The average landing page converts just 2-5 out of every 100 visitors. And that really bums us out.
We feel for the visitors to those landing pages: the people who have to drudge through blocks of jargon-filled text to determine the benefits of converting, or hunt for a call-to-action button, or fill out monstrous forms that pry for useless personal information.
But we also feel for the creators of those landing pages, because building a great one — a landing page that converts even 10-20 out of every 100 visitors — is really, really hard. It takes studying. It takes testing. It takes diving deep into research reports and mountains of data to mine only a few valuable takeaways. And not everybody has that kind of time.
Thankfully, with the new “What is a landing page?” guide, now all you need is an hour.
The new “What is a landing page?” guide
Never has there been just one free resource from which readers could learn all they need to build high-converting landing pages quickly and easily. Today, that’s changed.
The new “What is a landing page?” guide is the result of a team-wide effort to compile the most valuable landing page content from every corner of the internet. After months of work, we’re confident this new all-in-one resource is capable of turning even the most inexperienced landing page designers into pros in just 60 minutes.
In just seven skimmable chapters that feature insights from psychological researchers, usability experts, and advertising titans, it will explain everything from headline-writing formulas to the perfect button design. And with over 130 visual examples from some of the world’s leading brands, it’ll show you how to put those techniques to practice.
Here’s exactly what you’ll find inside:
Do you know what a landing page even is? Despite thinking they do, most people don’t (even Google gets it wrong.) And their misconceptions are leading them to make the cardinal sin of landing page design.
In this chapter, find out the exact definition of a landing page, along with the astonishing amount of leads heavy landing page users generate compared to light landing page users.
There are two major reasons a landing page will convert better than your homepage, or your “Contact Us” page, or any other page on your website. Do you know what they are?
Find out in this chapter from examples of real PPC ads and corresponding landing pages that use “message match” and an optimized “conversion ratio” to persuade visitors to take action.
A targeted landing page can boost the conversion rate of just about any campaign. But, there are four in particular that nearly always require a landing page to reach their full potential.
In this chapter — complete with excerpts from benchmark reports, quotes from advertising influencers, and a peek at one PPC expert’s analytics dashboard — find out which specific campaign types can see a major increase in ROI with the help of a personalized landing page.
Your headline can’t do all the work of persuading visitors, and neither can your call-to-action. Converting prospects takes the cooperation of many page elements.
In chapter 4, uncover study results from marketing influencers and, among others, MIT and Microsoft researchers, to find out what each element should communicate to your visitors both visually and psychologically. Then, see those elements in action in content created by major brands like Dropbox and Lifelock.
A landing page is like a car. You can have all the perfect parts in front of you, but if they’re not arranged the right way, that car won’t work.
Similarly, your button can look flawless and your image stunning, but if you put both in the wrong place, it won’t matter. That landing page won’t compel visitors to take action.
In this chapter, discover the secret to arranging high-converting landing pages from a century-old concept developed by three eminent German psychologists.
Squeeze pages, click-through landing pages, sales pages — they all have their part to play in the success of a marketing campaign. However, not every page works in every campaign.
To find out which page you need, read through chapter 6 to match the goal of your campaign to one of the five types of landing pages, and see examples of each in action from Adobe, Variety, Barack Obama, and Forbes.
Once you’re through reading the first six chapters, you may need a refresher before you run off to create your own high-converting landing pages. And that’s what you’ll get in chapter 7.
This concise closing sums up all the content in the chapters before it — from broad concepts like the definition of “message match,” all the way down to specific ones, like the three qualities your copy should exhibit.
Keep in mind, there are no examples in this recap or case studies to learn from, so we highly recommend you don’t skip over the first six chapters. This should only be used as a review.
It’s the only landing page guide you’ll ever need
With the new comprehensive and skimmable “What is a landing page?” guide, designers of any skill level can learn the secrets to creating high-converting landing pages in just an hour.
Don’t be satisfied converting the average 2-5 visitors per 100. Learn to design a page worthy of your prospects’ attention.
When you do, you’ll find visitors are willing to give more than just their time. They’re more likely to give their name, email address, and maybe even their money, to claim what you have to offer.
Start and finish your landing page education all in one place: The “What is a landing page?” guide.