Optimize your landing page to convince people to convert - leija.io
  • @undefined- Sep 26

    Optimize your landing page to convince people to convert

    Intro

    Do you ever feel like your website is not helping you increase your sales or email subscriptions? In this article I will be covering how to structure a compelling landing page to maximize your conversion rate.

    A great landing page doesn’t need all the bells and whistles to perform well. Think of it as your first impression to potential leads. The more clear and concise your website is, the better chance you have to acquire a new customer. So please avoid throwing together a landing page and calling it a day, otherwise you’re missing out on the massive ROI of acquiring new customers/users.

    The objective

    • Increase the user’s desire to take action

    It cost money to pay for an ad and to get a viewer to your website. If that viewer does not take action to buy or subscribe, then your CPA (Cost per acquisition) will be high; which means you’re not maximizing your earnings.

    To achieve a lower CPA we must increase the user’s desire to take action by optimizing the landing page copy, imagery and layout structure. This applies for companies who are selling a product or a media company that need email subscriptions.

    Pause..

    Before we continue, I want to setup the meaning of landing page for this article.

    Now, I’ve had the privilege to work with many companies and agencies; I’ve come to realize that there are three basic types of landing pages:

    • Homepage: The introductory page of your website.
    • Ad page: Typically tailored copy for a specific audience type.
    • Product page: This is where you get very informative and show all the awesomeness of your product.

    But just to keep things straight, in this article the term landing page will be used to refer to the homepage.

    Landing page elements

    Now that you know why it’s important to optimize your landing page and what the objective is, let’s start talking about structuring it.

    Here’s a simple and effective landing page layout structure:

    1. Navbar: This is typically on the top of the page and it carries your company logo and other site links to your site.
    2. Hero: The biggest section of the of the page that includes a headline, subheader and enticing image.
    3. Social proof: Logos or testimonials from press coverage or best-known clients.
    4. Features: Displays your key value propositions.
    5. Footer: Miscellaneous company links.

    Element: Navbar

    The navbar element is a very simple component. All you need is a logo and links to other important interior pages on your site.

    You may also add a CTA on the right side of the navbar. But if you do add a CTA button then keep a couple things keep in mind:

    • Less site links: The last thing you want to do is attract more attention to the links than the CTA.
    • Make it stand out: It should be a medium size button, uppercase text, box shadow and should be a color that will pop out.

    Element: Hero

    I wrote an article about this component that you can find here. You will find information about why it’s important, what components are required and examples of compelling copy.

    Element: Social proof

    Have you ever bought or registered on a website because a friend recommended it? The social proof component will play the role of the user’s friend.

    The social proof section shows off your best press coverage and/or your most well known customers. This let’s people see that other people have validated your claims. Here’s an example of Slack’s social proof section.

    Or if you’re a ecommerce product, e.g – a clothing brand, simply state social media influencers using your product. Gymshark is a good example of gym apparel company who has utilized social media influencers for their company growth. Their site landing page always displays influencers wearing their apparel.

    Testimonials

    Testimonials are a bit tricky because not a lot of people read them. But if you’re a B2B service or product, use them to convey your credibility to expensive clients.

    Element: Features

    There’s two things that will occur if you’ve gotten a user this far down your landing page.

    • The user is really interested in what you have to offer.
    • The user has concerns and questions about what they will receive if they convert.

    This is your time to pitch a list a of key values to a potential customer of what they will receive and you’re proactively reducing their concerns and any skepticism about your product.

    This section includes the following components for each feature:

    • Image
    • Title
    • Paragraph

    I will be using Drip’s feature page, because they do a wonderful job explaining their features. And for those who aren’t familiar with Drip; Drip is a email marketing tool. I will be ripping off their feature copy for the sake of time.

    Feature: Title

    This component should describe a specific value to your product or service and it should be about 2-5 words long. Do not use vague, fluff language such as “Empower your life” and “Revolutionize the world”. That doesn’t explain anything .

    Drip uses feature titles such as, “Automate everything” and “Intelligent Facebook ads lead to more sales and happy customers.” It’s clear and straight to the point.

    Feature: Paragraph

    The paragraph component must describe the feature title. It should point out  a common problem and how your product or service solves that problem. It should be no longer than 2-3 sentences and it may include a Learn more link for further details.

    Good Drip example:

    • Title: “Personalized emails drive first-time and return buyers.”
    • Paragraph: “Easily send abandoned cart messages and customized emails that drive sales and deepen customer relationships. Drip’s unmatched deliverability rate will make sure you’ll land in the inbox.”

    Feature: Image

    The feature image should be enticing and compliment the title and paragraph of the feature. If you’re a ecommerce company, use very high quality screenshots with professional photo editing done to it.

    If it’s for a SaaS company, think about using short GIF videos or doing SVG animation to showcase the easy use of your product. Using high quality images is also a viable option.

    Here’s an example of a well structured feature from Drip:

    Element: Footer

    The footer is another simple component that is at the bottom of every page of your website. This component includes a company logo, links to other key pages within your site and contact information such as phone number, email and social media urls.

    Designing your landing page

    I’m an web developer, so designing is not part of my skillset. You can always work with a designer which is what I have done in the past but it does require some money.

    If you’re on a budget or on a DIY mode, you can tryout Leadpages or browse through Dribble and search for “designer.”

    You want to spend some time and effor to make sure the design properly represents your imagery and copy. Remember it’s your first impression to new users.

    Measuring landing page performance

    You can track your sites performance with tracking tools such as Google Analytics or Amplitude for SaaS apps.

    When measuring your conversion performance you want to take a look at how many took action (email subscription, account sign up or purchases) and divide that number by the amount of unique visitors.

    Conversion = conversion event / unique visitors (not total page views)

    Do not use number of page views to get your conversion rate because a user can only convert once. You might also not want to count overseas countries that are prohibited to purchase from your site.

    Ask for feedback

    After working hard on your copy, imagery and design you need user feedback. This will help you pin point potential problems on your landing page.

    Ask these people for feedback:

    • Your parents
    • Your family
    • Your friends
    • People suited for your business
    • People not in your market

    Here are some basic questions I use when requesting feedback:

    • Is anything unclear? Do you have any questions?
    • Did it grab your interest?
    • Would you pay/subscribe/sign up?

    Speaking of feedback, please feel free to comment down below your thoughts about this post. Feel free to ask any questions or just drop by and say, “Hi ????”