And Unbounce provides hundreds of conversion-focused landing page templates developed with these best practices in mind. It should be as readable as the back of a cereal box. We hope to broaden the categories in the future. Ask people unfamiliar with your business to read your headline and supporting copy. Make sure all images are optimized and that you’ve followed Google’s speed recommendations. The first rule of landing page best practices is this: they are a starting point to help you construct your best first attempt at a landing page. Another way to boost your conversion rates is by adding video to your landing pages, but that’s a little more involved. You've unlocked the Conversion Benchmark Report! Because then you’ll know which specific parts are working with your audience, and which ones aren’t. So when you need to ask lots of questions, it’s best to do it in multiple steps. 3. BECOME AN UNBOUNCE CERTIFIED LANDING PAGE EXPERT, PREVIEW THE UNBOUNCE LANDING PAGE BUILDER. Together with tracking tools like Google Analytics, Hotjar, VWO, and LeadsRX, you can get a full picture to optimize your page. Most of the tips above apply to all landing pages, but lead gen landing pages need a lil’ bit of special magic to work well. There are tons of post-conversion possibilities. Traffic Type 2 - Campaign If they can’t answer clearly, it’s likely not very effective copy. Just kidding, the new ad did! This means that screens will be smaller, interactivity will be more limited, and load times will crawl. Why did this happen? Unbounce is the most respected landing page platform in the industry. To give you a better head start, here are some best practices that have been proven time and time again to boost conversion rates and reduce cost-per-acquisition. It should be clear and straightforward. Or you can start upselling a trial customer to a premium subscription right away. Finally, take a step back and ask yourself the following questions, too: Was the partnership successful, in your opinion? PRO TIP. Or you can even use the opportunity to sweeten the pot with an additional offer. Including a link to your privacy policy will reassure your visitors that their data is safe with you. In this actionable course, landing page expert Oli Gardner will walk you through how to create high-converting landing pages. Don’t cram more than you need to onto the screen—too much above the fold can make it difficult to see your CTA—but make sure everything a visitor needs is visible from the get-go. A landing page is a web page created for the specific purpose of receiving and converting the traffic from type 2 - your marketing campaigns. There are many reasons a landing page is a great solution for your marketing campaigns, the biggest being that they allow you to create a customized experience, as opposed to the generic experience of sending your campaign traffic to your website’s homepage. Using a drag and drop builder (like Unbounce) means you don’t have to be a developer to publish something professional, and you can do it in a matter of hours. These cues can include literal pointers, like arrows, as well as other shapes, images, animations, or even copy that keep visitors happily scrolling and reading. Lead Gen Landing Page Best Practices. A landing page created specifically for a marketing campaign, creates a stronger message match between what was clicked (ad, email, banner, social link) and the resulting experience. As such, the call to action on a lead gen landing page is a form. Have a hunch that your problem-focused headline isn’t working? No matter how good you think your offering is, including the voices of satisfied customers and community members can add an air of authenticity to your claims that even the best copy will lack. Unlock the Conversion Benchmark Report by choosing your industry category below: For the first time ever, a group of data scientists and conversion optimization experts used AI technology to analyze the actions of 74,551,421 visitors on 64,284 lead gen landing pages created in the Unbounce platform. Choosing one option from a list of five is less taxing than asking each visitor to type their answers manually—and, as a result, it’ll lead to more conversions. Google AdWords) or send from your email, social, banners, retargeting etc. None of these qualities are good for your mobile conversion rates, so ensure better performance by designing a mobile-responsive landing page that adapts to these devices. Still not fast enough? Remove navigation and other distractions, hundreds of conversion-focused landing page templates. It’s rare that a landing page is so short that nothing appears below the fold, so including visual indicators drawing the eye downward is a good idea. Sites like ThemeForest sell hundreds of professionally designed landing pages. Many campaigns see a significant number of people browsing on their smartphones. For example, an ad for retirement communities that brings visitors to a landing page focused on luxury condos is likely drive more visitors away than one that stays on message. Either way, it’s valuable real estate, and you’ll want to make the most of it. By sending traffic from a campaign to your website, you are forcing the visitor to explore ad do a lot of work to find the content they were looking for. © 2010-2021 Unbounce. Unbounce’s builder lets you split traffic between variants and then track which page performs better. It actually received an 88% higher click-through rate at a confidence level of 99%. A landing page is a web page created for the specific purpose of receiving and converting traffic from your marketing campaigns. This could be traffic from Google Adwords, email marketing, social content, banner ads, or retargeting. When you create a landing page with the Unbounce builder, you have access to hundreds of high-converting landing page