can integrate story telling, take people through the emotional roller coasters, the ups, the downs, they’re much more likely to convert.
It’s all about the story. It’s that thousand-plus year old marketing technique that we all tend to forget.
But it’s worked for so many years, and it’ll still keep working, no matter what channels are out there, no matter what algorithm updates happen.
Story telling is so effective, you need to use it in all of your landing pages.