Recently we posted an article discussing why website conversions are more important than website traffic. With this in mind, we felt that the following Infographic produced by Quick Sprout was an excellent addition to this piece, and includes some really great reference material for you to return to when creating your next landing page.
The Anatomy of a High Converting Landing Page begins by outlining the importance of headlines when developing web pages. When writing your headlines, it’s important to remember that even though only a small percentage of headlines actually get clicked on, most headlines get read. By improving your headlines, you’re going to boost the chances of your pages standing out from the crowd, and ultimately driving traffic to your site.
But without great content, a great headline is simply not enough. When you do manage to drive visitors to your website, both images and video are strong influencers as to whether your visitors stay on your web pages, and the level of engagement with your content you’re able to achieve. By providing rich, simple to understand, supplementary material, your web pages will convert much higher as oppose to providing text-only versions. Although text is important, rich media is a major selling point in the eyes of users, and should not be discounted.
By combining your media elements with the benefits of your product, and by following up these items with a clear call to action, your web pages will perform much better. What’s interesting to note about higher converting landing pages, is that the value of call to action buttons differs based on their design. If you note on Job Stock, we tend to use a button design that stands out from our web page theme, as this converts much for us than other designs. Colors such as green, blue, yellow, and even red have been known to produce very different conversion rates for site owners, and are certainly worth investigating.
One of the most important elements many site owners seem to forget is the rule of folds. The rule of folders states that the most important content should be positioned towards the top of the page where the user is most likely to spend their time. This rule is tried and tested, and should not be refuted. This rule also emphasizes why the simplification of navigational items is so important, as it allows you to drive your users to a few key locations which matter most to your marketing strategy.
However, if you truly want higher converting landing pages, testimonials and client logos are a great way to achieve this. Because customers love to know whom you’ve worked with and whether you’re a recommended and reputable agent, this can have a major impact on your success. By aligning your branding, product summary, benefits, and media with a reputable client list, you’re highly likely to boost your conversion rates. We recommend referring to the following guide when creating your next landing page, or if you’re looking to optimize existing pages on your site.
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