Any offer mentioned in your email should be prominently repeated in your landing page. Place Javascript and CSS elements in external files. With the six-point punch formula, the visual hierarchy, and the strategic metrics for analytics and optimization, youre ready to craft a landing page strategy that creates more conversion than you could imagine. Crafting messages is where email marketers thrive. Step 4: Craft Persuasive Body Copy How can you use psychology to create audience-centric copy? To put your mind at ease, a reasonable bounce rate for ecommerce and professional services sites is around 40-60%. Its easy to say, Duh, conversions mean the most, obv.. At LOCALiQ, we believe digital marketing doesnt have to be complex and big goals arent just for big businesses. If youre still in the early stages or have a large enough audience to wisely segment your lists, you should also use this opportunity to split-test elements of your landing page to discover what works bestdifferent colors, fonts and calls to action can have varying effects on your audience. We can help. Offer rich experiences with social ads: Social media platforms are hyper-focused on giving users an inside look at lifestyles worldwide. Though, this time around, the CTA is more pronounced. Check this out, though: Stripe has a host of pages under their Stripe Docs library that can walk leads from creating a product on their platform to learning how to generate revenue reportsbefore they even sign up. When customers leave glowing reviews or talk about how satisfied they are, the effect is more convincing. Discover the best keywords for your PPC and SEO goals. Through this action, hopefully, youll entice them so much with your offer that theyll return to click around of their own free will. But what happens after your readers click on that link? Best-in-class apps to boost your business. Tailoring your pages for your audience. If you make the right choices and follow best practices, conversion rates can rise dramatically. Resist the urge to add too many fields for information-gathering purposes. There shouldnt be an opportunity for them to say, Wait, what? Like a grammatically flawless paragraph, a clear funnelstarting with the headlinewill create a scenario that your customers wont find jarring. Here are 10 tips for crafting landing pages that will engage and convert: Design complementary emails and landing pages. Upon a scroll, we have pricing and value proposition clearly broken out below. An eye-tracking study in 2006 showed that users often read web pages in an F-shaped pattern: two horizontal swipes followed by one vertical swipe down the page. You dont even need to hire a developer to create a custom landing page. Page speed: Your page design could be the most beautiful content youve ever created, but its not going to have the intended impact if it takes too long to load. Whether youre announcing your new business, creating an event page, or promoting a new product, youre going to need more than a shiny landing page to get people to sign on the dotted line. The original drag-and-drop landing page platform for experienced marketers. The main thing UGC delivers is an inside look at how a product enhances customers day-to-day lives. Regardless of the search engine, the fact is that if your answer isnt on the first page, youre much more likely to adjust your search entry than you are to continue clicking through pages. A landing page is a standalone web page created specifically for a marketing or advertising campaign. This makes for a much better user experience than landing on the home page and being expected to figure out where the information referenced in the ad can be found. Rather than going with a vertical layout, Stripe leverages the predictable F-pattern to optimize their page according to how our brains naturally scan for information. Because its tough to maintain lead engagement and account for all the different attributes of your audienceespecially when theyre changing over time. Visitors would love to experience your product before jumping in. Marketers should always have an ideal or representative customer in mind. When a subscriber clicks Join The Spring, theyre taken to a landing page that feels like an extension of the email. Easily build great-looking, effective ads without a designer. What you need is a landing page strategy. Now that youve created your landing page using the six-point punch formula, its time to enter the second leg of the marathon: distribution. With a big enough subscriber list, you may even want to craft unique landing pages based on demographics like age or gender. They have decided to give you their personal information in exchange for whatever youre offering. The Charity: Water landing page detail above shows what the emails Join The Spring CTA entails. This means that you can stay on the radar of someone that visited your landing page but didnt convert. Write down how you intend to accomplish that and plan accordingly. The most common use of a landing page is to capture information about your leads. Whats noteworthy here is how easy Charity: Water makes it for people to donate. You know that hot tub you were looking at two