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When visitors click on your ad or call to action (CTA), they won’t automatically convert upon landing on your page. Drop-offs can occur due to various reasons such as slow load times, unengaging content, missing contact information, or a lack of trust signals.
Your goal is to eliminate these barriers to ensure a seamless path to conversions.
In this guide, Cyberset shares best practices to help you design landing pages that convert effectively. We’ll cover:
- What Is a Landing Page? (And Why You Need One)
- How To Create Landing Page Design for Higher Conversions
- 14 Landing Page Best Practices Marketers Swear By
- Landing Page Conversion Optimization FAQs
What Is a Landing Page? (And Why You Need One)
A landing page is a dedicated web page designed to convert visitors into leads or customers. It serves as the destination for users arriving from social media posts, emails, advertisements, or organic searches.
The primary objective of a landing page is to guide visitors toward a clear and compelling CTA, offering solutions or products they seek.
Many landing pages also feature a secondary CTA to provide additional value.
“Secondary CTAs often offer ‘value’ by providing content or discounts, enhancing the final conversion,” noted Adam Draper, Strategy Development Manager at Thrive.
Why Use a Landing Page?
- Create a Clear Path to Action: Effective landing pages remove distractions, providing a direct path to purchase or other actions.
- Better Sign-Up Rates: Well-structured landing pages achieve higher sign-up rates compared to other methods. (Omnisend)
- Make a Great First Impression: Design influences 94% of first impressions, emphasizing the importance of a strong landing page design. (CXL)
To achieve these benefits, your landing page must be optimized to guide visitors seamlessly from curiosity to action.
How To Create Landing Page Design for Higher Conversions
The average landing page conversion rate is 5.89%, with 10% being the benchmark for success (WebFX). To approach these figures, your landing page must serve both your business and audience effectively.
Here’s how to design landing pages that convert:
- Conduct Market Research
- Understand the Buyer’s Mindset
- Choose a Hosting Platform
- Create a User-Friendly Design
- Write Persuasive Copy
- Add an Irresistible CTA
- Add a Form (Optional)
- Test, Test, Test.
- Monitor and Optimize
Details on each step follow below.
Step 1: Conduct Market Research
High-converting landing pages are built on thorough market research.
Unlike a website that targets a broad audience, a landing page addresses a specific group with a clear, actionable purpose. Market research helps define your audience, their needs, and how your business can meet them.
Tailoring the experience increases the likelihood of conversion.
Pro Tip: The more landing pages, the better. Companies with 30 or more landing pages generate up to seven times more leads than those with fewer than 10. (Mailchimp)
Step 2: Understand the Buyer’s Mindset
Building on your market research, delve deeper into your audience’s mindset. Align your business with customer needs and design landing pages that make your offerings desirable.
The average consumer experiences five stages during the buying process:
- Stage 1: Recognizing a Need: The shopper identifies a problem or desire to address.
- Stage 2: Searching for Information: They explore options and gather details about products or services.
- Stage 3: Evaluating Alternatives: The buyer compares features, reviews, and prices.
- Stage 4: Making a Purchase: They decide based on convenience and value, then place an order.
- Stage 5: Post-Purchase Reflection: They assess the experience — Was delivery on time? Did the product meet expectations?
To engage customers at each stage, enhance your research with these methods:
- Understand Keyword Intent: Analyze search terms customers use to find solutions like yours. Tailor your landing page content to match their intent.
- Use Social Listening: Monitor social media to uncover customer pain points, desires, and trends, helping you address their needs.
- Conduct Surveys or Polls: Directly ask your audience what they seek and what influences their purchase decisions.
- Analyze Competitor Strategies: Review competitor landing pages to identify effective strategies and opportunities for differentiation.
Step 3: Choose a Hosting Platform
After defining your audience, select a hosting platform to design high-converting landing pages. The right platform significantly impacts your ability to create and customize your page.
Consider these options:
- Content Management Systems (CMS): Platforms like WordPress and Wix are user-friendly and often free to start. Investing in premium design templates or plugins can enhance features.
For more comprehensive solutions, Cyberset offers Professional Custom Website Development and Ecommerce Website Development to suit your business needs.
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