10 stops on conversion highwayintermediate

If you’ve ever wondered how to build a landing page that converts, or even why you should be using them, you’re in the right place. Today you’ll learn tons of great landing page tips, and get to go on a road trip at the same time. We'll take you on a trip across the U.S., stopping in at some famous American landmarks to learn how to create landing pages that convert more visitors into leads and customers, admittedly pushing the limits of metaphor further than it probably should be ;-)

And be sure to check out the recap below the infographic for some bonus tips, too!

(Click infographic to enlarge.)

Unbounce Hubspot Infographic 600

So what now? Time for a little recap ...

Now that you’re armed with the all this awesome knowledge needed to create an effective landing page, let me share a few extra pointers to keep your momentum going.

1) Use a Single Call-to-Action

Having a single objective on your landing page should be your goal. Otherwise, you'll distract visitors and increase friction on your landing page. You can also make it stand out more and encourage greater conversions by using principles of conversion-centered design to draw attention to your CTA.

2) Match Your Messaging

A critical aspect of reducing your bounce rates is to match the message on your page with what your visitors clicked on (likely your CTA) to arrive at your page, letting people know they are in the right place.

3) Do Some A/B Testing

A/B testing can be a source of frustration if you don’t approach it in the right way -- it’s not a silver bullet to a better page. The best way to start a test is by forming a hypothesis for what you think might perform better. Check out HubSpot's guide to A/B testing to get started the right way.

4) Leverage Testimonials

Word of mouth is often the biggest driver of new customer acquisition. Try including some reassuring testimonials on your landing pages to drive conversion. You can also try a video montage of your customers praising your product to boost visitors' trust in your company.

5) Segment Traffic to Different Landing Pages

Segmentation can be a powerful way to improve your marketing. Try using a different landing page for each traffic source so you can better understand which channels are performing best. Doing this also allows you to tailor the messaging and landing page experience for each source. You can extend this idea and create persona-centric landing pages to tailor your messaging to the various buyer personas you have for your business.

6) Include a Phone Number

It's not uncommon for website visitors to have conversion anxiety. Your prospects may fear giving out their email addresses and personal information to companies they don’t have a relationship with yet. But rest assured: there are ways to reduce this anxiety. By adding a phone number to your landing pages, you can not only build trust through transparency, but also increase conversions, as evident by this case study.

7) Highlight Social Proof

Social proof can be a great way to increase conversions. My favorite example is for webinar registration pages: add the number of people who have already registered to show that others are signing up and think the event is valuable. Nobody likes an empty restaurant. It's the same idea.

8) Understand the Difference Between Homepages and Landing Pages

This one's simple. If you are running marketing campaigns (paid search, email, social, etc.) you should be driving people to a highly targeted landing page like the one you’ve just learned to build. It will focus your visitors' attention on the action you want them to take and, thus, increase your conversions. Your homepage has too many leaks and pathways for people to get distracted by. (Task: Go to your homepage, and count the number of links you have pointing to other pages. Then compare this with a page that only has one. See what I’m getting at?)

9) Make Use of Video

As mentioned in the infographic, a study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%. Here are 4 ways to make your landing page videos more effective:

  1. Test autoplay vs. press play. Usability guidelines advise against autoplay, as it is an interruption technique that annoys people. That being said, it can also increase conversions. Test it for yourself.
  2. Add a call-to-action (CTA) to your video. This can be permanently visible, shown at strategic times throughout the video, or just be presented at the end.
  3. Try short and long versions to see what your customers prefer. Some products/services may need lots of detail, while others might be better suited for a 30-second elevator pitch.
  4. Use directional cues within the video to point your visitors to your landing page’s conversion goal. This can be a physical action (a person/arrow pointing) or a verbal instruction.

10) Optimize for Better Conversion Rates

What to say here? Simply, conversion rate optimization is something everyone should be doing. The infographic showed you the numbers you might need to convince your boss about its value, so once you’ve got the green light, start leveraging what you’re learning from your A/B tests to make your website and landing pages convert better.

Final Destination: A High Converting Landing Page

Congrats! You've made it all the way to rainy Vancouver -- home of the Canucks (thanks for beating us in the 2011 Stanley Cup, Boston) -- and the landing page people at Unbounce. If you want to see some awesome real-life examples of effective landing pages, take a look at this list of 35 beautiful landing page design examples.

This is a guest post by Oli Gardner, co-founder and director of marketing at Unbounce.com, the DIY landing page platform that also integrates with HubSpot -- available in the HubSpot App Marketplace. Oli is an opinionated writer, primarily on the subjects of landing pages and conversion rate optimization. You can follow him on Twitter @OliGardner.


Originally published Aug 2, 2012 12:30:00 PM, updated July 28 2017


Lead Generation