months ago that always seems to pop up on the side of websites youre browsing or smack dab in the middle of your Facebook feed? Retargeting leans on tracking technology to identify individuals who have previously engaged with your brand and re-engage them with paid ads across different platforms. Testing and targeting can increase landing page conversion rates by up to 300%. This is a powerful representation of data that analyses where users click, how far they scroll, and what they look at or ignore on your page. Your emails will hook readers into clicking links, but page headlines will help readers decide if your brand is worth their time. Without even reading the words, the bold font and large size communicate, YOU NEED TO KNOW THIS.. And for that reason, landing pages can be your greatest asset or your quickest downfall in your marketing efforts. 2. Let your success speak for itself through your customers. This is your opportunity to participate in the community youve built, and kindly ask to repurpose that content. Marketers compete for attention with millions of other companies trying to entice page visitors to stay and convert. Stick to the main goal of your landing page and hone your focus on it. Theyve also gone ahead with a multi-focus approach and added a second CTA in case page visitors feel like they still need to talk it over with a sales rep before signing up. Consider including customer testimonials. Save 50% off your order is easy to understand; Tis the season to save sounds softer and more salesy. Caution: Contents flammable! Step 6: Convert with a Call to Action Wheres the best placement for your CTA, and how can you make it action-oriented? Bounce rate measures the percentage of sessions in which someone leaves your site without interacting on your page or visiting other pages. They use a 1:1 attention ratio, which provides a single-centered focus on the CTA. Its no wonder building landing pages is a skill most digital marketers have in their toolkit, whether theyre doing it manually or through a hassle-free landing page builder. Broken images and buffering symbols are the silent killers of landing pages. Otherwise, the solution isnt for them. Less than 50% of marketers that incorporate building landing pages into their campaigns report getting a substantial return on investment (ROI). Learn more about how this new technology will help marketers and entrepreneurs grow smarter and faster. With only seconds to hold a visitors attention, creating a high converting landing page is both an art and a science. Find out if you're making costly mistakesand how to fix them. Head over to the Unbounce Community to build your business, make connections, and grow smarter together. While A/B testing creates two buckets for your leads to land into, Smart Traffic creates multiple buckets. At Hatchbuck, we start with a clear message and CTA above the fold on our landing pages. WordStreams guest authors are experts, entrepreneurs, and passionate writersin theonline marketing community who bring diverse perspectivesto our blog on a wide range of topics. Think of an email landing pages headline as your second first impression. LOCALiQ provides the platform, technology, and services you need to reach your biggest goals. SproutSocial has a bold demo button next to their hero image so theres no missing it, and its not fighting for attention with their header CTA. This lead capture form by ActiveCampaign makes it simple for the visitor to get what they came for. Get ready to improve your reach, results, and ROIfast. But for a page like this to do its job, you gotta know the purpose of that landing page. How can I account for that?. Step 2: Plan Your Information Hierarchy What information is most important? In that case, use this opportunity to convince them that this a great dealor reassure people who are already sold. But as you scroll down the page, that bold statement is reinforced with: These pages reassure customers about the benefits and product experiences they can expect to get when they sign up. But a study showed that over 94% of the first impressions formed on a page can be attributed to design. Step 5: Find Social Proof that Resonates What benefits, influencers, or companies youve engaged with would make page visitors go from skeptics to believers? Segmentation allows marketing messages to combine buyer intent with demographics to create a personalized feel of communication. Here are a few actions to take to cut back on load times: If you need help measuring your page speed as it is, check out Googles PageSpeed Insights. The design, layout, and copywriting in these examples are fire . A great email campaign is one thing, but if its conversions youre after, emails are just the tip of the iceberg. Do you lack the expertise to create landing pages manually? HUGE!Your general SEO strategy sets up a strong foundation for you to be noticed by your customers without any paid distribution efforts. Clarity is the key to landing page copywriting, and nowhere is that truer than in headlines. Lets use an example. You may offer people something they want as a lead magnet to increase the chances of conversion anything from a downloadable