Conversion Optimised Landing Pages: A Guide and Best Practices

In online marketing, landing pages are primary conversion stages. Whether it's a web design agency such as IBA Agency or an SEO agency, landing page optimization for conversion can be the secret to increased lead generation and engagement.

In this blog, we'll share best practices and tricks to create landing pages that will convert visitors into conversions.

To Know What a Landing Page is Used For

A landing page is a special page that you create to gather leads or ask people to do something, like subscribe to a newsletter, download an eBook, or purchase a product. A landing page has a single objective, unlike the homepage, and everything on the page should help you to meet that goal.

To IBA Agency, designing a good landing page means to combine user experience (UX) and CRO principles. You'll need to start by deciding what you're looking to accomplish: is it leads, product launch, or event registration? Knowing this purpose will guide your approach.

Key Components of a Successful Landing Page

For a successful landing page, follow these key elements:

• Good headline
  The headline is the initial impression that viewers receive. Be concise, explicit, and pertinent to the visitors goal. Make sure it's correlated with your copy or email subject if you're getting clicks from a campaign.
• Good Visual Hierarchy
  Make sure you make good use of visual assets such as type, colors, spacing, and so on to direct the user's eyes in a chronological order across the page. Your most important data, such as the value proposition and CTA should be obvious.
• CTA
  Make sure your CTA is visible, compelling and clear. Focus on direct messages such as "Get Started," "Download Now," or "Sign Up Today." Try experimenting with different colours, shapes, and placements for the CTA button to see what works best.
• Complementary Images and Copy
  Create good quality photos, illustrations, or videos to accompany your point. Keep a copy simple and in-depth about the value of your offer instead of just features.

UI/UX Designing for Usability

The user experience is the basis of a landing page. Here are some UX principles:

• Keep things Simple
  Think minimalistic. Eliminate extra things, such as navigation buttons or links, that can distract users from the main CTA.
• Mobile Usage
  As people are now browsing the web from mobile, your landing page should be responsive. Make everything proportionate for all screens and have an enjoyable browsing experience.
• Accelerate Load Speed
  The bounce rates can rise with a slower loading time. Image optimization, browser cache, script optimization and faster script execution for 2 to 3 seconds loading of your page.

Please see example below:

Making the Right Sound

Copy must be relatable to your prospects, bringing in their concerns and solving their issues. To fine-tune your language:

• Focus On Benefits Instead of Features
  Features demonstrate the purpose of your product or service, while benefits convey the impact it has on the user. Emphasize the impact your audience will have.
• Bullet Points for Perfection
  Translate dense material into bullet points. This makes your information skippable and users better learn what they need to know.
• Social Proof
  Consider testimonials, case studies or the logos of past clients as a way to establish trust and credibility.

Designing for Visual Impact and Function

The design of your landing page must support your point and move users to the CTA:

• Opposing Colors
  Contrasting colors differentiate your CTA. That makes it catch the user's attention and motivates them to click.
• Visual Demarcations
  Using arrows, images, or whitespace, lead users to the conversion point. Images can indirectly lead the user's eye there, where you want it.
• Design Identity
  Coordinate your design vocabulary with the look and feel of your brand. This also generates brand recognition and credibility.

Using Psychological triggers

The power of user psychology can improve the effectiveness of your landing page. Think of these methods:

• Shortness and Expense
  Add lines such as "Limited Time Offer" or "Select X Places" to create a short term vigilance. Instability leads users to snap up or risk losing out.
• Social Proof and Authority
  Rely on user ratings, testimonials, or industry based endorsements. Converting users are more likely when they know that other users have had success with the service.
• Reciprocity Principle
  If you're providing something useful at the beginning, such as a free eBook or trial, people are more likely to reciprocate by subscribing or giving you their email.

Optimization and Testing

Even the most optimized landing page needs constant testing and improvements. Use these tips to optimize your pages:

• A/B Testing
  Test different variants of your landing page with one attribute at a time (like headline, CTA color, or image). This determines what converts most effectively.
• Heatmaps
  Data tools such as Hotjar will allow you to see what users do on your page. See what clicks most often, and make adjustments.
• Conversions
  You can use Google Analytics or CRO software that analyzes conversions, bounce rates and time on site. The information that it provides will help us pinpoint areas for improvement.

Richer App Features for Better Views

Try adding the following features to optimize your landing page:

• Interactive features
  Sliders, quizzes, calculators. Interactivity not only entices visitors to stay longer on your page but also gives you insight about what they like.
• Chatbots and Live Chat
  Provide assistance via chatbot or live chat in real-time. This can address potential queries on a moment's notice and will greatly increase conversions.
• Exit-Intent Popups
  Display popups when the user is preparing to leave the page. Give them a discount, content or secondary CTA to keep them.

Common Defects to Keep In Mind

As you improve landing pages, be careful of these traps:

• Too Much Content or Info
  By loading up the page with details, readers will feel overwhelmed. Try to stay with a short and sweet paragraph style that gets the message across.
• More CTAs
  Don't be fooled by having multiple calls to action to attract visitors. Don't try to focus on a bunch of separate things.
• Missing Load Speed
  A slow loading page can wipe out all your designs and copy. Always consider speed as a consideration.

IBA Agency Landing Page Optimization Success with iBA Agency

Developing conversion-focused landing pages is an ongoing process involving planning, design expertise, and a lot of reworking. Here at IBA Agency, we create landing pages which combine visual design and persuasive copy to drive a maximum amount of conversions. Whether you need leads, to advertise a new offering or just to make users feel better, we are here to make the difference.

Contact us today and let's design landing pages that draw, not only draws but converts.

With these best practices in mind and a keen awareness of the user behavior, you can develop landing pages that not only attract eyes but also achieve tangible results for your company.