What Makes a Good Landing Page to Convert Web Visitors Into Buying Customers?

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A landing page is a specific page dedicated to a particular purpose. For example, you might find yourself on a landing page when you click on an ad or if you click on a call-to-action button.

You must differentiate a landing page from the rest of the website since its objective is clear. The primary purpose is to make you act according to the desired business goals of the website, whether it is to collect email addresses for a marketing campaign or convert you into a buying customer.

According to Wordstream research, a good landing page should yield a 10% conversion rate. But a lot of websites do not even touch those kinds of numbers. For example, a quarter of the websites analyzed by Wordstream only had a 5.31% conversion rate from their landing pages. That’s not nearly good enough when compared to the standard.

Here are some qualities of a good landing page to convert web visitors into paying customers.

Make your CTA clearer

The most crucial element of your landing page is the call-to-action or CTA. It is the ultimate determinant of what action you would like your audience to take. You only use a single CTA on your landing page to avoid sowing confusion.

Other than using one CTA, you also have to make sure your call-to-action will stand out by using contrasting colors, ensuring that your text is legible, and using attractive buttons. Lastly, your CTA should be on top of the webpage so that the visitor does not have to scroll down.

Create a compelling headline

You are fighting with your competitors for the same customers’ attention, so you need to stand out from the rest of the pack. One way to do this is to write a killer headline that makes it impossible to ignore. You can use proven tactics in writing your headline, like using an active voice and keeping your sentences short, preferably ten words or less.

Optimize your website to be mobile-friendly

Consumers are highly dependent on their mobile devices when shopping for goods. PYMNTS noted that shoppers even go to their phones while inside the store to conduct further research on a product or look for coupons and discounts. So make your landing page easy to navigate, your text digestible, and your loading speed fast.

Offer freebies and giveaways

Take advantage of people’s tendencies to grab a good deal. For instance, you can give them discounts for subscribing to your newsletter or vouchers they can use to buy your products from your store. It does entail some market research to determine what your audience gravitates toward.

Use relevant images

Pictures tend to convey emotions faster than words. And remember, you are trying to grab your visitor’s attention and make your sales pitch before losing their attention. Just make sure the images are relevant to your product or service. Steer clear of the stock photographs that you can download on the Internet and instead hire a professional photographer to do the job.

Review your opt-in forms

The opt-in form serves as the consent form from your target audience who shows an interest in getting further information. For example, they might be subscribing to product offerings or news updates about your company.

Just make sure that you do not make your audience jump through hoops when they fill in your opt-in form. According to Marketing Sherpa, your lead conversion drops by 11% with each field you add to your forms.

Address customer pain points

People respond to pain more than an incentive. You must remember that they are on your landing page for a reason—whether they click on an ad or a website link. They probably visited other websites but failed to find a solution to their problem.

Customer insights will provide you with a valuable understanding of their pain points. While they might have similar pain points, it does not mean that they require a single answer because of the diversity of your audience’s backgrounds and experiences.

You need to create a landing page to minimize confusion and relay your desired outcome to your target audience. They do not have to navigate around your website and be distracted by the other content. You will shorten the customer’s journey and get them from point A to point B in the least amount of time possible.

A landing page could persuade the casual visitor into a buyer or a loyal customer if done correctly.

Does your business need a landing page?

Minimo is a web design agency dedicated to helping small businesses build and maintain websites to grow their online presence. We take over all the backend work, such as web hosting, design, maintenance, and support, so you can focus on your core operations.

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Mario Seijo

Creative Director - focused on helping underserved entrepreneurs launch and optimize their websites.