Creating effective landing pages that can convert.

The Problem: Less than 2% Conversion Rate was achieved for the landing page.

A headline that is not big or impactful enough to attract the user’s attention + No incentive

too much information to begin with?

Too many fields, asking too much from users

Absence of trust elements

A CTA that is not attractive enough

No visual cue to direct the user’s eye to the engagement part

An eye tracking study conducted by Conversion XK shows it takes 2.6 seconds of a user’s eyes to land on the part of your site that will leave an impression.

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Now, let’s quickly look at a few examples of Landing pages that had a

conversion rate of above 50%

Big impactful header, has a monetary value, one field and 2 radio buttons

elaborate incentivising CTA,

testimonials

One field for the user to engage, attractive CTA, reaffirming; testimonials

No fields to fill to start with,�Attractive header and CTA,�Advertising scarcity below the cta

Impactful header, one field to fill and CTA mentioning “free” value proposition?

Headline that specifies offer, subhead that explains the product.

Minimal background, breathing space around the cta that draws the user to the cta

Header that makes the user feel special, Interesting CTA strategy that might pique user’s curiosity.

Minimal background, one field to fill, attractive subhead

Showcasing real data to reaffirm user’s trust.

Attractive cta that assures the user to get what they came for immediately., usage of client logos to reaffirm trust

Big impactful header, one field and CTA that assures to start the process immediately.

Interesting idea where we reward the user for landing on this page, in this case it could be our health card instead of the coupon

Some key takeaways:�

The Various effective landing pages that we just saw above had:

• Advertised scarcity
• Featured testimonials and trust elements
• Featured their CTA as their most prominent focal point
• Bright accent colored text on minimal backgrounds
• Attractive CTA buttons that subconsciously make the user WANT to click
• Very very minimal number of fields for users to fill in
• Showcased real data of successful transactions
• Some kind of a visual cue that draws the focus of a user to the required part
• Attractive Headline and a minimal 2-3 line subhead that describes the product which also�Compliments the header�

Now, let’s look at our landing page and quickly figure out what could’ve been

done better.

So, how do we build a a super effective landing page?

Strategy

• A compelling headline. It’s the first thing that users see. Nailing it will definitely result in big differences in leads
• Too much copy will scare users away while less copy will not persuade. �A few lines following the header that quickly explains the product will suffice.
• Appeal to emotions
• A persuasive CTA. It has been proved that 5-7 words CTA’s that give the user some incentive work the best.�eg., get my free health card now! , Protect me & my family now!
• Address customer anxieties. Reassuring customers can build trust.�For example a small line along the lines of “Start your 30-day FREE trial • Cancel anytime” under/next to the CTA will reaffirm the user
• Value proposition. Essentially it answers the question “What’s in it for me?” And the answer needs to be featured prominently in the landing page
• Add trust elements. Testimonials from real people, statistics from real data and adding logos of big name clients that collaborate with us
• An exit pop-up can be included as well.
• Last but most important, less number of fields. 1-2 at the max.�

Design

• Minimal background with bright accent colors!
• Impactful format for the headline that captures the user’s attention in less than a second
• A visual cue that points the user to the field that is to be filled
• “Fun” interactive bright CTA’s
• Testimonials could feature photos of real people

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Before we finish, let’s take a look at some of our contemporaries.

While some of these are not well designed, some of them get the job done with the amount of information provided and contextual CTA’s and minimal interaction.

Thank you.