There’s a lot of confusion over the “ideal” landing page conversion rate. In reality, a good conversion rate depends a great deal on your goals, your target audience, and your industry.
Search Engine Land performed a detailed study in 2014 and found that:
- 25% of the landing pages it reviewed converted at less than 1%.
- The top 25% of companies convert at over 5%.
- The top 10% of companies convert at an average of 11.31%.
- The overall average was 2.35%.
So don’t get caught up on the numbers. Focus on results that drive them.
The purpose of a landing page is to educate visitors and use the compelling content to transform them into customers. In the majority of cases, the landing page will be the first thing a visitor sees after clicking on an ad, so it’s representative of your website and your company.
As a result, you need to get it right, so keep reading for six tips on designing a landing page that actually converts.
1. Create a killer headline
You have, on average, less than 8 seconds to capture the attention of visitors to your landing page. Once you give readers an irresistible headline, they’ll be keen to read the next sentence, paragraph, etc.
Here are some quick headline writing tips:
- Use compelling adjectives: Use words like “shocking,” “astounding,” “sensational,” and more to draw readers in.
- Create a common enemy: You can create a shared sense of unity by creating a common enemy. Like it or not, many people have a cynical nature, so a headline like “5 Things Your Doctor Doesn’t Want You To Know” is likely to grab a reader’s attention.
- Be controversial: Find a topic few people are covering and make a bold statement. Please avoid “Why Content Marketing is Dead,” since it’s been covered a billion times already!
- Be honest: No matter what your headline is, the content had better match it.
2. Show your offer’s benefits
Think of a common problem faced by your target audience and craft your landing page copy so it appears like a solution. Like it or not, customers don’t care about how awesome your product or company is.
They only care about how it benefits them.
As far back as 2012, a Harvard study spoke to 1,400 B2B customers and quickly reached the conclusion that ‘Solution Sales’ is no longer an effective tactic. This is because customers already know the solution they want.
Your job is now to convince them that your product/service provides the benefits they seek.
The modern consumer knows the features they want, the requirements a product/service must meet, and the pricing they can afford. As a result, you have to pitch the benefits.
An example would be “Increase Conversion Rates By 150%.” Your target audience wants a better conversion rate, and you’re telling them exactly what they can expect with your product.