Imagine you could get your web traffic to hang on your every word.
If every click from paid or search traffic were to stick. People would glide down your landing page with ease.
And, by the end of it, transform themselves into your loyal fans. Or, even better – your repeat customers. How great would that be?
But right now, that feels like it’s a whole world away, doesn’t it?
- Your conversion rates are dreadful
- Your bounce rates are through the roof
- Your on page time is less than the average sneeze
You’re a few days away from throwing in the towel and giving up.
But, it doesn’t have to be this way:
The secrets of the best landing page creators are only a few scrolls away.
And, all you have to do to learn them for absolutely free, is scroll down this page.
Because in this article I’m going to show you exactly what you need to do to create a highly converting landing page like the pros…[toc]
Tip #1 – Call out Your Target Audience
When visitors land on your landing page, they need to know they are in the right place.
How do you do this?
Call them out directly (ATTENTION: Authors…) or
indirectly using images and vocabulary they can recognize.
Terms like “Opt-in,” “OTO,” “Conversion,” “Downsell,” or “Lookalike Audience” are used by digital marketers.
Tip #2 – Make Your Message Simple, Clear and Concise
The rule is; One Offer, One Message.
- Within 5 seconds, your visitor should know what you are talking about on the page.
Make it so easy to understand that even a 7-year-old can figure it out. Avoid jargons or Shakespeare-like descriptions. Simple language converts much better than a message filled with gobbledygook.
- Add easy to follow directions by numbering your instructions or using arrows to point to the next instruction. Doing this adds lightness to your message.
Simplify, then add lightness. ~Colin Chapman
Tip #3 – Craft a Captivating Headline
You need to craft a catchy hook that captures the visitor attention immediately.
It needs tells them that they are in the right place.
The headline needs to communicate to their desire to know, learn or get a particular promise, question answered or discount fulfilled.
Ryan Deiss from Digital Marketer emphasizes that a headline should be;
- Compelling. It has to “grabs them by their throats.”
- Clear and concise
Which headline do you think wins (i.e. which has better conversion rates);
- Headline 1: “Discover How You Can Grow Your Blog to 10,000+ Subscribers
in Just 12 Months”
- Headline 2: “My Free PDF Reveals How to Get 10,000+ Blog Subscribers in Just 12 Months”
- Headline 3: “Discover How This Very Blog Grew to 10,000+ Subscribers in Just 12 Months”
In the 108 proven split test winners book, Russell Brunson reveals which headline wins and by which percentage.
- Headline 1: 24.2%
- Headline 2: 34.3%
- Headline 3: 54.2%
Why does headline 3 win?
“You never really know why a headline wins, but I think this one has to do with the fact that headlines one and two may seem in the mind of the reader to just be something that was made up, where headline three is specific to something that actually happened. My guess is that if he made 10,000 a specific number like 10,423 he would see an even greater lift.”
Tip #4 – Place Call to Action (CTA) Above the Fold
Make your visitors take action (i.e. buy or subscribe to your email list) without scrolling down.
Above the fold means visible as soon as the page loads.
Another tip is to place multiple CTAs at different sections of your landing page if the copy is long. Why? Prospects buy in at various stages of your copy.
Tip #5 – Custom Button Text and Contrasting Button Color
The button text must give a specific directive to the visitor. It speaks the final result. For example, “Get Your Free Cheat Sheet” or “Sign Up Today.”
The button color should be different from the rest of the page. To make a light joke, it has to blend out not in. It should contrast with other elements in the page.
So why do I say this? Hundreds of split tests made by experts like Russell Brunson reveal that a contrasting button color can increase conversions by 34%.
Tip #6 – Use Limited Form Fields.
The type of information you need from your visitor depends on various factors;
Type of offer. For example, in high ticket offers ($999 and above), a phone number field is necessary to follow up the leads with a phone call.
Personalized follow-ups. If you plan to personalize your emails, you could ask for a name.
Nature of your business. For instance, in offline and e-commerce businesses, the city/residence and phone number may be required to deliver a free package to the leads house.
Traffic temperature. Are the prospects cold, warm, or hot?
Cold traffic: The visitors do not know who you are.
In addition, they are faced with a problem but are not aware of the solution.
They are actively searching for a solution that you provide.
They require short form fields because visitors may not want to disclose their personal information.
Warm traffic: Visitor’s know the solution but are looking for the best solution to solve their needs.
Moreover, they have probably followed you on social media and have shown interest in your offer.
They require short form fields because visitors may not want to disclose their personal information just yet.
Hot traffic: Prospects are ready to buy! They have considered all options and come up with a concrete decision.
They may need longer form fields (e.g., business address, company name, number of employees) since prospects have already made their decision.
The rule of thumb: Never ask for information you do not need!
Only ask for name and email at most. For better conversions, you could test dropping the name.
More resources: https://instapage.com/blog/landing-page-contact-forms
Tip #7 – Minimum Navigation Options.
There are two crucial options that a visitor must do on your landing page;
Give you their email and go straight to the offer
Placing navigation buttons hurts conversions because visitors will be confused on what to choose.
Limiting their options to those two, bumps conversions.
In his book, 108 Proven Split Test Winners…, Russell Brunson says,
“Simplified design improved conversion by an average of 20.45%. The moral of this story is to try to cut out as many options as possible. Remember, a confused mind always says no.” ~Russell Brunson
Tip #8 – Use Visual Cues to Guide User
I like using visual cues like arrows, directional shapes, and blur effects to guide the visitors’ eyes through the landing page to the Call to Action (CTA).
Benefit-rich key points can be highlighted with a contrasting underline or overlay color to make them stand out.
Visual cues have been found to be very effective. Why?
