Landing pages have to deliver the goods, and yet many campaigns fail right at this key moment. You’ve done the work of getting your target audience interested enough to click the link taking them to the landing page, but then analytics show there’s too much fall off. What’s going on with the page? Do you have any idea about what makes a high-converting landing page?
In other words: What can anyone do to make their landing page a high-converting one?
There are many things that can be done to turn that casual or even eager visitor into an actual customer or more likely convert, and one of the first steps is for you to recalibrate your mindset. That may sound like a bit of hype, but it is a far more significant step than many recognize.
What do we mean by recalibrating your mindset? It is simple: Don’t think of the landing page as a final destination or even as a launching point. Think of your high-converting landing page as a step in your overall campaign. It is something on which you will build a campaign, and once you start to see it as a cog in the wheel or a step along a series of steps, you’ll find it easier to structure any landing page into a stronger conversion tool.
Also, to ensure your landing page is a conversion machine, you need to take the time to identify two factors: Your USP (or UVP) and your POD. Your unique sales or value proposition and your point of differentiation are going to come to play very strongly in your landing page. What are they? It is best to use the classic candy – M&Ms and their USP, which is that they “melt in the mouth, not in the hand.”
This is a USP that is derived from their POD, which is that unlike other chocolate makers, their product doesn’t melt thanks to its unique outer shell. They took the buyer’s pain point – getting melted chocolate everywhere – and turned it into a POD. They then used special language to express that USP.
It is important that any landing page have this language clearly displayed at the right spot and in a visually appealing way. Let’s not get too far ahead, though, and look at the elements your page requires.
The Elements for Success
As you begin to adjust your mindset and think of the landing page as part of a greater whole, you can then determine such factors are the right graphics to put to use, the right language to use in all areas of the page and more. The most likely, high-converting landing pages will:
• Begin with the “Hero” – This is an image or even a background video that is the first thing a visitor sees upon arrival. It must be eye-catching and captivating. It will depict the product or service in use, even offering a demonstration. The goal of this image? Make sure it enables your target audience to see themselves using the product or service and enjoying its benefits.
• Be clear with your CTA – When your landing page is designed as a foundational step in the campaign, it can be used as a great space for introducing some of the language you will continually use throughout the funnel. You CTA or call to action will appear on the landing page and it must be very obvious (to the viewer’s eye), and irresistibly phrased.
• State your USP – The headline and secondary headline is where you use that language we discussed above. What is the benefit of your offer? Make sure it is concisely stated.
• Benefits oriented message – Briefly outline the benefits received by following that CTA.
• Insert social proof or testimonials – Lastly, research shows visitors are far more likely to convert from the landing page if they see others who have done the same. Reviews, partner logos and testimonials are excellent items to place as your last effort at getting a click on the CTA.
So, insert a great image with a powerful headline that expresses the USP. Follow that with a sub-headline enhancing the USP. Identify benefits and finish up with social proof. Voila! You have the formula for a high-converting landing page, but it can be challenging to put those pieces together.
At RAIN you can work with a team experienced in facilitating growth for banks and credit unions, including the creation of unique landing pages sure to help convert your target audience.
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