The Structure of a High-Converting Landing Page
A high performing landing page is what every online marketer needs to increase signups, improve conversion and eventually increase sales. It is said that high performing landing pages combine form and function; this is simply true because these pages are more than pages with a great design but rather has a unique and indispensable function and that is to gather information from customers.
Successful websites that make money combines elements into an efficient sales-driving tool. Optimizing landing pages is simply understanding how different parts will contribute to the success of the page. It is essential therefore to understand the what, why and how of each landing page element and to be able to do this you need to learn the following concepts:
The Call to Action or CTA
The CTA signifies the goal that you want your users to arrive to in your site. The CTA is usually represented by a big and bold colored button that says “Click Here” or “Buy Now!” However it is not enough to say these actions.
You must use CTAs to guide your would be customers through the conversion process and to invite them to take the next steps in their subscription: they could learn more, download e book or accept the demo version, etc. All it takes is to use the right energizing action word so that customers become enticed to take the offer. These are important aspects used by websites that make money online.
These are indicators to show your users who 1. uses your products and 2. who likes your products. There are too many scams online, therefore you need to show your users that you already have users that love and use your product. We will explain this part more in details later, but for now, think of client logos, social media followers and likes, testimonials, subscriber data and so much more as indicators.
Similar to using social proof that shows how much customers like your products, there are signs that tell you that customers trust you. Trust signals will project that you have a legitimate business and that they could trust you with their personal information like their email addresses, business addresses, credit card information and so many more.
Customers need to be guided from point A to point B and this can only be accomplished when the path is clear. Sometimes the path becomes complicated when there are inappropriate elements and concepts causing customers to shy away from converting. Psychologist calls this cognitive dissonance.
This is simply coming up with the best campaign by comparing two or more versions. For instance if you are redesigning your webpage, you must create at least two versions of the page and then compare the results of each versions. Results are quantified at the end. This strategy is called A/B Testing.
Experts in website design say that typically users follow an F-shaped pattern when viewing sites. Researchers like Jacob Nielsen show that users scan pages from left to right and down and then left to right again and then finally down. Therefore your website design should also follow an F-shaped pattern so that your users will be able to efficiently gather a lot of information about your business.
Keep to one landing page per conversion strategy. No matter how tempting it may be you should streamline your conversion goals and reduce the risk of confusing your prospective customers.
Customers are looking for the value that they can get out of a product or service and therefore your landing pages should be able to answer the million dollar question: “What’s in it for me?” Improving your value proposition will therefore increase the possibility of your people doing business with you.
How To Create Websites That Make Money
The infographic below will show you how to create websites that make money: