The Anatomy Of A Killer Landing Page

Marketing | 9 min

In This Article

If you’re a business owner, chances are you want to perform well in your online space. And if you’re a developer, it’s your job to make it happen. To run in the race, you need an edge, which can come in many different forms. Maybe you have a strong marketing campaign, or a powerful call to action? Both are important, but before you take flight with ideas, let’s put some foundations down.

One of the strongest foundations you could, and in fact SHOULD build for your online platform, is a good landing page - and you’re about to find out why.

What is a landing page?

One important distinction to note before anything else is this: the landing page and the homepage are two completely separate things.

A home page is constructed to showcase your business’ brand and products, and is heavily packed with outbound links. From the home page though, your new visitor can leave whenever they want by clicking away. They might decide to surf the web, listen to a podcast or search up news.com. It doesn’t matter where they went, the point is that they are gone. They have no incentive to stay, let alone invest their time and money in your product or service.

Luckily there is a hero of this story: the landing page - a standalone web page crafted for digital greatness. The landing page is designed with a single goal in mind. Visitors can reach the landing page via one of two ways: through organic search or from an external source like a paid advertisement. The objective is to highlight your call to action (CTA) and drive conversion rates from your digital marketing campaigns. You’ll find that with this single goal comes simplicity - no densely packed outbound links, just a clean and simple design that keeps your visitors engaged and enticed.

Not convinced yet?

Look, generating an impeccable landing page can cost anywhere between $70 and $3000. This massive range in variability comes down to two distinct factors. One, if you are creating the landing page yourself versus outsourcing the build; and two, if you’re applying pay-per-click advertising or utilizing organic traffic. Regardless of the cost, the beauty of the landing page is that you’re free to design it in a way that truly does your brand justice.

To highlight just how powerful the landing page is, let’s look at a few statistics. The average consumer conversion rate of the majority of business websites is about 4%, but the average conversion rate of a standard landing page is 10%. Better yet, the more landing pages you have, the more leads you will generate. Recent data suggests that by creating 10 to 12 landing pages for your business’ website, you could experience a 55% increase in your consumer traffic. A clear indication that no matter the size of your investment, the landing page is a powerful marketing tactic.

What types of landing pages can you create?

There is a vast array of landing page archetypes; the two most commonly used are lead generation pages and the clickthrough pages.

Details such as a name, phone number, or email address are the key to unlocking the door to an influx of leads. Thus, many landing pages are developed around this notion of contact forms. However, conventional cookie-cutter contact forms typically have low conversion rates, because they are frankly, bothersome. It’s glaringly obvious that the business is trying to suck every last personal detail they can from you, before giving you any reason to hand them over. It’s not unexpected that the use of backspace is indulged among many website visitors when a contact form pops up.

This is where the concept of a lead generation landing page comes in. Commonly referred to as the “squeeze page” - they are intended to squeeze individual data from the visitor in exchange for something they are seeking. The customer feels as though they have achieved something by sharing their details, rendering a win-win situation for all involved.

Generally, visitors are after free trials and templates and interactive tools. To submit their details, the visitor will encounter a call-to-action button but no other form of navigation (to avoid as a cause of distraction). Lead generation landing pages are the perfect fit for startups, especially tech companies that are still in the beta stage. This way, guests are required to enter their details before gaining access to the technology that they’re primarily interested in.

Clickthrough landing pages cut straight to the chase - sales or subscription. More information about the product or service will be presented (compared to the lead generation page), to entice the visitor just enough to convert a sale.

You’ll find that eCommerce stores and SaaS marketing will utilize this landing page style the most. For it to be successful, however, the copy must be enthralling and informational and evade a sense of aggressiveness.

While there are various landing page archetypes, similar principles for success apply across the board. Semrush illustrates the anatomy of a landing page in one simple image, we’ve included it below for your reference. You can achieve everything you want and more by following the advice given below.

The anatomy of a perfect landing page

Start with an impactful headline

Impressions are formed from the moment a visitor arrives on your landing page. They’ll encounter the ‘above the fold’ elements first - the parts of your page that are visible before the visitor is required to scroll or click. Above the fold is prime real estate to showcase your best assets, so make it count.