guide to an in-store discount will work. Explainer videos such as the one featured in the Charity: Water landing page screenshot below take less time to understand than paragraphs of copy. Place your primary CTA above the fold and consider including power words. Many landing pages make excellent use of bullet points to this endthey make for a legible, digestible, comforting list of reasons as to why youre on the right track. You position your business as an opportunity instead of a risk. Secondary keywords fluffy house slippers, best house slippers, memory foam house slippers. Explore a library of resources to help you build higher-converting. If your bounce rate is higher than that, one of the following areas need your attention: 5. While bullet-point lists are wonderful, succinct bullet-point lists are even better. Using keywords to position your landing page in the correct category is one thing. Attracting new leads will require an understanding of the language they use, the trends theyre tapped into, their industry culture, and more. But its competing with MILLIONS of websites paying to be at the top of the page.You need to get in the game. When building email landing pages that convert, persuasive headlines and succinct copy must support a killer CTA. Though it may feel counterintuitive, more navigational links can tank your conversion rates. This way, you can create a campaign that reaches them with the right message at the right time. The same goes for everything on your landing page: keep the copy clear and free of extra words, dont abuse your stock-photo collection and keep your web form well-designed, short and tied to what information is strictly necessary. According to a study, 75% of consumers will publicly share a positive experience with a brand. Smart Traffic can help you design multiple page variants and optimize for audience segments at the same time. And no, not just sharing a link on Facebook or LinkedIn like youre posting your kids artwork on the fridge. You might ask, But how can I keep them engaged throughout the whole journey? Similar to likes on Instagram and Twitter, it feels nice, but theres little insight into who these viewers are or where theyre coming from (i.e., social, paid, or organic traffic). (Youll notice the big difference here is that there are no form fields.). Want to see how retargeting can boost your ROI? This. A good idea is to draw particular attention to it by highlighting it in a different color and with a treatment thats not used anywhere else on the page. Sessions by source: THIS is where optimization becomes a targeted effort. The goal is to get your audience to open your email and click through to take a desired actionsuch as making a purchase or downloading your ebook. Heres a list of some other paid strategies to reach your target audience and capture more conversions: Build awareness with Display Ads: Reference your buyer personas to understand your customers browsing habits and what image/copy mix resonates with their demographic attributes. In standard web design, wed want to give people these opportunities, inviting them to lower our bounce rates and understand our product more, find our social handles and appreciate our breadth and personality. You want to design the forms for these people because they already have a relationship with your brand. Dont promise something in your email that you cant back up with an actual offer found on the lead-capture page. Moz does a fantastic job of getting straight to the point so theres no confusion about what theyre selling. Encourage visitors to share on social media? Get full feature access to any plan with a 14-day trial. Multiple donor testimonials on a carousel near the end of the landing page right above a secondary CTA that looks to be an email signup form can encourage others to be part of the nonprofits community. And the last thing we want is to waste time and money on targeted campaigns that dont convert. We rated 16 thank you page examples based on copy, creativity, and design. However, the strategy works for blogs and articlesnot for landing pages. Create your best landing pages yetwithout knowing a lick of code. Its almost like you need a machine that combines user preferences to automatically adjust content and send page variants to their most relevant leads. Did you know that their average conversion rate is less than 2.5%? See ad examples from brands like AirBnB and Nespresso to inspire your next campaign. Consumers expect brands to talk about themselves and why their products are so great, so its no great surprise if the language is positive. Nothing jarring, nothing confusing. Now is not that time. Like email subject lines, page headlines need to stand out. Is. Marketing emails almost always require subscribers to complete a specific action. If your paid search ad conversions are through the roof but your social display ads arent doing so well? The images to the right side of the page provide two more data points to boost consumers confidence in the product: sample client results and a sample payment process. 