First impressions count for everything in the world of modern business. So, if you want to have any chance of securing high conversion rates, your web design and the creation of powerful landing pages are essential. Otherwise, you could lose visitors before you’ve even had a chance to win them over.
The average conversion rate of website landing pages is 2.35%, but the best-performing sites gain conversion rates that are comfortably above the 10% threshold. That statistic alone should give you more than enough incentive to start paying greater attention to this crucial element.
Perhaps the best way to learn how to use landing pages in the most efficient manner is to take inspiration from other sites that continue to perform well. Here are four excellent examples that teach very real lessons.
1| Blue Apron
Landing Page: https://www.blueapron.com/
Lesson: Know your audience
Many businesses fall victim to their desire to reach the biggest possible audience. In reality, though, it’s better to swim in a small pond than sink in a river. Without a sense of direction and purpose, it’s unlikely that your landing pages will have the desired effect.
Blue Apron could potentially aim to reach everyone given that all audiences need to eat. However, there is a clear focus on people that want to cook tasty and nutritious foods but don’t have lots of time on their hands. Everything from the imagery to the text is focused on the convenience, even down to the quick navigation of choosing meal types. And this is why the landing page succeeds.
Whatever you’re selling, the landing page needs to be designed with your audience in mind. When you know the demographic, every aspect from the images and text to overall page layout becomes far easier to master. This can be supported analysis and testing for greater optimization.
2| Beats By Dre
Landing Page: https://www.beatsbydre.com/
Lesson: Simplicity is king
Given that you want to tell your audience all about the products, it can be tempting to include streams of information. In truth, this can overawe them. As is shown on the Beats By Dre landing pages, feeding a little information is often the best approach.
Taking this method lets users gain a little insight from the landing page. If they are still interested, they will click the appropriate link to navigate to a product page or another part of the site to learn more about what’s available. Whether it’s a product or a service, putting them in a position where they actively want more is very advantageous. Above all else, it gains interaction and participation.
Keep landing pages simple because most users will read the headlines and CTAs while only a small percentage read the details. You wouldn’t bombard users with information overload on a TV advert, so why would you ever do the same online?
3| Dollar Shave Club
Landing Page: https://www.dollarshaveclub.com/
Lesson: Have a clear message
Landing pages are there to make a great first impression and promote the brand in a positive manner. However, you must not forget that the main goal is to turn visitors into customers. Therefore, it’s imperative that you guide them to the desired outcome.
The best way to do this is through an effective call-to-action, otherwise known as a CTA. While many landing pages make the mistake of trying to cram lots of CTAs in, the Dollar Shave Club focuses on the same ‘Get Started’ suggestion on multiple occasions. This gives the site a much better chance of securing a click through to the next page (which is for their starter kit), meaning that there I a very clear goal in mind.
Trying to sell lots of different products and ideas can be confusing. Besides, the best-performing sites have multiple landing pages, so you’ll have plenty of time for the other CTAs elsewhere on the site. Apart from anything else, it makes it far easier to analyze the success of a landing page.
Lesson: A picture paints a thousand words
The above cliché outdates the internet by many decades, but the fact that the World Wide Web is a visual platform means that it still rings true. Images, videos, and infographics are a lot easier to consume – especially for non-native speakers – and GoPro uses those items very well indeed.
GoPro’s above landing page includes a video that shows users what’s capable with their products. It builds excitement, engages the clients, and answers a lot of the questions they may have had before they’ve even been asked (such as can it be used underwater). Videos tend to generate a far stronger emotional reaction, which increases conversions by 86% is more likely to bring impulse buys too.
Of course, this all works exceptionally well for the GoPro brand due to the products being sold. Still, even if your business doesn’t sell cameras, videos and other visual media can go a long way to providing winning insight and encouraging users to buy your items or discover more.
When used well, landing pages are your ticket to increased conversions. Given that you can use different landing pages for various products, services, locations, and audiences, there’s no need to overcomplicate any given page.
Instead, focus on the ideas above while paying extra attention to analytical tools for ongoing improvements, and your sales will soar in no time.
Rodney Warner heads the team at Connective Web Design and is also a musician, outdoor enthusiast, and ice cream connoisseur.