5 Elements of a High-Converting Landing Page
Gordon Owens
Entrepreneur that loves hosting guests at short term rental properties in my spare time
Landing pages are intended to drive conversions, and some do a better job than others. When you split test your landing pages, you get a better idea as to what is working for your audience and what is not. It’s likely that a particular image, style of wording or format is more popular or engaging for your audience compared to others. But there are also other elements that are standard for all landing pages.
Let’s learn about five basic elements that will turn your landing pages into high converting ones.
- Length of Ad Copy
One of the first things you need to decide on is the length of the copy. You have about 10 seconds to grab a person’s attention and get them to convert once they land on your page. This means that your copy needs to be creative, engaging and compelling. Shorter copy tends to be best when trying to meet short, specific goals like downloading an ebook or filling out a form. Longer copy is best reserved for meeting long-term goals like educating your audience.
- Limited Forms
The amount of information you collect from your visitors will affect your conversion rate. The less you ask for, the better. Think about what information is needed to accomplish your goals and stick to that. If you need to ask for more than the basics (name, email address), be sure that your visitors know what you’re giving away in return for the exchange of information.
- Add Visuals
Visuals help communicate messages more effectively, so take the time to find the perfect images for your landing pages. There are a number of reasons why it’s important to add visuals: the brain processes visual information faster and they can deliver emotional cues. Images also brighten up landing page formats that would otherwise look dry or stale.
- Responsive Design
When designing your landing pages, keep mobile users in mind. Your landing pages should be easy to navigate on mobile devices. They should include clickable links, readable fonts and forms that are easy to fill out. There’s nothing worse than to have an opportunity with a potential customer, only to lose them because your landing page isn’t responsive on their device.
- Call to Action
Only add one call to action to your landing page. Any more than this, and you will confuse your visitors. Also be sure that your call to action is obvious and direct. If there are too many icons on your page, visitors may get distracted and bounce back to where they came from. When creating your ad copy, factor in a single call to action that sticks to one goal.