Examples of high-converting sales pages. Best Landing Page practices for high conversion. Traditional examples. How can I create a beautiful landing page?
I am still collecting a collection of examples of good landing pages. Russian-speaking. All three pages belong to the same studio. This studio’s portfolio included video reviews from site owners, from which it follows that these landing pages have a high conversion rate of 11-16%.
I don’t indicate the studio only because I plan to scold them a little and they might be a little ashamed :)
As usual, if you click on the landing page thumbnail, you can see the entire captured page. Nearby is a link to original page, but it may already be changed.
Claims to visual design no page. Everything was done well. She, perhaps, can even be used as an example. And use it as a template.
But there are serious complaints about the studio’s understanding of the essence of the landing page. The potential buyer is offered a choice All Nokian tires available in stock.
That is, no traffic segmentation is supposed to be done. At least on the page itself. While it is obvious to anyone that owners of Daewoo Matiz and Toyota Land Cruiser Prado are interested in different tires.
Essentially, the buyer is asked to make a choice based on price and serial number: which is better than Nokian Tires Hakkapeliitta 7 for 3,030 rubles or Nokian Tires Hakkapeliitta 8 for 3,250? The landing page does not answer this question, which means the conversion of this page suffers.
Well, completely unacceptable grammatical errors on landing pages:
Errors undermine the credibility of the business, and therefore worsen the conversion rate on the landing page. Speaking of trust. The landing page designer completely forgot that a company without a physical address is less trustworthy.
But the promotion is well designed: the size of the discount is clear and the reason for the deadline is transparent – it’s the season.
Example of a landing page for a consulting company
Example of a landing page for a consulting company I don’t want to comment anything here. It's simple visual material how No need design the first screen of the landing page and how necessary select facts to fill it with information. I don’t understand how the same studio can allow such variation in quality.
A tracing paper with a free call within Russia indicating the usual, i.e. toll number, is incredibly upsetting.
Example of a landing page for selling bean bag chairs
Example of a landing page for selling bean bag chairs Almost perfect landing page. I’m not afraid of this word – a masterpiece of emotional marketing. When visiting this page, the only emotion that arises is: wrap up two, maybe together with a model girl :) This is despite the fact that I absolutely certainly did not plan to buy a pear chair.
Of course, this page is not without its shortcomings. I won’t repeat myself about mine.
And I won’t even repeat the idea about the inadmissibility of multiple choices on the landing page. I said everything I wanted when reviewing the landing page with tires at the beginning of this note.
I'm talking about something else now. Look at the photo of the bag that is on sale and is called the Camedy XL chair best price. And now to a photo of a bag with the name “Oxford” pear chair:
Bag, what's your name: Pear Oxford chair or Camedy XL chair? There is no visual difference, but the names are different! Emotional marketing turns off the logical perception of information, so the conversion of the landing page is quite high. But such puzzles still make a picky buyer wonder: is it worth opening your wallet?
And now the most important mistake this landing page. I bet you didn't even notice it during a quick inspection. Take a closer look at one of the options for using the advertised product and at the product itself being sold on promotion. For your convenience, I have placed them side by side:
The advertised product on the landing page does not match the product being sold! It is not difficult to see that the girl is sitting on a huge cushion chair. But they sell a bean bag chair at a special price. And it is quite obvious that it is physically impossible to sit on a pear the way a girl sits on a cushion chair. Moreover, this pillow is not among the 5 other options for frameless chairs offered to choose from on this page: there are only 3 more options for a pear chair, a round ball and a square ottoman.
This means that some attentive page visitors will notice the difference immediately. And they won't buy a pear. Or they will buy it, realizing that it is not a pillow.
But some buyers will only be able to detect the substitution when they unpack the ordered product. As a result, the store's reputation will suffer.
But the landing page itself is very, very good!
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We have already discussed what it is landing page why they are good and for what basic principles lean. But despite the fact that there are a number of rules and techniques that will ensure the success of your website, it is wrong to think that developing a landing page is a template job, and a well-functioning page can be made in 5 minutes, just know, insert pictures and change texts. Of course it is creative process, and fantasy, supported by an understanding of the behavior of one’s target audience, only encouraged. Below we will present ten examples of non-trivial landing pages, as well as pages that ensure high conversion.
1.Nest Thermostat
A very interestingly designed landing page dedicated to the sale of a room thermostat. Despite the presence of all kinds of technical data and descriptions of convenient functionality, the landing page is focused on the visual component - several photographs of the interior, as well as a brilliantly conceived and executed animation in the middle of the page evoke the feeling that after purchasing this device, your home will be no worse, than in the pictures on the Internet. Thus, Land sells not a thermostat, but comfort in the home, which is the client’s ultimate need.
2. Boy-Coy
The website of a design studio, after which you are unlikely to even want to look for offers from competitors. A four-screen landing page can convince you to contact these guys, even if you don’t read any reviews or a list of companies with which the studio has collaborated. Most likely, you’ll just scroll through, admiring the parallax effect, and before you know it, you’ll start entering your data into a nice form. feedback.
http://boy-coy.com
3. Vodka “Valenki”
Another example of a beautiful landing page with a parallax effect. A purely image page that does not force you to immediately make a purchase, but creates a positive image among the target audience. Please note that information about the quality of the product is presented in sufficient volume, but you can miss it while watching how beautifully the ice cubes float. Nevertheless, desired effect has already been achieved. This site is too beautiful to offer something of poor quality - this is the subconscious conclusion that every visitor to any tasteful site will have. 
http://www.valenkivodka.com
4. Online store of teddy bears
Truly interesting landing pages can attract the attention of even people far from the target audience. See the example of a store selling huge teddy bears. The site is literally filled with interesting ideas and seems to be conducting a dialogue with the visitor, which ultimately, with a high probability, means a purchase. 
http://medvedy.com
5. Smart Progress
Beautiful landing page for a popular service for setting and achieving goals. First, go in and see how it works, and second, appreciate the design that represents movement towards the goal. Together with the very competent filling of the blocks, it really motivates you to do everything that was planned, but was put on the back burner. 
https://smartprogress.do
Examples of selling landing pages with high conversion
1. Production and installation of wooden windows
As you know, a landing page should not overload the visitor, but immediately give him something to grab hold of and fill out an application. We won’t argue, but some products require careful selection, and you can’t get away with just one or two blocks. The landing page for this window manufacturer followed the program to the maximum and touched on details that we don’t even think about when choosing windows. And although in a couple of blocks, as it seems to us, there was an information overload, this page is still good example big landing page. 
http://goodwin-nnov.ru/
2. CASCO insurance
Another landing page with high conversion. The principle of converting a visitor into a lead is used here similar to the previous example - a calculator. We propose to evaluate how many parameters can be entered to select a policy, and how tirelessly this is done. The same can be said about the rest of the content of the landing page - it is extremely simple and clear, and all the benefits that a car owner wants to receive by insuring his car are described.
http://prostokasko.rf
3. Franchise of amusement aquarium machines
A good example of a selling landing page that ensures high conversion due to the fact that it clearly explains the benefits to a potential client, but also leaves intrigue and a desire to find out the details of the business plan that promises passive income. Our special praise goes to the designer. 
http://morewishes.ru
4. Laptop repair
A good example of a landing page, where a relatively large amount of text (including the space it occupies on the main screen) does not create any difficulties for the visitor, but on the contrary, it looks organic and successfully describes all the advantages of the repair organization. Laptop repair services are urgent, so you should not give potential clients too much information: a few blocks are enough, but worked out as beautifully and informatively as possible, which inspires trust.
What best resources What do the Internet do with their home pages? What design, marketing and functional elements allow you to effectively convert new visitors into subscribers or loyal customers? Is it necessary beautiful landing page will it work well?
The interesting thing is that, in fact, ugly websites often convert better than resources with more advanced and fashionable design. Of course, this cannot be taken as a rule, but from time to time such precedents happen and can present you with a lot of interesting marketing insights.
A typical example of a popular resource with terrible design is Graigslist. As you can see, these are just a bunch of blue links grouped together, but this approach pays off, because Graigslist has long been considered one of the most successful services online.
Below we will touch on this delicate balance between ugly and beautiful design in more detail. For now, just try to remember that you don't have to create a cool modern landing page to make it effective.
Beautiful Landing Pages We'll Learn Today
This list contains cute landing pages that can teach us some important marketing lessons.
"3 Steps I Used to Build 4 Multi-Million Dollar Businesses"
Neil Patel, a well-known entrepreneur, venture capitalist and analyst, constantly changes the appearance of his blog and landing page to increase conversions or provide readers with access to diverse offers.
