Would you like your landing page to get more conversions?
Of course you do. Every marketer does.
The real question is how many succeed in doing this?
Most things are easier said than done. Creating an optimized landing page that increases your bottom line is one of these things.
Because most marketers who create landing pages blindly follow best practices that others have implemented before them. Don’t get me wrong. I am not saying following optimization advice from conversion gurus is bad. (I mean, we like to think we’re pretty good at it).
What I am saying, however, is that not every piece of advice is for every landing page.
Your ebook landing page won’t have as many downloads if you’ve crafted it listening to advice that was for a SaaS landing page.
If it is an increase in your bottom line that you’re craving, then you need to implement landing page strategies that will give you that.
I’ve searched hundreds of landing pages these past few weeks, analyzing strategies that cause an increase in conversion rates no matter what niche the page is targeting. And this is what we’re going to discuss today.
We’re going to show you 3 landing page strategies that will get you conversions regardless of whether you implement them on your webinar landing page or your real estate landing page.
1. Play a Game of Contrast on Your Landing Pages
The number one thing that needs to be true for your landing page to work is that it must be visually appealing. Because even before your visitor is able to read a single word of copy, what his eyes see is the overall design of your landing page. And if it looks wonky and unimpressive, no amount of persuasive copy will get him to stick around.
Would you trust this service based on their landing page design?
I’m guessing not.
What about this one?
Your landing page design needs each element on your page to be complementary, especially your CTA button.
For more information on color and conversions, the Clockwork Conversion Model (C3M) by Three Deep Marketing gives an in-depth account of how to design your CTA button using the right contrast techniques.
Essentially, the C3M dictates the CTA button should be placed in a complementary color zone, which should exclusively be for the button and the button should be in pure color.
Only when your CTA button is designed in a contrasting color are your visitors drawn to it.
See case in point:
2. Write Persuasive Copy
Persuasion is the glue that holds your landing page together. If you remove it from the equation, you don’t get leads or conversions. It’s that simple.
Not only should your headline and copy explain the features and benefits of your product/service, but they should do so in such a persuasive manner that your visitors can’t help but click the CTA button.
How do you write persuasive copy?
By putting yourself in your visitor’s shoes and writing everything on your landing page from their perspective.
Persuasive writing is not clever writing. In fact, the opposite tends to be true.
For your landing page to be persuasive, it needs to be simple enough that it can strike a chord with your visitors. It makes your visitors say, “Yes! I need this.”
Your copy should appeal to your visitor’s emotions, logic, and desire for credibility.
The Quick Sprout page does with its headline in this example:
The Bellroy page does, too:
Not only is the copy on this page persuasive, but the design also follows suit. The way visitors can fill up the wallet with the interactive feature is what gets them hooked on the product.
Because who doesn’t need a better looking slimmer wallet? I certainly want one after seeing this page.
This landing page is just that convincing, and yours should (and can) be, too.
3. The Font You Use On Your Landing Page Matters
Giving ample attention to typography is what makes the process of comprehending your message easy for your potential customers.
When your copy is well-formatted and attractive, your visitor can focus on the message that you’re trying to convey and not put in an effort to understand what you’ve written on your page. Because if the typeface you’ve used is too small or the kerning is too minimal, your visitor will find it harder to understand your message – and they’ll just mozy on over to some other service.
A study run by Michael Bernard of Usability News compared eight popular online typefaces i.e. Courier New, Arial, Times New Roman, Comic Sans, Tahoma, Century Schoolbook, Verdana, and Georgia. All the fonts were at 10, 12 and 14 point sizes with a total of 60 people participating in the study. The results revealed that Times New Roman and Arial were read the fastest and that Arial and Courier were found to be the most readable.
The general opinion is that Sans Serif texts are much more readable, even when present in smaller sizes.
Typography has a strong effect on your mood, as was successfully proved in an experiment by Dr. Kevin Larson of Microsoft and Dr. Rosalind Picard of MIT. The experiment tested whether typography had an impact on the reader’s mood and cognitive ability. There was a total of 20 participants in the study, 10 of which got a text with good typography and the rest got a text with poor typography.
The participants that were given the good typography got so absorbed in what they were reading that they underestimated the time that was spent reading the passage. When testing cognitive ability the two groups of participants were presented with a candle problem and a remote associates test respectively.
4 of the participants given the good typography completed the test, whereas none of the participants from the group given the bad typography were able to complete their task.
If you find it hard to select the right font for your landing pages, we can help you out.
Instapage offers its users a total of 40 font families to choose from, which include Google web fonts and some standards.
We’ve already grouped fonts that work well together, so you’ll have no trouble figuring out how to properly match them even if you’re not a designer.
However, the builder also gives you the option of customizing your fonts, i.e. you can choose a separate font for your headline and paragraph copy.
Maintaining web design standards was never so easy.
There you have it, folks, three universal landing page strategies that will get you conversions no matter what type of page you are creating. Think I missed some? Let us know in the comments.