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The difference between a successful and unsuccessful marketing campaign can often come down to the conversion rates of your website. Finally, the overall goal for landing page optimization is to ultimately increase your conversion rate, whether it be sign ups, sales or form completions.
All the copy that you include on your landing page should be carefully thought out and planned. A good balance of content and images can be the difference between a high converting landing page and a poor one.
Asking for too much information creates a lot of friction and will often scare visitors away. Trust can be built in a variety of different ways and is effective in increasing conversions.
Alaister Low Alaister Low is a co-founder of Growth Giant which is a tool that uses the Multi-Armed Bandit Algorithm to continuously test landing pages. Also known as the value proposition, this is where you present your core description of what the page is about. Your USP is a high-level term for a collection of statements that you use to explain what your offering is.
As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one. If people can’t determine the purpose of your page from the main headline (and subhead) you’re doing something wrong. As your landing page comes to a close, you have one final chance to communicate the benefit of your offering. It’s common practice on long landing pages, to repeat your call-to-action in several places. This is where you present test subjects (people) with your landing page for 5 seconds, then hide it from view.
You will learn all about how to write effective headlines in part 5 of the course on landing page copywriting. The hero shot is the best photograph or graphical image of your product or service, designed to make it stand out as something worth attaining. Notice how the main headline, supporting headline and hero shot combine together to show exactly what the page is about. Your hero shot should dominate the page, making it immediately clear what the page is about. People are more likely to understand your product or service if you can demonstrate it in action. Following the other elements on your page, you should by now have the attention of your visitor.
Your benefit statements should attach directly to the pain felt by people seeking out what you are offering.
To support your brief benefit statements you want to extend the bullet point descriptions into a more detailed overview of their purpose and benefit.
The important point to remember here is that you need to communicate the benefit of your offering first. You often want to include imagery here that shows how each feature will look when being used, such as screenshots, where applicable. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button on a click-through page, or as part of a lead gen form.
Your CTA is critical to conversions as it’s the target of your pages’ conversion goal – in other words, it’s what you want people to interact with on your landing page. On your landing pages, the call-to-action represents the tipping point between bounce and conversion.
Both these elements have direct impact on conversions; however, they play two different roles in the conversion scenario. Button design is a visual cue that helps attract prospects’ attention to the call-to-action.
Often, the best way to understand the design of CTAs is to look at examples for inspiration. A simple guiding principle for CTAs is that the copy (text) on your button, should describe exactly what will happen when it’s clicked.
There are lots of incentives you can give away to prospects in exchange for their personal data.

A fair exchange for a newsletter registration would be an email address and perhaps a first name.
Always try to balance the “size of the prize” (what you are giving away) with the level of information you are asking a prospect to provide.
Your confirmation page is the first thing a new customer or lead sees after they have completed your conversion goal.
For a click-through landing page, the confirmation page is encountered further down the sales funnel, often after the prospect has become a customer by purchasing something from you. The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media.
If you completed “Landing Page 101” you should already have a free account to build your pages. Watch this video to see how to build a landing page from a blank canvas, adding each page element to create a fully designed landing page. Few weeks ago, RightBanners, a company focused on creating custom banners and landing pages, contacted me asking to review their service.
Besides experiencing the service, I though this was a great chance to provide a handy freebie to WRD readers.
I simply provided the logo, described the landing page I had in mind with the list of menu items and some of the content. I was satisfied with the service, they were always there to reply and things worked pretty fast.
Our experience includes many building types including residential, public and urban design projects. It covers a lot of interesting points about website optimization and we wanted to elaborate on the main points in the diagram to give you more details on how to get the most from your website. There are literally millions of different websites online and it’s difficult to stand out from the others.
Optimizing your site and landing pages allow you to potentially make more revenue with the same traffic.
Each bit of text should serve a purpose of either informing the viewer about something or convincing them to do something.
Make sure the message and the content on the landing page matches the copy in your ad creative. The purpose of this landing page is to get viewers to do one thing and that is take action on your CTA. This will make visitors feel a lot more comfortable on your site and increase your conversions.
Ask for only what you need and you’ll find that more people are willing to fill in your form or survey. Building trust is a way to make customers feel more comfortable and secure spending money on your site.
User or customer testimonials work well to increase conversions as they provide comfort for people who are on the fence considering whether or not to invest their money in your product or service.
Each landing page should have a single purpose and everything on that page should be organized in a way to promote that goal. It automatically directs traffic to your better performing pages to ensure you get the maximum conversion rate. Today we’re going to take a look at the different landing page elements that go together to build your pages. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. An example (for a dishwasher) being “Saves you hours every week by cleaning your dishes for you”.
Ask yourself “What do my potential customers need?”, then write down one sentence solutions to those needs. A good way to approach this is to expand upon the benefits first, and then if needed, add some feature details below.
Then, and only then, do you start to add features – which are typically directed towards those who require more detail in order to make a decision.
It’s purely a label intended to keep you focused on this page element when designing your page.
When you ask someone to do something online, they have to go through your call-to-action in order to do it – regardless of whether you’re asking them to download a PDF, fill out a form, buy a product, or even just click through to another page. This classic post from Smashing Magazine has a large collection of call-to-action examples.

Examples of this would include: “Get my free ebook now”, “Take the 5 minute tour”, “Start my 30-day free trial”.
The important lesson for lead gen is to strike a balance between what you are giving away, and what you are asking for in return.
In this instance, asking for a phone number and the size of your company would create an imbalance that could hurt your conversion rates. There is a fine line between being too greedy and not asking for enough to satisfy your marketing needs. For a lead generation landing page your prospect submitted your form turning them into a lead and they are now typically faced with a page that either says “thank you” or provides the link to download content. Take advantage of post-conversion opportunities to extend your marketing potential and reach. Today we start from a blank slate and add all of the elements you just learned about until we have a super awesome, fully functioning landing page. If not, you can open a free Unbounce account (60 seconds to sign up – no credit card required). I also shared examples of landing pages I liked so that RightBanners guys can have an idea of my style. The free landing page template can be used in free or commercial websites with no attributions. Visitors will be able to more intuitively navigate and use your site which will work to improve the overall experience.
This allows more budget to be placed into marketing and gives your team more scope to try creative marketing campaigns. Make sure the content you use is relevant to what the landing page is about and emotive enough to get them to take action.
Use contrasting colors, large font sizes and prominent placement to emphasize your CTA buttons or text.
Adding a Facebook widget that displays peoples friends that have also used a product or service is also a great way to build trust. There is only one group of people that will tell you what converts best and they’re your own customers and visitors.
You could have the perfect landing page with an incredibly high conversion rate, but if visitors have to wait too long they may just leave. This will ensure that you’re getting the most from your website and not loosing valuable customers and revenue. Often, hearing someone else communicate it will strengthen your own understanding and to help you craft an effective USP.
It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors. Albeit cheesy, the Slap Chop or Sham Wow infomercials you see on TV do a great job of doing this. The concept being that you are more likely to convert if you see that others before you have, and were glad they did. You’ll often see people checking out reviews on their phone while in an electronics store or when considering a restaurant.
It’s often the beginning of the marketing process, where the email address gathered is used to send follow up correspondence to try and convert the new leads into customers. If you are looking for a landing page or banner design service, you should definitely give them a try. Our creative process tailored to our clients needs allows us to produce innovative architecture at all scales. There are a lot of specific ways to build trust which can also help with increasing conversions. Helping users effectively and quickly use your site is crucial for conversions and website optimization.
Answers to these questions will help you figure out how to go about creating your landing pages and what content to place on the page.

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