The current version is one of the most effective he has ever used. This design shows incredible high level conversions even though the lead form requires visitors to provide a phone number.
"Get instant free access to the learning platform"
Just recently, Chris Ducker—a successful serial entrepreneur, speaker, and blogger—transitioned to another platform and, in doing so, implemented a brilliant new design. His landing page converts very well, and a lot of that was achieved thanks to the photo of Chris looking (literally) at the header of his opt-in form. We will look at this example in more detail later.
“Exclusive: The multi-billion dollar future of online marketing”
This side project of business manager and entrepreneur Glen Allsop is one case in which improvement appearance landing page leads to a drop in results. Glen claims that his landing page conversion rates range from 45-64% depending on how it is structured.
So, an offer converts much better if only White background with one single lead form and no scrolling option.
“Be your best self. Free fitness plans for any fitness level"
The current version of this popular site's landing page is so well optimized that it serves as a great example of how social proof should be used.
The company conducts split tests very often and constantly changes offers.
"We're here to make you look your best"
WPMU DEV develops its own WordPress plugins and topics and does it very effectively. The landing page is carefully optimized to promote the offer, and below we'll talk about what the team was able to do to push readers to more detailed study site.
“Everything you need to send the right emails”
AWeber recently redesigned their landing page and, thanks to this, significantly increased their conversion rate. The team managed to create a page with beautiful design, which really brings impressive results.
10 Lessons These Landing Pages Teach Us
1. A clear call to action
One of the most important conclusions Their examples above are that your landing page should have a very clear call to action. If you can make it your only CTA element, even better. The main thing is that the visitor goes to the site and immediately understands what is required of him. Don't confuse people with unnecessary sentences. Take a cue from Marketing Inc and AWeber's landing pages, which expect users to take one action.
2. Photos (eye contact)
Availability good pictures very important for a landing page. Almost all of the landing pages in question use very clever images to engage the audience. Chris Ducker outdoes the other examples in this regard, as the image keeps his eyes focused on the area he wants to draw visitors' attention to. In many cases, such a visual reference can significantly increase resource conversion.
3. Mobile responsive differentiation
You probably don't need to be reminded of this, but in 2016, adapting your landing page to mobile devices is of enormous importance. The number of people reading blogs on portable devices is growing rapidly, so you need to make sure they don't leave your site because of illegible text or poorly structured pages.
A mobile responsive landing page often differs from the desktop version, because different devices people tend to perform different actions. Take a look at the sites listed above from your smartphone and PC, and you will see what interesting solutions these companies use.
4. Well-planned branding
One of characteristic features All of these pages are clearly branded. Colors, fonts, styles and images are consistent and appropriate for purpose and audience. Thanks to this approach, websites appear more professional to visitors, which leads to increased conversions. Trust plays a very important role when you ask readers to leave an email, phone number or credit card. At the very least, you should test your landing pages and check them for errors.
5. Benefits (not just features)
One of the classic marketing adages is that you should focus on the benefits, not the features of the offer. Don't tell people every detail of your proposal - rather, try to tell them how they will feel and what they will achieve in the end. Notice how the headline on Bodybuilding.com talks about “transforming yourself” instead of showing the selected exercise plan. This is an extremely stimulating call.
6. Quality baits
Almost all good landing pages offer visitors some kind of bait to encourage them to sign up or take a closer look at the offer. Chris Ducker uses this method very effectively, celebrating each achievement that will be available to his subscribers. It's hard to ignore such clear and compelling arguments.
7. Sense of time
Go to Marketing Inc's website and you'll see a clock in the middle of the page counting down until the next webinar. This is a proven marketing technique that creates some sense of anxiety in visitors - they know time is running out, and they act. If you can include a truthful and useful timer in your offer, it will most likely significantly increase your subscriber base.
8. Scarcity
Neil Patel is offering a limited number of places to attend his live webinar. Like time pressure, scarcity motivates people to act because they fear missing out on something valuable. This feature of the psyche is literally built into our consciousness from the time when we fought for survival - sensing the possibility of losing something, the brain sends signals that force us to act quickly.
9. Social proof
The fitness industry quite often uses social proof in the form of before and after photos - it's simple and effective method. Bodybuilding.com has based almost all of its content above the fold on this concept, making you immediately want to click the button and change your body like the people shown on the right.
Remember that all images must be truthful, because in many countries the law prohibits the falsification of such information. Even if only a few people subscribe to your blog, try to get a few real reviews from readers and other bloggers and place them in the most relevant places on your page.
10. Signs of trust
Place a block with brand logos under your lead form to gain the trust of new visitors. They will see that other reputable companies and clients support you and will provide you with their contact information without any worries. Keep in mind, many are still afraid to leave their personal information in the Internet.
If you plan to use any of these methods on your landing page, be sure to test all implemented changes to ensure their positive effect. Remember, what works for one landing page may be disastrous for another.
How do I create beautiful landing page?
You have three options for the development of events:
1. Redesign your landing page yourself
If you are good at design, you can create a new landing page yourself, and then hire a competent layout designer and programmer to write out the entire required code(or use ). However, we don't recommend this option if you don't understand what elements you should place on your landing page to get the best results.
2. Hire a professional designer
Today on the Internet there are thousands of web designers at your service who can create very impressive landing page. A full-fledged individual project will cost you a couple of thousand dollars, but even simple development landing page design will bring noticeable results - especially if you contact our specialists.
3. Buy a ready-made template
The last option is the simplest and cheapest, and can very likely bring you good results. We offer a variety of high-quality themes that will help you save time and money on creating the most attractive landing page.
For more than 5 years now, in the practice of Ukrainian website development, the landing page has been almost the only way to effectively advertise a product or service using one page. And the popularity of orders for landing page creation confirms this. After all, even a small selling one-page website can bring a conversion of more than 25%, keeping the visitor with one offer and leading him to the coveted lead generation button.
In this article, we will give examples of high-converting websites that have already shown incredible returns in various topics, brought customers new clients and scaled their business. We’ll also show you some great examples of high-converting landing pages that we consider incredibly successful. Go!
An example of a high-conversion landing page for the design of private houses and luxury cottages
We have been conducting detailed analytics on landing pages for several years in a row and have come to a funny conclusion. Users are still not accustomed to one-pagers. At first glance, and often even at the second and third, it is difficult for visitors to realize that it is impossible to go to some page on the site. Therefore, they continue to click on everything that even remotely resembles a button. In this example of a high-converting website, we will demonstrate the result of click analysis, and also analyze each block that together led the company to growth.
Place a CTA button immediately after the banner. Showed good results. Looks like a call to action, value + value. The call in the button should be the same as the call in the header to get high conversions.
The next conversion block is social proof + CTA. The most powerful block in the landing page.
In the next block we show our expertise. We place a CTA button at the very bottom with a very ambiguous call to action. However, the form has become one of the most effective.
Of course, the main and main proof of professionalism in the construction field is the work of the company. In the very effective block with "juicy, interesting projects“In order to attract the hottest clients who are ready to take action right now, we are placing an important call to action to “sign up for a viewing.”
The next example of a high-converting landing page is the industrial theme “ventilation and air conditioning”
The two services are dependent on each other, so an effective landing page should answer questions as much as possible potential client and put pressure on his fears.
Banner with USP, motivating second headline and lead generation button
An analysis of the client’s business showed that the customer company has a very wide target audience. Our goal is to reveal the company's capabilities by indicating the types of businesses that can order ventilation and air conditioning services. Places a lead-generating button under each type of business entity, personalizing the potential client and his type of activity.
The following blocks are benefits, advantages and manifestation of the company's expertise. We work to address consumer fears, eliminating them and confirming that the company is a true professional. When demonstrating benefits and benefits, it is important to use factual language. Therefore, it is necessary to go as deep as possible into the business of your client-customer and find out its competitive advantages.
CTA with a call to action. The call contains motivation for a free estimate of equipment and work. We talk about consumer safety, pointing out confidentiality.
Block social proof- the most important block on the landing page. We talk about facts that form his confidence in the company and lead to targeted action.
CTA with a call to action. We give the potential client a choice: fill out the feedback form and receive a free consultation from an engineer or contact us by contact number.
We introduce the consumer to other services of the company with the opportunity to get acquainted in detail and receive a discount.
Finally, there is another lead-generating button for a group of target audiences who want to get answers to individual questions regarding their business.
An example of a high-conversion landing page for heating system organization services
It’s a very competitive niche in Ukraine, so our landing page should not only motivate the client with information about the company and its service, but also place a strong emphasis on its expertise so that the consumer understands that this is a professional who can satisfy requests and make a very profitable offer.
