The Anatomy of High Converting Landing Pages
Want to know what you should be featuring on your landing page for maximum conversions? We've got you covered in this post
When it comes to high converting landing pages there are common elements most of them have.
Things that entice users to hit that call to action button and convert.
In this post we'll be diving into what you should have on your landing page and where to put it.
This post is an excerpt from my new landing page optimisation playbook called Crazy Conversions.
Let's get started on what you should have on your landing page for maximum conversions shall we!
Elements you should feature on high converting landing pages:
Page header
Hero module
Ratings
Brag bar
Pain points
How it works
Testimonials
Product benefits
Product features
Pricing table
Guarantee
Frequently asked questions
Ready to sign up?
Footer
1. A ( minimal ) page header
You should feature a header on your landing page. It should be very minimal. Your logo and main call to actions. That's it.
2. A punchy hero module
Your hero module is the most important part of your landing page. It should feature a headline, sub header and call action. Also a hero image is a good idea. This should all sit above the fold on your landing page.
3. Loads of ratings!
Ratings, a must for high converting landing pages. The more ratings the better. It's also best to have verified ratings with numbers, a logo and a link back to the source if possible.
4. A brag bar
A brag bar is a great form of social proof . Your brag bar can take the form of logos or numbers. It's about telling people that other people or companies are using your product and you should too.
5. Pain points ( Ouch! )
Pain points on high converting landing pages are all about naming and shaming the pain your customers are experiencing.
By identifying the pain points of your customers you can relate to them and let them know your product is for them and that your product can solve their problem.
6. A 'How it works' section
Having a how it works section on your landing page is a great way to demonstrate three key things:
Will your product solve my problem?
How long will it take?
How much effort will I have to put in?
Use your How it works section to let your customer know how your product works and that it will in fact solve their problem in a fast and easy manner.
7. Testimonials
Another great form of social proof.
Testimonials provide a chance for your customers to speak for you.
You should have loads of testimonials on your landing page with real customers, head shots, full names, job titles and companies.
8. Product benefits
Your landing page should feature around 3 main product benefits.
Think of the reasons why your customers should use your product. To save time. To save money. To find a job.
List these benefits clearly and concisely on your landing page.
9. Product features
Product features on your landing page are like the 'checklist' customers check off before they buy.
List 6 to 9 product features on your landing page.
Use clear, concise and simple language that your customers will understand.
10. A pricing table
If your product features different pricing options you may want to use a pricing table.
When it comes to pricing tables there are things you can do to entice users to click.
You can use price anchoring.
You can also highlight a selected 'best option' and you can also reduce the amount of options you have to just 3 options - all of these things will increase conversions on your pricing table.
11. A Guarantee
Having a guarantee is a great way to reduce the risk for your customers.
If you can have a guarantee it's best to have a simple, no questions asked 30 day money back guarantee.
Also be sure to make it easy for your customers to claim their refund via an email form.
12. Frequently asked questions
Having a Frequently Asked Questions section is a great way to address any concerns your customers may have before purchasing your product.
Have them on your landing page.
Near the bottom of the page is a good spot.
13. A Ready to sign up? bar
Having a Ready to sign up? Section at the bottom of your page is a great way to grab those users that have scrolled all the way to the bottom of your page.
Make sure you have one.
14. A ( minimal ) footer
Lastly you should have a minimal footer.
Don't have loads of links to your social feeds.
It's should be really small and minimal.
We don't want people clicking off your page.
Feature your logo and a support or contact link only in your footer.
In summary
That concludes our list of things you should consider featuring on your landing page for maximum conversions.
Take these into careful consideration when building your next landing page and you will surely get more sales on your page.
If you're after a detailed rundown of how to craft up each of these elements successfully, you can grab a copy of my playbook Crazy Conversions - I go deep into each section in the book.
