Are you struggling to get more leads from your landing page form? We get it, sometimes it can be a struggle to know what to change in order to get more people to give you their information, that’s why we put together this short, concise guide telling you what you should consider when looking at your landing page.
Target The Pain Point In Your Headline
The headline is debatably one of the most crucial elements of a landing page. We’ve seen conversions increase by 20-50% by just simply adjusting the headline.
Consider the customer avatar you’re targeting, where your traffic is coming from, at what point of your marketing funnel they are in and what’s the main problem they are trying to solve.
For example, if you sell carpet cleaning products to (apartment/home) rentees…
Rather than a headline like…
“Get Whiter Carpet After Just 60 Seconds”
Consider something along the lines of…
“Secure Your Deposit Money By Removing Those Spotty Stains”
The second headline targets the individual better, as every rentee wants to keep their deposit money and if they are trying to clean stains as a renter, it’s most likely in the back or even the front of their mind – making it a strong pain point for that individual.
List The Benefits
By using a bullet point list of the benefits your customers will experience you can quickly and concisely remove objections.
Back to the carpet cleaning product example…
- Noticeable Results In Minutes
- Free Of Toxic Chemicals
- Pleasant Lavender Scent
- Safe Around Children
As a marketer, it’s your job to ensure you grab and keep the attention of your website visitors, sometimes this is easier said than done – that’s why a benefits list similar to above can help you achieve this. I could have written out a paragraph for each section about why the product gives noticeable results in minutes, what non-toxic ingredients are used, etc. but the reality is that your customers don’t care about that as much as you’d think.
Even if the objection is quite serious (i.e. they have children and don’t want toxic ingredients around) it’s still very unlikely that they will read a few hundred words about the ingredients used, where they are sourced, etc. That type of information is important to have available on your website, but not for a landing page, it will most likely just lower conversions by boring users and losing their attention.
Paint The Picture
This is where you have an opportunity to really express to your users what your product does, whether it’s by using a background video or a simple image. Imagine if, on your landing page you have a video below the first call to action that auto-plays and shows someone using the product on their carpet as a time-lapse and they are able to see real results in real time, there’s serious power in that.
Keep in mind something like this needs to be as relative as possible. If you have a video showing what I mentioned above and the visitors being sent to your landing page are renters, make sure you have it quite obvious that the carpet is in an apartment or some sort of residential living space, rather than a corporate office or anything unrelated like that. By having an element in your before/after photos or videos that immediately unrelates your visitors you can quickly slaughter your conversions because people will subconsciously disassociate themselves with having those results because it’s not the same.
Another example of this would be if you were promoting online personal training to 30-50-year-old, overweight men and your video portrayed a woman being trained by a personal trainer in-gym.
Call To Action Visibility
The entire goal of your page is for the user to enter their information, whether that’s a phone number or an email, that’s the goal. With that being said, you have to make sure that the form for the user to complete that goal is as clear as day. Make sure it won’t blend into the background and there’s nothing nearby that grabs more attention than that form.
If necessary, put the form in a content box with a white background and shadow around that to really make it pop and gain more visibility. After you’ve done that, check the desktop view, mobile view and even tablet view – your call to action needs to be high enough on the page so that your visitors don’t need to scroll down at all to enter in their information and tap the submit button. See an example of our home page form below.
Ad To Lander Flow
If you’re struggling to keep your cost per lead low – pay attention to this one.
Ask yourself: where is the majority of your traffic coming from? For visual purposes, we’re going to assume Facebook Ads, but the same concept can apply to Email Marketing, Messenger Marketing, Google Ads, etc.
Now take a look at the example advertisement below.
Notice how in this ad we used a depressed looking pooch? We started with a problem question and addressed it immediately after.
I recommend using the exact same headline and imagery in your ads for your landing pages. Think of it this way, if someone clicked your Facebook Ad, there’s a reason they clicked it, whether it’s subconscious or entirely conscious they were attracted to an element of your advertisement. If the theme changes on the landing page, whether that’s the headline, imagery, emotions targeted or even the colors – you’re asking for trouble.
Take the flow from your Facebook Ad to your landing page more seriously and watch your bounce rate drop and on top of that, you’ll most definitely get more leads from your landing page form.
Will All Of This Work?
All of these tips have shown considerable conversion gains in various niches for our clients, but, with that being said, every niche, company branding, and image, etc. is different and we cannot guarantee you’ll see any gains if any. With all of our clients, we follow a very strategic process to ensure there’s no room for error or any guessing. We start with market research and user behavioral analysis to pick the first round of tests and from there every decision is conclusive only once data says so.
If you got any value out of this post we would greatly appreciate a share, it lets us know which type of content we should focus on making in the future.