templates, industry-leading support, and the best server “uptime”, meaning our rock-solid technology will keep your pages online, safe and delivering conversions 24/7. Whether you use still photographs, step-by-step animations, or demo videos, visuals can help you to capture and keep their attention. Conversely, if you have a landing page for each product, each service, each feature, you are letting the visitor know - as soon as they click an ad - that you can actually deliver on the promise of the ad. It’s also an effective shorthand for explaining how your product or service works. A lead generation or lead capture landing page is designed to capture visitor information such as name, email address, company etc. In short, the more relevant the landing page is to the ad, the higher that portion of the Quality Score is. How could we make the … If your pages are taking more than 3 seconds to load on a mobile device, you’re going to lose a lot of potential customers. Traffic Type 1 - Organic The chart below shows industry average conversion rates and inside the full report, you'll find industry-specific insights like the impact of word count, reading ease, sentiment, and emotion. Campaign traffic that you pay for (e.g. The Unbounce blog: conversion intelligence insights on landing pages, conversion rate optimization, a/b testing, and all things marketing since 2009. Finally, rinse and repeat by changing 1 other element. The specificity of the new ad could have made it just a tad more credible than the control ad. What’s the difference between a homepage and a landing page? But nobody’s going to be convinced by glowing reviews from Jane Doe, Anonymous, and Satisfied Customer. One major reason you should be using landing pages in the first place is to ensure you’re sending people to a page that matches their expectations. And Unbounce provides hundreds of conversion-focused landing page templates developed with these best practices in mind. Resist the urge to include unnecessary links away from your landing page, including site navigation, additional calls to action, or even links back to your homepage. A great landing page focuses on a single conversion goal, so minimize other distractions that might carry visitors away. Here’s a few extra pointers that’ll make a difference in your nurture-based campaigns: 1. These days, though, it more often describes what’s visible on a screen before scrolling down. Layouts can be shifted, CTAs made more visible, and images can be shrunk or removed entirely. Lead-gen forms gather personal information, which requires a little delicacy. The Benefits of Using Video on Landing Pages. Make sure that you signal that visitors have made a “good click” by matching your landing page copy (and design) to the ads you’re running in search or social. Building a landing page can be deceptively easy. As such, the call to action on a lead gen landing page is a form. It not only lets them know the form has actually been submitted—a step some landing pages forget—it also gives you the opportunity to re-engage them. When you’re done, choose the one with the highest conversion rate. Test it out before you commit, and make decisions based on data instead of gut instinct. And, for goodness’ sake, start with the easier questions (“What’s your name?”) before getting to the sensitive ones (“Are you an innie or an outie?”). When you create a landing page with the Unbounce builder, you have access to hundreds of high-converting landing page templates, industry-leading support, and the best server “uptime”, meaning our rock-solid technology will keep your pages online, safe and delivering conversions 24/7. If you use a dedicated landing page for your Google AdWords ads, you are sending a signal to Google that you are doing it right, and can get a higher Quality Score as a result. You can humanize these testimonials by including personal details, like full names, job titles, place of residence, date of purchase, biographical details, portraits, or even video. What does this mean? Why change only 1 element at a time? Did your partner feel like the relationship was a helpful one for the campaign? Good copy shouldn’t read like copy at all. Follow along with step-by-step instructional videos to help you create your own landing pages as you go. (You might even be targeting people on the go.) The purpose of your website is to attract and convert type 1 - the organic search traffic. As an example, for ecommerce the call to action could be a “buy now” button that moves the visitor into the shopping cart. Not only that, if you’re collecting information for reasons beyond lead follow-up, like market research, it also makes crunching this data much easier. Instead of presenting 15 fields to complete on a single page, spread them over more than one step. What’s the difference between a homepage and a landing page? Traffic that arrives through organic search (from search engines like Google or Bing). You can even use arrows, animations, or even picture of pointing people to draw further attention to it. In short, the more relevant the landing page is to the ad, the higher that portion of the Quality Score is. Don’t have a team of lawyers on retainer? When a visitor to your site completes a form, bringing them to a separate thank you page (or a popup) can create new opportunities. Show your product or service in action, 5. There are many reasons a landing page is a great solution for your marketing campaigns, the biggest being that they allow you to create a customized experience, as opposed to the generic experience of sending your campaign traffic to your website’s homepage. Get Higher Conversions From Your Landing Pages. When you create a landing page with the Unbounce builder, you have access to hundreds of high-converting landing page templates, industry-leading support, and the best server “uptime”, meaning our rock-solid technology will keep your pages online, safe and delivering conversions 24/7. The same goes for long forms. Read about the benefits of videos here. Use directional cues to direct the eye, 4. All rights reserved. What’s the Difference Between a Landing Page and a Homepage? If you have multiple products or services, or are running campaigns about different features/benefits of your offering, the value proposition presented by your homepage isn’t specific enough to persuade visitors to convert. is designed to guide someone to another page, or another step in a process. Though some offerings demand longer copy (and, as a result, longer landing pages), most benefit from keeping things short. A landing page is a web page created for the specific purpose of receiving and converting traffic from your marketing campaigns. Want to ask questions in a different order on your form? But if you’re just starting out (or just have limited developer resources), you can achieve impressive results by starting from a template and customizing it to fit your brand. Even though your industry isn't included in the report, the findings can still offer some interesting ideas for experimentation. Part of Google’s Quality Score algorithm is based on the quality of the landing page experience. Showing your product or service in a real-life context helps visitors imagine themselves as your customer. The term “above the fold” refers to the upper half of the front page of a newspaper. This could be traffic from Google Adwords, email marketing, social content, banner ads, or retargeting. There are tons of free privacy policies you can download online. Traffic that arrives through organic search (from search engines like Google or Bing). There are two main types of landing page: lead generation and click through. Consider using Google’s Accelerated Mobile Pages (AMP) to deliver pages at near-instant speeds. PRO TIP. Here’s a few extra pointers that’ll make a difference in your nurture-based campaigns: Nobody likes paperwork. Screen resolutions can vary a lot, so design for the devices most people are actually using and not what appears for your fancy new iPhone or state-of-the-art laptop. The Unbounce platform also includes access to our popup and sticky bar products at no extra charge, to help you maximize the conversion potential of the traffic you are already bringing to your website. Is your boss insisting your CTA button should be fluorescent pink? Most of the tips above apply to all landing pages, but lead gen landing pages need a lil’ bit of special magic to work well. Think fewer paragraphs, more bulleted lists. Avoid weighing down your landing page with unnecessary elements that’ll slow it down—everything you add should have a specific purpose. After that, you need to experiment and let the customers decide what they think is the best converting page for the job. Then get them to tell you what you’re offering and what problem you solve. Part of Google’s Quality Score algorithm is based on the quality of the landing page experience. A landing page can present that information immediately, increasing conversions. For instance, you can ask if they want to sign up for your newsletter or visit another part of your website. The call to action on a click-through landing page is just a button. Unbounce is the most respected landing page platform in the industry. Most of your visitors are savvy enough to distrust typical marketing spiel. That said, going in blind is not recommended. Keep your headline, unique sales proposition, and, most importantly, your call to action highly visible by placing these elements above the fold. Everybody wants to be special. Similar directional cues should be used to help prospects find your call to action. Its inclusion is also mandated by a number of national and international laws, like GDPR. (For instance, this generator made by Shopify.). Split testing is an essential part of creating the perfect CTA. Your landing page will work best if it stands alone. If you’re running many ads with different headlines, consider creating variant pages (or using Dynamic Text Replacement) to ensure message match. Things to consider here are: lead-to-customer conversion rate, quality rating within your automation tool and CRM, and whether or not your sales team felt the leads were up to par. Google AdWords) or send from your email, social, banners, retargeting etc. Campaign traffic that you pay for (e.g. This can promote your ads further up the ranks to get more clicks, and it can also reduce the cost per click, making your marketing budget go further, increasing your ROI. Your hero image section is a great place to do this. According to Unbounce’s Page Speed Report for Marketers, 70% of consumers admit that loading time influences their desire to buy. As an example, for ecommerce the call to action could be a “buy now” button that moves the visitor into the shopping cart. Best practices are important, but A/B testing your landing pages is the best way to ensure that you’re converting as much as possible. is designed to capture visitor information such as name, email address, company etc. Created by Unbounce co-founder Oli Gardner, ©2018 Unbounce.com - The Conversion Platform for Marketers. Use bold, contrasting colors and an easily recognizable shape—buttons should look like buttons—so that the CTA pops out from the rest. A click-through landing page is designed to guide someone to another page, or another step in a process. It’s best to think of it this way: as a marketer you have two types of traffic. Unbounce is the most respected landing page platform in the industry. PRO TIP. (Unless you’re profoundly original, they’ve heard it all before.) The call to action on a click-through landing page is just a button.
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