The first spread immediately declares the professionalism of the company. We focus on experience, guarantees and adequate pricing policy.
A call to action contains a personal message - an important marketing ploy.
For the target audience who wants to get to know the company better and draw conclusions for themselves, we offer a list of services
We talk about the company’s experience, list the tasks that the company can handle. We play on the visitor's fears.
The next few blocks are benefit blogs. We offer consumers to save on services. And, in order not to be unfounded, we indicate ways to save. At the end of the second block there is a CTA with benefits that motivates action.
The social proof block increases consumer trust. A very important block from a motivational point of view.
We offer a unique service from the company - a comparative calculation of the heating system, which can show the difference in cost between the estimate that has already been presented by a competitor. Such services “kill two birds with one stone.” Firstly, the visitor is given the opportunity to save money and, if there is a difference in the calculations, then choose a more economical one, but no less quality option. Secondly, the company receives a potential client who can be “pressured” with cold calls or additional benefits. However, the form does not oblige the consumer to place an order. This shows respect for the visitor.
Next, we talk about the stages of cooperation with a lead-generating button and below it places a CTA + form with a calculation recommendation, which does not oblige the visitor to anything. From our experience, we can say that such offers are very convertible. Both the consumer and the company benefit. In the first case, this is a calculation and an opportunity to save money; in the second, it is a hot client who needs a heating system.
The next turn is a manifestation of the company’s expertise through its experience. With the information provided, we protect potential clients from charlatans and provide recommendations. This move helps the visitor understand that the company is aware of his fears and guarantees transparent cooperation, given facts and guarantees.
At the very bottom of the landing page in the form of brands of equipment used by the company.
A striking example of an effective website with high conversion is a landing page for a children's festival
Volumetric, interesting job and an excellent result in the form of a very high conversion. The purpose of this landing page is to attract maximum amount participants of the children's festival. The purpose of the landing page is to tell the visitor about the festival and provide him with the opportunity to become a participant.
Banner - unique trade offer indicating the main information - the date of the holiday
They did not place CTAs, because on this moment the visitor knows nothing about the event. Instead, they indicated its value in the next block.
To motivate the participant, they offered a gift for reposting. The result was amazing! A separate feature is the visitor’s motivation in the form of the child’s “desire”.
We reveal the advantage of the festival and place a lead-generating button with an interesting CTA. We call the child an “entrepreneur” to enhance the desire.
We answer the question about the participants, not forgetting the adults
We motivate the landing page visitor with reasons to become a festival participant
Increasing desire by showcasing speakers and special invited guests
We talk in detail about the structure of the event. We divided each service into blocks, adding a lead-generating button with a CTA to each
We talk about the goals of the project. This block is designed to provide the visitor with an understanding of the main objectives of the event and to provide the opportunity to become a volunteer to help children in need.
The last block is a CTA form with an offer to repost for a gift and a small motivation for the visitor, with the help of which the visitor has a desire to identify his child’s talents and become a participant in the festival.
An example of a cool, in our opinion, effective landing page with high conversion
Rating this landing example page, we came to the conclusion that it is doomed to have a very high conversion rate. Judge for yourself.
The first banner contains unique photo company work + USP + list of services + advantage of indicating the price + lead generating button. In fact, the visitor already has all the information on hand to place an order or get advice.
Attracting the visitor's attention with a catchy and motivating headline, detailed description tasks and professional solutions + photo of the kitchen set.
The next block works great for conversion. Placing and constructing a price sample with demonstration of offers for the selected price category introduces the visitor to the company catalogue. Below, the developers suggest contacting the company if the consumer has not found a suitable option. I would like to note the very bright, stylish and cool design. The color combination was chosen perfectly!
The company’s advantages are presented in a fairly standard manner, but the highlight of the block is the emphasis on guarantees. The content is really interesting to read.
For "hot" clients, we invite you to fill out a form and get a consultation with additional benefits, which are also indicated in the CTA.
Social proof comes in the form of showcasing customers that everyone knows
The next block is a powerful marketing move. The title of the spread motivates the visitor to choose the type of facade by clicking on the lead-generating button. After clicking on the button, the visitor has no choice but to fill out the feedback form and become a client of the company. Bravo!