10 tips for email landing pages that convert, broken up with colorful and bold graphics, Build and publish landing pages with us in no time. The most critical data, in this case, is the headline. Videos embedded in landing pages have increased conversion rates by around 80%. This is when you wanna use the visual hierarchy format to structure your content. The latest addition to the Unbounce family, SnazzyAI, can help you get over the hump of writing compelling content using AI to auto-generate copy for you. They begin researching your brand online before subscribing to a newsletter, downloading a free resource, or paying for a product, and 87% of their purchase decisions are based on what they find on their own.Make sure you create content that tells a story so that theyre already in consideration mode when they come across your social ad. Why? Create and publish as many pages as you like and cancel anytime, no questions asked. If they dont sign up for your mailing list, shop on your online store, download your free expert guide, or register for an event, you cant call the campaign a success. Its that foot in the door that keeps the opportunity for conversion alive. The more fields you add, the less likely the form will help convert. Whenever a consumer clicks on a link in an email or an ad on Google, YouTube, Facebook, or similar places on the web, theyre redirected to land on a specific page that provides more depth to the headline. Email campaigns perform better with custom lead-capture pages and vice versa. Well, OK, thats not all they want. You can navigate clean layouts, concise copy, and engaging calls to action (CTAs). Find out the winners! Its their job to warm you up to the product (or outcome) before making the hard sell. Brevity and simplicity make pages easier to navigate, cutting down on possible human confusion. While crafting an attention-grabbing headline is an accomplishment, its not the only important piece of copy on your landing page. A high number of backlinks helps build a high domain rate (DR), which places your landing page higher in organic search rankings. 3. WordStream by LOCALiQ is your go-to source for data and insights in the world of digital marketing. The red areas depict the highest activity, yellow indicates fewer clicks and views, while blue represents the fewest of the two. A purpose-driven leader in all aspects, Jonathan has a passion for cultivating his teams culture, spending time with his family, and working to make a difference in the St. Louis community. In laymans terms: how often do you make it to page #3 when youre searching on Google? A heatmap (or heat map) is a graphical representation of data where values are depicted by color. Testimonials, reviews, and case studies have a massive impact on your conversion rate because about 97% of consumers use that information to govern their purchase decisions. Each email promotion should have a specific landing page tailored to that campaign. At the top of this list, we mentioned the low ROI of landing pages. While you may want to fill your page with large images, links, and plugins, those same elements could be the culprit to a slow load time that exceeds a visitors patience. Statistics show long-form content as better performers for ranking. Well, thats when youll want to transfer your ad spend to the method generating the most results. Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. Unique pageviews: Pageviews are the first metrics that will soar. Flywheels email is on brand and attention-grabbing. Ever heard the quote, If you cant measure it, you cant improve it?. When looking at what to analyze, its important to cover all the basics and ensure you include the right stuff. A lead is someone who is already consuming your content and could potentially become a customer. Although persuasive copy increases your chances of converting page visitors, we all know what the people really want. The diagram above shows heatmaps from user eye-tracking studies of three websites. Did you read the description paragraph when you scanned left-to-right the second time? The better you can pinpoint a leads place in the buyer journey, the more effectively youll be able to nurture their process from interest to post-purchase. If you want them to read the rest of your copy, click on a pages CTA, or talk about you on social media, you have to make sure those headlines are flawless. It takes a significant amount of work to capture the attention of prospects. Heres a step-by-step process you can follow to create high-performing and persuasive landing page copy:Step 1: Identify Your Value Proposition What is the goal of this page? You can design page elements that interact with one another to signal importance by following the principles of visual hierarchy. Visitors are more engaged when messaging is more specific and relevant to them. Another common use of splash pages is prompting users to join your email list with big and bold single-focus CTA. On the other hand, unique views represent the number of people who have viewed your pages, no matter how many pages they viewed. You can use the exact keywords on your landing page and in your meta tags to craft compelling copy that guarantees your ads are seen. 29.5% of landing pages in the business services sector had over 