The concepts that produce a great landing page are always changing. Consumers get used to old tactics, new data is uncovered in the search for the highest conversion rate, and frankly, changing your button color is just the beginning of optimizing your landing page.
The fact is more marketers than ever will be creating landing pages in 2015, which means yours has to stand out to stand a chance.
A whopping 1,100 landing pages are designed with Instapage alone every single day – and this number keeps going up.
Hiten Shah, the co-founder of Crazy Egg and Kissmetrics discussed in his newsletter SaaS weekly that marketers are now creating landing pages for new feature releases, different product descriptions, and to target different audiences.
In other words, marketers are beginning to understand they need to create landing pages for every offer they present. A single page is insufficient and outdated, and optimization is the only way to stay at the front of the pack when the trends are changing so quickly.
In this post, we are going to highlight current optimization trends implemented by top industry designers to demonstrate what will work for your landing pages in 2015.
Trend #1: Showcasing Customer Badges
Showcasing the logos of notable companies who happen to be your customers is a brilliant and simple way to borrow credibility. A visitor who is on the brink of making a decision can be convinced into clicking the CTA button after he recognizes a famous company logo on your landing page.
This is called the halo effect. Visitors are judging your landing page from the moment they arrive, and when they see that someone influential has already judged you, they are quicker to climb on the bandwagon.
When visitors find someone significant in your field thinks you’re worth the investment – the halo appears on your landing page and increases conversion rates.
Really, aren’t you more willing to “Get Started” with Intercom after you see the logos of Hubspot, Wistia, and Buffer on the page?
Trend #2: Showcasing detailed testimonials
Testimonials help implement the principle of social proof on your landing pages. That’s common knowledge, however, not every testimonial is equal. Testimonials must be more than a line or two proclaiming how amazing your product or service is. They need to tell your potential customers how your existing customers were able to solve a particular problem using your service.
The testimonial has more power if it is written by someone well known in your industry.
This is a testimonial by an editor of the Business Insider on Buffer’s page. It showcases the exact numbers that Business Insider has seen since using Buffer. Show your visitors the clear benefit other customers have had with your service with your testimonials, and watch your conversions increase.
Trend #3: Headlines that answer the question “I Want…”
Your landing page headline needs to have an immediate impact on your visitors – if it doesn’t, they’ll just abandon your landing page and move on to something else. The perfect landing page headline shouldn’t just exclaim what your service can do. It should tell your visitors what problem your service solves.
A visitor clicks onto a page thinking – “I Want…” and your landing page headline should logically provide an answer to this question.
For example, people searching for a better email marketing platform will go looking for a solution to their problem thinking, “I want to send optimized emails that get me results.” Click. They land on Campaign Monitor’s page and find the exact answer to their question.
Trend #4: Imagery that shows the product being used
Whether it’s a product or a service you are launching, showcasing contextual imagery on your landing page increases conversions because it helps the lead visualize what it would be like to use your product.
Disqus makes use of contextual imagery on their landing page here.
Trend #5: A two-step opt-in process
A two-step opt-in process takes visitors to a separate sign up form when they click on a CTA button. You can set up a two-step opt-in process by taking customers to a separate sign up page after they have clicked on the button, as well.
Essentially, visitors are asked to do more work. How can this possibly get you more conversions?
There are two reasons this works. First, a daunting lead capture form on a landing page can intimidate visitors. A two-step opt-in process helps in this regard, as it breaks the process down so only interested customers are brought to the detailed fields of the form.
Secondly, the two-step sign in process helps reinforce their choice of buying your product or signing up for your service.
Neil Patel created a three-step checkout process for Conversion Rate Experts which yielded a 10% increase in conversions. A two-step signup process will get you more conversions based on the same principle.
The two-step opt-in process works wonders for your conversions. That’s why Instapage offers this feature for your landing pages in a ridiculously easy-to-implement way. If you’re interested you can watch the short video below to learn how it works.
What landing page trends are you noticing for 2015? Let us know in the comments.