For those who have not decided to choose their future kitchen, it is proposed to calculate the project, indicating the visitor’s fears of overpayments. And a solution is immediately proposed: calculation of the headset by a specialist with minimization or optimization of costs.
The trust block combines the most powerful components: real photo specialist
as well as customer reviews and video messages.
Last block - short description stages of cooperation, an offer to familiarize yourself with the company’s services and a form with a call to action.
This example of a high-converting website deserves admiration. Every detail in design, functionality is carefully thought out, calls to action and content motivate the visitor as much as possible. It is not surprising that such sites have high conversion rates.
Another example of a landing page with high conversion
This example of a high-conversion landing page is distinguished by its laconicism and sufficient modesty, which makes it very stylish. The developer paid special attention to headlines and selling texts. By the way, it is the copywriting services that this one-page website advertises.
The second spread helps the visitor understand the essence of the offer. A smart move, since not every visitor understands the “power” and capabilities of the selling text. Thus, the block fuels attention to the company. Read more about the rules for writing sales texts if you want to learn how to create ultra-converting content.
Next is getting to know the performers. The consumer should know their heroes by sight :-) Photos of real specialists increase trust in the company. At the bottom of the block there is a lead-generating button with an offer to get a consultation.
Demonstration of the company's expertise. The block is played out in an interesting way - the unusual title attracts attention and motivates scrolling
A separate feature in this block is a demonstration of the company’s work and two buttons. Both are lead generating, which again allows the company to capture the target audience.
For clients who still doubt their choice of contractor, they are invited to download a checklist that reveals the company’s expertise.
Trust block demonstrates last job companies. The client can get acquainted with the work of specialists. The block also contains a lead generating button that allows the client to check the quality of the text that he already has. Such an offer helps a potential client draw conclusions about the professionalism of the former performer and get more quality work, and the company - to get a new client.
The next block is a demonstration of experience. The list of topics that the company has already encountered increases its rank in the eyes of the consumer. This same block eliminates the fears of a potential client, who can be sure that the contractor will cope even with complex topics.
The penultimate block is informational. The site visitor is invited to find out answers to the most frequently asked questions.
Many entrepreneurs are interested in how to create a high-converting landing page. There is no secret magic here. Convincing an Internet user is based on the same principles as offline sales.
There is a law of form and content. In our case, it's design and content. Without in any way diminishing the influence of design, it is worth recognizing that, first of all, words convince a potential client. Not only text in pure form, as well as videos, infographics, photographs with explanations. How you present your product or service determines your sales.
Offer decides everything
The first thing that catches the eye of a landing page visitor is the title. It must be made beautiful large print, and its content is decisive. The essence of the headline is an offer or a unique selling proposition.
How are you different from your competitors? What value will your client receive? The answer to these questions is given by the offer. Clear, concise, convincing. Remember the famous 5 second rule? According to numerous studies, this is how long it takes Internet users to decide whether to stay on a page or leave.
Ideally, the visitor’s reaction is similar to the words of a movie character: “I’m the one who came in successfully!” The minimum task is to scroll to the end of the landing page.
On high-converting landing pages, offers are similar in 3 parameters:
- Specificity
- Uniqueness
- Value
Firstly, the visitor will not puzzle over what you offer.
Secondly, there should not be the impression that “everything here is like everyone else’s.” Template formulations don't sell.
Finally, main element offer - value or benefit for the client. It is measured not only in money. By benefit we mean a certain end result, a solution to the buyer’s problem.
Remember the classic story with the drill? A person buys a tool not for the sake of the tool, but to drill holes. The holes are needed to hang the picture. A painting is needed to create coziness in the house. Follow this chain in your product, and sell comfort, not drills.
Bad example:
The offer is specific, with a hint of benefit (we will bring clients), but at the same time it is painfully standard. Today, thousands of agencies and individual craftsmen are setting up contextual advertising. The uniqueness is not visible.
A better option:
The value of this offer (4% conversion) with a money back policy. It is perhaps impossible to come up with a more accurate offer for this niche.
Another piece of advice: don’t try to “show off” at all costs. A unique offer does not mean unlimited creativity. As confirmation, here is the case of Danish marketer Mikael Ogard:
This is a page of the Fitness World network. Original headline: "You'll be more successful with Fitness World." Ogard changed it to: "Group fitness classes at a local gym" As a result, conversion increased by 38%. Simplicity beats creativity!