The ‘hero section’ will also be located above the fold. Generally, the hero section will be a banner of some type, images or sliders that catch the viewer’s attention. And amongst all this, you’ll find your heading. Data suggests that 8 out of 10 people will read your headline, and only 2 out of 10 will read the rest of your content. You need to ensure that you catch readers; hook, line and sinker, or risk losing their business.

Choose the right call to action

Engaging consumers’ attention and keeping it, could be likened to an olympic sport. With that in mind you might want to bombard visitors with multiple offers and various CTAs. Be warned, you’ll probably scare them away if you overdo it. Simple and powerful trumps every time. In fact, webpages with a single, clear call-to-action will convert at a rate of 13.5%, compared to 11.9% when 2-4 CTAs are used. When you’re writing your call-to-action, customize it as much as possible. Research suggests that a highly personalized CTA designed for your target audience, will convert at double the rate of default options. Use something unique like “Set up a meeting now”, rather than “book now” for greater effect.

Multiple offers is also a no-no. Featuring more than one can actually decrease conversion rates by up to 266%, which is the exact opposite of what you want. Multiple offers can be quite confusing, and will likely cause a severe case of analysis paralysis for your new customer - meaning that when faced with too many options, they choose none.

Use A/B split testing

Testing helps to improve the performance of your landing page. As an overarching principle, an increase in web page conversion rates is directly correlated with the conversion rate optimization (CRO). This is where A/B split testing comes in. Rather than making uninformed decisions, A/B testing allows you to make data evidenced decisions for your business.

A/B testing is a randomized process where two versions of the landing or web page are created (a control and a variation), and shown to two separate pools of visitors at the same time. Data is collected to determine which version has the most impact and drives business growth. The metric of “success” will vary from business to business. In eCommerce, the measure of success is linked to sales of products or services, whereas it would be focused around lead generation for B2B.

Good testing and targeting is known to increase conversion rates by up to 300%. Despite this, a staggering 20% of companies who use landing pages admit to not using reliable testing methods to analyze their sites performance. And of all companies that utilize the landing page, over half of them perform fewer than 5 landing page tests per month. It is a simple equation, the more testing you do, the higher your conversion rates will be. For this reason, Google has been known to run over 7000 tests on one page, simply to check which copy was the most effective for their specified purpose. Another prime example of this on a mega scale, is Barack Obama utilizing A/B split testing to raise an additional $60 million USD during his US Presidential election campaign in 2012. Now that’s dedication!

Bringing this full circle, it is recommended that you:

  • Use A/B split testing, and test regularly each month
  • Analyze your visitors behavior using heatmaps and google analytics
  • Alleviate their pain points to provide an immediate benefit to your websites conversion rates

Small but mighty must-haves

We’ve all had that moment where we buy something, purely because it was recommended to us by someone we trust. Do not underestimate the true power of this dynamic. We’ve found that 36% of the top performing landing pages on the web include social proof. And, these sites convert over 1% better than their counterparts, because testimonials will boost your visitors’ trust in your brand, product or service. This is such a simple step, often overlooked, but makes the world of difference.

Featuring media is also an excellent way to increase the conversion rate of your landing page. As humans, we are designed to seek and nurture personal connections. We are hardwired to recognise faces, therefore its best to avoid stock photos that can come off ingenuine and cold. In the same vein, research suggests that over half of all consumers will look for a video to watch that’s related to the product or service they intend to purchase. Featuring a video on your landing page can increase your conversion rates by 86%, providing an excellent opportunity for you to showcase and deepen your brand in a concentrated and holistic way.

As we mentioned earlier, the whole idea of the landing page is to steer the visitor towards your call-to-action and diminish their distractibility. For this reason, 16% of landing pages do not include any navigation bars. Too often, the presence of a navigation bar is too tempting to resist.

And lastly, let’s talk about copy. It’s natural to want to ram every last drop of vital information about your product or service right in front of your visitors face. I mean, it’s unmissable then right? Think again. According to our research, almost 30% of all landing pages have way too much copy. And sometimes more, is not more. We’ve found that landing pages containing fewer than 100 words convert 50% more than those slathered with writing (500 words or more).

So there you have it. It’s time to get cracking and set your landing page up for success, using all the tips listed above. But of course, knowledge is power. Arm yourself with all the information by clicking the links or doing your own research.

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