In various split tests that have been performed, a visitor’s mouse pointer follow’s the direction of arrows on the landing page. A phenomenon that many experts acknowledge.
Tip #9 – Use Social Proof, Testimonials and Trust Guard Seals
How can your visitor know your product works?
By using testimonials as credibility.
From the book, 108 Proven Split Test Winners, a test made by Russell Brunson showed that;
“People put a lot of weight on testimonials from Facebook. My guess is that people believe if it was posted on Facebook, that it’s a true opinion. Since this test, we are replacing all testimonials with Facebook style testimonials (even those not collected on Facebook and we are formatting so they look like they came from Facebook), and so far we are seeing a huge lift across the board.” (pg. 58)
The Facebook testimonial style resulted in 296% improvement in their conversions.
Wow! Can you imagine social proof can triple your conversions without changing anything within your copy?
Another way you can create a sizzling landing page is by including testimonials from Industry Influencers or Authority Figures.
Moreover, showing trust guard seals shows a visitor your product is approved, safe and secure to use.
Visible Privacy policies and TOS links are required to advertise in some companies like Facebook and Google.
They show the visitors that you are a genuine person or company that owns the landing page.
These links could bump conversions up.
Tip #11 – Include a Product Image or Video
It is often said that a picture speaks a thousand words.
Hence, place an image or graphical representation of the product you are offering in the lander.
The image should explain itself clearly. The accompanying text should its supplement.
Want to bump conversions through the roof? Include a killer video explaining to visitors why they should optin.
Videos are proven to work in any niche.
Tip #12 – Match Landing Page to Offer, Ad or Creative
The transition from the ad or creative to the landing page should be seamless.
What do I mean?
The images and text from the ad or creative should match what is on the landing page. Inconsistency throws the visitors off. They become suspicious and untrusting.
Finally, they leave.
Tip #13 – Use Urgency Elements to Drive Action
When a task is urgent, it needs to be done right away.
Visitors need to take action (i.e. buy a product or give you their email) as soon as possible before any objectifying thoughts creep in.
How can you achieve this?
By using urgency triggers.
For example, mentioning how long the deal is available or by using a countdown timer.
Other examples of urgency triggers include, “Doors close 2 days from today”, “This irresistible offer expires December 31st at midnight”.
Tip #14 – Include Scarcity Triggers to Increase Conversions
No one likes to be left behind.
Hence, the scarcity tactic manipulates the desire of every human being to be part of group or community.
Scarcity elements trigger this desire on visitors who land on your landing page.
For example, stating “Only 1 copy left in stock” prompts the user to buy the product immediately before it is purchased by someone else.
Tip #15 – Make Your Landing Page Responsive
It is no secret that smartphones, iPad, and tablets are taking over from the PCs and Macs.
In advertising, your landing pages should be responsive to smaller devices, i.e. adapt to smaller screen sizes.
Most viewers are busy with their phones endlessly browsing waiting to get coffee or takeaways.
Hence, your page should be mobile responsive for maximum conversions on mobile users.
If you do not know how to create a responsive website, a nifty tool called ClickFunnels can do it for you easily.
This tool has enabled me to build beautiful pages within minutes. You can read more about ClickFunnels in the last section of this guide.
Tip #16 – Reduce Site Load Time
Make sure your page loads in less than 2 seconds since people have a very short attention span.
Neil Patel, an Industry Leader in content marketing and SEO, proves that every second your page loads above 2 seconds, you lose half of your money and leads.
To load quicker, compress your images and optimize your code. Also, head over to GTMetrix and audit your site. Then, correct errors that show up.
To avoid all the technical details of reducing your load time, use ClickFunnels to build out your pages. They are then hosted by Amazon’s dedicated servers which load extremely fast.
Tip #17 – Brand Consistency
Match your landing page with the overall look and feel of your core brand.
It makes you more recognizable to your followers when they land on your website. Your viewers become more trusting and accepting towards you.
To match your brand, use your logos, similar color scheme, or a phrase you use to introduce yourself.
For example, Shaqir Hussyin, a top super affiliate, calls himself the Backpack Millionaire. While Robert Kiyosaki refers to himself as the Rich Dad Poor Dad.
All these phrases are simple and memorable.
Tip #18 – Enable Sharing
Enabling sharing on social media platforms like Twitter, Facebook, and Pinterest can bring up a sign of trust to the viewers.
It could bump conversions as users share your landing page with their friends and communities.
Your page could end becoming viral and bring in lots of visitors. Hence, more conversions and more money in your pocket.
If you loved this guide and you would like to build your landing page, check out ClickFunnels.
The world’s most powerful and simple to use mobile responsive drag-and-drop editor.
Landing pages are just the beginning.
ClickFunnels can create your complete marketing funnel. From one-click upsells to downsells to membership areas to webinars to automated email sequences.
Before I knew ClickFunnels, I used to hire a designer to design my squeeze (landing) pages.
Then I would code them myself.
It was hard work.
I spent sleepless nights working on only one page.
It took me 1 week to complete a single landing page.
I had not even integrated the shopping cart or hooked up the upsells and downsells.
When I discovered ClickFunnels, everything changed.
I was able to not only create my pages in minutes but my entire funnel.
From creating the upsells to downsells to thank you pages to integrating payment processors.
All created at a click of a button.
All I needed to do is drag and drop my images, headlines, videos, and message into the pages that are already proven to convert!
What I loved most of all was the variety of high converting page designs in their arsenal.
I was utterly impressed.
Also, I enjoyed the splendid support that I received from the support staff and wonderful community of funnel hackers.
For those new to building landing pages do not start learning how to code websites.
There is so much to learn in only a short period. Just build it in ClickFunnels.