The average landing page conversion rate across all industries is 9.7%, which is pretty impressive. A good conversion rate is around 10%, and a quality landing page could help you to get more than that if it performs above average. There are multiple elements to consider when creating landing pages if you want to ensure they are as effective as possible.
When creating a landing page for the display ads you have built, you need to consider the objective of the marketing campaign. Making sure that your banner ad and your landing page match up in terms of messaging and what you’re offering the customer is essential.
That’s why you need to know what the purpose of your campaign is and what you’re trying to get the user to do. Don’t just use the same landing page for a range of purposes as it won’t fit with everything that you want to do. Tailor your landing page to the campaign, with your banner ad in mind.
It’s always important to know your audience when you’re building a campaign with a banner ad and a landing page. You can’t design an effective landing page if you don’t know who you’re targeting or what they want.
Understanding your audience helps you to make choices about design, copy, and other important elements on the page. You have to know who they are, why they have clicked on your banner ad, and what you need to do next to get them to take action and continue on their buyer’s journey.
One of the best things to remember when designing a landing page is that you don’t need to overcomplicate it. While you might want to make it visually appealing and provide valuable information for your users, you don’t want to have too much going on. Sticking to some key elements will keep your landing page short and sweet, and ensure there’s no fluff.
When thinking about copy, you need a headline, a subheading, and a CTA button. These won’t be your only elements, but they can help you to structure your copy. For design elements, consider branding, images, videos, and fonts, while also remembering to leave whitespace.
Your landing page needs to provide good value to those who click on your banner ad. Firstly, it has to reflect the ad that they clicked on, and then it needs to help them continue their journey. One way to ensure you provide value is to address any buyer fears, which can increase conversion rates by 80%. This could be related to your product or service or might address fears surrounding submitting personal data. While keeping concise, your landing page should extend a beneficial offer and explain the value that you are providing to your customers.
People use all kinds of devices, screen sizes, and browsers when they’re online. That’s why it’s important for any landing page to have a responsive design. A responsive landing page will adjust to the device and browser of the user to ensure usability, no matter how your banner ad is served to them. If your landing page isn’t responsive, it could be impossible to use on some devices.
This is especially true for forms that are not responsive, which can be difficult to fill out on smartphones or other small devices.
Getting the form right is one of the most crucial parts of designing a landing page. If it’s too long, people won’t want to fill it out. If it asks questions that people see as being unnecessary or invasive, they might just leave the page. People don’t like to share too much personal information, so allow them to get away with providing just the minimum that you need.
It’s important to let them know how you will use their information too, especially if there are laws that dictate how to handle personal data.
36% of top landing pages have testimonials, while 11% have reviews. Providing proof that you have past and current customers who have been satisfied with your products or services can convince people to take action. They will trust your brand more if they can see that others find you trustworthy and you can benefit from a higher conversion rate. Use the reviews and testimonials that you have collected for other purposes to improve your landing page.
When it comes to your call to action, don’t just use any generic copy. A personalized CTA could more than triple 202% better your conversion rate, so it’s definitely something that’s worth considering. Personalizing landing pages has become much easier than it once was, thanks to various technologies. You don’t have to have a separate CTA for each individual that visits your site. You can separate people into groups to service different CTAs for different audiences, such as one for visitors and one for leads.
It’s always worth carrying out A/B testing when you’re creating a landing page. It allows you to test out different elements of your page, from the headline to the CTA. Without A/B testing, you can’t work out if your page really is performing effectively and if it’s achieving the best conversion rate that you can expect it to. It’s a simple type of test to carry out and can provide you with valuable data. Of course, at the same time, you might be A/B testing your banner ads to see which of them is most effective in combination with your landing page.
Once someone clicks on your banner ad, you need to provide them with a valuable landing page that encourages them to convert.