500 words of copy. When you know what type of audience you want to attract, its much easier to construct a lead-capture page that entices them. These are the six elements of a perfect email-campaign landing page. How many elements did you look at before reading the short paragraph under the headline? Get your listing to rank higher and bring in (lots) more customers. Its a marketers job to make sure youre not disappointed. This practice is also called using social proof. His extensive experience in digital marketing and sales strategies has been a driving factor in growing Hatchbucks sales by over 2,000 percent. If left-aligned or placed at the top left of the page, it will be the first element visitors are likely to zero in on. They also leverage the vertical format by adding one, single form field and reassuring the visitor with another trust element representing the high volume and global reach of their customers.Well done, ActiveCampaign. When you pair an email with a tailor-made lead-capture page for a particular brand promotion or subscriber list segment, both will likely perform better. Significant visual components can attract attention and convey so much information in a fraction of the time it takes for people to process words. What are their interests? Content distribution is where you want to budget your time and narrow down the channels for optimization, as the number of pageviews reveals the highest sources of traffic. As customers begin to notice your promotions, youll want to identify which marketing channels are creating the most sessions for your landing page. Well, if you dont want all your hard work to go to waste, youll need to identify which key metrics carry the most weight for your landing page before you start creating it. Because, similar to email design, landing page design matters. Now is the time to get them to follow clear instructions, sign up for a webinar or download an ebook. users often read web pages in an F-shaped pattern. After setting up your landing page, youll need to get into distribution mode using paid advertising strategies and organic content to drive traffic to your page. However, if youre explaining a new product feature and the average session duration is still under 10 seconds, then its time to sound the alarm. Average session duration: You need to use your best judgment regarding the amount of time spent on your page warrants an update for optimization.Keep in mind that it takes under 10 seconds for a visitor to develop an impression of your landing page. Please read our Comment Policy before commenting. If you must add more links, keep them away from focus and consider putting them near, or at, the footer of the page. That means the place where your customers land after theyve received your email plays a big role in driving conversions from your email marketing efforts. Emma is part of the CM Group family of brands. You show the successes, stories, and proof of customer satisfaction. The more opportunities you give people to click away from your landing page, the fewer people will actually do what you want them to do. The best action you can take to help yourself win over your viewers is to explain the transformation of your product in concise and persuasive sentences. Fewer than 20% of landing pages follow this practice. As well see in succeeding examples, this Charity: Water email matches its landing page not only in messaging but in visual cues. This means if you had one new visitor that visited three pages, that would increase your unique views by one and your page views by three.Use this helpful metric to understand daily patterns and promotions that trigger a spike in traffic. Did you know that 83% of visitors expect your page to load in three seconds or less? You can also make adjustments, like using larger fonts for marketing to an older audience or using youth-oriented copy to market to Gen Z. But theyre yet to pay for a product of yours. UGC is any form of content generated by customers of your brand. Dont compromise the effectiveness and efficiency of your marketing campaign with a form that will tire out prospective leads. You can build popups like this one using Unbounce to turn any high-traffic page on your website into a lead-generating engine. But theres always room for improvement! Googles Display Ad Network reaches over 90% of internet users. But it takes a much more intentional effort to know how to optimize related metrics to fuel the high conversion rate youre looking for.Here are five key areas you can gather feedback from and optimize to create an enjoyable customer experience for visitors landing on your landing page (oops, I caught myself in a punny situation there). Those are the right questions to be asking. Try Emma's robust easy-to-use product today. For those leads to turn into subscribers and, eventually, customers your emails need to direct people to lead-capture pages set up to convert. Click-through pages serve the same purpose. Buttons designating suggested monetary amounts and a field to type in a custom number with a short note in fine print explaining in concrete terms how your donation will help are great elements of an uncluttered design.