Give a strong benefit in the form of capture
In the preview, you explain why the user needs to leave their contacts. What will he get by performing the target action? The most common options for targeted actions:
- Application for a free audit or consultation. Great for the IT sector, online advertising, and any consulting services.
- free registration. Typically used by software services.
- Application for a free catalog or price list. Applicable in case large quantity goods.
- Application for cost calculation. Either a complex set of goods, or a service according to individual parameters (car repair).
- Application for free measurement. Standard Themes: stretch ceiling, installation of doors, furniture to order.
- Sign up for your free first lesson. Works in the educational field ( foreign languages, music, dancing, martial arts).
- Gaining access to information. Applicable for subscription pages as part of email marketing. The user leaves his address, and you give him e-book, For example.
Discounts or gifts are usually offered as an additional motivator. The technique is ambiguous; if used unsuccessfully, it reduces user confidence. Because a strong proposal does not need a “flavor enhancer”; it is valuable in itself. Gift giving is increasingly perceived as manipulation. Therefore, check your niche for compatibility with free bonuses.
In some cases, it is advisable to place bulletins directly in the capture form, under the preview (we described this case in the previous article).
The CTA button is a “squeeze” of the main benefit in its purest form. Effective Summoning to action or is equivalent to getting what you want final result(example 1), or based on curiosity (example 2).
There are numerous debates about what type of lead form to use: hidden (there is only a CTA button on the view page) or open. There is no clear answer. See what suits your target audience best or test both options.
The following example is interesting because it explains what happens after you submit your contact information. This increases user confidence.
The secret trick of online psychology
The meaning of the technique is the subconscious desire of people to replace abstract data with their own.
In any case, the target action should be easy, with a minimum number of fields in the lead form.
Talk as much as possible about the client, not about yourself.
High-converting landing pages focus not on the characteristics of the company or product, but on the benefits of the client. Many pages use the blocks “About us”, “Our advantages”, “Why choose us”, “How we work”. The information in them is given in principle to the point, but for some reason I want to hang a medal on the chest of the author of the text.
Imagine yourself in the client's shoes. What would he like to get from your product?
Something like this:
Often all you need to do is change the headline “Why Choose Us” to “What You Get.” The feeling is completely different. Remember that customers don't care about your achievements. They want to solve their need.
Use hypnotic words
These are words that subconsciously influence a visitor to your landing page to make a positive decision. Short list:
- Imagine
- Because
- For free
- Present
Of course, everything is good in moderation, and you shouldn’t shove them into every sentence.
Avoid formulaic language
You're probably aware of junk phrases like "growth company." In fact, you can add definitions to them that are used on every second landing page:
- Fast
- Qualitatively
- Professionally
- Reliable
- Inexpensive
The fact is that each person has his own ideas about speed, quality and price. Therefore, never draw conclusions about the product for the client! Let the user decide for himself how profitable your offer is based on specific facts.
You can put any phrase that doesn’t make sense on the same “to be fired” list. For example, " Complete solution problems of your business", "Simple solution complex tasks"or "Achieve success with us." They apply to hundreds of niches and do not say anything about the uniqueness of the offer.
Secret trick
Replace every adverb and adjective in your text with its opposite meaning. If it turns out to be absurd, then feel free to throw out the weed words.
For example: “Professional specialists will repair your car quickly and efficiently.” The opposite option: “Untrained specialists will repair your car slowly and disgustingly.” Agree, it's absurd.
Here’s how you can write: “Each specialist has at least 8 years of experience, and the senior mechanic completed an internship in Formula 1. We provide a 2-year guarantee for any type of auto repair.” Facts and only facts!
Prove what you claim
Also handle facts carefully. Unjustified statements are subconsciously read by Internet users as falsehood and manipulation. Remember David Ogilvy's legendary expression, “The customer is not an idiot, it's your wife”? Therefore, promises taken out of thin air mercilessly kill landing page conversion.
For example:
Igor Mann would be jealous. Yes, whatever - it’s time for Dan Kennedy himself to give up his coaching training and become an apprentice to the guys.
If possible, instead unnecessary words take a photo or video of your product in action. Finally, post reviews from your customers.
Use only real reviews
Some entrepreneurs approach reviews in the spirit of “we’ll write it ourselves or ask a copywriter.” Did you know that fake reviews reduce conversions more than false facts? Sometimes it gets ridiculous: people discover their own face on some landing page under a fictitious name.
